In March 2016 a session of questions organized by Google revealed the main factors influencing the Google rankings. These rankings are the order in which search results are listed by the search engine, and thus which results the user will see first.

Search Quality Senior Strategist at Google, Andrey Lipattsev, revealed that the most important factors that determine the top search results are backlinks, the content of the webpages, and RankBrain (a Google algorithm based on artificial intelligence).

About backlinks

Definition: The links that direct to the target site. Hence, these backlinks are viewed as a sign of interconnectivity. In the "mind" of search engines, they constitute the imago of the target site, or rather, the perception of other websites on the target site.

Not all backlinks are equal: In order to count in the rankings, they must be on websites of a similar topic and the ones that are on websites with a high PageRank weigh in heavier. As the number of quality backlinks rises, the website positioning in Google gets better. (Default: Creating more backlinks to your website will increase its search engine rankings, which, in effect, will increase the number of visitors to your website).

Thus, backlinks are important because their volume and quality counts in your rankings and hence increase your website’s reputation. In establishing a link building strategy, the following aspects are important:

  • quality and relevance of Web pages that send links to our site;
  • authority of the websites that promote your website;
  • backlink's placement on the page

About content of the web pages

In terms of content, the three criteria that certify the quality of information on a website are:

  • specialized expertise in the field of activity,
  • recognized authority in the field by a team of well trained and experienced personnel,
  • site visitors trust of the information, products or services provided by the website/company.

About RankBrain and Google Hummingbird algorithm

Google's RankBrain is a robot that is programmed to learn web user behavior on the Internet. Through artificial intelligence (AI), this robot learns to think like humans that search the Internet for information. In this, it analyzes how search requests are formulated, what types of websites people like and visit more often, and especially why some websites are preferred over others.
The robot learns to make associations between synonyms, between words, between whole expressions, and it can even learn emotional associations. However, RankBrain does not work autonomously, rather, it is part of Google's ranking algorithm named “Hummingbird”. Hummingbird is different than most Google algorithms, such as Penguin or Panda In these, Google analyzes websites in order to "understand" / "interpret" the content of web pages. Hummingbird, on the other hand, affects medium and long phrase searches (long tail searches).
By "long tail" searches we mean longer, specifically formulated, searches that imply that the user is looking for a precise answer. According to Google statistics, these long-tail searches generally occupy a volume of 20–40% (reaching up to 50%!) of the entire volume of searches done via the Google search engine. In addition, the volume of very long and very specific search phrases ("extremely long tail") is 18% - 20% of the entire volume of search requests on Google.

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