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SEO
SEO is the attempt to make a website more visible in Search Engine Results Pages (SERP) to drive organic (ie. natural, unpaid) traffic to the website. With the global dominance of Google today, this means, in a narrower sense, obtaining free advertisement from Google Search Engine.
| Search Engine | Market Share |
| 91.54% | |
| Bing | 2.44% |
| Yahoo | 1.64% |
| Baidu | 1.08% |
| Yandex | 0.54% |
| DuckDuckGo | 0.45% |
| Sogou | 0.44% |
| Ecosia | 0.14% |
| Shenma | 0.08% |
| Naver | 0.07% |
| AOL | ? |
| Ask | ? |
| (courtesy of https://www.webfx.com/blog/seo/2019-search-market-share/2020) |
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Google has confirmed that they use approximately 200 ranking factors in their algorithm that they have never revealed to the public. This chapter gathers all the information, partly speculative, about how Google ranks web pages.
| Google Update |
Target Hazard |
| Vince Feb 2009 |
Unknown brands |
| Caffeine Aug 2009 |
Slow indexing and SERP delivery |
| Panda24 Feb 2011 | Duplicate, plagiarized, or thin content; user-generated spam; keyword stuffing. |
| Penguin 24 Apr 2012 |
Spammy or irrelevant links; links with over-optimized anchor text |
| Page Layout 19 Jan 2012 |
Distracting ads. |
| Payday Loan Jun 2013 |
Spam-prone searches |
| Hummingbird22 Aug 2013 | Keyword stuffing; low-quality content |
| Pigeon 24 Jul 2014 |
Poor on- and off-page SEO |
| Mobile21 Apr 2015 | Lack of a mobile version of the page; poor mobile usability |
| RankBrain 26 Oct 2015 |
Lack of query-specific relevance features; shallow content; poor UX |
| Possum1 Sep 2016 | Tense competition in your target location |
| Fred8 Mar 2017 | Thin, affiliate-heavy or ad-centered content |
| Medic1 Aug 2018 | Poor YMYL content |
Google Dance refers to the phenomenon of webpages jumping ranks as Google adjusts its rankings and re-evaluates pages. Google Dance is also known as the “random ranking factor”. When you edit or add to a website, it is normal to expect changes in Google's SERPs. The Google Dance can temporarily shake up rankings. According to a Google Patent, this may be a way for them to determine whether or not a site is trying to game the algorithm.
( special reference to
Google's 200 Ranking Factors: The Complete List (2020)
By Brian Dean
https://backlinko.com/google-ranking-factors#offsitewebspam )