At one point, Google matched the words and phrases in a searcher's query to what was found on web pages and ranked those sites based on the amount of external links each had. The process has evolved, as Google's algorithms have adapted to analyze searcher intent. The search engine uses a variety of signals to determine what an internet user wants to navigate to, including the sites that other searchers engage with.
While Google uses many algorithms to compile a search engine results page (SERP), there is one impressive process that continues to evolve and adapt to user intent. As marketers embrace search engine optimization (SEO), this algorithm becomes more influential. The system predicts the needs of internet users by leveraging past searcher intent data.
Google describes its Query Revision Using Known Highly Ranked Queries as "a system and method use session-based user data to more correctly capture a user's potential information need based on analysis of strings of queries other users have formed in the past." In other words, Google knows what previous searchers have done when using similar queries, and assumes that the next person has congruent thoughts in mind.
As online marketing evolves to provide users with more accurate information, the campaigns and the content professionals publish will have to improve, or else websites may not grab the attention of enough users to boost online rankings.