Everyone wants to be number one in Google. I'm happy to have a few phrases that hit that golden spot myself. But in the not-too-distant future (and for some that future is today), the notion of being number one in Google will come to an end.
Today, web pages have a definite position in search engines for any given phrase. Of course, this position is slippery - number one today could be number 21 tomorrow. But for today, if you're number one for a particular phrase, you'll be number one for anyone searching that phrase. Not for long. Want to know why? Read on...
It's good to be number one. There's a certain thrill at typing a phrase into Google and seeing your content come up in the top spot. If you've worked hard creating original and compelling content with strategically considered and appropriate titles, it's great to be rewarded with a respectable position. If you've been reading our newsletters you understand that search engine results are based primarily on the relevance of your content. Search engines work hard creating mathematical models that weigh words, context, and popularity/authority to establish a page's relevance to a given phrase. Once all the factors are calculated, a page's position is established. You might tweak content a bit to improve standing, but position is ultimately tied to how relevant content is to the search term used. Relevance is everything. But how search engines determine relevance is always changing.
A new relevance factor is emerging that may radically change the way search engines determine relevance - and it's already here. The factor is intent, and it will forever change the way we think about a web page's position in the search engines.
