A high ranking on Google is a golden ticket to success for any business, even with most bizarre ideas.
Companies spend fortunes on Search Engine Optimisation and Google advertising to raise awareness of their site, thus boosting their place on search results. Google is fully aware that companies are willing to do almost anything to get to number one on page one. So Google started to introduce strict regulations to ensure that high-ranking websites are not only free of spam but also contain ‘high quality’ content.
Google manages three main algorithms in it’s ranking system (besides hundreds of other less important criterias).
These 3 algorithms are: Panda, Penguin and Hummingbird.
Here you can read more about Google Hummingbird, but further we will present you the main principles of Google Panda and Google Penguin algorithms.
According to Google's Panda algorithm, the results that have the following characteristics will be detected and eliminated from the top results of Google’s search engine:
- Poor content - a poor content means that these sites have no value for their readers
- The extensive development of the content - for the most part this involves an integrated software in the website, which in turn is connected to the content from other sources. This provides the website with a lot of content, but of course it is only copied content. Copying content is always unacceptable by the search engines. Google Panda is willing to eliminate websites that use content scraped or copied from other websites.
- Big Bounce Rate - to track the pace of legitimate visitors to a site, bounce rate has been integrated into Google Analytics and in the search algorithm. Bounce rate is determined by the time the visitors are spending on your website. A high bounce rate means that the website is not actually visited but may be subject to robots that are visiting it and no real visitors.
Penguin is the code name of one of Google's algorithms. It was first announced on April 24, 2012 and it aims to decrease relevant results for sites that violate Google Guidelines. Penguin has the following functions:
- Identify the sites with poor backlinking - link building is another “foundation stone” for those who are promoting the site, but because of the desire to build a lot of links in a short period of time many have resorted to strategies that led to poor backlinks quality. Poor backlinks means that the links leading to your website are irrelevant.
- Identify Anchor text (the text within the link) is typically over-optimized – it is indicated that the anchor text must be used in association with about a thousand links and not be linked to sites that are not relevant to your website. Otherwise, it will be labeled by Penguin.
- Exaggeration of keywords in the content - this is not a new section for Google, but it is accentuated in Google Penguin algorithm. The websites that use keywords in excess in their content will be strictly followed by Google.