Who decides who gets to be on page one in Google’s search results?
When a searcher types in a search term like
Fort Worth award winning restaurant, who decides who shows up
as number one and who shows up on page one in Google?
Books have been written on this question, but I will try to make
I will use Google because they are the search engine most frequently
Google wants to display the results that most closely respond
to the keywords that a user types into the search box.
So, how do they decide which listing should be number one and
which ones should be on page one of the results for a search
term? The biggest factor by far is the votes that a page gets.
WHAT? You didn’t know you and others were voting?
Votes in the search world are simpler to understand than you
think. There are no hanging chads. They let the world vote for
a particular site in a lot of ways, but the most important measures
Google uses are the number of links that point at a site and
the quality of the sites that those links come from.
Let me give an example. If you own a restaurant, it’s fairly
easy to get your friends to put a link on their web site that
points at your restaurant’s homepage. You could get dozens of
these links if you have enough friends. Google sees them all,
and tabulates those votes, placing a value on each link.
(If you give them a link back, it’s called a reciprocal link
and Google discounts the value of those links because they are
more like back scratching than endorsements or votes. Think of
reciprocal links as like going down to the bus station and paying
$1 apiece to a bunch of bums to cast ballots for you. If Google
catches you buying votes, their votes essentially won’t count.)
Google realizes that those links (or votes) from your friends
for the restaurant don’t necessarily mean the food is great.
But, what if you get on CNN for those fabulous homemade rolls
and CNN puts a link on their website back to your site? That
link has a lot of authority because Google trusts CNN a lot more
than the link from the local tire shop’s five page website, and
that link from CNN would likely push your page rank way up, at
Google also knows how much traffic a site has and a story on
CNN with a link (also called a “backlink”) will likely drive
visitors to your restaurant’s site. Now when someone types in
an award-winning, Fort Worth restaurant, you are likely to be
in the top listings for that term, as well as best homemade rolls
in your city, etc. As time goes on, the votes lift your page
rank, which increases the likelihood that your web site will
be shown close to the top of the listings for a chosen keyword
Web marketing and search engine optimization is always a part
of any consulting or speaking assignment I do, and we always
make sure participants in our Peer Benchmarking Group Sessions
understand the tools to gain optimum page rank as part of their
overall strategy to increase business using strategic web development.
As a promoter of my businesses, I have had to become a web expert.
Now I’m helping other small business owners. I’ll be glad to
share some of the dos and don’ts of creating an effective business
web site with you.
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Remember, only you can make BUSINESS
Ron Sturgeon is past owner of AAA
Small Car World. In 1999, he sold his six Texas locations, with
140 employees, to Greenleaf. In 2001, he founded North Texas
Insurance Auction, which he sold to Copart in 2002. In 2002,
his book “Salvaging Millions” was published to help
small business owners achieve significant success, and was recently
reprinted. In June 2003, he joined the new ownership and management
team of GreenLeaf. He also manages his real estate holdings and
investments. You can learn more about him at WWW.autosalvageconsultant.com
He can be reached at 5940 Eden, Haltom City, TX 76117, firstname.lastname@example.org or
817-834-3625 ext 6#.