How I Make Sense of Google’s Complex Algorithm

In the past, we all knew that search engines were just a bit more complicated than they appeared, but we created mental models that did a pretty good job explaining the SERPs and we let it go at that… for a long long time. I like to think of those old models as the “punch list” approach – here’s all the factors we think Google measures and combines into their recipe – let’s make sure we hit each one.Then, slowly but surely, something shifted. Keywords plus backlnks could no longer explain the rankings we started to notice. What on earth is going on?

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