What algorithms evaluate for search engine optimization?

There are hundreds of factors that go into what content from the index gets displayed into a SERP. However, they bubble up into five key factors that help determine which results are returned for a search query.

Meaning of the query. To return relevant results, the algorithm needs to first establish what information the user is searching for. This is known as intent. To understand intent, the algorithm is looking to understand language. Interpreting spelling mistakes, synonyms and that some words mean different things in different contexts all play into the algorithm understanding searcher intent. For example, search engines would need to be able to distinguish between "bass" as a fish and "bass" as an instrument. Intent would be based on additional search terms, historical search, location search and more to display the correct information.

Relevance of webpages. The algorithm analyzes webpage content to assess whether the sites contain information relevant to what a user is looking for. This comes after intent is established. A basic signal for relevance would be if the webpage includes the keywords used in the search. This includes showing up in the body copy or page headings. But beyond keyword matching, search engines use aggregated interaction data to determine if the page is relevant to the search query. This looks at anonymized data from previous searches to match the page with the query.

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