In order to show up in search results, your content needs to first be visible to search engines. It’s arguably the most important piece of the SEO puzzle: If your site can’t be found, there’s no way you’ll ever show up in the SERPs (Search Engine Results Page). in this article you will Know How Search Engine Works.
How search engines work & How They Rank Your Page
Search engines work through three primary functions:
- Crawling: Scour the Internet for content, looking over the code/content for each URL they find.
- Indexing: Store and organize the content found during the crawling process. Once a page is in the index, it’s in the running to be displayed as a result to relevant queries.
- Ranking: Provide the pieces of content that will best answer a searcher’s query, which means that results are ordered from most relevant to least relevant.
What is search engine crawling?
Crawling is the discovery process in which search engines send out a team of robots (known as crawlers or spiders) to find new and updated content. Content can vary — it could be a webpage, an image, a video, a PDF, etc. — but regardless of the format, content is discovered by links. Googlebot starts out by fetching a few web pages and then follows the links on those web pages to find new URLs. By hopping along this path of links, the crawler is able to find new content and add it to their index called Caffeine — a massive database of discovered URLs — to later be retrieved when a searcher is seeking information that the content on that URL is a good match for.
Search engines use their own search algorithms, so if you appear in the top positions on the search engine results page for one search engine this doesn’t necessarily mean you will for all search engines.
Some place a heavy focus on content quality, others on user experience and others on link building. Understanding How search Engine works is critical to your success in the SERPs.
Search engine ranking
When someone performs a search, search engines scour their index for highly relevant content and then order that content in the hopes of solving the searcher’s query. This ordering of search results by relevance is known as ranking. In general, you can assume that the higher a website is ranked, the more relevant the search engine believes that site is to the query.
It’s possible to block search engine crawlers from part or all of your site or instruct search engines to avoid storing certain pages in their index. While there can be reasons for doing this, if you want your content found by searchers, you have to first make sure it’s accessible to crawlers and is indexable. Otherwise, it’s as good as invisible.
By the end of this chapter, you’ll have the context you need to work with the search engine, rather than against it!
monitor and use the Index Coverage report in Google Search Console. You can sign up for a free Google Search Console account if you don’t currently have one. With this tool, you can submit sitemaps for your site and monitor how many submitted pages have actually been added to Google’s index, among other things.
If you’re not showing up anywhere in the search results, there are a few possible reasons why:
- Your site is brand new and hasn’t been crawled yet.
- Your site isn’t linked to from any external websites.
- Your site’s navigation makes it hard for a robot to crawl it effectively.
- Your site contains some basic code called crawler directives that is blocking search engines.
- Your site has been penalized by Google for spammy tactics.
Tell search engines how to crawl your site
If you used Google Search Console or the “site:domain.com” advanced search operator and found that some of your important pages are missing from the index and/or some of your unimportant pages have been mistakenly indexed, there are some optimizations you can implement to better direct Googlebot how you want your web content crawled. Telling search engines how to crawl your site can give you better control of what ends up in the index.
Most people think about making sure Google can find their important pages, but it’s easy to forget that there are likely pages you don’t want Googlebot to find. These might include things like old URLs that have thin content, duplicate URLs (such as sort-and-filter parameters for e-commerce), special promo code pages, staging or test pages, and so on.
To direct Googlebot away from certain pages and sections of your site, use robots.txt.
how Search Engine Works with Robots.txt
Robots.txt files are located in the root directory of websites (ex. yourdomain.com/robots.txt) and suggest which parts of your site search engines should and shouldn’t crawl, as well as the speed at which they crawl your site, via specific robots.txt directives.
How Googlebot treats robots.txt files
- If Googlebot can’t find a robots.txt file for a site, it proceeds to crawl the site.
- If Googlebot finds a robots.txt file for a site, it will usually abide by the suggestions and proceed to crawl the site.
- If Googlebot encounters an error while trying to access a site’s robots.txt file and can’t determine if one exists or not, it won’t crawl the site.
How Search Engine Works in SEO Ranking Factors?
- A Secure and Accessible Website
- Page Speed (Including Mobile Page Speed)
- Mobile Friendliness
- Domain Age, URL, and Authority
- Optimized Content
- Technical SEO
- User Experience (RankBrain)
- Social Signals
- Real Business Information
What Is E-A-T and Why Does It Matter?
Back in August 2018, Google rolled out the “medic update,” which emphasized expertise, authority, and trustworthiness (E-A-T) as major ranking factors. They even changed some instances of “high-quality content” to “high EAT.”
The goal of this change was to ensure that users weren’t just getting the highest quality content but also getting the right information from that content. And this is super important to understand.
Google realized that most searchers come to their platform for just about everything. That means their users’ lives could be seriously impacted for the worse if the wrong results appear.
Websites that could lead to potentially life-altering results fall under the umbrella “your money or your life” (YMYL). Think about medical sites, financial planning sites, or anything that could change the status of someone’s happiness, health, and wealth.
When someone goes to Google for information that could have real-world consequences, Google wants to be sure it’s giving its users the most accurate information possible.
Part of this means evaluating not only a page’s content, but the creator’s reputation as well.
So instead of focusing solely on what a site’s page says, Google now tries to understand who is saying it. This is particularly true for the YMYL sites.
That means looking at each category individually:
- Expertise: Does the author of a piece of content have the requisite skills and knowledge in their field?
- Authority: Is this the best source to answer the searcher’s question, or is there another “go-to” person who would be a better source?
- Trustworthiness: Does the author provide an honest, unbiased presentation of the topic in their content?
But what is Google’s exact formula for measuring E-A-T? Well, that’s the tricky part.
No one outside of Google really knows.
We do, however, know that they have a large team of human searchers to make sure E-A-T is being measured as accurately as possible. As Ahrefs explains, Google measures E-A-T in three steps:
- Engineers create an algorithm to improve search results
- Quality Raters (the human searchers) see search results with and without the changes made by the engineers
- Google takes feedback from the Quality Raters to decide whether or not to use the algorithm change permanently
It’s not a perfect system yet. But it is surprisingly accurate at measuring a site’s expertise, authority, and trustworthiness.
Now, some SEO-ers downplay the importance of E-A-T as a ranking factor. And it’s hard to concretely argue with them because, again, no one truly understands Google’s complex ranking algorithm.
That said, some very reputable people have documented strong correlations to E-A-T and ranking.
SEO expert Marie Haynes, CEO of Marie Haynes Consulting (MHC), sheds some light on how E-A-T affects rankings:
“The team at MHC has seen quite a few websites that we believe have been negatively affected by Google Quality updates because they have a lack of E-A-T. We have also had the joy of helping businesses to improve their Google E-A-T with resulting traffic increases.”
Ok, but what does any of this mean for you, and how can you increase your E-A-T? Here are a few helpful tips:
- Create a detailed “About Us” page on your site
- Optimize your page for searcher intent (which we’ll cover later)
- Display any awards, certificates, or credentials proudly on your site
- Build your authority across the web with guest posts
- Respond to both positive and negative reviews
- Keep all the information on your page as unbiased and as accurate as possible
- Provide an easily accessible contact page with various ways your users can reach you or your team
These are all ways that people can increase their E-A-T for higher rankings. And, honestly, a lot of it boils down to using best practices for managing your online reputation.
Let’s be clear, though: there’s never a guarantee of a page one or #1 rank, and with SEO guidelines changing all the time, search engine rankings change with them.
But now, let’s get a better understanding of a couple of SEO terms you’ll hear a lot in the marketing world. if you Understand How Search Engine Works.
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