Why Google is number one for search engine optimization and how to use it to your advantage.
September 14th, 2021
By Kaileigh Otsuka
Why is Google so good at reading our minds? For the last decade or so, Google Search has been the number one powerhouse for user inquiries. We see it on our home page when we open Chrome or Safari, and even in our everyday language with the common phrase - just Google it.
So why is Google still the best way to gain organic traffic to your website?
Most of Us Use Google
It’s our favorite search engine and consistently ranks number one, across the globe. In fact, in 2021, Google accounted for over 87% of global search engine traffic, followed by Bing (5.92%), Yahoo (3.11%), and Duckduckgo (2.52%). It’s safe to say that most of us use Google as our preferred search engine. Below we’ll get into the specifics for why it’s still the best way to optimize your SEO content!
Photo provided by Statcounter.com
In 2021, Google accounted for over 87% of global search engine traffic; Global Stats - US Search Engine Market Share recorded Google’s market share at 87.91% (from August 2020 to August 2021).
Google’s Algorithm is Really, Really Keen
According to Backlinko’s - Google Ranking Factors, there are over 200 ways that the Google search algorithm finds the best result for your query, and Google almost always knows what you’re looking for. So much so that you can make spelling errors and it’ll kindly correct you with the phrase: Showing results for, and the proper spelling of whatever we were trying to search in the first place. With Google’s complex algorithm, funny “I’m feeling lucky” button and top search result inquiries, the search engine has consistently come in as top dog.
According to Backlinko’s - Google Ranking Factors, there are over 200 ways that the Google search algorithm finds the best result for your query…
Here’s a more in depth explanation of how Google’s algorithm works
1. The search for synonyms
I’ve been told English is an extremely tough language to learn. We’ll use one word to describe a plethora of different things, and still expect people to understand us just fine. It’s a good thing Google uses each word in your search query to find matches based on synonyms and other context clues in the search bar. It can be broken down into three different decisions for the algorithm; replace, exchange, or adjust.
For example, when you type in “How to change a light bulb” the algorithm understands that in this example change can be replaced with another synonym like “How to replace a lightbulb.” whereas in the second example change is used as an expression to exchange one thing for another. The last is an example of an adjustment, in “How to adjust the brightness on a laptop.”
Photo provided by Google.com
2. Is it Relevant?
Searching through thousands of different web results in a matter of milliseconds, Google’s algorithm can filter through web pages and find the most relevant information based on what you typed in that little search bar. The brains of Google, its AI system filters through these results by breaking it down into two critical parts, keyword matches and aggregate data points.
- Keyword Matches
They look for the same words you typed in the search bar, followed by where they’re located on the webpage like header, subtitle, heading 2, etc…
- Aggregate Data Points
This is based on how each word interacts with each other on the page. The algorithm uses its machine-learning system to transform words into data points to choose the best webpage for your search results.
Photo provided by Google.com
3. Quality and Quantity?
We’ve been told to choose -- quality or quantity? Well it turns out, Google has decided to give us both. Aside from matching keywords and finding relevant data points, the same machine learning system will prioritize reliable sources over the alternatives. I guess it pays to cite your sources!
For example, having your webpage vetted and approved by PageRank, a Google tool used to rank efficacy and trustworthiness of a webpage, has proven to bump “trusted” web page results.
Photo provided by Google.com
It’s Used By the Marketing Moguls
When it comes to curating the best content for SEO, most business executives turn to Google. It makes sense considering they account for 87% of the United States market share. According to the Content Marketing Institute,57% of business executives say that content development congruent with Google’s SEO is the best tactic when getting your content ranked higher than the alternative competitor.
57% of business executives curate content specifically for Google’s algorithm.
Google’s Quick to the Draw
Do you hate waiting for your search results to load? Most of us do. Maybe it’s because we’re so accustomed to getting lightning speed results courtesy of Google! This top global search engine can deliver millions of accurate results in0.19 seconds or less, depending on your internet speed. Due to Google’s infrastructure and foundation, they’re able to make tweaks and changes without affecting consumer’s search engine speed.
This top global search engine can deliver millions of accurate results in 0.19 seconds or less.
Integrated Platform Tools and Plug-ins
Although it started as just a search engine, Google now has around 5 million apps available in the Google Play Store, ready to integrate into their other platform tools. What’s even more impressive is how many different niches Google caters to. From teaching plug-ins, to complex data analytics, Google’s flexibility and power of the platform caters to all sorts of communities and needs.
Some of the most downloaded applications for Android includes:
Photo provided by Appventurez.com
Google has around 5 million apps that are currently available on the Google Play Store.
Here’s how you can optimize your content and gain more organic search engine traffic
According to Backlinko there’s a secret sauce to ranking in the top tier of the domain and it starts with having unique keyword usage. Not only does the algorithm look for keywords within the blog post, article, or alternative text box, but it views the webpage as a whole.
Here’s how you can utilize keywords on your webpage to secure a place on page one of those search results:
Have Your Keyword in Titles and Headers
When you have those golden buzzwords located on the top of your domain Google’s algorithm will be notified and your page has a better shot at being one of webpages on the first page of Google search results. This is because the algorithm picks up different heading words or titles, so make sure to use a keyword or two in that title!
Have Your Keyword in the Domain Name
What’s better than peppering in SEO words in your article but putting them directly in your domain name. Especially if you have a very specific niche, you might want to consider changing your domain name to have a popular keyword. This is especially helpful if you have the domain name start with that specific keyword.
Keep the Domain Short and Sweet
You probably didn’t know that the Google Domain registration length actually has an optimum number of letters in it. Domains that are around 8 letters or less seem to be the sweet spot for domain names. It also never hurts to create a catchy phrase or “call to action” as well. For example, my domain name is “callkayo.com”
Buy Your Domain Ahead of Time
The shortest amount of time you can purchase a domain name with Google Domain is one year. According to the Google patent, purchasing a domain name for several years increases the legitimacy of the domain, and can be given more priority based on the length the domain has been consistently renewed or how many years it’s been paid for, in advance. The patent also states that this is because most “shell” or illegitimate domains aren’t used for very long, which makes sense considering scammers are always onto the next scam.
“Valuable (legitimate) domains are often paid for several years in advance, while doorway (illegitimate) domains rarely are used for more than a year. Therefore, the date when a domain expires in the future can be used as a factor in predicting the legitimacy of a domain.”
Photo provided by Google.com
Utilize Google Ads - Keywords Search
Believe it or not, there’s actually a method to the madness. By being able to utilize applications within Google Ads like Keyword Search, you’re able to better determine where each keyword should be used in the piece, the number of high volume and low volume keywords you should selectively choose, and even what’s currently trending for that specific topic.
Here are some tips on how to efficiently research keywords for your business:
Be on the Lookout for Potential New Additions and Performance Metrics
Using keywords is one thing, but continuously looking for new and updated keywords for potential use is what will really diversify your content. Try typing in different phrases, synonyms, or even copy and paste a website to see where you can grow. It’s also worth noting that you should be viewing your performance metrics on how consumers view your content. Ask yourself if they’re really resonating with that new marketing campaign about cold turkey dinners, before launching a new campaign without any data analytics to back your hunch.
Have a Series of Keyword Lists
If you’re looking for “cooking with kale” you’ll probably not want your keywords from the article you posted about “top SaaS products in the U.S. market” on that list. This is why it’s a good idea to have a series or “set” of keyword lists that relate to each other. Doing this can also inspire new keywords or allow you to plan how many high volume buzzwords you want in your article -- too many high volume words without enough diversity will backfire and make your content blend into the background.
See What’s Trending
No, it’s not like asking if peep toe high heels are back in style. It’s viewing the search volume of certain words and looking at potential trends in different search results. For example, if Samin Nosrat just put out a new book on “101 Ways to Cook with Kale” you might see a trend in people searching “how to cook with kale”, “where to buy organic kale”, “why is kale good for you?” and other key phrases. Google also allows you to see historical trends and even recaps each year for you, including the top search results for the year and different categories.
Google’s Here to Stay
Over the years, it’s clear that Google has remained the top search engine for accurate results, smart metrics, and their ability to expand into other avenues with millions of different applications. It’s no wonder business executives utilize SEO keywords and Google’s Keyword Search when curating content for their webpage.
Now that you’re equipped with a whole arsenal of Google tips and tricks, how will you apply it to your business?