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Even the most striking website will not improve your business if it remains unseen. Ranking well in the search engines is one of the most effective ways of making your website visible to your target audience. This complex and multi-faceted process is often misunderstood and demands the expertise of a Search Engine Marketer to be performed. The purpose of this guide is to weed out the myths and show you how Search Engine Optimisation and search engines really work.
The amount of content on the internet is phenomenal. Search engines allow us to find specific information quickly and easily. In under a second, search engines comb through billions of web pages to deliver you the most relevant content available. To do this, search engines perform the following key functions:
Search engines ‘crawl the web’ using automated robots. These ‘crawlers’ navigate the enormous World Wide Web, discovering the fastest pathways between web pages. Think of the internet as a suburb, with every web page, PDF, JPG or file representing a house. The roads in the suburb connect the houses, allowing people to drive between them. Similarly, a search engine uses links to efficiently navigate between web pages on the internet.
Every web page on the internet is connected by links used by search engine ‘crawlers’ to navigate the World Wide Web. This large pool of information must be ordered so that search engines can deliver relevant results fast. To do this, search engines analyse the code of every web page and file on the internet. This information is stored in data centres all over the world and accessed whenever a person types a query into a search engine.
The results search engines deliver are ordered according to importance. This means that the web pages most relevant to your keyword search will be at the top of the search engine results page.
There are over 100 elements in a website which can be modified to influence its relevance in search engine rankings.
Relevance is determined by how popular a website is. The more popular a website, the more likely it is to rank well in the search engines. Popularity is difficult to measure, so search engines use complex algorithms to help them identify the popularity of a website.