Every once in a while, Google sends some ripples and waves along the online world by formulating some sort of elaborate algorithm to remove malicious and wrongful websites from its SERPs (Search Engine Result Pages) and ensure that only relevant webpages feature in the top 4-5 results in the SERPs. The Google Equivalency Score Algorithm check every seconds on internet by google bot .
This year, Google is expected to launch the much awaited Equivalency Score Algorithm. Besides being another fancy abbreviation added to the content universe, ESA works in a manner that is similar to the search giant’s AdWords Quality Score. However, it seeks a different objective.
AdWords Quality Score
Let’s first see how ‘Quality Score’ works with Google AdWords. Each and every keyword gets a quality score out of ten on the basis of some fixed criteria:
- Expected Click Through Rate (of advertisements)
- Ad Relevance (the relevance of an ad to the catchphrase)
- Landing Page User Experience (the user experience of a landing page and its relevance to the catchphrase)
Following this, the ad bid price is then used along with the keywords’ total quality score in order to determine the location of the ads in the sponsored ads area when the user searches for a particular keyword. The ad’s quality score serves as an indicator of its value and its relevance to those who search for the given keywords. Thus, it is clear that a higher quality score will help SEOers show higher up in the sponsored ads section.
Rapid increase in SEO popularity
Over the past couple of years, SEO’s popularity has increased exponentially as a suitable and convenient tool to obtain higher site rankings, increased visibility, and immense exposure to potential customers. More and more people are taking to SEO tactics for their websites. While some follow Google’s established guide to improve SEO that involves natural link-building by good content, many use unethical and improper means to improve their SEO. Google addressed these issues by releasing the Penguin and Panda updates last year which made a lot of these unethical activities redundant.
Thus, in order to improve site ranking on SERPs, marketers can either use organic listing methods, or just invest in Google Ads and get their sponsored ads more visibility. However, at the end of the day, only one site can claim the #1 spot on the SERP for a particular keyword. How this site manages to get the top spot is irrelevant, what matters is that it does not share this spot with any other site.
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Now, we know that Google primarily looks to achieve two goals: As the market leader, it needs to satisfy its customers by providing relevant search results. And as a normal business, it needs to maximize its revenue from advertisers. Moreover, we see that most established websites already provide great user experience and have a lot of credibility attached to them. Thus, there exist a handful of sites that are all more-or-less at the same level. Who gets the top slot?
Entry-point for ESA
This is where Google’s Equivalency Score Algorithm steps in: this algorithm will check the sites that occupy the top few slots in the SERP and when it is established that all those sites are equally worthy of the top slot, it will randomize the order in which each of these sites gets to be #1. Basically, this means that each time a user searches for a given keyword, a different site will get to be on top. This will make sure that no one site gets to dominate the top slot all the time. Google’s Equivalency Score Algorithm will enable more sites to occupy the top slot and thus get customers so that potential visitors are distributed among different sites.
Impact on SEO
Google’s Equivalency Score Algorithm will effectively nullify any special tactics that SEOers have put in place to stake their claim on the #1 spot indefinitely. This update will give more sites a chance to occupy the top slot regardless of minute differences in their SEO attributes.
Advantages of ESA
Google stands to benefit immensely from this update. Here’s why: when marketers notice that their site has dropped from #1 to #3 on the SERP, they’ll immediately increase advertising on Google AdWords. That money will go straight to Google’s pocket. Google search users also stand to benefit a lot since they will naturally be directed to more businesses offering the same product or service. Moreover, there won’t be any impact on relevancy of search results since the algorithm will come into play only when Google is satisfied that all the concerned sites are more-or-less equal in SEO attributes.
Disadvantages of ESA
The Equivalency Score update is definitely not good news for site owners and business owners, especially those who have long occupied the top slot for their business-specific keywords. They will now have to shell out more money if they are to improve their site ranking. Thus, site owners and business owners will take the full brunt of this update.
Impact on Internet Marketers
As stated earlier, internet marketers will benefit in a different way in this update. For marketers who have long sought the top slot for a keyword which remained elusive due to a few minor differences between their site and the current occupant of the top slot, the equivalency score algorithm will offer a better chance to get their business featured in the #1 position, if only temporarily.
However, if marketers have occupied the top slot for a long time by remaining just slightly ahead of their competition, this update will give their competitors a leg-up and a chance to snatch the top slot from them.