Matt Cutts on ‘How Search Works’:

Important Takeaways:

• When one searches they do not search the whole web, only what pages Google has in it’s index
• Google indexes what pages it can find, but not the whole web
• As a site owner, assuming you have used the search terms on a page, you compete for a search results position against every other page Google has indexed with those same terms [ = key words or phrases]
• When comparing your page and the others, Google’s algorithm uses 200 questions or signals
• One obvious question relates to your use of the search terms on a page, like are they in your title, your URL and/or how are they used in the content of the page
• Another question looks for search term synonyms on your page – be careful NOT to over stuff the actual search terms as the algorithm is known to see this as bad practice or spammy
• Page Rank has emphasis and it is focused on the back links your page has accumulated, but note that it’s not necessarily just volume… it’s also very much a determination of the quality of those links
• Organic results or how Google ranks pages is NEVER paid for!

Thoughts on Search Engine Optimization:

• It can take time, but consistent activity and topic focus is proven
• How long you have been there for search terms can help
• Broaden search term target focus – leverage the long tail
• Your competition has a great deal to do with where you get and how fast you get there
• Pursue back links where you can, but from good sites preferably with good page rank and in anchor text
• Your site design & technology must not only be search engine friendly, but it must be updated & advanced in order to remain search engine friendly – static sites will not sustain a competitive edge!

Related Posts:

• Confused By Search Engine Optimization? Try This ‘Laypersons Guide To Understanding SEO’
• What does the Google Crawl mean to your business and how will your Business Blog help?
• So, how important is our Page Rank?
• Google’s Matt Cutts On Organic Versus Reciprocal Links
• Beware of What Is Sold As SEO!