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Google’s Race to Stay on Top

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A key component of any business is a company’s website, and Search Engine Optimization, or SEO for short, is key to getting that website seen by customers. Google is the world’s premier search engine, and Amit Singhal is the man responsible for the 200+ factors that determine your website’s ranking in the search engine. Amit also keeps track of incoming trends, and how to adapt Google’s software to reflect changes in the way people look up their information. What someone may have asked a search engine 5 years ago is vastly different from what will be asked today, and it’s Amit’s job to ensure Google is optimally responding to a user’s search query.

How can you ensure that your own business remains up to date? Having your website optimized for mobile is key to being relevant and ranking high in the search engine’s results. With a surge in mobile users on both phone and tablet, a website that doesn’t read well on a phone will not fare well with Google’s algorithms. Quick load times and relevant information are always important, as people want responsive sites with the information they need so they can put their phone down and get on with whatever they were doing.

As a search engine, it is Google’s purpose to deliver exactly what the user needs as soon as possible, and Amit’s job to make sure Google keeps doing that as well as it possibly can. With so many startups being acquired by both Google and now Apple, Google cannot take its position as the #1 search engine for granted. Startups with algorithms for apps and music are appearing, and Google’s ability to adapt to that change will determine its relevance in the decades to come.

 

Read the full article in The New York Times here.