Abstract
Search engine optimization is a digital marketing technique that helps you gain website traffic and website rankings. Over the years, SEO has evolved with future needs. However, webmasters have also found various loopholes that help them gain rankings on search engines. Google is well aware of that, which is why it constantly updates its algorithm to filter out the websites that use SEO tactics that are not in compliance with search engine best practices. For this purpose, it is important to understand Googles Algorithm and what it values, so that we can tailor our marketing strategy, and provide value to the users. For this purpose, in this research paper, we understand the factors that the algorithm considers before ranking websites or web pages in the top results. We also take a look at the important algorithm updates that have been rolled out in the past, and how they have impacted website traffic, and rankings.
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