Google is the most popular search engine in the world.
Its search results are determined by Google’s top-secret algorithm, which is protected as a trade secret, and it completes more than 1 trillion searches every year.
Google has one of the largest caches of user data in the world, potentially surpassing government agencies like the NSA, CIA, and FBI.
But unlike those government agencies, most people trust Google with their information — as long as they get a service in return.
Most users also trust that Google’s search results are unbiased and entirely based on a machine algorithm that consistently produces the same kinds of results every time it’s used.
So at the end of the day, Google has the world’s most popular search engine, dozens of services that people use without a second thought, and the trust that they’re treating all of their indexed websites equally.
Even with Google’s slogan of “Don’t be evil,” all of this begs one important and disturbing question.
What’s stopping Google from manipulating search results for the company’s benefit?
The answer — as we’ll find out in a series of experiments — is equally disturbing.
In October 2015, Google confirmed that they developed a state-of-the-art, machine-learning artificial intelligence that they called RankBrain.
RankBrain’s task — according to official Google statements — is to help sort through search results as Google’s index of the Internet swells day after day.
But for everything Google has said about RankBrain, there are at least two things they haven’t said.
In this blog, I’ll go over what we’ve learned about RankBrain since last October, how RankBrain works, how it has impacted search, and what the future of RankBrain may hold.
Google constantly reinvents the wheel when it comes to the Internet. And it’s no wonder — they have the world’s largest search engine, so why wouldn’t they push the envelope?
This time, Google’s looking at ways to increase mobile loading speeds with a pet project called Accelerated Mobile Pages.
We’ve talked about AMP before, so we won’t take a long time talking about what it does. Instead, we’ll focus on how you can use it for your company.
With traditional advertising, your ability to compete with other businesses relies on your budget. That means that if you run a small business, it’s nearly impossible to stand out next to the giants in your industry.
The Internet, on the other hand, is a much more level playing field. While major brands still have bigger budgets and increased brand awareness, search engines want to provide users with the most relevant results – not the highest-paying advertisers.
This means that with a strong SEO strategy, your small business can compete with even the largest of companies and attract more customers online.
SEO has a lot of do’s and don’t’s associated with it, especially if you’re just starting out. And even if you know it pretty well, it changes frequently enough to keep you on your toes.
On the plus side, that means SEO is never boring. On the down side, that means you have to keep up with all the changes while still maintaining a grip on best practices for your industry. It’s not easy — especially if you’re running a marketing department or building a business from the ground up.
And that’s why you have to make sure you’re doing it the right way the first time.
A few years ago, all it took to achieve a high ranking in Google’s search results was a little bit of keyword research and a whole lot of copy-and-pasting those keywords all over your site. Maybe throw in a few “links” from directory sites, and you were good to go.
Today, that’s not at all the case. Search engine algorithms are evolving to put user experience first, and as it turns out, human readers don’t enjoy reading unintelligible pages littered with keywords. So if you want to rank well, you need to provide the interesting, useful content they’re actually looking for – a strategy known as content marketing.
If you’re already using content as part of your company’s marketing strategy, you’re well on your way to building a reputation as a valuable source of industry knowledge. And if you haven’t, the following tips will help you get started.