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However, Google implemented a new system that punishes sites whose content is not unique. The 2012 Google Penguin attempted to penalize websites that used manipulative techniques to improve their rankings on the search engine. Although Google Penguin has been presented as an algorithm aimed at fighting web spam, it really focuses on spammy links by gauging the quality of the sites the links are coming from.

Users that stay up to date on the everchanging internet will be better able to execute the ongoing SEO needs for a website. By staying up to date, businesses can better understand how search works and make more informed decisions on how to change and adapt their strategies. When good SEO is deployed consistently, those that do it more and better will outrank the competition. Many businesses feel they cannot afford to not be on the first page of a search result. But if a team works toward that goal and shows ahead of the competition, they will have a competitive edge. Although this example only shows us organic results, that isn’t always the case. Depending on the search term someone uses, there can also be ads or a rich result at the top, or a few products by Google Shopping.

And they discovered that links are still strongly correlated with first page Google rankings. After all, if your site is hard to use, people aren’t going to share it.

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If you’re going to look at deeper SEO metrics like backlinks, competitive information, and more advanced keyword data, you’ll need a paid SEO tool like Ahrefs, Moz Pro, Screaming Frog, SEMrush, etc. Some of these offer free trial versions or free services for the first 500 links. Backlinks, or links to your site from other websites, are the third most important Google ranking factor.

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The 2013 Google Hummingbird update featured an algorithm change designed to improve Google's natural language processing and semantic understanding of web pages. Using Google as an example, SERPs often feature ads at the top of the page. These are positions that businesses are willing to pay for to ensure placement on that first page. Following ads are the regular search listings, which marketers and search engines refer to as organic search results. The SEO process aims to increase a business's organic search results, driving organic search traffic to the site.

In other industries, like real estate or insurance, the value of search engine traffic is significantly higher. Paid search results are ads that appear on top of or underneath the organic results. Search engines are designed to measure different signals across the Web so they can find websites that people like most. Play right into their hands by making those signals real and not artificial. In fact, Google has publicly said that there’s a distinction between “higher quality content” and “useful” content. However, Google doesn’t simply rank “the most relevant pages at the top”.

You have to understand the intent of the search user and develop content that provides solutions for their problems. Join this webinar and learn how to combine insights and data from paid and organic channels to create a cohesive search strategy that enhances your online presence. Optimization techniques are highly tuned to the dominant search engines in the target market. The search engines' market shares vary from market to market, as does competition. In 2003, Danny Sullivan stated that Google represented about 75% of all searches. In markets outside the United States, Google's share is often larger, and Google remains the dominant search engine worldwide as of 2007. As of 2006, Google had an 85–90% market share in Germany.