I.Introduction – What Is SEO?
Whenever you enter a query in a search engine and
hit 'enter' you get a list of web results that contain that query term. Users
normally tend to visit websites that are at the top of this list as they
perceive those to be more relevant to the query. If you have ever wondered why
some of these websites rank better than the others then you must know that it
is because of a powerful web marketing technique called Search Engine
hit 'enter' you get a list of web results that contain that query term. Users
normally tend to visit websites that are at the top of this list as they
perceive those to be more relevant to the query. If you have ever wondered why
some of these websites rank better than the others then you must know that it
is because of a powerful web marketing technique called Search Engine
Optimization (SEO).
SEO is a technique which helps search engines find
and rank your site higher than the millions of other sites in response to a
search query. SEO thus helps you get traffic from search engines.
and rank your site higher than the millions of other sites in response to a
search query. SEO thus helps you get traffic from search engines.
This SEO tutorial covers all the necessary
information you need to know about Search Engine Optimization - what is it, how
does it work and differences in the ranking criteria of major search engines.
information you need to know about Search Engine Optimization - what is it, how
does it work and differences in the ranking criteria of major search engines.
1.How Search Engines Work
The first basic truth you need to know to learn
SEO is that search engines are not humans. While this might be obvious for
everybody, the differences between how humans and search engines view web pages
aren't. Unlike humans, search engines are text-driven. Although technology
advances rapidly, search engines are far from intelligent creatures that can
feel the beauty of a cool design or enjoy the sounds and movement in movies.
Instead, search engines crawl the Web, looking at particular site items (mainly
text) to get an idea what a site is about. This brief explanation is not the
most precise because as we will see next, search engines perform several
activities in order to deliver search results – crawling, indexing,
processing, calculating relevancy, and retrieving.
SEO is that search engines are not humans. While this might be obvious for
everybody, the differences between how humans and search engines view web pages
aren't. Unlike humans, search engines are text-driven. Although technology
advances rapidly, search engines are far from intelligent creatures that can
feel the beauty of a cool design or enjoy the sounds and movement in movies.
Instead, search engines crawl the Web, looking at particular site items (mainly
text) to get an idea what a site is about. This brief explanation is not the
most precise because as we will see next, search engines perform several
activities 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 performed by a piece of software, called a crawler
or a spider (or Googlebot, as is the case with Google). Spiders follow
links from one page to another and index everything they find on their way.
Having in mind the number of pages on the Web (over 20 billion), it is
impossible for a spider to visit a site daily just to see if a new page has
appeared or if an existing page has been modified, sometimes crawlers may not
end up visiting your site for a month or two.
what is there. This task is performed by a piece of software, called a crawler
or a spider (or Googlebot, as is the case with Google). Spiders follow
links from one page to another and index everything they find on their way.
Having in mind the number of pages on the Web (over 20 billion), it is
impossible for a spider to visit a site daily just to see if a new page has
appeared or if an existing page has been modified, sometimes crawlers may not
end up visiting your site for a month or two.
What you can do is to check what a crawler sees
from your site. As already mentioned, crawlers are not humans and they do not
see images, Flash movies, JavaScript, frames, password-protected pages and
directories, so if you have tons of these on your site, you'd better run the Spider
Simulator below to see if these goodies are viewable by the spider. If they
are not viewable, they will not be spidered, not indexed, not processed, etc. -
in a word they will be non-existent for search engines.
from your site. As already mentioned, crawlers are not humans and they do not
see images, Flash movies, JavaScript, frames, password-protected pages and
directories, so if you have tons of these on your site, you'd better run the Spider
Simulator below to see if these goodies are viewable by the spider. If they
are not viewable, they will not be spidered, not indexed, not processed, etc. -
in a word they will be non-existent for search engines.
After a page is crawled, the next step is to index
its content. The indexed page is stored in 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. For a human it will not be possible to process such
amounts of information but generally search engines deal just fine with this
task. Sometimes they might not get the meaning 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.
its content. The indexed page is stored in 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. For a human it will not be possible to process such
amounts of information but generally search engines deal just fine with this
task. Sometimes they might not get the meaning 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 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. Since it is likely that more than one page (practically
it is millions of pages) contains the search string, the search engine starts calculating
the relevancy of each of the pages in its index with the search string.
it – i.e. it compares the search string in the search request with the indexed
pages in the database. Since it is likely that more than one page (practically
it is millions of pages) contains the search string, the search engine starts calculating
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 different relative weights for common
factors like keyword density, links, or metatags. That is why different search
engines give different search results pages for the same search string. What is
more, it is a known fact that all major search engines, like Yahoo!, Google,
Bing, etc. periodically change their algorithms and if you want to keep at the
top, you also need to adapt your pages to the latest changes. This is one
reason (the other is your competitors) to devote permanent efforts to SEO, if
you'd like to be at the top.
relevancy. Each of these algorithms has different relative weights for common
factors like keyword density, links, or metatags. That is why different search
engines give different search results pages for the same search string. What is
more, it is a known fact that all major search engines, like Yahoo!, Google,
Bing, etc. periodically change their algorithms and if you want to keep at the
top, you also need to adapt your pages to the latest changes. This is one
reason (the other is your competitors) to devote permanent 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 nothing more than simply displaying them in the
browser – i.e. the endless pages of search results that are sorted from the
most relevant to the least relevant sites.
the results. Basically, it is nothing more than simply displaying them in the
browser – i.e. the endless pages of search results that are sorted from the
most relevant to the least relevant 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.
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 expressed preference towards sites and domains with tradition (i.e.
older ones). Thus you might need more time till your site gets mature to be
admitted to the top in Google, than in Yahoo!.
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 expressed preference towards sites and domains with tradition (i.e.
older ones). Thus you might need more time till your site gets mature to be
admitted to the top in Google, than in Yahoo!.
Seo Is?
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Unknown
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