Search engine crawlers use complex mathematical formulas and equations to determine how they rank sites on their search engine results page. Some of the things Google, Yahoo and other site crawlers consider when ranking web pages include: keyword use in title tags, keyword use in body text (content), global popularity of the site (links to and from the site), link popularity of site in topical community, and topical relevance of inbound links. These are just a few, but as you can see, there are many factors that play a role in deciding a site’s ranking.
Example of duplicate content filtering equation: 
Google offers its Webmaster Guidelines to help break down the way Google looks at your site. Included are design & content, quality and technical guidelines. These are great if you’re just starting out and will give you a good idea of what to do, and NOT do on your site.
You can start to run into problems, both as an individual web owner and as a search engine optimization company when Google starts to fiddle with their algorithms and guidelines. For the most part, they won’t change what they expect out of their content and design guidelines, but we have found they will switch up their algorithms every few months or so.
For example, more weight is now being given to blogs and relevant social media posts, depending on the number of links and pingbacks for a given post. This means as a professional SEO company, we are constantly revising and updating our SEO process and how we build client websites. We often return to old accounts and update the client’s optimized website to keep pace with the search engines. All in all, it’s fast-paced, exciting and rewarding work!
By: Zack S.
