Have you ever “Googled” yourself? What did you see? If you searched specifically for your name, your website is probably listed right at the top of the results page. But if you typed in a more general term related to your practice, you may find your website on the second page or even lower.
That’s because Google – the search engine giant – rank results according to a complex algorithm. This mathematical formula takes into account hundreds of different criteria when deciding which websites are the best match for a searcher’s query. There are many factors, but in general, Google is looking for credible websites with high quality, relevant and recent content. But ranking well is challenging so it’s important to have reasonable expectations and understand how to get the best overall visibility.
Understanding how Google ranks websites isn’t easy. The company does not readily disclose the parameters of its algorithm. Even professional search engine experts don’t know exactly how it works. And Google changes its formula 300 to 500 times a year, sometimes with a major release that can have a significant impact on your rankings. [Read more…]