How Google Works
If Google’s algorithm is proprietary, how do SEO professionals know what factors can help a business optimize for top rankings in the search results? There are a couple different ways.
- Look at Google’s filed patents, including the initial patent that described how PageRank works.
- Follow Google’s own SEO recommendations from their webmaster guidelines, their blog, and videos Google releases about SEO.
- Review the results of case studies and experiments conducted by some of the companies that offer SEO tools and tips. (See video and post below).
- Refer to experience with clients we’ve seen achieve top rankings. We see local Wisconsin companies jumping to page one in the results by step 4 of The Phases of SEO for a Local Business.
Here’s a talk I recently gave at PechaKucha Madison on this subject. It’s a neat format, 20 slides in 20 seconds apiece, that forces you to be concise.