Besides being a search engine, Google is a business with real business goals. Google regularly updates the factors which are considered when determining the rank of the websites which result from a search using its engine. They do this to make their google search more potent than those of their competitors.
Unfortunately they are often not forthcoming about exactly what the factors and the changes are, and how a legitimate business can use them to their best advantage. Some say that there are over 200 different factors, each being given a different weight. Ensuring that your site is optimised for all these factors can be complex. However, if you have the right team on your side keeping up with all the changes, and potential changes, you can gain a significant ranking advantage over your competition.
Some of the factors which are currently believed to be taken into account:
Each of these factors has many facets. For example, Keywords can appear in many places on your site (including the backend). The exact positioning of the keyword within each of these places may affect it’s influence on ranking.
There are plenty of predictions being made regarding what Google might do next. We have listed a few items currently circulating around the ‘search engine water cooler’.
1. GOOGLE MAY REWARD SECURE SITES
Matt Cutts of Google continues to spend a lot of time speaking about attempts that have been made to hack sites and emails. He has also been talking about how to secure your website and email from possible hacks. This may indicate that Google has been spending time in the realm of hacking.
In the future if your website is not secure, you could earn a poor reputation with Google, resulting in a lower ranking.
This means you ought to keep your site secure and free from malware. You can also get effective plug-ins for CMS.
2. GOOGLE MAY REWARD SITES WHICH HAVE STRUCTURED DATA
A site which includes structured data is efficient for users and the search engine, too. Matt Cutts himself has told some web developers to learn about standardised web forms, outlining to them the rewards which come with them, including usability benefits that he says will likely leave the client delighted.
Sites designed to use standard data might be rewarded in the future by Google by being given a higher ranking.