How Search Engines Work

How Data is Input for Pages In addition to main content, provide all key pieces of information Page Title Meta Keywords Menu Text Item Description Item URL A B C D

In addition to main content, provide all key pieces of information

Page Title

Meta Keywords

Menu Text

Item Description

Item URL

Where Data Appears on the Page D Important to repeat key words in the content of the page. These words should focus on search words and also be reflected in the meta tags, page title and content title. A B

Where Data Appears on the Google Note: Google conducts this algorithm for each country extention .de/.fr/.cn/.ru C B A

What is Google’s Algorithm? Considers the data elements of a page Considers the content elements of a page Weighs context of information Weighs importance of information source Uses PageRank TM to analyze ‘votes’ interprets a link from page A to page B as a vote, by page A, for page B analyzes the page that casts the vote (inside v. outside) weighted system based on overall site ranking

Considers the data elements of a page

Considers the content elements of a page

Weighs context of information

Weighs importance of information source

Uses PageRank TM to analyze ‘votes’

interprets a link from page A to page B as a vote, by page A, for page B

analyzes the page that casts the vote (inside v. outside)

weighted system based on overall site ranking

Other Things That Impact Your Rank Competitor’s Overall Rankings Tenure of URL Ranking How many people are linking to you Who else is linking to you (.edu are very good) Getting links from suppliers Getting links from customers (London FST) Getting reputable bloggers to talk about your products and link to you The multitude of things that Google keeps secret

Competitor’s Overall Rankings

Tenure of URL Ranking

How many people are linking to you

Who else is linking to you (.edu are very good)

Getting links from suppliers

Getting links from customers (London FST)

Getting reputable bloggers to talk about your products and link to you

The multitude of things that Google keeps secret

In the Hot Zone – Where a user looks Heat mapping tracks eye movements Duration of page examination indicated by color Red lines indicate page break for screen settings

Heat mapping tracks eye movements

Duration of page examination indicated by color

Red lines indicate page break for screen settings