Search Engine Optimization

“Internet is like an act that of a magician. The miracle that internet had made to happen is really mind boggling ones. We can find everything on internet that has put the world knowledge in a computer box”

                                     The internet had its origin in the DOD’s(Department of Defence USA) efforts to build a controller that can get entry in any network that is very broad, stubborn and sturdy. A web search engine is a software code that is designed to search for information on the WWW(World Wide Web).

                                      Search Service is a company that runs a complex programme to keep track of all sites propping up on the internet. Users can access a service’s listings to try to find sites of interest by using keywords and names .For  example ,if you wanted to see what types of sites the internet had to offer on Mark Twain, you might visit the Yahoo! site(at http://www.yahoo.com). Once you’re there, you simply type ‘Mark Twain’ in the search window and get away you go. Yahoo! was one of the first, and is still one of the dimple interface and friendly demeanor.                                                       

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                                    Your request for sites about Mark Twain should bring back a list of possible sites .If they’re not exactly what you were looking for, you might try to narrow your search parameters; most search services make it easy to do.

                                    If you’re having difficulty with a search or if you just want to find an interesting topic, most search services now offer directories for you to browse through. In a directory, you can pick a general topic and work your way down to a specific site .For example, you could pick the general category of health, then pick out a particular hospital’s website. Directories are very easy to use and can lead to some great discoveries .Some search services even provide reviews and ratings of website.

                                   It’s usually pretty easy to find a search service, and most web browsers offer their own list at the start page or through a button on the browser. 

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                                   URL stands for universal resource locator ,which is a fancy way of saying “internet address” .URL’s are those long strings of text that are popping up in everything  from newspaper articles to television commercials, asking you to visit a certain website. URL’s usually start with “http”; have a mess of letters, numbers, and punctuation marks in the middle; and include a three letter combination such as .EDU or .COM or .ORG at the end.

                                   By typing a complete URL into the appropriate window of a web browser, you can jump instantly to a new site on the internet .Just like a real-life address, it’s very important to make sure you enter a URL; otherwise it’s likely you’ll end up in the wrong place.

                                     Most on-line companies also offer their own gateways to the internet. The main difference between the internet and the commercial on-line services is that no single person or company owns the internet, so there is nobody in charge of content.

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                                      Since nobody owns the internet, you don’t have to pay for its use. However you have to pay to connect it. This is where internet Service Providers (ISPs) come into play. They provide the link between your computer and the rest of the internet .An ISP has absolutely no control over the content of the internet .Companies own and operate the commercial services. They work to create the content, monitor activity, and provide services that users won’t find on the internet .Commercial services also offer monitored chat rooms ,where people can have a real-time discussions under the watchful eye of the company’s censors. If people in a chat-room get out of line and use forbidden words or phrases, they are checked at once. Hypertext Mark Language is a language of the World Wide Web .You can use HTML to create the instructions that tell a web browser and your computer to display a web page. You can add HTML tags to plain text files to create things such as headlines and other page elements. One of the most important elements of HTML is the fact that any browser, on any computer, can read and interpret it.

                                      Optimal URLs do play a role in SEO. Words in URLs gives the search engines another algorithmic insight into the types of searches the page would be relevant for. Customers reviewing their search results can see the URL displayed and get information regarding the page they are in need of .Optimal URL is simple to understand and unique. They are static, short and relevant. Optimal URL length is subjective, for making them relevant .URL’s are one of the many factors that make up search engines various algorithms.URL optimization can give you a edge over larger and stronger brands.

Crawlers, spiders, and robots - Databases - Quality considerations

Crawlers, spiders, and robots

The query interface and search results pages truly are the only parts of a search engine that the user ever sees. Every other part of the search engine is behind the scenes, out of view of the people who use it every day. That doesn’t mean it’s not important, however. In fact, what’s in the back end is the most important part of the search engine, and it’s what determines how you show up in the front end.

If you’ve spent any time on the Internet, you may have heard a little about spiders, crawlers, and robots. These little creatures are programs that literally crawl around the Web, cataloging data so that it can be searched. In the most basic sense, all three programs — crawlers, spiders, and robots — are essentially the same. They all collect information about each and every web URL.

This information is then cataloged according to the URL at which they’re located and are stored in a database. Then, when a user uses a search engine to locate something on the Web, the references in the database are searched and the search results are returned.

Databases

Every search engine contains or is connected to a system of databases where data about each URL on the Web (collected by crawlers, spiders, or robots) is stored. These databases are massive storage areas that contain multiple data points about each URL.

The data might be arranged in any number of different ways and is ranked according to a method of ranking and retrieval that is usually proprietary to the company that owns the search engine.

You’ve probably heard of the method of ranking called PageRank (for Google) or even the more generic term quality scoring. This ranking or scoring determination is one of the most complex and secretive parts of SEO. How those scores are derived, exactly, is a closely guarded secret, in part because search engine companies change the weight of the elements used to arrive at the score according to usage patterns on the Web.

The idea is to score pages based on the quality that site visitors derive from the page, not on how well web site designers can manipulate the elements that make up the quality score. For example, there was a time when the keywords that were used to rank a page were one of the most important factors in obtaining a high-quality score.

That’s no longer the case. Don’t get me wrong. Keywords are still vitally important in web page ranking. However, they’re just one of dozens of elements that are taken into consideration, which is why a large portion of Part II of this book is dedicated to using keywords to your advantage. They do have value; and more important, keywords can cause damage if not used properly — but we’ll get to that.

Quality considerations

When you’re considering the importance of databases, and by extension page quality measurements, in the mix of SEO, it might be helpful to equate it to something more familiar — customer service. What comprises good customer service is not any one thing. It’s a conglomeration of different factors — greetings, attitude, helpfulness, and knowledge, just toname a few — that come together to create a pleasant experience. A web page quality score is the same.

The difference with a quality score is that you’re measuring elements of design, rather than actions of an individual. For example, some of the elements that are known to be weighted to develop a quality score are as follows:

■ Domain names and URLs

■ Page content

■ Link structure

■ Usability and accessibility

■ Meta tags

■ Page structure

It’s a melding of these and other factors — sometimes very carefully balanced factors — that are used to create the quality score. Exactly how much weight is given to each factor is known only

to the mathematicians who create the algorithms that generate the quality score, but one thing is certain: The better quality score your site generates, the better your search engine results will be, which means the more traffic you will have coming from search engines.

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Search engine results pages

The other sides of the query interface, and the only other parts of a search engine that’s visible to users, are the search engine results pages (SERPs). This is the collection of pages that are returned with search results after a user enters a search term or phrase and clicks the Search button. This is also where you ultimately want to end up; and the higher you are in the search results, the more traffic you can expect to generate from search. Specifically, your goal is to end up on the first page of results — in the top 10 or 20 results that are returned for a given search term or phrase. Getting there can be a mystery, however. We’ll decode the clues that lead you to that goal throughout the book, but right now you need to understand a bit about how users see SERPs.

Let’s start with an understanding of how users view SERPs. Pretend you’re the searcher. You go to your favorite search engine — we’ll use Google for the purposes of illustration because that’s everyone’s favorite, isn’t it? Type in the term you want to search for and click the Search button. What’s the first thing you do when the page appears? Most people begin reading the titles and descriptions of the top results. That’s where you hook searchers and entice them to click through the links provided to your web page. But here’s the catch: You have to be ranked close enough to the top for searchers to see those results page titles and descriptions and then click through them, which usually means you need to be in the top 10 or 20 results, which translates into the first page or two of results. It’s a tough spot to hit.

There is no magic bullet or formula that will garner you those rankings every time. Instead, it takes hard work and consistent effort to push your site as high as possible in SERPs. At the risk of sounding repetitive, that’s the information you’ll find moving forward. There’s a lot of it, though, and to truly understand how to land good placement in SERPs, you really need to understand how search engines work. There is much more to them than what users see.

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