Historically, search engines used the Blue Link Algorithm to serve 10 blue links in the search results.
Darwinism in Search and the Blue Link Algorithm meant SEOs focused on keyword density and backlinks to rank their web pages as high as possible in the SERP.
The theory then was that Google used 200 factors to assess the quality of a search result, and SEO and digital marketing strategies revolved around guessing what they were.
Google has moved beyond ranking factors and uses Natural Language Processing, AI algorithms like BERT, MUM, Spam Detection, Neural Matching, Semantic Search, and Entities.
Bing and Google still use the Blue Link Algorithm as the cornerstone of the search results, and Darwinism is more relevant than ever. It’s impossible to know how many algorithms the search engines use with the rise of generative AI, so brands must show empathy to search engines and elevate their efforts to remain competitive in the digital landscape.
PRO TIP: The Blue Link Algorithm remains the foundation of the search results. However, the algorithms have moved far beyond the 200 ranking factors once thought to influence the results. The introduction of AI-based algorithms like Rank Brain, MUM, and BERT at Google (and similar AI algorithms at Bing) means the algorithms are able to assess an image without keywords and use natural language to understand the meaning and intent behind a search — rather than a literal interpretation of keywords. So things have changed a lot.
“Due to advancement in deep learning, Bing can now also understand the image itself instead of just the text” Meenaz Merchant, Principal Program Lead, AI and Research, Bing.