Search engines are a real revolution. They allow us to have information almost instantly and without effort. They provide access to knowledge. The web contains astronomical resources, without search engines, it would be impossible to find our way around.

In today's article, we're going to look at search engines, but more specifically at Google's algorithms.

What is a search algorithm?

All search engines (Google, Bing, Yahoo, Ecosia, Baidu, etc.) have algorithms. In a pure and simple way, an algorithm is a mathematically formulated solution to accomplish defined tasks. These algorithms are most often integrated into computer programs.

Search engines use algorithms to present results to Internet users. Thus, search algorithms crawl the web with the aim of providing the best results according to a number of predefined criteria.

Behind these algorithms, there is a huge stake for online companies and organisations. The goal for everyone is tobe visible on search engines. However, this is not always a simple task. Indeed, search engines like Google regularly change and update search algorithms. This is why it is a big challenge to get your web pages to rank well. It should be noted that the list of criteria taken into account by the algorithms of Google and others is a well-kept secret (like the recipe for Coca-Cola).

This is where SEO (Search Engine Optimisation) comes into its own. The aim? To optimise your website and its content according to different points (technical, on-page, netlinking) in order to be first on the SERPs (Search Engine Result Page). In order to be well referenced, it is necessary to carry out a well thought-out optimisation of your pages, create quality content, target specific queries, monitor your progress, etc.

Fun Fact: In the year 2019, Google updated its search algorithm more than 3500 times.

Google's search algorithm

Behind the algorithms are very complex formulas with many variables. As mentioned earlier, these variables or criteria are constantly being revised and improved. Some changes are minor and some are major (adding functionality, changing ranking issues, etc.).

Historical point: The Google search algorithm was developed by the founders of Google (Larry Page and Sergei Brin) in the 1990s. This algorithm is called PageRank. It is the core of Google, the algorithm that makes Google the company it is today. The first version was based on the popularity of a website. So, in the early days of Google, the more links you had to your site, the more important it was to the search algorithm and the better it was ranked. In addition, the more weight the sites that link to a site have, the more importance the links have and the more weight my own site has. We find this criterion nowadays with backlinks, netlinking.

However, the algorithm has evolved because of the first drifts of SEO. Indeed, the PageRank had its drawbacks. Some sites wanted to bypass this system with commercial link exchanges. These were the first Black Hat SEO techniques. The big problem was that some web pages with very poor content were better referenced than those with rich content just because of backlinks. Google's updates are used to address this type of problem and abusive practices.

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How does the Google algorithm work?

First of all, it must be said that there is not only one Google algorithm, but several. From the 1990s to the present day, PageRank has had new companions. From now on, it is not only the links that enter into the ranking criteria, but also the content, the reliability, the technical structure of a website, etc.

To avoid abuse (Black Hat SEO), the way Google's algorithms work and their structure are secret. However, some criteria are known. In order to respond to a search request on its platform, Google bases itself on the search keywords used, the search parameters of the Internet user or his location. Other factors include the relevance of web pages, the timeliness of content and expertise (EAT).

The different stages before the results of the search algorithms :

Analysis of the query and the keywords

In this first step, Google wants to understand as precisely as possible what the user is looking for. Google will analyse the meaning of the words in the query. It will also analyse the semantic field of the keywords in the query. The search engine will determine a category, whether the search is specific or general and whether the user is looking for topical content.

Comparison of search terms

In this second step, the search engine will look for web pages that best match the keywords used. Google's algorithm will query an index and examine the frequency of use of the keywords in the content. There will also be some filtering on the relevance and language of the content.

Classification of sites

For this third step, Google uses its algorithm to find relevant content and rank it. Thanks to many factors, the search engine will rank the web pages in a certain order. Be careful not to violate Google's guidelines to avoid being penalised.

Display of the best search results

Finally, Google will analyse the pages in order to offer the best results on a search result page. In particular, the content must respond precisely to the user's request, but also the page must be fast and accessible to all.

The different Google search algorithms

Since its creation, Google has always adapted its search algorithms. The updates concern, for example, mobile versions: in 2015, an update allowed web pages with a mobile version (responsive) to be better referenced. In 2018, we also saw the Index Mobile First update.

Google PageRank

Google PageRank is the first Google algorithm developed in the 1990s. It ranks sites according to their popularity as mentioned above.

Google Hummingbird

Google Hummingbird, which came into force in 2013, has become a key search algorithm for the search engine. The algorithm recognises the context of a query and no longer relies solely on the keyword. This is why it is important at present to work on the semantic field of your target queries. This algorithm is the basis of voice assistants.

Google Panda

Google Panda is another search algorithm used by the American giant. Thanks to Google Panda, since 2011, informative and quality content is important on a website. However, the opposite is also true, sites with low quality content are penalised. On your website, you must offer informative and differentiating content to be better referenced. Duplicate content, poorly formulated text or poor quality images are penalised. Inappropriate content does not fare well either. The last update of this algorithm dates from 2015, but it is no less important.

Google Penguin

Deployed in 2012, Google Penguin penalises "fraudulent" techniques (Black Hat SEO) and spam. It is a bit like the Google police. Every time a site commits an offence, it is penalised on the search engine by this algorithm. Among the so-called fraudulent techniques, we find keyword stuffing in a content (Keyword Stuffing), cloaking (writing in a certain colour on a background of the same colour to hide the text) or abusive backlinks (purchase, exchange, etc.).

Google RankBrain

In 2015, Google released the RankBrain update. The Google RankBrain algorithm is based on theartificial intelligence and machine learning of the search engine. The aim of this search algorithm is to analyse the meaning of words and formulations to associate them with known questions and results. In this way, Google learns from each new query.

Of course, there are many other "minor" and "major" updates not reported. In the course of a year, there may be 3, 4 or 5 major updates that change the SERPs. This shows that SEO is a long term strategy and that it is important to stay up to date and to perform the best SEO practices.

To adapt your SEO strategy to Google's updates and follow best practices, you can consult Google's guidelines. You can also consult the many online resources on search engine optimisation. However, be careful not to commit abusive or inadvisable techniques.

Infographic of the 5 main Google search algorithms

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