Whenever you enter a inquiry in a search engine and hit ‘enter’ you obtain a list of web results that have that inquiry term. Users usually be inclined to visit websites that are at the top of this list as they distinguish those to be more pertinent to the inquiry. If you have ever wonder why some of these websites rank better than the others then you have to know that it is because of a influential web marketing technique called Search Engine Optimization (SEO).
SEO is a procedure which helps search engines discover and rank your site elevated than the millions of other sites in response to a search inquiry. SEO therefore helps you obtain traffic from search engines.
This SEO tutorial covers all the essential information you need to know about Search Engine Optimization – what is it, how does it work and difference in the ranking criterion of major search engines.
1. How Search Engines Work
The first fundamental truth you need to be acquainted with to study SEO is that search engines are not humans. While this might be clear for everybody, the difference between how humans and search engines sight web pages aren’t. Unlike humans, search engines are text-driven. Though technologies advance quickly, search engines are far from smart creature that can feel the loveliness of a cool propose or enjoy the sounds and movement in movies. In its place, search engines crawl the Web, looking at exacting site items (primarily text) to get an idea what a site is about. This brief clarification is not the most exact because as we will see next, search engines carry out several actions in order to deliver search results – crawling, indexing, processing, calculating relevancy, and retrieving.
First, search engines crawl the Web to see what is there. This task is performing by a piece of software, called a crawler or a spider (or Googlebot, as is the casing with Google). Spiders follow links from one page to one more and index everything they find on their way. Having in brain the figure of pages on the Web (over 20 billion), it is impracticable for a spider to visit a site every day just to see if a new page has appear or if an obtainable page has been customized, occasionally crawlers may not end up visiting your site for a month or two.
After a page is crawled, the next step is to index its content. The indexed page is store in a giant database, from where it can later be retrieve. Essentially, the process of indexing is identifying the words and expressions that best describe the page and assigning the page to particular keywords. For a human it will not be possible to method such amounts of in order but generally search engines deal just fine with this task. Sometimes they might not get the sense of a page right but if you help them by optimizing it, it will be easier for them to classify your pages correctly and for you – to get higher rankings.
When a search demand comes, the search engine processes it – i.e. it compares the search string in the search request with the indexed pages in the record. Since it is likely that more than one page (practically it is millions of pages) contains the search string, the search engine starts scheming the relevancy of each of the pages in its index with the search string.
There are various algorithms to calculate relevancy. Each of these algorithms has diverse relative weights for ordinary factors like keyword density, links, or meta-tags. That is why dissimilar search engines give dissimilar search penalty pages for the same search string. What is more, it is a known fact that all major search engines, like Yahoo!, Google, Bing, etc. occasionally change their algorithms and if you want to keep at the top, you also need to adapt your pages to the latest change. This is one reason (the other is your competitors) to devote enduring efforts to SEO, if you’d like to be at the top.
The last step in search engines’ activity is retrieving the results. Basically, it is not anything more than simply display them in the browser – i.e. the endless pages of search results that are sorted from the most pertinent to the least applicable sites.
2. Differences between the Major Search Engines
Although the basic principle of operation of all search engines is the same, the minor differences between them lead to major changes in results relevancy. For different search engines different factors are important. There were times, when SEO experts joked that the algorithms of Bing are intentionally made just the opposite of those of Google. While this might have a grain of truth, it is a matter a fact that the major search engines like different stuff and if you plan to conquer more than one of them, you need to optimize carefully.
There are many examples of the differences between search engines. For instance, for Yahoo! and Bing, on-page keyword factors are of primary importance, while for Google links are very, very important. Also, for Google sites are like wine – the older, the better, while Yahoo! generally has no spoken preference towards sites and domains with tradition (i.e. older ones). Thus you might need more time till your site gets in your prime to be admit to the top in Google, than in Yahoo!.