Engine Optimization (SEO) is the process of improving the volume and
quality of traffic to a web site from search engines via
"natural" ("organic" or "algorithmic")
search results for targeted keywords. Usually, the earlier a site is
presented in the search results, or the higher it "ranks", the
more searchers will visit that site. SEO can also target different kinds
of search, including image search, local search, and industry-specific
vertical search engines.
As a marketing strategy for increasing a site's relevance, SEO considers how search algorithms work and what people search for. SEO efforts may involve a site's coding, presentation, and structure, as well as fixing problems that could prevent search engine indexing programs from fully spidering a site.
Other, more noticeable efforts may include adding unique content to a site, ensuring that content is easily indexed by search engine robots, and making the site more appealing to users.
Another class of techniques, known as black hat SEO or spamdexing, use methods such as link farms and keyword stuffing that tend to harm search engine user experience. Search engines look for sites that employ these techniques and may remove them from their indexes.
It is the search engines that finally bring your website to the notice of the prospective customers. Hence it is better to know how these search engines actually work and how they present information to the customer initiating a search.
There are basically two types of search engines.
The first is by robots called crawlers or spiders.
Search Engines use spiders to index websites. When you submit your website pages to a search engine by completing their required submission page, the search engine spider will index your entire site. A spider is an automated program that is run by the search engine system.
Spider visits a web site, read the content on the actual site, the site's Meta tags and also follow the links that the site connects. The spider then returns all that information back to a central depository, where the data is indexed. It will visit each link you have on your website and index those sites as well. Some spiders will only index a certain number of pages on your site, so donít create a site with 500 pages!
The spider will periodically return to the sites to check for any information that has changed. The frequency with which this happens is determined by the moderators of the search engine.
A spider is almost like a book where it contains the table of contents, the actual content and the links and references for all the websites it finds during its search, and it may index up to a million pages a day.
Example: Excite, Lycos, AltaVista and Google.
When you ask a search engine to locate information, it is actually searching through the index which it has created and not actually searching the Web. Different search engines produce different rankings because not every search engine uses the same algorithm to search through the indices.
One of the things that a search engine algorithm scans for is the frequency and location of keywords on a web page, but it can also detect artificial keyword stuffing or spamdexing. Then the algorithms analyze the way that pages link to other pages in the Web.
By checking how pages link to each other, an engine can both determine what a page is about, if the keywords of the linked pages are similar to the keywords on the original page
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