Search Engine’s Ranking Mechanism (SEO)

There are two ways of getting your website to the top of the search results. One way is to get paid listing in any search engine. For e.g., in Google, paid ads are visible on the top and to the right of the page. But these ads are clearly demarcated from the unpaid ads. So the user knows that the business has paid Google some money to appear at the top. The other way to get to the top of the search result is to use the concept of Search Engine Optimization (SEO). SEO improves the visibility of a website in search engines via the unpaid way.

SEO is done by considering how search engines work, what people search for, the actual search terms typed into search engines and the preference of the targeted audience in terms of the search engine used. However, it is important to note that there are some SEO techniques that are considered to be unethical. These techniques, called the black hat SEO or spamdexing, uses methods such as link farms, keyword stuffing and article spinning. These methods finally hurt the company as search engines constantly look for sites that employ these techniques and once caught, they remove them from their indices.

Even though all the search engines use different algorithm, their basic principle remains the same. Their Spiders and Crawlers, which are the programs that crawl the web and go on indexing (putting them on their Server/Database) the web pages that they find. So either you have to submit your website to the search engines or wait for their crawlers to find you. After that, the search engine decides where to place your site in the search results. For that it takes into account many factors. One of the most important ones is Page Rank. It is the relevancy score that a search engine assigns to your website. Another is In Links, which is the number of links you get from the owners of other web sites. Then comes the frequency of keywords that are relevantly repeated on your website. The location of the keywords also has major significance. Also, websites that have existed for a longer time get more value, because they have a better Trust Rank.

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