In order to provide great results, Google looks at each site’s code to determine the site’s relevance, authenticity and authority to each search, or query.

     Relevance

     The purpose of organic SEO is establishing a site’s relevance to predetermined queries. At its core, SEO means ensuring that Google can tell what a site is about.

     Authenticity

     Because users dislike seeing multiple results with the same content, Google tries to keep sites with duplicate content out of the search results.

     Authority

     Links help establish authority on the Web. Google assumes that users prefer results from authority sites over unproven, unknown sites.

     For instance, who would you trust more for domestic advice, Martha Stewart or Billy Bob’s domestic blog? A link indicates that another site has confidence in you. Why would a webmaster link to you if he or she didn’t think their visitors would benefit from your site? Google counts each link as a vote of confidence. Sites with more votes are assumed to have more authority, and are rewarded with higher rankings. (more…)

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