HomeGoogle was originally known as BackRub when it started in 1998. It represented a new approach to ranking sites on the web. Prior to Google, the dominant searches didn’t make much of an effort to improve their ranking systems. This led to a variety of bizarre results when people searched for something and the results were not particularly relevant. Google sought to overcome this problem.
Google works by focusing on relevancy. You will hear a variety of comments about how Google ranks sites, but in the end it all comes down to this term of art. Relevancy can simply be defined as a web page that is most relevant to the terms search for by a user. The trick, of course, is for Google to figure out how to determine relevancy.
Google works by focusing on the content of web pages. It tends to mostly ignore meta tags as too many search engine optimization people learned how to tweak their sites to get results. Since these tweaks were often shortcuts, the search results were less than great. To circumvent this, Google now focuses on the overall text of the page as well as the site as a whole. The exact Google formula, known as the algorithm, is not public information, but issues such as keyword density, flow of the text, amount of code, registration length of domain and how long visitors stay on a site all seem to be used. In truth, there are probably a couple hundred factors involved in the evaluation.
Google also determines relevancy and rankings by looking outside of a site. Specifically, it looks to see what other sites are linking to the site in question. In theory, the more sites linking to you must be an indication that you are offering highly relevant content on your site. For instance, the website for the IRS is consistently ranked highly for tax terms because thousands of sites link to it. Logically and practically, this must mean the IRS offers highly relevant information on taxes and of course it does.
As you might imagine, this linking factor led to the growth of an entire industry dedicated to trading links. This process is known as reciprocal linking. In the last year, Google has devalued such links because it no longer represents a measurement of relevancy. Instead, it just represents a measure of how many links a site can trade. Google now looks more at the type of links being traded and gives high value to links which are inbound only. This means someone is linking to your site without you linking back to them.
Asking how does Google work is a complex question. Part of the answer is unknown, but the parts we do know allow for the manipulation of search rankings. This, of course, leads to lots of traffic on a site.
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