Trying to hack the “Secret Sauce”.
Since Google wants to return page one results that are high quality, relevant, and trustworthy, Google created a ranking algorithm to determine website placement in the search engine results pages (SERPs). There are over 200 factors that play into Google rankings.
The linked article attempts to explain the hidden process Google uses to determine the rank of web pages based on specific key word searches. This is often called “Google Juice”, the more juice you have the higher you will rank. It describes a number of specific items that seem to matter in page rank but the most important point the article states is that Google’s primary objective is to deliver relevant results based on each search term. These rankings based solely on the search term are referred to as “Organic Results”.
No one really knows the exact process Google (or any other search engine) uses to deliver organic results. At best they are making educated guesses based on observations. Many web companies claim to be able to give you more juice, to improve or optimize your chances of a high search engine ranking. They sell this service as SEO (Search Engine Optimization).
At one time SEO for specific key words such as “dentist” may have been useful. Today in any big city it has very limited utility. The organic results for a keyword search like dentist will be less than 1/5th of the page and includes very few dentists. Instead of dentists the organic results trend to pages with much more juice than any dentist could ever acquire. Sites like Wikipedia, Yelp and the ADA.
Highly generic keywords like “dentist” may have little value but dentists can generate good organic results and web traffic based on specific terms or phrases patients may search for. For example, “Implants”, “Cosmetic Dentist”, “All on Four”.
More important than a key word search is a search by name. Most people (60 -70%) still seek out a personal referral and then look up the dentist they have been referred to via Google.