The evolution of Google and the advent of PageRank
We are now entering a crucial phase in the history of search engine optimization. Here we are dealing with Google, the giant that should change the rules of the game.
The revolution began with the concept of PageRank. This method, developed by Google, measured the relevance of a web page not only according to the keywords used, but also according to the number and quality of the links pointing to it.
So instead of just counting your keywords, Google is now interested in how much your content is valued by other websites.
Think of it as word of mouth. The more people link to your site (talk about you), the more relevant and credible your site appears to Google.
The increasing importance of backlinks
With PageRank, backlinks came into play. As the name suggests, backlinks are links from other sites that point to your site. They are a kind of “recommendation” in the eyes of Google.
Imagine you are the owner of a restaurant and the most famous food blogger in town recommends you. Of course, that would be great for your business, right?
The situation is similar with backlinks. The more “recommendations” your page has, the better it will be rated by Google.
Impact on SEO strategies and tactics
With this change, SEO strategies had to be adapted, of course. Instead of focusing solely on keyword optimization, it was now necessary to develop backlinking strategies as well. This has significantly increased the complexity and scope of SEO.
This era of SEO has clearly shown us that quality trumps quantity. This applies not only to your content, but also to your backlinks. So, it is better to have fewer but quality backlinks than many but inferior ones.
This is just one example of how SEO has changed over the years. In the next section, we’ll look at how Google has continued to shift its focus to content quality and why “Content is King” is not an empty slogan.