3.3.: Expert

Google has been researching and implementing ways of determining the intent of both the searchers and publishers on the Internet, setting up various scripts that will analyze copy, text navigation, and the keywords found in links to a website. Based on the data gathered throughout the years, these layered scripts will look for authoritative documents by matching them up with various profiles and scenarios. Using natural language, phrases 'expected' to be included when touching certain topics, using proper word order and grammar will all raise the chances of a document to be ranked high for its targeted keywords. Using an excessive number of somewhat related ( yet highly popular, competitive ) phrases, grammar that is hard to comprehend ( impossible to match up with other, related, authoritative documents ), word order that would significantly change the meaning of a phrase, and symbolism, synonyms that aren't common enough to be recognized will all hinder the efforts of trying to achieve better positions.

The co-occurrence filters applied for re-ranking documents will scan any and every document, and in case a page is seen to be using an unnatural density of related, competitive phrases, they might see a steady decline in their positions. Reranking will take place for certain phrases that the document has not shown enough relevancy to, in other words, topic that it does not have support for, neither on-page, on-site or off-site ( other relevant sources don't link to it with related phrases ).

Choosing and implementing a high number of the most popular keywords thus might as well make a website drop in its rankings, should it aim for phrases it is not relevant to. Webmasters, copywriters and SEOs should exercise at least some self criticism before building a website that would aim to be a 'resource-of-all that is related' to the topics they target. The analysis doesn't only watch link profiles, it also parses the document itself, and if it deviates too far from what is seen as the ( even changing ) norm - based on trusted, authoritative sources, user behavior - it will not be able to rank high. On the other hand, a well researched article that based on its content seems to discuss exactly what it claims to, might see better positions than its initial link popularity would suggest.

Including the necessary, and not including an excessive number of popular keyphrases is important. Breaking down the content into separate pages is advised, as it makes for a more clear message to Google - and that is because it makes a clear message to users. Also it results in main and sub-topics that are generic and specific enough to market with much more precision and success, let it be increased rankings in organic search results or targeted advertisements through AdWords.