The algorithm used by Google in its organic search engine rankings is similar to the top secret formula for Coca Cola - everyone wants to know its ingredients due to the large potential payoff but so far no one has been able to master it.
The algorithm used by Google in its organic search engine rankings is similar to the top secret formula for Coca Cola – everyone wants to know its ingredients due to the large potential payoff but so far no one has been able to master it.
In terms of Google’s algorithm, the benefit of cracking the code is securing a prime position in relevant searches, leading to greater web traffic, more online visibility, awareness building and of course – in the b2b space – sales leads. Research also indicates that search engine users click more frequently on organic search results than sponsored links – further causing the top natural rankings to be the Holy Grail of search engine optimization (SEO) efforts.
Marketers and public relations professionals across industries have spent countless hours and dollars tweaking meta data, creating H tags, building inbound links, generating online publicity and optimizing web content in order to move up the search page and beat out the competition. And a number of articles and search engine optimization agencies are available to provide guidance.
Could it be that the answer all along was simply money?
European antitrust investigators are currently investigating the power that Google is wielding over the search space. Specifically, part of their queries surrounds whether advertisers get preference in rankings on Google’s organic search pages, which are advertised as being uninfluenced by advertising. On Google’s website, it says “Advertising with Google won’t have any effect on your site’s presence in our search results. Google never accepts money to include or rank sites in our search results, and it costs nothing to appear in our organic search results.”
Although investigations are just beginning, it will be interesting to see how they pan out and how the results shape the future of the search industry.
Jen Sprance is Managing Director, EMEA at ABI marketing public relations. You can reach her at +44 (0)20 7014 3503 and firstname.lastname@example.org.