The document discusses several of Google's algorithms including PageRank, Penguin, Pigeon, Hummingbird, and Rank Brain. It provides brief descriptions of each: PageRank was Google's first algorithm and measures the quantity and quality of inbound links. Penguin penalizes sites for black hat link building. Pigeon prioritizes local results. Hummingbird attempts to better understand search intent. Rank Brain closely ties to Hummingbird and uses machine learning to predict future searches. The top three factors according to Google are links and content tied for first, followed by Rank Brain. For clients, the document recommends focusing on quality content, listings setup and audits, social media, email, and link building.

2. The Familiar (or Unimportant)
Spam filters:
• Pirate
• Removes sites from SERPs that host or feature pirated or otherwise unlicensed content
• Payday
• Weeds out sites that use spammy targeting
• Top Heavy
• Penalizes sites that provide a poor user experience due to intrusive or excessive ad placement
• Mobile Friendly
• Gives preferable positioning to sites that are optimized for mobile viewing

3. Page Rank
What is it?
• First and only algorithm employed by Google at launch
• Measures quantity and quality of inbound links
• Recursive application

4. Penguin
FISHING FOR BAD LINKS

5. Penguin
What is it?
• Inverse of Page Rank
• Penalizes black hat link building practices
• Strictly involved with spam filtering
• Site-wide evaluation
Recovery
• Check with Moz
(https://moz.com/researchtools/ose/)
• Use disavow tool
• Track refreshes and updates

6. Pigeon
RIGHT IN YOUR OWN BACKYARD

7. Pigeon
What is it?
• Prioritizes local results for certain queries
• Uses factors such as location and distance
from
• Associates synonymous terms
• Intelligently overrides query specifications
• More recognition to local sources of
information
Targeting
• Uses parameters that you cannot influence
• Get listed and optimize listings
• Use locally focused content strategy
• Engage on social media

8. Hummingbird
KEEPING UP WITH THE BUZZ

9. Hummingbird
What is it?
• Not an individual part of Google’s algorithm
• Attempt to better understand query intent
• “Semantic search”
• Cannot specifically target

10. Rank Brain
THE INEVITABLE END OF US ALL

11. Rank Brain
What is it?
• Basically Skynet
• Closely tied to Hummingbird
• Used to predict and interpret future requests
• Machine-learning system
• Does not learn in real-time
• Analyzes historical searches and post-search behavior
• Association of long-tail queries

12. Takeaways
Top 3 Factors (according to Google):
• Links & Content tied
• Rank Brain
For our clients that means:
• Continued focus on quality content
• Listings setup and audits
• Focused social media and email efforts
• Link building