{"id":15521,"date":"2022-02-21T13:00:06","date_gmt":"2022-02-21T13:00:06","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/21\/how-google-universal-search-ranking-works-darwinism-in-search\/"},"modified":"2022-02-21T13:00:06","modified_gmt":"2022-02-21T13:00:06","slug":"how-google-universal-search-ranking-works-darwinism-in-search","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/21\/how-google-universal-search-ranking-works-darwinism-in-search\/","title":{"rendered":"How Google Universal Search Ranking Works \u2013 Darwinism In Search"},"content":{"rendered":"

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The secrets behind the Google algorithm<\/a> and its ranking factors<\/a> have been the subject of heated debate for almost a quarter of a century.<\/p>\n

For most of that time, the results were just 10 blue links, and the debate focused on inbound links<\/a> and keyword density<\/a>.<\/p>\n

From the vantage point of 2022, and with hindsight that now seems like a simple debate in innocent times.<\/p>\n

With the introduction of universal search<\/a> in 2007, Google started including other elements. Marissa Mayer<\/a> said at the time:<\/a>\n<\/p>\n

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\u201cWe\u2019re 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.\u201d<\/p>\n<\/blockquote>\n

Google have been true to their word.<\/p>\n

Since 2007, the SERPs<\/a> have become increasingly rich and now incorporate a large number of verticals \u2013 images, videos, news, jobs, People Also Ask<\/a>, maps, to name but a few.<\/p>\n

One question we should perhaps have been asking since 2007 is, \u201cHow does Google decide which of these elements get a place on the SERP?\u201d.<\/p>\n

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).<\/p>\n

I quickly mastered the 10 blue links, but struggled to have a knowledge panel, video boxes, Twitter boxes, and other rich elements.<\/p>\n

So, the question was: What triggers them? What are the algorithmic triggers I need to \u201ctickle\u201d to get these SERP features to appear?<\/p>\n

Then in 2019, Gary Illyes explained the mechanics of universal search to me and a roomful of SEOs in Sydney, Australia.<\/p>\n

Over a 20-minute explanation, all the pieces fell into place.<\/p>\n

Importantly, Bing have confirmed that their universal search functions in much the same way (with some additional insights from Nathan Chalmers at Bing<\/a> that boggle my mind), and Gary Illyes also confirmed<\/a> that:<\/p>\n

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\u201cIt\u2019s not Google-specific. Other engines do it as well, and because most search engines rank results in much the same way\u2026 this is probably applicable to every search engine\u2026\u201d<\/p>\n<\/blockquote>\n

How Universal Search Ranking Works In Google Search<\/h2>\n

What Are The Ranking Factors?<\/h3>\n

There are a massive number of factors that affect ranking.<\/p>\n

Years ago, there was an idea that there were 200. But today, because the algorithms are machine-learning driven, things are significantly more complex and intricate.<\/p>\n

John Mueller pointed out that Google has moved way beyond \u201c200 ranking factors.\u201d Read more about that here<\/a>.<\/p>\n

Search Engine Journal published this helpful guide<\/a> that breaks down the whole complex topic into 88 chapters.<\/p>\n

Google do tell us that they group them: Topicality, Quality, Page Speed<\/a>, RankBrain<\/a>, Entities<\/a>, Structured Data<\/a>, Freshness<\/a>\u2026 and others.<\/p>\n

A couple of things to point here:<\/p>\n