Great in which he comments on the evolution of the factors of the very famous Google ranking. Let’s do a quick and debatable hindsight:
- 1996-1999: Content + Meta tags
- 1999-2002: Content + meta tags +PageRank
- 2002-2005: Content + PageRank + Links
- 2005 -2009: Content + PageRank + links + quality links
And of course, the question is… What will be the new Google ranking factors? Well, the bets go in three directions:
1. The Marks (official)
Google Cafeine is already pointing in that direction. And it is that for certain searches, the best experience for the user is to send it to the official page. If I am looking for SONY TVs, why show me hundreds of reseller websites, if you can direct us to the official website?
That is good news for users, but bad news for all those e-commerces, outlets, and even retail sellers that have these expressions positioned. But Google understands that the user has a better experience buying on the official website or on Amazon than in any other e-commerce. In other words, in that sense, either you are a brand, or the subject looks bad.
2. Conceptual association (entities)
Google will enhance the conceptually associated pages to search. For example, if we search for the director of a movie, it will show us the IMDB results first, since it is a page conceptually associated with the world of movies. Or if we look for recipes for a chocolate cake, it will show us a page dedicated entirely to cooking recipes.
This association will be made through what are called entities. Entities are sorted vertically based on the search results; movies, recipes, places, people, videos, etc. One of the main indicators of this point is Google’s commitment to the and the .
3. People (and social networks)
More and more, Google seems to be beginning to trust people, or at least crowds, as a factor to take into account for the Ranking.
Yesterday for example, Google launched one directly from the results page. An attempt was also made to do something similar with , the or recent . Everything has the same concept in common. The opinion of the crowd.
And at that point, perhaps social networks will be a boost, since people are there. We are not saying that, but it can become part of a kind of, let’s call it “SocialRank”, in which certain criteria of social networks are taken into account, such as followers on Facebook and Twitter, evaluations of third parties in social networks maps, presence on LinkedIn or Xing, weight on Google buzz, reviews on tripadvisor-style vertical portals, and dozens of other variables that, in global computing, will generate that “SocialRank”, which will undoubtedly be one of the new factors in the global ranking. (if not already).
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