Can we Understand Google?
The rankings that Google gives are governed by a complicated algorithm written by some very clever computer scientists and kept as a closely-guarded secret. To make it even harder to know how Google calculates its results this algorithm is constantly being changed and improved. Whilst many SEO firms may proclaim that they understand the Google algorithm, the truth is that only the engineers behind it truly understand it.
Despite this, we can definitively say we have many insights into how the Google algorithm works, and by constantly working to learn more we can keep our customer’s website ranking well over time.
As Google is constantly changing and updating the way its algorithm works many websites will see their website fluctuate in the rankings over time. For this reason, we encourage people considering undertaking SEO to see it as not a one-time thing but as a process that will improve your average ranking over time.
Some people are not willing to wait weeks or even months to get a website moved up the rankings, so they use what are called “Black Hat” techniques. These are methods that violate Googles own Terms of Service and while effective in the short-term they will eventually cause Google to give your site a ranking penalty, or even for your website to be removed.
For this reason, we only ever use what is known as “White Hat” techniques – these are methods and strategies that are in line with the Google Terms of Service. These might take a bit longer and require a bit more attention and expertise, but they deliver better results that will last much longer without the fear of invoking a penalty from Google.