Rand at SEOmoz is one of our favourite search marketing gurus and has just published a rough outline of the Google algorithm, using a combination of guesswork and reverse engineering.
The formula, which has been named ‘The Randfish Theorem’, is not a definitive piece of work, since nobody apart from the Google engineers really knows what’s going on, but it condenses the most important SEO factors into one relatively easy-to-remember summary.
Remember that there are more than 200 factors that govern search rankings, and that Google constantly updates its index and experiments with weightings. So nothing stays still forever. What's on the horizon is almost as interesting as what's happening right now...
The SEO Best Practice Guide we published earlier in the year looks at what we consider to be the most important factors, including some that may become more key in the future.
Synonyms, behavioural and historical trends, plus usability / accessibility factors are expected to take a weightier role in the future of organic search, as far as we're concerned. Not to mention Trustrank, which is surely a growing force.
Anybody who is interested in organic search marketing should take a look at Rand's formula.
And Rand, you need to start producing wallcharts…
Search Engine Optimization - Best Practice Guide