The algorithm of Google is designed to provide what the user wanted or to solve their problems in the easiest way. The way the search engine deciphers user query and how it responds to the query by ranking sites provide some important tips to set a winning strategy while designing the strategies for pages.
Multiple User Intents
Many queries have multiple user intents, and Google solves this problem by ranking the websites that are featuring the most popular intent first. For this purpose, it uses various analysis and identifies the major intent of user query. For instance, when taking the total number of users searching for Jaguar, it showed that 45% of them are looking for the automobile brand whereas 35% wanted details of the animal. Therefore, when people search for the same in Google, the initial results would be about the car brand, whereas subsequent results would be about the animal.
Search Results Come in the Order of User Intent
Most popular user intent is displayed prominently on top of the search result page, and subsequent user intents rank in the order of descending popularity. As discussed before, when searching Jaguar in Google, the initial results would be of the automobile brand including a link to the official website. This is due to a majority of people with that query expect the car brand, and the top slots are set for it.
Links may not Always Help
The search results are not just about links, title tags, keyword relevance, or heading tags. The most important aspect that leads to the ranking of websites is none other user intent. It means that web pages with commercial interpretation cannot rank top when the most popular user intent of the query is non-commercial in nature. However, when a majority of the users start looking for commercial intent, Google will start placing the site top in the page ranking.
Search Results Reflect What User Wanted
Google is trying to reflect what user wanted to see through their queries. Click through rates and other vital metrics reflecting user satisfaction gives a hint on what people would love to see. It uses a popularity based algorithm to see what users expect through their searches. Currently, the user intent for Google is showing results which most users wanted to see.
The Search Results of Google are Biased
Due to this reason, Google shows featured snippets and YouTube video pages in the search results. It does not mean that Google is favoring for YouTube videos, but people find the videos useful. Therefore, that finds a place in the search results. Here, the search engine reflects the users’ bias. When users favor for videos, marketers should try to reflect that intent through smart online strategies.
Drop in Ranking can be Explained by UI
Many times a search ranking drop happens due to change in user intent. In most cases, pages with information content list on top, whereas commercial pages usually ranked under them. Some people think that adding more links or keywords can bring them back to top position. But, there may not have anything to fix in many cases. When the search ranking is dropped, try to analyze the Google search ranking to see whether the user intent changed.
Click Data is Used to Decide the User Intent
Google uses click data, viewport time, and eye tracking technologies to understand the user intent. It means that the pages people often click get a higher ranking by reflecting the user intent. Here, the users who are searching become the judges of relevance.