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show you produce the product. You will rank higher. If you are a reseller, write informative pages so you can rank higher than your competitors.
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How does Google decide which pages will rank for the three types of searches Google uses software (the algorithm) to evaluate pages. Google also has people who work as Quality Raters. Google collects the millions of daily searches, sorts these by frequency, and sends them to people who evaluate the search results by authority, usefulness, and relevance. The first ranking is for official sites. These are the official pages for a country, a government office, an organization, a company, a city, or a person. Examples include the Bundestag.de (the parliament of Germany), RedCross.org, Guinness.com, BCN.es (the city of Barcelona), and the page for Muhammad Yunus. If yours is the authoritative site, it will generally be the number-one result for a navigational search. The second ranking goes to pages with information. This means the page should be comprehensive, high quality, and authoritative. Ideally, this is a page by a college professor or graduate student with an overview of a topic. It should be neutral and factual. It should not be too broad or too detailed. Wikipedia and other encyclopedia articles tend to rank highly. The third ranking is for pages that are relevant. For Google, this means the page matches the user s search. If the page answers an aspect of the search, it has some useful details, or it has partial information, then it appears in the search results. Below these are pages that are either not useful or spam. If Google doesn t think a page is appropriate for the search, they may lower its ranking. Google also gives preference to things that have names, such as countries, organizations, institutes, cities, companies, products, brand names, people, and the titles of books, films, and music. Often, a page may rank high but doesn t fulfill these criteria. This only means the page is at the top for now until someone writes a better page. Just because your page has been at the top for the last five years doesn t mean it will stay there. If Google s reviewers find better pages (official, informational, or relevant), those pages will move up.
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Your page s rank may be lowered for several reasons:
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If you re offering information (free PDF, free download, free book, and so on) but the visitor must first register, your page will be rated as unavailable.
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CHAPTER 5:
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If there is any erotica on the page, the page is rated as porn. If you have a page with 49 photos of the University of Florida women s swim team in swimsuits and one photo is provocative, the entire page is rated as porn. You should put that one image on another page. If you use any methods to mislead the search engines, your page is marked as webspam. Webspam includes pages with redirects to other sites, keyword stuffing (too many keywords or inappropriate use of keywords), content text from Wikipedia or other sites, or a parked domain. Parked domains are old domains that have traffic from other sites but have been taken over and now have different inappropriate content.
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Results are also sorted by language. Search engines classify a page as German, Chinese, Arabic, Hebrew, and so on. Google works in 43 languages, and they sort pages into those languages. Google shows search results in the language used to perform the search. Therefore, someone searching in China will see results in Chinese, not Japanese, Italian, and so on. The search engine knows this because the user is in Jilin, China (location), has their browser set to Chinese (browser settings), is using Google China (Google.cn), and is using Chinese search terms (language). The exception is English. The European Union uses English as the common language. Nearly all colleges and universities in Asia and the Arabic world use English to teach courses in technical and scientific subjects as well as economics and business. Therefore, Google always shows pages in English for the results of a search in another language. Someone in Holland or Vietnam will see results in English, along with their results in Dutch or Vietnamese. Wherever you are, write a page in your language and a copy of the page in English for the rest of the world. If you are in Denmark, write your pages in both Danish and English. If you are in Australia and you want to sell your products and services to Japan, write in both English and Japanese. Here s a list of the languages Google currently supports: Arabic, Armenian, Belarusian, Bulgarian, Catalan, Chinese (Simplified and Traditional), Croatian, Czech, Danish, Dutch, English, Esperanto, Estonian, Filipino, Finnish, French, German, Greek, Hebrew, Hungarian, Icelandic, Indonesian, Italian, Japanese, Korean, Latvian, Lithuanian, Norwegian, Persian, Polish, Portuguese, Romanian, Russian, Serbian, Slovak, Slovenian, Spanish, Swedish, Thai, Turkish, Ukrainian, and Vietnamese.
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