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While Google constantly changes the way it ranks websites, in hopes of keeping spam out of the search engine results pages, it’s evident that spammers still rule. But that’s all about to change. Google revealed, in its official patent (filed on March 31, 2005), that spammers are going to find it harder and harder to get their websites ranked or placed in search engines.

The official patent application offers insight into how Google ranks websites and as technology advances, we can only assume the patent will change to meet new demands. But for now, Google’s patent application gives search engine optimization experts comfort in knowing their “speculations” about how Google ranks web pages were all true!

For starters, while content is king, Google ranks pages on more than just content. Google looks at many individual factors, weighs them individually, then combines those weights to give each website a score. That score then determines how well a website will rank in the search engine results pages (serps).

So what does Google look for? Google looks at several key factors like: link relevancy, how fast links are added, how old web pages are, how often new pages are added, whether or not traffic has increased or decreased, and the age of both the website and the domain name.

Content
While Google loves content! Google is picky about the content you put on your website. Google prefers content that is relevant to the information found on other web pages within your website. In other words, your website has a better chance of ranking higher if you concentrate on turning your website into a niche instead of a smorgasbord of information.

Age
Google loves websites that have stood the test of time; therefore the older your website and domain name, the better! But just because your website is old, doesn’t mean you’re automatically ranked higher than newer websites. Your website needs to stay relevant and up-to-date. As things change in your industry, you need to add new, relevant content.

And don’t go thinking reloading your website will trick Google into thinking you’ve added new pages. Google’s on to this trick and has implemented a program that lets Google know whether your website was simply a template change, a site reload, or a change in content.

Links
Google loves links, but not just any link. Google prefers natural links; links that come into your website on a slow, steady pace. If you have an aggressive link campaign, you may want to slow it down a bit.

Google also likes it when you link one article within your website to another article within your website; this shows Google that you’re web pages are relevant to one another and that the new page is important.

Rank History
Google uses past rankings to determine present and future rankings. If your rankings continually fluctuate, Google wants to know why. Is it because your page is seasonal, the topic is relevant and hot, or is it because you’re attempting to spam the search engines?

Traffic
Google loves traffic; the more traffic your website gets, the better your chances of ranking high in the search engine results pages. But Google doesn’t stop there.

The traffic you generate through Google’s search engine results pages also determines how well your website ranks. Yes, Google is looking to see if searchers actually click on the link and visit your website.

Visitor Length
Once a visitor visits your web site, Google tracks how relevant your web page was by determining how long the visitor stays on your web page. The longer the visitor stays on your web page, the more relevant that web page is. The more relevant the web page is, the higher your rankings.

Bookmarks And Favorites
Google is also tracking other ways visitors reach your website. Google wants to know if searchers find your website valuable enough to bookmark and save in their favorites’ file. Google also wants to know if visitors actually return to your website using the saved link, and how frequently those visitors return.

Finally, read Google’s patent application for yourself. While I’m pretty good at deciphering information, I am not a search engine optimization expert. Reading Google's Patent Application may help you find the missing link, such as the reason your website isn’t doing as well as you’d hoped. Or it may confirm the obvious: you and your team of experts are on the right track!

* Google is a registered trademark of Google Inc.