What is SEO - How Search Engine Algorithm Works




Search engine optimization (SEO) refers to techniques that help your website rank higher in organic (or natural) search results, thus making your website more visible to people who are looking for your product or service via search engines.

SEO is part of the broader topic of Search Engine Marketing (SEM), a term used to describe all marketing strategies for search. SEM entails both organic and paid search. With paid search, you can pay to list your website on a search engine so that your website shows up when someone types in a specific keyword or phrase. Organic and paid listings both appear on the search engine, but they are displayed in different locations on the page.

SEO is a subset of search engine marketing. SEO is also referred as SEO copyrighting, because most of the techniques that are used to promote sites in search engines, deal with text. If you plan to do some basic SEO, it is essential that you understand how search engines work.

How Search Engine Works?

Search engines have one objective - to provide you with the most relevant results possible in relation to your search query.Search engines perform several activities in order to deliver search results.

Crawling

Process of fetching all the web pages linked to a website. This task is performed by a software, called a crawler or a spider (or Googlebot, in case of Google).

Indexing

rocess of creating index for all the fetched web pages and keeping them into a giant database from where it can later be retrieved. Essentially, the process of indexing is identifying the words and expressions that best describe the page and assigning the page to particular keywords.

Processing

When a search request comes, the search engine processes it, i.e. it compares the search string in the search request with the indexed pages in the database.

Calculating Relevancy

It is likely that more than one page contains the search string, so the search engine starts calculating the relevancy of each of the pages in its index to the search string.

Retrieving Results

The last step in search engine activities is retrieving the best matched results. Basically, it is nothing more than simply displaying them in the browser. Search engines such as Google and Yahoo! often update their relevancy algorithm dozens of times per month. When you see changes in your rankings it is due to an algorithmic shift or something else outside of your control.

Although the basic principle of operation of all search engines is the same, the minor differences between their relevancy algorithms lead to major changes in results relevancy.

What is On-Page and Off-page SEO?

Conceptually, there are two ways of optimization:

On-Page SEO

It includes providing good content, good keywords selection, putting keywords on correct places, giving appropriate title to every page, etc.

Off-Page SEO

It includes link building, increasing link popularity by submitting open directories, search engines, link exchange, etc.

SEO - Tactics & Methods

SEO techniques are classified into two broad categories:

White Hat SEO

Techniques that search engines recommend as part of a good design.

Black Hat SEO

Techniques that search engines do not approve and attempt to minimize the effect of. These techniques are also known as spamdexing.

How Search Algorithm Work

In order for a search engine to be able to display results when a user types in a query, they need to have an archive of available information to choose from. Every search engine has what are referred to as bots, or crawlers, that constantly scan the web, indexing websites for content and following links on each webpage to other webpages. If your website has not been indexed, it is impossible for your website to appear in the search results

So, big search engines like Google, Bing, and Yahoo are constantly indexing hundreds of millions, if not billions, of webpages. How do they know what to show on the SERP when you enter a search query? The search engines consider two main areas when determining what your website is about and how to prioritize it.

1. Content on your website

When indexing pages, the search engine bots scan each page of your website, looking for clues about what topics your website covers and scanning your website?s back-end code for certain tags, descriptions, and instructions.

2. Who's linking to you

As the search engine bots scan webpages for indexing, they also look for links from other websites. The more inbound links a website has, the more influence or authority it has. Essentially, every inbound link counts as a vote for that website content.

When a search query is entered, the search engine looks in its index for the most relevant information and displays the results on the SERP. The results are then listed in order of most relevant and authoritative.

A few factors that a search engine algorithm may consider when deciding what information to show in the SERP include:

  • Geographic location of the searcher
  • Historical performance of a listing (clicks, bounce rates, etc.)
  • Link quality (reciprocal vs. one-way)
  • Webpage content (keywords, tags, pictures)
  • Back end code or HTML of webpage
  • Link type (social media sharing, link from media outlet, blog, etc.)

Conclusion

Internet has become a vital part of our day-to-day lives. SEO helps customers in locating the business easier and faster with less effort. The primary goal of SEO is to increase the visitor traffic to your website and convert them to your potential customers. In this article, we have covered almost all major concepts related to Search Engine Optimization. We have highlights different factors to be taken into consideration while performing SEO for a website. With the help of a SEO optimized website, you can improve your page rankings and consequents increase their sales by employing search engine optimization techniques.

Digitrio is a digital agency in Singapore to provide real SEO solutions by focusing on traffic growth to your website. We have solutions for web development as well as web optmization to support and grow your business. Some of the key services we offer are Serach Engine Optimization (SEO) services, Serach Engine Marketing (SEM) services, Display Advertising, Facebook Marketing and Web Design and Development Services. Also to analyze your website, we have design a free website audit tool to analyze the performance of your website depending on onpage and offpage seo factors. So, if you want to develop a wbsite for your business or if you have one and want to optimze it for better traffic and rankings; contact Digitrio in Singapore.




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