Google uses three key processes when delivering search results: Crawling, Indexing, and Serving. When crawling, Google finds new sites to be indexed. The “Googlebot” visits websites to find new links and Google is very careful to make sure that this part of their business is kept separate from AdWords. This article talks more about the “Googlebot”.
Indexing a website uses the information from the crawling to compile a massive database of all words and their location on a page. It also focuses on key tags and attributes. When considering how websites are indexed, it’s obvious that accessibility comes into play. One point I thought about when reading about indexing is what if you do not want a website indexed. This article by Google discusses the robots.txt file.
When serving results, Google uses over 200 factors to determine relevancy including PageRank. They obviously don’t give much information away in terms of the determining factors used for the algorithms other than identifying quality links. This article explains PageRank in further detail.
Google analytics have come a long way in both functionality and appearance. The latest improvement is in the social media aspects. By using Google Analytics, you can see conversion rates and how your social strategy is impacting your goals. By seeing which content is viewed the longest and how viewers react to it, A/B testing and content experiments can be run to see which content will ultimately help drive the most sales. Surprisingly for me, I found Google Analytics to be fairly rudimentary though as they do not allow social tracking or IFTTT situations. Companies like Vocus are able to take the social conversations and analytics a step deeper. Companies like Spinnakr are able to take bigger data and run tests on the fly. In the long-run, Google Analytics could definitely be expanded to cover more ground, but the question is profitability
What tools other than Google Analytics have you used to track both website and social media performance?
What do you think Google could add to their analytics that would help digital marketers specifically?