Eight White Hat Techniques to Counter Search Engine Bias

 

Although you could think of search engines as an unbiased tool for querying, in reality, search engines are made by people connected to the corporation and function much like any other product. They are created with consumer satisfaction and producer profit in mind.

Although this plausible interpretation of search engine purpose shouldn't immediately ring any alarm bells, how search engines present results should.

Particularly Google intervenes algorithmically to eliminate spam results that the search engine deems unhelpful for users. Although it might be argued that there will be less spam, what happens if Google flags your website as spam?

In addition to removing spam, Google frequently supports big businesses like Amazon and Facebook. The justification for promoting bigger sites is not that complex.

When it comes to SEO, big names can outperform tiny businesses, and they often provide a greater range of goods that can please customers. Having said that, this Google bias might undercut your website by burying it beneath products from well-known brands.

You must be aware of how the odds are stacked against small businesses in the realm of Google bias and take proactive steps to make sure your website operates as effectively as possible.

What Bias Does a Search Engine Have?

You might equate the word "bias" with negative connotations when you hear it.

When it comes to search engines, Google bias generally seems to move more toward erring too much on the perceived demands of their audience, despite assertions that it slants search results against certain political leanings.

The way you phrase your search, the validity of the sources, the importance of the pages, and a host of other variables all play a role in Google's search engines. Even your location and settings might aid Google in finding the data that is most pertinent to your search.

The combination of this data makes it logical to assume that sources will be suggested that attempt to match and fulfil prior behaviour as well as other distinguishing markers.

In addition to these algorithms, domain authority (DA), a ranking indicator that shows both your site's effectiveness in ranking on search engines and its perceived expertise on a particular issue, might have an impact on Google bias.

Inbound links, one of several elements used to calculate score, are one way that DA is measured. In most circumstances, an increase in DA score corresponds to an increase in the number of incoming links from other pertinent domains.

Search Engine Bias' Impact on Businesses

Unfortunately, prejudice can have a big influence for tiny businesses who have scant content and few inbound links, whether it's helpful or not. Constant content production can generate inbound links and a high DA score for large firms with large budgets, assisting them in obtaining the top places on search engine results pages (SERPs).

Together, the aforementioned elements may significantly reduce how visible your website is in search results. If you're not aggressively acquiring inbound links and building authority, you're not just competing against well-known brand names but also losing SERP traction.

When a hugely famous website (like Twitter) obtains a lot of inbound links, there's a potential your DA may drop, which will affect your search ranking and your visibility.

There isn't much a small firm can do to compete with the massive amount of inbound links and resulting high DA for sites as big as Twitter or Amazon. However, by using white hat techniques to counter Google prejudice, you can strive to achieve a higher score than your rivals.

Ethical Techniques to Counteract Search Engine Bias

The aforementioned may seem overwhelming for small-to-medium business owners hoping to secure some top-SERP territory, but there are a number of tactics you can employ to help you contend for those ranks.

You can participate in the fight for search visibility by combining the four strategies listed below into your digital strategy.

Concentrate on One Subject

While it's obvious that Google bias refers to favouring results from well-known websites, the algorithm also favours websites with in-depth attention to a certain topic.

With the aid of this technique, you can not only improve your ranking in Google's algorithm but also solidify your position as a subject-matter authority.

Focus on a single topic that addresses every step of the buyer's journey instead of producing a variety of content, then develop a content strategy around it.

The sheer volume of potential information may make this work seem overwhelming, so here are three places to start:

• Content that instructs on fundamental issues
• Content that expresses your viewpoint on the subject at hand
• Information explaining the industry

Construct Site Relevance

The term "relevance" in relation to search engines refers to how well a website's content matches the current search phrase.

Similar to DA, relevancy is crucial in deciding where your website appears on the SERPs for a certain query.

Determine user search intent and develop a content strategy to address those queries to raise your site's relevancy score.

Additionally, make sure your website and local search profiles have the most recent business information to ensure that you are relevant to user inquiries.

Obtain Backlinks

Backlinks, also known as inbound links, are links that point to your website from another website. This kind of link contributes significantly to raising the impression of authority for your website. If another website links to your content for clarification or more information, you are undoubtedly an authority in the subject.

All of this sounds great, but how do you acquire those inbound links? Below are our top five white hat techniques for success, which will help you increase the quantity of inbound links to your website and lessen Google bias. There are many strategies accessible for the savvy marketer.

Assessing inbound links

Positive outcomes could occur when you write quality material.

The golden grail of link building is editorial inbound links because they are cost-free.

Authority

Establishing expertise is crucial for all types of content generation, but it is especially crucial for long-form material.

In addition to establishing your expertise among your peers, you also start to develop your expertise with search engines when you produce in-depth guides, blog articles, white papers, books, and other deep content dives.

By doing this, you may overcome Google prejudice and increase the likelihood that uninformed searchers will notice your content and website.

SEO

There are several opportunities to employ keywords wisely while producing long-form content.

Using several keywords in shorter material can be difficult, but high word counts provide you more opportunity to make your keywords work as hard as they can.

Your website's SERP ranks may start to rise as soon as you start ranking well for any of the discovered keywords. This will increase your visibility to searchers, give you an advantage over your rivals, and eliminate any current Google bias.