Following Google s major updates in 2011 and 2012, many businesses were dismayed to find their websites were buried in the search results for their major keywords.
One of my company s current clients, for example, discovered too late that the agency they were trusting to get their website to the top of Google had used unsavory tactics, including buying links and had gotten their website blacklisted by Google so that no one could find the firm online.
By now, most businesses are aware of black hat SEO tactics and try to avoid them to keep their sites from being penalized.
Google uses a complex program called Googlebot to crawl billions of websites and fetch new and revised pages to add to Google s index.
Driven by algorithms, Googlebot visits chosen websites, fetches pages to add to the index, discovers links on pages and adds the linked pages to the ever-changing list of pages to crawl.
Relevancy for a search term or keyword is based on over 200 elements, including domain characteristics, keyword placement, and frequency, the length of content, the newness of content, relevant multimedia and PageRank, a measure of quality based on inbound links.