A list of web results containing the query term appears as soon as one punches/enters a query in a search engine. Generally users tend to visit websites that are at the top of the list as they perceive to be relevant to the query. When websites rank better than others is because web marketing technique called Search Engine Optimization (SEO) is at play. The evidence is surging demand on 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 covers basically the necessary information that one needs to know about Search Engine Optimization. It also covers all one needs to know about ranking criteria of major search engines and how it works.
One must know that search engines are not humans before we get into the nitty-gritty of SEO. It is pertinent to know that search engines are text-driven unlike humans. One must also be aware of the fact that despite advancement of technology, search engines are not intelligent enough to appreciate dynamic and audio visual designs but can only crawl in search of texts only of a particular site, 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.
At the outset, search engines, assisted by a software or say a system known as ‘Crawler’, for example Google’s crawling bot is called “Spider”, the bots crawl the Web to identify relevant topic. The Spider follows links in every page and indexes everything they locate on their way. This intelligent Spider that has stored in its memory a number of pages on the Web (over 20 billion), 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. A task, formidable even to these intelligent crawlers, that they may not visit a particular site for over a month.
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 data base 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 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 does this task deftly. A shortcoming however is, sometimes they fail to get the right meaning of a page but with little prodding by optimizing it, it will effortlessly classify the pages correctly to obtain 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. More than one page among millions of pages, contain the search string, the search engine starts deciphering the relevancy of page indexed with the search string.
There are various algorithms having different relative weights to calculate relevancy with common factors like keyword density, links etc. This is the reason different search engines give different search result pages for the same search string. 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. Hence, by devoting efforts to SEO one could remain above competition.
Retrieving the results is the last step in search engines’ activity. 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.
The basic principle of operation of all search engines is the same. The minor differences between them lead to major changes in relevancy 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 carefully.
While there are many examples of the differences between search engines, but both on-page keyword factors and links are of primary importance 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 competition.