Most Important Things in SEO

Introduction – What Is SEO:-

No sooner, a query is entered in a search engine, a list of web results containing the query term appears.  Usually, users tend to visit websites that are at the top of the list as they perceive to be relevant to the query.  Websites’ ranking is determined by web marketing technique called Search Engine Optimization (SEO).  The evidence is surging demand on a website.

The technique helps search engines find and rank the site higher than other sites in response to a search query thereby getting traffic from search engines. This technique is nothing but SEO i.e. Search Engine Optimization.

The following SEO tutorial basically covers the necessary information that one needs to know about Search Engine Optimization. It also covers the ranking criteria of major search engines and how it works.

How Search Engines Work:- One must know that search engines are not humans before one gets into the nitty-gritty of SEO.  Nevertheless, search engines are text-driven unlike humans.  One must also be aware of the fact that despite the advancement of technology, search engines are not intelligent enough to appreciate dynamic and audiovisual designs but can only crawl in search of texts of a particular site that is searched for. This basic elucidation may not sound specific as we will get to know and marvel how search engines execute various activities to deliver search results, like crawling, indexing, processing, calculating, relevancy and retrieving.

In order to identify a relevant topic, search engines are assisted by software or a system known as ‘Crawler’ and Google’s crawling bot which is called “Spider”, crawls the Web to zero on the subject. The Spider follows links in every page and indexes everything they locate on their way. Even though this smart Spider having stored in its memory a number of pages on the Web (over 20 billion and still counting) it is improbable for it to visit a site daily only to check whether a new page has appeared or an existing page has been modified.  It is a formidable task even to these intelligent crawlers to visit a particular site for a month.  As mentioned above, crawlers are not humans, they are only text-oriented and do not see images. One can at the most check from a crawler’s perspective the site that has loads of Flash movies, JavaScript frames, directories and password protected pages. One would better run the Spider Simulator below to check if these goodies could be viewed by the spider.  If they are not, then they will not be processed, spider-ed or even indexed rendering it non-existent for search engines.

As mentioned above, after the page is crawled, the next step is to index its content and this indexed page gets stored in a giant database from where it can be retrieved later. The process of indexing is identifying the words and expressions that best describe the page and understood by the human visitor in addition to assigning the page to specific keywords. It is pertinent to note here that for a human it will not be possible to process such vast information but essentially search engines do this task deftly. A shortcoming however is, sometimes they fail to get the right meaning of a page but with the little prodding by optimizing it, it will effortlessly classify the pages correctly to obtain the higher ranking.

The Search engine processes the moment a search request comes.  It starts to compare the search string in the request with the indexed pages of the database.  The search engine starts deciphering the significance of page indexed with the search string as more than one page among millions of pages contain the search string.

There are various algorithms having different relative weights to calculate relevancy with common factors like keyword density, links etc.  Consequently, for the same search string, different search engines give different search result pages.  Moreover, all major search engines like Yahoo, Google or Bing etc., periodically, if not regularly, change their algorithms to remain at the top by adapting to improvisation. Thus, by putting efforts to SEO one could stay above the competition.

The last step in search engines’ activity is to retrieve the results. This activity displays the result in the browser from the endless pages of search results that are sorted from the most relevant to the least relevant sites.

Differences between the Major Search Engines:-

Although the basic norm of operation of all search engines is similar,however, some minor differences between them lead to major changes in relevance of search results.  However, for different search engines, different factors are important. If one plans to conquer more than one of the search engines, one needs to optimize care.

While there can be various examples of the differences between search engines, but both on-page keyword factors and links are of significantly crucial to search engines like Google, Bing or Google. Over a period of time, traditionally, a particular site becomes established and gets admitted to the top in Google.

Search strings for search engines are matched against keywords that are essentially important elements of SEO.  Thus, choosing the right keywords to optimize is the crucial step in successfully promoting an SEO. It is, therefore, necessary to be successful at this very first step itself, for fear that one may end up wasting one’s efforts and resource. To achieve success, one has to do an analysis of what the online population is searching for and determine which keywords to optimize to arrive at the final list.  One has to be always on the guard to know what the competitors have chosen and which keywords that best describes the site by striving to stay ahead of the competition.

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