Web Services
Search Engine Basics
Introduction to Search
Engines:
• A search engine is a web-based tool that helps users
find information on the internet.
• It accomplishes this by indexing web pages and
providing relevant results in response to user queries.
• Search engines work by crawling hundreds of billions
of pages using their own web crawlers. These web
crawlers are commonly referred to as search engine
bots or spiders.
• A search engine navigates the web by downloading
web pages and following links on these pages to
discover new pages that have been made available.
Key Components
• Crawling: Search engines use automated bots called
crawlers or spiders to browse the web and discover new
or updated content. These crawlers follow links on
websites to index pages.
• Indexing: The discovered content is then indexed,
meaning it is organized and stored in a database.
Indexing involves extracting information about the page,
such as keywords, metadata, and links.
• Ranking: When a user enters a query, the search engine
retrieves relevant pages from its index. These pages are
then ranked based on various factors to present the
most relevant results first.
Search Engines
Web Crawling
• Crawlers start by visiting known web pages and
following links to discover new pages. They
continuously revisit websites to check for updates.
• The crawling process is essential for keeping the
search engine's index current and comprehensive.
Continued
• This stage involves scanning the sites and obtaining
information about everything that is contained
there: page title, keywords, layout, pages that it
links to – at a bare minimum.
• This task is performed by special software robots,
called “spiders” or “crawlers”.
• These robots usually start with the most heavily
used servers and popular web pages. The link
structure is very important to determine the route
that these “crawlers” follow.
Indexing
• After crawling, the search engine indexes the
content it finds. This involves analyzing the page's
content, extracting relevant information, and
storing it in a structured format.
• Indexing helps in quickly retrieving relevant pages
when a user enters a search query
Ranking Algorithm
• Search engines use complex algorithms to
determine the ranking of web pages in search
results.
• Factors influencing ranking include relevance to
the query, page authority (determined by the
number and quality of inbound links), content
quality, and user experience
User Query
• When a user submits a search query, the search
engine retrieves relevant pages from its index.
• The query goes through a process of understanding
the user's intent, analyzing the indexed content,
and determining the most appropriate results.
Search Results Page
• The search engine displays the results on a Search
Engine Results Page (SERP). Results are typically
ranked by relevance and may include various types
of content, such as web pages, images, videos, and
more.
• Users can click on the displayed results to access
the full content on the respective web pages.
Algorithm Updates
• Search engines frequently update their algorithms
to improve the accuracy and relevance of search
results.
• Algorithm updates aim to combat spam, enhance
user experience, and adapt to changes in online
content and user behavior.
Summary
• Understanding the basics of how search engines
work is crucial for website owners, content
creators, and marketers to optimize their online
presence and improve visibility in search results.
• Implementing SEO (Search Engine Optimization)
practices aligns websites with search engine
algorithms, enhancing the likelihood of ranking
higher in relevant searches.
Search Engine
Optimisation (SEO)
Search Engine Optimisation
(SEO)
• SEO is a set of practices and strategies aimed at
optimizing a website to improve its visibility on
search engine results pages (SERPs).
• The goal is to increase organic (non-paid) traffic by
enhancing the website's relevance and authority in
relation to user search queries.
Key Components of SEO
1. On-Page SEO:
• - *Content Quality:* Create high-quality,
relevant, and valuable content for users.
• - *Keyword Optimization:* Strategically use
keywords in titles, headings, and throughout
content.
• - *Meta Tags:* Optimize meta titles and
descriptions for search engine and user
understanding.
Key Components of SEO
2. Off-Page SEO:
- *Backlinks:* Acquire high-quality inbound links
from reputable websites to improve authority.
- *Social Signals:* Utilize social media to promote
content and engage with users.
Key Components of SEO
3. Technical SEO:
- *Site Structure:* Ensure a clear and logical site
structure for easy navigation.
- *Mobile Optimization:* Make the website
mobile-friendly for improved rankings on mobile
devices.
- *Page Speed:* Optimize loading times for better
user experience and search rankings.
- *Crawlability:* Ensure search engine crawlers
can easily navigate and index the site.
SEO Process
SEO Process
• - **Keyword Research:**
• - Identify relevant keywords that align with the business and
user intent.
• - **Competitor Analysis:**
• - Analyze competitors to understand their strengths and
weaknesses in search rankings.
• - **On-Page Optimization:**
• - Implement keyword optimization, improve content quality,
and optimize meta tags.
• - **Link Building:**
• - Develop a backlink strategy to acquire high-quality links
from authoritative sources.
Continued
• - **Technical SEO Audit:**
• - Conduct an audit to identify and fix technical
issues affecting SEO performance.
• - **Content Creation and Optimization:**
• - Regularly create and update content based on
user needs and search trends.
• - **Monitoring and Reporting:**
• - Use analytics tools to monitor website
performance and track key metrics
White Vs Black Hat SEO
• White Hat Vs Black Hat SEO:
• - **White Hat SEO:** Ethical practices that align
with search engine guidelines.
• - **Black Hat SEO:** Unethical practices that
attempt to manipulate search rankings, risking
penalties.
White Vs Black Hat SEO
• White Hat
• White hat SEO is a term that describes internet
marketing practices that are approved by search
engines.
• The goal of an SEO, or search engine optimization,
strategy is to get a website to appear higher within
a search engine's results
White Vs Black Hat SEO
• Black Hat SEO
• Blacklinkis when one website links to another with
an anchor text. An example of a backlink is any
article you find that links to another source or
website. You can find examples of website backlinks
all over the internet, especially on popular blog
sites that link back to relevant content
SEO Tools
SEO Tools:
• - Various tools aid in keyword research (e.g.,
SEMrush, Ahrefs), technical SEO audits (e.g.,
Screaming Frog), and monitoring (e.g., Google
Analytics).
