In April 2015Google search engine algorithm is changed regularly in order to provide the best possible search results. , Google once again, decided to implement changes to their search engine algorithms, this time with greater emphasis on promotion of websites accessible via mobile devices.
This opened hot discussions on the Internet with numerous comments and requests concerning algorithm change and its impact on the website positioning in Google search results.

The basic principle of positioning is "Do not panic.This rule applies to most things on the Internet and in real life. It is worth using it :). Any chaotic movements can be treated by Google as fraud and then you're one step away from being punished and directed away from your original search placement. Now you're in big trouble! Below, we present a list of actions that can be performed by you, or with the help of a company that deals with website positioning.

Historical overview

Let's start from some historical facts. It will give us a picture of the task scale we face. As we know, Google is the result of two students' cooperation (Larry Page and Sergey Brin). In 1996, they established on the servers of Stanford University search engine called BackRub. A year later, when the search engine was too much burden for the university servers, it was transferred, at the same time, its name was changed into the one we know today --GoogleName Google originates from the word GOOGOL, which means number 10100 (one and 100 zeros)
While registering a domain name, Larry Page's roommate - Sean Anderson - made a mistake and registered the domain under google.com instead of googol.com.
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Initially, the algorithm indexing content found on the Internet was simple and included basic information about the website such as metatags, website content, and of course a list of redirecting pages. It is mainly the third factor that determines the quality of the websites by assigning the appropriate value of so called Page RankPageRank is an extension of long-known heuristic, according to which, the text quality is proportional to the number of texts referring to it. The improvement proposed by the authors of Google was to assess the quality of links directing to the page content, based on their own value- PageRank..

.Google's algorithm turns out to be good enough to position Google in December 1998 issue of 'PC Magazine', as a recommended search engine among 100 most important websites in 1998. From this moment, we can say that hegemony of Google search engine begins.

How does it look today?

Today, it is estimated that the algorithm indexing Google content contains over 500 different factorsThese factors have different values. Discovering the algorithm is not possible, but it is constantly analyzed and explored. that influence our website positioning in search results. This number is estimated because the algorithm is a closely guarded secret and it is regularly changed in order to provide the best search results.

It is said, that Google and people involved in websites positioning of are the enemies. The latter are constantly attacking, while Google defends itself against these attacks. However we call it, the fact is that they both earn big money.

On the other hand, Google itself helps the owners of websites to improve their positioning results. The list of actions that may help your website can be found here: https://support.google.com/webmasters/answer/35769. As you can see, the list is quite extensive. To make things easier, we present below the bare minimum that should be used to bring better results in website positioning.

What does Google's algorithm change?

In recent algorithm changes introduced by Google, they focused on responsive websites. It is a popular Internet trend, mainly due to the fact that more and more websites traffic is generated by users of mobile devices, such as smartphones and tablets. Currently in Poland (03.05.2015) it is estimated at around 30%Obviously this trend continues to grow. For comparison, in Japan, more than 50% of online traffic is triggered by mobile devices.. In more developed countries this ratio is even higher..

Taking that trend under consideration, Google was compelled to promote websites which are mobile devices friendly, or Internet users might believe that competition works better in this respect and switch to other search engines.

Hence, the change in Google's algorithm is made. Therefore, pages that are adapted for mobile devices are gaining some more points in the general Google websites classification ranking.

Am I 'mobile'?

Whether our website -- according to Google - is mobile device friendly or not, can be check out here: https://www.google.com/webmasters/tools/mobile-friendly/

What if it turns out that you haven't got positive results? First of all, you should not panic. Panic may generate unnecessarily hectic behaviors andGoogle doesn'tSpeaking about Google robots, so called Googlebots, we can differantiate robots performing 'Google's fresh crawl' (website scan several times a day) and Google's deep crawl or Google's main crawl (more detailed scan of the whole webpage - several times a month).like nervous movements. They can even, at the slightest suspicion of unethical actions, completely remove our website from the search results. Besides, please remember that "mobility" of our website is only one of many factors influencing its positioning. Currently, this is an important aspect but still only one of many. If our website is not mobile devices friendly, it should be adjusted. This should be done well. If you don't program by yourself, outsource that task to the company that will do it for you.

Besides Santri company that can perform such change, there are hundreds of similar companies on the market, which you can choose from.

What to do? How to live?

There are things that you can do even by yourself so that our website is more noticeable in the search results on Google. It is a good option if:

  • your website's role is not limited only to presenting the company, but it is also supposed to be a tool in the process of gaining customers
  • you are patient :)

The old saying: God's mills grind slowly but thoroughly, is fully valid for Google. If you prefer more rapid effects and quick process of acquiring customers, you might be interested in AdWordsGoogle AdWords - Google's advertising system, that enables displaying sponsored links in Google search results and on websites participating in the Google AdSense program, sold per ad click (CPC) and cost per thousand page views (CPM).campaign. In case you value more the strength and stability of the established position in search engine results, you should focus on the actions described below, and choose the support of the companies dealing with positioning.

Who is positioning suitable for?

It is worth to position your website if you want the Internet to be one of the channels to gain you customers.

It is worth if the service or product that you offer has high competition on the market.

Positioning is worth it, if you have time and are patient and your goal is to get good and stable position in search results, position that is resistant to activities of our competition.

When choosing the positioning company, two things are worth to remember:

  1. Indicate that the company should not position your website and websites of your competitors at the same time.
  2. Consult and coordinate with the company actions that you plan to accomplish on your own -- if you foresee any.

The minimum of necessary actions

The minimum of necessary actions that you can perform on your own, that will be safe from Google's point of view is to:

Ensure the correct structure of headers (h1 -> h2 -> h3 ...) and website content.

Include attributes, such as altThat is an attribute that specifies the text which will be displayed in a browser, if it is not possible to display the image. It's also used by the blind people so ... keep it in mind, and describe pictures properly. or titleWhen this attribute is used in the links located on the website, it also allows their proper explanation. In addition to displaying the title when you hover the mouse over a link, it is also helpful to the blind using the browser to read the text on the website., in page code of links and images description..

Ensure appropriate titles and metatags 'keywords' and 'description', various for different subpages and referring to their content.

Update the content - one new subpage a week should be crated, so that Google 'likes' our page as an up-to-date source of information. This might even include the news page, where the informationInformation referring to our offer and containing phrases, by which we want to be found on Google. would be posted from your field of interest and business.

Adjust website as it comes to WCAG 2.0Web Content Accessibility Guidelines - a set of documents with recommendations on how to create websites that are easily accessible for disable people. requirements - that will help, but you have to approach this issue with caution, because some features facilitating website access for people with disabilities (WCAG), may be undesirable for the SEO positioning. Usually, however, supporting people with disabilities also helps your website to improve position in search results. The list of discrepancies can be found here: http://www.simoahava.com/wp-content/uploads/2013/05/Comparison-chart-for-SEO-and-WCAG-guidelines.pdf

Manage social network profiles and build a customer base around them.