1.7 The Index Is Then Worked by an Algorithm

Before we can begin to discuss how pages are ranked, it’s important to understand that the entire process is automatic. Individuals are not going in and sorting pages one by one. Individuals may make alterations to SERPs (search engine result pages) or to how the system works, but the entire process is handled by an algorithm.

An algorithm is a process or set of rules to be followed in calculations or other problem-solving operations, especially by a computer. Put simply, it’s a series of “if this, then that” statements. In today’s world, algorithms are everywhere. Chances are quite high that you have interacted with an algorithm this very day, perhaps without knowing it.

Algorithms are just a set of rules that a current situation or set of data can be applied to, resulting in an outcome. To demonstrate, we’ll write a simple algorithm to help someone decide whether or not an item in their fridge is OK to eat. That algorithm will just be a series of “yes” and “no” statements designed to get the desired outcome.

1. Does item belong to you? If “no”, then proceed to step 6. If “yes”, then proceed to step 2.

2. Is item edible? If “no”, then proceed to step 6. If “yes”, then proceed to step 3.

3. Is item expired? If “yes”, then proceed to step 6. If “no”, then proceed to step 4.

4. Are you allergic to item? If “yes”, then proceed to step 6. If “no”, then proceed to step 5.

5. Eat item.

6. Don’t eat item.

Boom! We now have our own algorithm to help us decide whether or not something in our fridge is OK to eat. It’s as simple as that. Many algorithms we interact with on a day-to-day basis are, however, much more complex.

Algorithms can determine what shows up in our news feed, what apps end up making their way to our home screens, which of our friends’ posts end up in our feed, which of our posts get liked, what video we see next, and what song we hear playing in the office or at the grocery store. These algorithms can be extremely complex and extremely powerful in modern-day communications. Understanding how these algorithms work is one of the newest power tools in a marketer’s arsenal.

Search engines and their increasingly complex algorithms fuel much of modern-day communications. It’s how most of us find what we’re looking for online. Search algorithms are built into our browsers, our phones, online shopping services like Amazon, and even entertainment services like Netflix. Each relies heavily on a search algorithm built specifically for its platform. Most websites list Google organic results (Google search) as their biggest source of internet traffic and revenue. Not understanding the basic underpinnings of search algorithms and how to build a site and create content suitable for those algorithms could be a massive oversight of any business communications plan.