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How Google’s Algorithm Works (Updates 2023)

Google’s algorithm is a complex system that determines the relevance and importance of web pages for a specific search query. It takes into account hundreds of ranking factors or signals, including keyword content on a page, the relevance and usability of a website, and the popularity and authority of a website.

In 2023, Google’s algorithm is still based on its core principles of relevance, usefulness, and authority, but with a few updates. Here are some of the latest updates to the Google algorithm:

  1. BERT Update: BERT, or Bidirectional Encoder Representations from Transformers, is a deep learning algorithm that helps Google understand the context and meaning of words in a search query. In late 2021, Google rolled out a massive update to its BERT algorithm, allowing it to better understand the intent behind user queries and provide more relevant search results.
  2. Core Web Vitals: Core Web Vitals are a set of website performance metrics that measure user experience, including loading speed, interactivity, and visual stability. In 2022, Google announced that Core Web Vitals will become a ranking factor for its search algorithm, so it’s important for website owners to ensure their sites meet these performance standards.
  3. Increased Focus on User Experience: Google is increasingly focusing on user experience, such as page load speed, mobile-friendliness, and visual design. A website that provides a good user experience will likely receive a higher ranking in Google search results.
  4. Linkless Backlinks: Linkless backlinks are mentions of a brand or website on the web without a direct link. In 2023, Google has updated its algorithm to better understand and incorporate linkless backlinks into its ranking signals.
  5. Artificial Intelligence and Machine Learning: Google’s algorithm is becoming increasingly reliant on artificial intelligence and machine learning. For example, Google’s RankBrain algorithm uses machine learning to understand and process user queries, and to determine the relevance and importance of web pages for a specific search query.

These are just a few of the recent updates to Google’s algorithm, and the search giant is constantly making changes to its system to provide the most relevant and accurate results for users.

Automated ad extensions types

Automated ad extensions are a feature of Google Ads that provide additional information about a business or product to enhance the overall user experience. There are several types of automated ad extensions, including:

  1. Location Extensions: These extensions display the physical address, phone number, and map of a business’s location.
  2. Call Extensions: These extensions allow users to call a business directly from the ad by clicking a phone number.
  3. Affiliate Location Extensions: These extensions display the locations of affiliated businesses, making it easier for users to find the nearest store.
  4. Price Extensions: These extensions display the prices of products or services offered by a business.
  5. Structured Snippet Extensions: These extensions provide additional information about a business’s products or services, such as the types of cuisine offered at a restaurant.
  6. App Extensions: These extensions allow users to download an app directly from an ad.
  7. Review Extensions: These extensions display a business’s star rating and review count, based on data from Google My Business and other review sources.
  8. Seller Ratings Extensions: These extensions display the average rating and number of ratings a business has received from customers, based on data from Google Customer Reviews.
  9. Dynamic Search Ad Extensions: These extensions automatically display relevant information about a business’s products or services, based on the user’s search query.

These are just some of the automated ad extensions available through Google Ads, and businesses can choose the ones that are most relevant to their products or services.

The new YMYL guidelines and what this means for marketers.

The Your Money or Your Life (YMYL) guidelines refer to a set of guidelines developed by Google for websites that provide information or services related to sensitive topics such as finance, health, or safety. The purpose of the YMYL guidelines is to ensure that users receive high-quality, trustworthy information from these websites.

For marketers, the YMYL guidelines have several implications:

  1. Emphasizing Expertise and Trustworthiness: The YMYL guidelines place a strong emphasis on expertise and trustworthiness, requiring that websites providing information about sensitive topics have a high level of expertise in their field and provide accurate, reliable information. Marketers need to ensure that their websites meet these standards by providing credible information and emphasizing their expertise in their field.
  2. Providing Evidence to Support Claims: The YMYL guidelines also require that websites provide evidence to support their claims. For example, a financial website should provide data and research to support its investment advice. Marketers need to ensure that they provide evidence to support their claims and that their information is accurate and up-to-date.
  3. Highlighting Privacy and Security Measures: For websites related to sensitive topics such as finance, the YMYL guidelines require that users’ privacy and security be protected. Marketers need to ensure that their websites have strong privacy and security measures in place and communicate these measures to users.
  4. Ensuring User Experience: The YMYL guidelines also place a strong emphasis on user experience, requiring that websites be easy to use and provide a positive user experience. Marketers need to ensure that their websites are user-friendly and provide a good user experience.

By following the YMYL guidelines, marketers can help ensure that their websites provide high-quality, trustworthy information to users and receive higher rankings in Google search results. This can lead to increased traffic and conversions, as well as improved brand reputation.

5 Creative Ways to Show Off Your Skills to Future Employers.

  1. Build a Personal Website or Portfolio: A personal website or online portfolio is a great way to showcase your skills, achievements, and personality to future employers. Use your website to showcase your best work, including samples of your writing, design, or programming projects, as well as testimonials from past clients or colleagues.
  2. Create a Video Resume: A video resume allows you to showcase your personality, communication skills, and passion for your work. You can create a short video introducing yourself, highlighting your skills, and explaining why you’re a good fit for the job. Share your video on social media, your personal website, and job sites to reach a wider audience.
  3. Network on Professional Platforms: Professional platforms like LinkedIn are a great way to connect with potential employers and showcase your skills. Optimize your profile by including a professional headshot, a detailed work history, and recommendations from past clients or colleagues. Join groups related to your field and participate in discussions to show your expertise.
  4. Write Guest Blog Posts: Writing guest blog posts on websites related to your field is a great way to showcase your writing skills and thought leadership. Choose websites with high traffic and a strong following, and write posts that demonstrate your expertise and provide valuable insights to readers.
  5. Participate in Online Challenges or Contests: Participating in online challenges or contests related to your field is a great way to showcase your skills and creativity. Look for opportunities to showcase your work, such as design or coding challenges, and share your submissions on your personal website or social media.

By using these creative techniques, you can showcase your skills, demonstrate your expertise, and stand out to potential employers. Remember to be consistent and professional in your online presence, and always be open to new opportunities to grow and develop your skills.


As previously mentioned, Google has not released any specific algorithm update called “New Experience Algorithm” and there is no extra letter “E” added in any recent update. Google frequently updates its search algorithm to improve the relevance and quality of search results, however, these updates are not always announced and can be small, subtle changes.

In terms of YMYL websites, Google has a higher level of scrutiny for them because they can have a significant impact on a user’s life. Google’s algorithm updates can affect YMYL websites in several ways such as Quality Content, User Experience, Expertise, Authoritativeness, Trustworthiness (E-A-T), User Signals, and Backlinks.

It’s important to keep an eye on official Google Webmaster blog or SEO news sites to stay updated on any announced changes to the algorithm, and to make sure that your website is providing high-quality, relevant and trustworthy content for your audience.

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