We'll look at what makes Google different from other search engines, how it stands out from the competition, and how its results are displayed in the SERPs (search engine results pages).
Google was not always number one
In the early days, there were only a handful of search engine companies. Yahoo, MSN and a few other small providers were the main ones. Google was the fourth search engine company when it launched. Since then, it has grown rapidly. Today, it has hundreds of millions of users and counting.
How did Google become the number one search engine? It was created by some of the Start-ups considered a leader. Yahoo was considered a possible competitor for a while, but never made a serious move into the game. Then Microsoft got into the game with Internet Explorer and quickly became the most popular search engine on the Internet. Google quickly became irrelevant to Microsoft's business because everyone was using Internet Explorer and there was no way to stop Google from becoming the most popular search engine in the world.
As always, the content is the most important
The key was and still is great content. Google's unique formula of finding relevant, fresh and highly qualified content made it very popular very quickly. Google doesn't sell ad space at first; they could only display AdSense ads on your site if you had a solid website with lots of high-quality content in return.
Adwords is as a success model of Google
Google's popularity has been phenomenal since its beginnings in 1998. Google AdWords is the model for how Google became the number one search engine. AdWords is a pay-per-click program where you bid on a keyword or phrase and Google hosts the ad in its search engine and tracks your results. The more times your ad shows up on Google, the more money you make.
How Google selects websites
The question remains, how did Google become the number one search engine? First, the search engines are run by humans. No algorithm can Create search results. Google's crawlers index and scour the Internet. When a web page comes up in a search result, the human behind the curtain decides whether the page is worth a closer look, and if so, the searcher is directed to that page.
If the page isn't relevant, Google won't show it in the first place. So when you type a word or phrase into a search engine and the results come up, you don't just click on the first one. You perform a more intensive search by using relevant keywords. Relevant keywords are those that are close to what you are searching for, but are not too general. Google crawls and indexes pages that meet these conditions and displays them to visitors.
This is how Google became the number one search engine. They built a better site for searchers and optimized each page for users. Every time they show up in the search results, they make sure that they are relevant and valuable to a searcher and indexed by human hand.
Google looks at keyword density
The problem with some sites was keyword density. Many web pages contain many keywords, but the actual phrase is not used often enough. Google crawls these pages and analyzes their keyword density. If they find a high percentage of keywords and the phrase is not used often enough, the page is classified as spam. Therefore, the page is not displayed to a searcher and they are prompted to click on another relevant page.
So how can we improve our keyword density? You need to choose longer keywords. Longer keywords (long tail keywords) have a higher chance of being ranked as opposed to generic and highly competitive ones. It simply has a higher chance of showing up in a Google search. Therefore, the longer your keyword, the better.