Mastering Google Search

When was the last time you searched for something on Bing? Yahoo?

The last time I used Bing was when Windows auto-downloaded Edge and then automatically launched with Bing as its default home page. Truth is, although there are other search engines out there, the best practice is to optimize for Google since about 90% of searches in the U.S. are performed on Google and Google-owned properties, with over 246 million unique American visitors.

What do I need to learn to master Google?

Since Google dominates the search engine market, it is good to learn what they care about in terms of paid search ads and the best practices for search engine optimization (SEO). The good thing is that many of the essential factors overlap and work together to reinforce one another; the bad thing is that those factors are constantly being changed.

How does Google rank search ads?

Bidding is the main difference between search engine (SE) marketing strategies and SEO. Bidding, along with four other factors focusing primarily on quality and relevance, is used to determine if your search ad comes out on top. The quality rating itself is determined by many factors, but the three most important are expected clickthrough, landing page experience, and ad relevance.

What about best practices for SEO?

SEO and SE marketing are very similar because Google aims to give users high-quality and relevant content. The results are that efforts to optimize your site for search help you score better both in organic and paid search. The very best practice for SEO is to simply create valuable and relevant content; however, that is easier said than done since there are about 200 ranking factors. Having great content increases traffic, which helps with your organic ranking and your quality score by increasing your expected clickthrough rate.

How do I know what Google is going to change?

Google uses a very complex algorithm to sort and rank websites in an instance every time a user searches for something. They constantly update this algorithm to ensure that they provide users with the most relevant and useful results. However, since Google is pretty secretive about its proprietary algorithm, community reports and patent filings help signal what Google might have tweaked.

How do I stay ahead of Google?

If you are tired of seeing the words relevant and helpful in this article over and over, know it was for a good reason. Google has a clear mission; they are dedicated to providing relevant and useful results to users’ search queries. As long as your content is meaningful to a user and their search query, you can almost be confident that you will be ahead of any future changes Google makes.

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