Queries Change Ranking Factors
October 26, 2017
Did you ever wonder how Google determines which Web pages to send to the top of search results? According to the Search Engine Journal, how Google decides on page rankings depends on the query results-see more in the article: “Google: Top Ranking Factors Change Depending On Query.” The article contains screenshots of a Twitter conversation between people at Google as they discuss search rankings.
Gary Illyes explains that there are not three ranking factors that apply to all search results. John Mueller joined the conversation and said that Google’s algorithm’s job is to display the relevant content, but other factors vary. Mueller also adds that trying to optimize content for ranking factors in simply short-term thinking. Illyes mentioned that links (backlinking presumably) is not much of a factor either.
In summary:
That’s why it’s important for Google’s algorithms to be able to adjust and recalculate for different ranking signals.
Ranking content based on the same 3 ranking signals at all times would result in Google not always delivering the most ‘relevant’ content to users.
As John Mueller says, at the end of the day that’s what Google search is trying to accomplish.
There is not a magic formula to appear at the top of Google search results. Content is still key as is paid results too.
Whitney Grace, October 26, 2017
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