An introduction to Google

Traffic is your website’s lifeblood and one of its biggest sources of traffic are the search engines.

As one of the biggest drivers in one of the world’s richest industries, how do these engines actually work though? Witchcraft or logic, money or influence, what is it that gets you onto that hallowed front page?

Over the next few articles, we’ll take a look at the mechanics of search engines, what drives them and what you can and can’t do to improve your rankings on the kingpin, Google.

Paid v. natural listings

Google divides its search results into two different categories: paid listings and natural listings.

The company has always been very careful to make sure the two are kept entirely separate and that its natural listings are never tampered with, even when they risk putting the company in hot water.

Natural listings

Natural listings are determined algorithmically and depend entirely on what content is on your site and what other sites link to you. You cannot pay Google to alter or improve your natural listings.

Most search engine optimisation revolves around trying to improve these natural listings. It’s not easy to do, especially when the competition’s fierce but getting it right can drive huge amounts of traffic and unlike paid listings, that traffic is entirely free of charge.

Paid listings

Paid listings are displayed separately to the natural ones and are the place where your dollars will very definitely open doors.

Paid listings are how Google makes its money and take the form of the “sponsored links” that are displayed on the side of search pages.

Google only charges when someone clicks on one of those links so it’s actually free to place them. You only pay when someone clicks on the advert and visits your website.

Both types of listing are useful, both drive different types of traffic and both require different techniques to get the most from them.

The bottom line

Google works incessantly to improve its algorithms such that the most relevant pages display at the top of search results.

What does Google consider to constitute relevance? The answer, ultimately, is exactly what we as humans find relevant. Google looks for good content and for good reputation. Make your site pertinent to your audience and you’ll it make it pertinent to Google.

Create good content that people read and care about and good search rankings will follow.

There are ways you can make yourself as friendly and in the coming articles, we’ll take a look at them but always remember, the most important thing is great content.

In the next article in the series we look at paid listings on Google and how they have the potential deliver a quick profit hit for your business.

Related links:

Google Webmaster Central - tips and tricks from the horses mouth.
Google in 1998 - watch the baby sleeping.