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The secrets behind the Google algorithm and its ranking factors have been the subject of heated debate for almost a quarter of a century.
For most of that time, the results were just 10 blue links, and the debate focused on inbound links and keyword density.
From the vantage point of 2022, and with hindsight that now seems like a simple debate in innocent times.
With the introduction of universal search in 2007, Google started including other elements. Marissa Mayer said at the time:
“We’re attempting to break down the walls that traditionally separated our various search properties and integrate the vast amounts of information available into one simple set of search results.”
Google have been true to their word.
Since 2007, the SERPs have become increasingly rich and now incorporate a large number of verticals – images, videos, news, jobs, People Also Ask, maps, to name but a few.
One question we should perhaps have been asking since 2007 is, “How does Google decide which of these elements get a place on the SERP?”.
I started to think about that in 2013 when I started working on my personal brand SERP (the result for a search on my name).
I quickly mastered the 10 blue links, but struggled to have a knowledge panel, video boxes, Twitter boxes, and other rich elements.
So, the question was:...
Read Full Story: https://www.searchenginejournal.com/how-google-universal-search-works/419302/
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