What do search engines want?
Search engines always want one thing: providing the best answers to users’ questions in the right format. But if so, why has SEO changed over the years?
Imagine that someone is trying to learn a new language. At first, his learning of the new language is very rudimentary. Over time, this learning takes on a deeper form and the person becomes familiar with the concepts. In other words, he understands the meanings behind the words and the relationship between the phrases. This is where with more practice one can understand the nuances of the new language and be able to answer vague questions as well.
When search engines started learning our language, they were very easy to deceive, and webmasters could do things that went against their instructions that would have a positive effect on them. For example, excessive use of a keyword was one of these methods. Webmasters were enough to repeat a keyword many times in the text of the page to get it.
This tactic has resulted in a very poor user experience and users are faced with a bunch of repetitive and illegible sentences instead of getting their questions answered. This method used to work in the past, when search engines never wanted it.
The role of links in SEO
When it comes to links, two meanings come to mind. One is backlinks, which means a link to your site from another site. The other is an internal link, which means a link from your site to another page of your site.
Internal links vs. backlinks
Links are one of the most important parameters in SEO. From the past, search engines have been looking for parameters that compare the validity of different pages. Calculating the number of backlinks to a site was an important factor in evaluating the credibility parameter.
The performance of backlinks is similar to the problems of our everyday world. For example, consider a hypothetical coffee shop called Mr. Cafe.
Approval from others = a good sign of credibility
Example: Many people in the city have confirmed that Mr. Cafe is the best coffee shop in town.
Self-approval = bias is not a good sign of credibility
Example: The manager of a coffee shop, Mr. Cafe, announces that his coffee shop is the best in town.
Unjustified endorsement: Not a good sign for coffee shop credibility at all and may even be seen as a negative sign
Example: A coffee shop manager pays people who have not even visited his coffee shop once to praise the place.
Unverified: Unknown validity
Example: Mr. Cafe Coffee Shop may be great, but you have not yet found someone to comment on it.
It was here that a concept called PageRank was created. PageRank is part of Google’s algorithm that links to links introduced by Google co-founder Larry Page. PageRank evaluates the importance of a website in terms of the quantity and quality of its backlinks. In this regard, it is assumed that the more important, informative and credible a page is, the more links are given to it.
The more natural backlinks your site has from reputable sites, the higher your chances of getting rankings.