If you're one of the so-called SEO players who can't figure out why you never seem to win at the roulette of first-page rankings, this essay is for you. You, like me, tried everything you could to improve your SEO, but still no readers or sales. So, what goes down?

Your website, on the other hand, does not have any issues. You are the only issue.

Until recently, search engines used the same simple methodology to prioritize sites with the most backlinks. Even back then, "search engines" referred to solely Google, which accounts for around 90% of all online searches.

The program created a hierarchy based on a PageRank popularity score, which separated the websites into ten categories. To acquire a high PageRank, you needed to get as many backlinks to your site as possible.

As a result, an online market arose where links could be sold or bought from sites with the highest possible PR in order to improve your ranking in Google searches.

However, artificial intelligence has grabbed the lead, allowing search engines to give more accurate results that are as close to what each user wants as feasible.

Although no one understands how Google's new algorithms, which are regularly changed, function, it is evident that website placement in search results is influenced by:

  • the user's current geography location. The app gets continuous access to the device's GPS.
  • previous searches on the same device by the user
  • the user's history of visited sites and pages
  • All gadgets on which the user has logged in with his Google account have applications installed. Google created the Android operating system, which collects data on user behavior in real-time.
  • the content of Hangout discussions and Gmail emails, Google-owned programs
  • The user's live conversations. With this permission from the moment you install the program, Google understands everything you say, in any language, and can turn on the device's microphone at any time.

Given the foregoing, it should be evident why AdSense is serving advertisements to sites you've never visited but have discussed their products or services with someone at some point.

Under these circumstances, the PageRank indicator has become obsolete and has no bearing on a site's search ranking, even though it has not been removed. In truth, it hasn't been updated in a long time.

Does this imply that backlinks are no longer required?

On the contrary, we still want and need our site's attention through the links placed on as many websites as possible. It's simply that they don't take precedence in the rankings that the area receives when searching for a specific keyword, but all of the others that I listed above do.

Don't you think so? I suggest you attempt the following experiment: Perform a Google search for the same term or phrase on two different gadgets with two different Google users, as follows:

  • from a smartphone linked to the internet via the phone company's mobile data whose SIM you are now using
  • via a tablet linked to the internet via wi-fi from a provider other than the mobile service provider indicated above

You'll see that, even though you searched for the same thing, Google's first-page results are not identical. Indeed, if you repeat the experiment with the two devices separated by a significant distance, you may find that similar search results have radically different outcomes.

Ok, if everyone is now convinced of how things stand, I still have two questions to answer:

  1. In the absence of the PageRank indicator, how do we rank websites?
  2. How do we go about doing SEO?

And here's what you'll find out:

  1. The idea that MOZ's Page Authority and Domain Authority indices have superseded PageRank is being promoted, but this is only partially true. All search engines are now aimed toward internet users rather than website owners.
  2. When it comes to on-page SEO, content rules everything. Off-page SEO: only backlinks from high-quality websites; no spam from questionable websites, even if they have a 100 rating. Also, remember that a white hat SEO is always preferable to a black hat!

Remember: Search engines are customer-oriented, which means they offer results based on the searcher rather than the content creator. And for this, he strives to learn as much as he can about each user's profile, sometimes through less-than-orthodox methods but with his cooperation, typically without even realizing it. Users, not search engines, should be the focus of your content creation. Because they, too, awoke frequently, and I understand what those who use their desire. And they're getting more intelligent and wiser every day.

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