Many I talk to think getting listed in Google is, or should be, easy. They believe their site to be the best (many irrationally so) and think that they should just be on the top page — above the fold — if for no other reason than they desire it.

You can read any number of my articles and posts on search engines (some of the most popular listed below this post) about the reality of getting good organic rankings to effectively shatter those misconceptions. But even if you do everything right and as you should based on Google’s published criteria — you still can find yourself scratching your head as to why your site doesn’t capture desirable rankings.

Today, on the Official Google Blog, the VP of Engineering, Search Quality Udi Manber, posted about the difficulty and intricacies of Google’s efforts to provide the most relevant results and best user experience. Of course from their POV. I completely understand the challenge Google or any search site faces — as well as what they have accomplished to date and process on a minute by minute basis. It is downright amazing! But, having used search from the start, Google, IMNSHO, is not as good at making those quality determinations as they have in the past or give themselves credit for today.

Years ago, I began to loose confidence in Google’s ability to serve up the most relevant, current, quality sites for the searches I make. Yahoo! and Live Search seem to be doing a better job of helping me to find the quality reputable current sites I’m looking for. On Google, I constantly find 404s, way (way, way, way) outdated sites and experience ongoing examples of better sites not getting those coveted positions determined by Google’s bipolar “quality” algorithm.

I understand that quality is subjective. I understand the Google cannot publish the definitive guide to top rankings on their platform. So let’s get that out on the table. But I can site, as probably any experienced marketers can do the same, case after case where site rankings just make no sense — from a “quality” POV. (Maybe time to add human beings back into the process rather than relying on algorithms alone?)

Udi mentions how they need to keep certain things secret so marketers do not game the system. Understandable. But if the sites that were the most valuable, reputable and updated were able to garner decent rankings, maybe marketers wouldn’t be tempted to try and play the system. Remember, I am talking about valuable, reputable, updated “quality” sites — not just any site or page. With Google the cream doesn’t necessarily rise to the top.

This article is a must read for everyone who really has yet to embrace how Google views their role to offer the results so many think are deserved or easily attained; but many times fall short.

Introduction to Google Search Quality

At your service,
Judith

Trust is not something you can launch with a Web site. Just as in the off-line world, trust is built with consistency and over time. You can’t “buy” trust; you have to earn it.

Search algorithms have trust factors. For example, Google determines trustworthiness of a site by the number and quality of sites that link to a particular site. Although this isn’t the end all be all, Google uses this as just one of many ways to try and determine trust.

Why trust? Because of the reasons stated above… You can buy it; you can’t install it. You have to earn it over time. That is also why domains registered for longer and that have been online longer are trusted more.

Same goes for Social Media and Networking — which you should be involved in and if you are not yet; get your butt in gear! From being involved on trusted sites, to being trusted by site visitors who can reflect their trust by virtue of their actions, once again it is clear that trust is gold online. Build trust and you build your reputation, exposure, business, network and even friends.

Here is a great article written by one of my fav writers by Jeff Quipp, that covers the trust issue in Social Networking:

4 Pillars of Social Media Algorithms … Trust x4

Then, when you are done reading the above article, read his next article that goes into the top trusted sites:

25 of Digg’s Most Trusted Sites

Between these two articles, you’ll have a good idea of why you need a Social Media plan and where to start implementing it. I’ve been doing this from the start — over 13 years now and I have to tell you that right now is one of the most exciting periods in the Webolution. If you have an static Web site — you are simply glorified brochureware. You need interactivity components where you can reach out to visitors and they can do the same to you — and I’m not talking a contact form.

The possibilities and opportunities are endless — right now — due to all the ways you can share information and interact with like minds! Time to get Social!

At your service,
Judith