SEO: Search Engine Optimization Book Available In India
For a web search engine, the retrieval of data is a combination activity of the crawler (or spider
or robot), the database, and the search algorithm. These three elements work in concert to
retrieve web pages that are related to the word or phrase that a user enters into the search
engine’s user interface. As noted earlier, how that works can be a proprietary combination of
technologies, theories, and coding whizbangery.
The really tricky part is the results ranking. Ranking is also what you’ll spend the most time and
effort trying to affect. Your ranking in a search engine determines how often people see your
page, which affects everything from revenue to your advertising budget. Unfortunately, how a
search engine ranks your page or pages is a tough science to pin down.
The most that you can hope for, in most cases, is to make an educated guess as to how a search
engine ranks its results, and then try to tailor your page to meet those results. But keep in mind
that although retrieval and ranking are listed as separate subjects here, they’re actually part of
the search algorithm. The separation is to help you better understand how search engines work.
Ranking plays such a large part in search engine optimization that it appears frequently in this
book. You’ll look at ranking from every possible facet before you reach the last page; but for
now, let’s look at just what affects ranking. Keep in mind, however, that different search engines
use different ranking criteria, so the importance each of these elements plays will vary.
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