Search Engines Operation Guide

Search engines are programs that search and index of the World Wide Web for specific keywords and will display the results in order and relevancy.

What is Search Engine Optimization (SEO)?

Search engine optimization or as more commonly known by SEO is the given name of the activity that attempts to improve search engine rankings.

When a user enters a query into Google Search Engine, it will prompt Google to display pages that it considers to be relevant and authoritative.

Authority is mostly measured by analyzing the number and quality of links from other web pages that are pointing to the website.

What this means is that for you to rank in Google, you should have other relevant pages linking to yours.

How Search Engines Influence Our Traffic

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I am delighted that we have search engines since the World Wide Web is such a big place imagine if you did not know the web address, or URL, of a particular site.

How would you find it if you did not know the URL?

You can find pages by following links from other pages, but things get a lot easier if you are using a search engine.

Search Engines Main Functions

Search engines have two primary functions:

The first one is the ability to craw and the second is the ability to build and indexing.

Search Engines provide users a ranked list of the websites they have determined to be the most relevant to the search queries.

Search Engines Crawling and indexing

You want to enhance your online visibility and get substantial returns.

By having a solid foundation on search engine optimization, you will be able to plan an excellent online marketing strategy using search engine optimization to improve your ranking positions in the search engines.

The primary goal of Search Engines is to crawl and index web pages to provide users a list of the well-ranked websites.

The importance of search engines

Search engines are the gatekeepers of billions of web pages that are available to users or inquirers request.

The user requests a query by entering a specific keyword in the search engine that in turn will generate results according to the query.

The web crawler is a program that scans for destinations about the keywords that users have entered the search engine.

Imagine the sheer complexity of having billions of documents, pages, files, videos, and media on the World Wide Web all crawled and indexed.

When the user queries a search term, the search engine displays a list of the most relevant pages that it had retrieved and ranked for relevancy.


Understanding crawling and indexing process

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Let’s imagine the World Wide Web as a network of bus stops in a metropolitan area.

Each stop is a unique document most usually it will be a web-page, a PDF, JPEG, or any other file type.

Search engines need to “crawl” the entire metropolitan area and find all the bus stops along the way, to display the best results they use the best path available to the links.

The Internet is a system of interlinked frameworks with individual stops.

Crawlers search the Internet to discover new content and register every stop on the way so that they can utilize the best way accessible to the best content and relevant links.

The link structure of the web

Link structure is what serves to bind all of the web pages together.

Think of Links as little roads that search engine crawlers use to reach the billions of web pages available on the Internet.

Links are what allows the search engine robots, which are sometimes called “crawlers” or even “spiders,” to reach the vast network of interconnected documents on the web.

By crawling and indexing, search engines can find the right contents to provide to the users.

The process of crawling and indexing allows the following:

The ability to find and store billions of records, pages, documents, and media on the World Wide Web to provide the best results to the user queries.

The process structures the Internet to tie the best parts of the web pages together.

The process allows the web “crawlers,” more commonly called by “bots” to achieve a more substantial number of interconnected page records on the Internet.

What are Crawlers?

Crawlers are primarily a software program which is used by the search engine to seek out change removed or modify content on web pages.

You should think of them as automatic data searching robots. They go to each website to find as many new, updated web pages, and links as possible.

For example, when you submit your web page to the search engine by using the “submit the URL option” in the Webmaster tools, you are adding your web page to the spider list of web pages to visit on its next search mission out into the Internet.

Moreover, since those robots are very actively finding new content on the Internet, your web-page could be found even if you did not submit them.

When the robot reaches your page, it will look for a robots.txt file that tells the robots which areas of your site have been indexing and which have not.


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What is a  Search Engine?

Think of the search engine as an answering machine.

When a user performs an online search, the search engine looks at the index of billions of documents and does two things:

The first thing it does is to return only the results that it finds relevant to the user query. Secondly, it ranks those results according to the popularity of the websites that are providing the information.

We do SEO to influence both relevance and popularity of our website.

How can search engines determine relevance and popularity?

The search engines use specific algorithms and semantic calculations to determine the relevance of the web page.

By relevance, we are looking more than finding a page with the right words.

At the beginning of the World Wide Web, search engines were very simple, and they did not analyze the meaning behind the words, and the search results were of limited value.

With the constant evolution of the search engines, better ways were devise to match results to searchers’ queries.

Today, search engines have been consideration hundreds of factors that determine influence and relevancy of the web page.

Rest assured that we are going to deal more in-depth with those aspects further along in the guide.

Search Engines algorithms and ranking

Now it is a very different game; search engines assume that the more popular a site, a page, or a document is, the more valuable is the content that it possesses.

In fact, this approach has proven to be very successful regarding user satisfaction with search results.

Search engines apply various mathematical equations to sort what is relevant to what is not’s, after that process it then starts to rank the good relevant content in order of quality (popularity).

Please keep in mind that those algorithms are comprised of hundreds of variables.

We refer to those factors as “ranking factors.” You can find more information about this in the excellent article craft by MOZ with the subject of Search Engine Ranking Factors.


How do search marketers succeed?

Search engine algorithms are getting extraordinarily complicated.

It seems to be impossible to find out all the variables that they use.

Another problem we have is that there are little insights into how search engines work to gain better results or more traffic to our website.

What they do provide for optimization and best practices are described below:

SEO information from Google Webmaster guidelines

Fortunately, Google has provided us with a few guidelines to get better rankings in their search engine:

Google wants us to make pages primarily for users.

What this means is that we should provide a good user experience, and not focus so much on the search engines.

Google hates when we use a practice commonly referred to as cloaking.

We should not present contents that deceive our users or present different content to our users than the one we display to the search engines.

Cloaking Content

By cloaking content, you are trying to distort the search engine rankings by presenting to the user a different content from the one you submitted to the search engine crawlers.

Not only that is an illegal practice it is considered black hat SEO.

By doing this, you are risking having your site permanently banned from the index of the search engine.

Google has said that cloaking technology is considered a violation of Google’s Webmaster guidelines.

Cloaking is implemented to improve search engine rankings by tricking the search engine robots into believing that the content on the page is different from what it is in reality.

It is a spamming index technique.

Good Practices

Structure your site with a clear hierarchy and text links. Make sure to have every page reachable from at least one static text link.

We want a useful, information-rich site, and write pages that clearly and accurately describe your content.

Try to make your <title> elements, and ALT attributes with the best descriptive, accurate data.

You want to use keywords to create descriptive, human-friendly URLs.

Don’t forget to provide one version of the URL to reach a document, and utilize 301 redirects to address duplicate content.

Search Engines SEO information from Bing Webmaster guidelines

Bing engineers at Microsoft recommends the following guidelines to get better ranking positions in the search engine:

Ensure that website has a clean, keyword rich URL structure.

Make sure that your content is not put into rich media.

A good example is Adobe flash player, JavaScript, Ajax.

You need to verify that rich media is not preventing crawlers from accessing links.

Another great tip is for you not to put the text that you want to indexed it inside images.

Let’s say for example that you want your company name or address to be indexed.

Then you should not put that text insight images so that the search engine crawlers can grab that information.

Produce fresh content regularly and use keyword rich contents and match keywords to our users are looking.

Crawling and indexing

Crawling and indexing billions of documents, files, news, video, media on the World Wide Web.

Providing Answers

Providing answers to user inquiries, displaying the most recent lists of relevant pages that the search engine has retrieved and rank for relevancy.

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In this example, you can see that the search engine believes that orange is the most relevant and popular fruit for the query “super fruit.” while the blueberry is less relevant /popular.


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So let’s do a simple experience

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    1.Register a new site, and in this example, you can use non-nonsense keywords like for examplesdfsdfshg.com.
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    2.Next, create multiple pages on that website, then make all targeting a similarity the ridiculous term like uauaugaga.
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    3.We now want to make the pages as close to identical as possible; we are going to alter just one variable at a time, by experimenting with placement of text, formatting, link structures and the use of keywords.
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    4.Now point links at the domain from indexed, well-crawl pages on other domains.
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    5.Take note of the rankings of the pages in search engines.
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    6. We are going to make small alterations to the pages and a way to see what type of impact they have on search results, this way we can determine what factors matter the most.
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    7.Take note of any results that appear to be effective, now let’s retest them on other domains or with other search terms.

If by any chance several of your tests consistently return the same results.

Then my friend you have discovered a patent that is used by the search engines.

 Congratulations.



Now take a look at an example that we did

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We started with the hypothesis that the link at the beginning of the page would carry more weight than in the link lower down on the page.

We tested this by creating a dummy domain with the homepage links to three remote pages.

All of those pages have the same nonsense content appearing exactly once on the page.

Then when the search engine called the pages, we found out that page with the earliest link on the homepage rank first.

how this process can be useful in helping to educate search marketers

We also did other tests; search engines field is a very competitive, and complex one. Thence why sometimes we resort to looking out at patent applications made by the major search engines to the United States patent office.

A great example is when the system that gives rise to Google in the Stanford dormitories, PageRank, documented as Patent #6285999: "Method for node ranking in a linked database."

One can say that various methods like patent analysis, experiments, and life testing, helped tremendously.

The marketer's community to have a better grasp of the basic operations of search engines.

How the critical components of creating websites and pages function. Moreover, how they can be optimized for high rankings and significant traffic.

We are going to clarify all of those insights in the rest of this guide.

Enjoy!


Sergio
 

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