How Search Engines Work

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Basics about crawling, ranking and SEO

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How Search Engines Work

  1. 1. ORGANIC SEARCH
  2. 2. <ul><li>CRAWL </li></ul>INDEX RANK
  3. 3. <ul><li>CRAWLING </li></ul>KnownWeb pages Index Servers Crawler Machines Googlebot Doc Servers
  4. 4. <ul><li>DEVELOPING THE LIST OF KNOWN WEB PAGES </li></ul>KnownWeb pages Prior Crawls /addurl
  5. 5. <ul><li>PEREMECH </li></ul>
  6. 6. <ul><li>CRAWLING FOR PEREMECH </li></ul>
  7. 7. <ul><li>CRAWLERS IDENTIFY THEMSELVES </li></ul>
  8. 8. <ul><li>ROBOTS.TXT – EXCLUDES SITES FROM CRAWLING </li></ul>whitehouse.gov/robots.txt
  9. 9. <ul><li>CRAWLERS SHOULD NOT HOG RESOURCES </li></ul>
  10. 10. <ul><li>CRAWLING PROBLEM: THE WEB IS VAST </li></ul>
  11. 11. <ul><li>CRAWLING PROBLEM: THE HIDDEN WEB </li></ul>
  12. 12. <ul><li>INDEXING </li></ul>
  13. 13. <ul><li>RANKING </li></ul>Closely guarded, proprietary algorithm
  14. 14. <ul><li>RANKING </li></ul>Organic Search Results Keyword Phrase
  15. 15. <ul><li>RANKING – THINGS THAT MATTER </li></ul>Can you find the word Lobster ?
  16. 16. <ul><li>WHY IS RED LOBSTER RANKED HIGHER? </li></ul>Can you find the word Lobster ?
  17. 17. <ul><li>HOW CAN I IMPROVE MY RANK? </li></ul>
  18. 18. <ul><li>BASIC SEO CONCEPTS –TEXT </li></ul>KEYWORD PROXIMITY We sell live Maine lobster Home of Maine ’s best lobster All of our lobsters come from Maine
  19. 19. <ul><li>BASIC SEO CONCEPTS –TEXT </li></ul>KEYWORD DENSITY What percentage of the words on this page are lobster .
  20. 20. <ul><li>BASIC SEO CONCEPTS –TEXT </li></ul>KEYWORD FREQUENCY The keyword lobster is visible 32 times and occurs 182 times on the page
  21. 21. <ul><li>BASIC SEO CONCEPTS –TEXT </li></ul>KEYWORD PROMINENCE Lobster Lobster Lobster Lobster Lobster Lobster
  22. 22. <ul><li>BASIC SEO CONCEPTS – LINKING </li></ul>LINK EXCHANGE AND PAID PLACEMENT
  23. 23. <ul><li>BASIC SEO CONCEPTS – LINKING </li></ul>An article written at thefreelibrary.com
  24. 24. <ul><li>BASIC SEO CONCEPTS – LINKING </li></ul>PAID PLACEMENT
  25. 25. <ul><li>BASIC SEO CONCEPTS – LINKING </li></ul>LINK EXCHANGE - RELEVANT
  26. 26. <ul><li>BASIC SEO CONCEPTS – LINKING </li></ul>LINK EXCHANGE – NON RELEVANT
  27. 27. <ul><li>BASIC SEO CONCEPTS – LINKING </li></ul>LINK SPAM
  28. 28. <ul><li>BASIC SEO CONCEPTS – LINKING </li></ul>COMMENT/ FORUM SPAM
  29. 29. <ul><li>BASIC SEO CONCEPTS – LINKING </li></ul>COMMENT/ FORUM SPAM
  30. 30. <ul><li>LINK EXCHANGE IS </li></ul><ul><li>CONTROVERSIAL </li></ul>
  31. 31. <ul><li>USER RELEVANCE </li></ul>LOCATION USER ID 130.111.115.24
  32. 32. <ul><li>USER EXPERTISE VARIES </li></ul>
  33. 33. <ul><li>PHOTO ATTRIBUTIONS </li></ul>Slide 10: 'OINK! OINK!’ www.flickr.com/photos/49968232@N00/51679641 Slide 11: ‘The Vast Web’ wikicommons.com Slide 13: 'Royal Guards’ www.flickr.com/photos/23697065@N05/2356109302 Slide 17: 'Yoda (IMG_3308)‘ www.flickr.com/photos/73531322@N00/194828922 Slide 30: ‘Vera Cruz’ BAM/Photofest

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