The algorithm employed by Google on its organic search is a well-kept secret that it is constantly evolving. Although the main factors affecting the position of a page on a given search are widely known (quality links, keywords, etc.), many claim that the opacity behind the composition of the ranking in the search results is used by Google as a way to favor some businesses.
A few countries, like Germany, are already demanding Google to reveal its algorithm for the sake of transparency and in the interest of customer protection. With 90% of the web searches in Europe and 68% in America, the case is seen as an antitrust issue.
The interesting article “Does Google REALLY Discriminate Against Some Businesses?” describes how Google gives a special treatment to webs that use specific tactics, and analyzes the reasons behind why many businesses fail to rank high in the organic search despite its good SEO practices.
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