SEO (Search Engine Optimization) is the most valuable channel for websites of service or product companies in the B2B segment.
Did you know that Google can now tell the difference between a website that deserves to be listed and one that doesn't? Well, it can, and better than ever.
The days of ranking manipulation based on ranking manipulation keywords for SEO They are gone now. Instead, today, Google uses its portfolio of machine learning algorithms and programs to find, digest, and display relevant web results pages that match the user's search query.
Whether you’re helping multiple clients or managing your own websites, a deep understanding of how Google works can catapult your website traffic and crush your competition. The trick is to understand how and why Google prioritizes websites.
What is a search algorithm?
It is a process, or set of rules, used by search engines to determine the significance of a webpage. Algorithms are used to filter, digest, and evaluate web pages to ensure that the results of a search match what the searcher was looking for.
As the Internet has grown exponentially, Google has had to become a data filtering machine. To provide results that match what the user is searching for, Google creates an index of relevant web pages on the subject searched.
Google is not the internet and should instead be seen as a “portal” that helps users find what they are looking for, in the most accurate way possible. Google dominates the industry, being used 3.5 billion times a day. With so much demand and potential to ensure the success of a website and business, it is clear that investing the time to please Google’s algorithms is a great idea.
What are the 4 most important algorithms, and what can you do to please them?
1. Panda
Panda creates a “score” based on a range of quality criteria that are mostly focused around content that is regularly updated. Originally built to act as a rankings filter to avoid listing sites with plagiarized or otherwise uninteresting information, Panda was later incorporated into the core ranking algorithm in 2016. This algorithm is part of the core framework of Google’s ranking factors that help provide search results that convey useful information, and which keeps Google as the most important search engine on the Internet.
How does it work?
Panda likes unique, quality content. The algorithm recognizes duplication of content from page to page (whether internally or between sites) and dislikes keyword stuffing.
Sites with a lot of duplicate pages or poor quality content can cause the site to rank lower, which will reduce traffic. Pages with high quality content deserve a higher ranking. However, this is not always the case, especially in online markets where there is a lot of competition and other factors are more important, such as domain equity and backlinks.
How to ensure that our website will not be penalized
Webmasters, SEO managers, and website owners can make a difference when it comes to pleasing Panda. Since the algorithm is constantly updated, it’s important to continue following best practices for content strategy to protect your website from any future updates. Follow these three strategies:
-Make sure your content is 100% unique, never copy or alter other people's content.
-Don't create pages with little content. Always try to have a minimum of 200 words per page. Writing some content is always better than writing none at all.
-If pages without content cannot be updated with more text, you should consider de-listing them from Google's index to reduce negative exposure. This can be done by editing the robots.txt file or by editing files within SEO plugins such as Yoast SEO.
Here's a great example of something that Panda won't like due to lack of content. The page has a lot of code and has no reason to be indexed by Google.

For pages with little or no content that you don't want to remove from the index, try incorporating content like answers to frequently asked questions.
2. Penguin
Incorporated into the core algorithm in 2016, Penguin is a location-independent data processing filter that reveals and devalues sites with potentially manipulative backlinks. Penguin’s ongoing updates have constantly changed the SEO industry, and today, using outdated tactics can severely penalize sites and even cause them to be deindexed by Google. The algorithm’s focus on backlinks ensures that SEO managers and webmasters strive to attract high-quality backlinks that are seen as a vote of confidence among websites.
How does it work?
The algorithm likes to see trustworthy link relationships between websites. Building high-quality links remains one of the most important tactics for ranking, and Penguin ensures that the system is not manipulated. Running in real time, Penguin kicks in when sites build alarming volumes of links in a short space of time, pay for links, or use illegal techniques. The algorithm also monitors “anchor text” profiles, as these can be well orchestrated to influence rankings. Manipulating Penguin through unethical tactics can result in a huge loss of traffic.
How to ensure that our website will not be penalized
Avoid tricks to climb the rankings. It's as simple as that. To avoid problems, it's essential to create links that we want to exist and not just because we want better ranking results. If you don't have experience in creating links or want to improve, remember that the best thing to do is to create links that you will never want to remove.
Are you experiencing a drop in traffic or are you worried about being penalized? Stay calm, because you can do something about it before it’s too late. Paid backlinking tools like Majestic and Ahrefs will help you assess a site’s footprint and tell you where you can improve.
To measure the levels of unwanted links on your domain you will need to review your “anchor text”. Using Majestic’s tool, here is an example of a site that seems to have reached the top 10 in an unusual way, as it is full of spammy links.

Anchor text should be natural and contain keywords related to the service or product. If you spot anchor text in your top 10, you should investigate immediately.
3. Hummingbird
An algorithm that significantly changed the way the search engine interpreted user queries and rewarded sites that answered a specific phrase. The introduction of Hummingbird made sites focus on matching “search intent” rather than ranking based on a keyword or phrase. The ultimate goal of this algorithm was to help better understand what users were searching for, rather than simply presenting multiple possible answers based on keywords. In short, Hummingbird helps users find what they want, while Google uses it to find, filter, and display results that are more precisely focused on the meaning behind each query.
How does it work?
Unlike Penguin, Hummingbird doesn’t rely on penalties. Instead, it works by figuring out user intent by considering how relevant the sites listed are to each search query, and rewards sites that use natural synonyms and long-tail keywords. Hummingbird not only understands how different audiences behave, the algorithm can also quickly recognize what a person is searching for by displaying several suggestions in the search box before displaying the results.
For unrecognized searches (did you know that around 15% of all searches performed on Google have never been performed before?) Google uses its Rankbrain artificial intelligence algorithm. Launched in 2015, this supercomputer not only deciphers the intent behind new searches but also filters the results.
How to please you
Sites that implement a combined cross-section of algorithmic criteria should see significant ranking increases in the short to medium term. If your site is not ranking well in your niche, there is a good chance that Hummingbird is influencing your rankings. Try to create foundations that Hummingbird likes, such as human responses to content questions. Include synonyms and choose long keywords or phrases. To find synonyms, Ubersuggest is a good place to start. Additionally, looking at related Google search results is always worthwhile. Looking at sites above yours in the rankings is also always a good idea.

Here’s an example of an eCommerce site that generates content based on frequently asked questions. This helps Hummingbird understand the relevance of the website.
Before creating new pages, ask yourself: what is the purpose of this page? Knowing the purpose as quickly as possible will allow you to search for possible synonyms, keywords and explore the competition.
4. Pigeon
The goal of this algorithm is to provide better results for local searches. Before Pigeon, Google’s local search was much less efficient and an update was needed to incorporate both location and distance as important factors in the display of results. Google subsequently reduced the number of local business results from 7 to 3, making local exposure even more difficult. However, the algorithm has been effectively combined with Google Maps results and has created a more cohesive way for websites to organically rank for local searches.
How does it work?
The algorithm is based on obtaining data on a user's location and distance before showing search results (this data needs to be shared with Google, or the results will be based on keywords only).
How to leverage Pigeon features for local success?
Pigeon rewards data consistency in local listings. It’s important to focus on SEO that incorporates keywords and takes advantage of Google’s My Business listings. If you want to really impress Pigeon, aim to create high-quality directory listings with consistent data, and work to establish positive user reviews. With many local businesses relying on Google, understanding this algorithm will help you get an edge over the competition.
Here’s a great example of a local business taking advantage of My Business and publishing content based on local keywords. This helps Pigeon understand the location of potential customers.

It’s important to treat local SEO like we treat our legal reputation. Remember to provide the same data across all corners of the internet, take reviews seriously, and help the Pigeon algorithm understand your audience’s location with targeted content.
Takeway
It is important to learn more about how Google ranks websites and how we can make the most of it. It is important to remember that improving a website's ranking is a process that can take time and requires strategy. However, meeting the expectations of each algorithm will help us achieve online success. Executing tactics designed to impress Google's algorithm is always the best strategy, as they are the ones who create the rules for success or failure.
At Intuitiva we are experts in create websites, if you need a new website or to restructure a current website, talk to us and ask for a quote.