SEO - Search Engines 101 - What they are and what they want
Search engines use mainly algorithms to determine which pages to display in their search results. Intentionally getting those pages to rank is referred to as Seach Engine Optimization (SEO).
Search engines don't like spam, paid links, link farms, link schemes, and other methods to influence the rankings. They have published terms of service and these techniques are against their terms of service. They are often called blackhat SEO techniques. Search engines are smart enough to know all the tricks, and techniques.
What Do The Search Engines Really Want?
Search engine advertising through pay-per-click is a
multi-billion dollar industry. Google's financial success is based primarily on
Adwords. To make it as simple as possible - search engines need good content to
lure searchers to use their search tool and to generate revenue. Providing good
search results and content in the search results is what the search engine aim
How Do Search Engines Determine Results
Search engines don't tell anyone the formulas or algorithms they use to determine search rank. They tell us what they believe ideal content is, but you can create the exact content they want, the best in the world, and still not be found in the top results.
For the most part, search engine servers determine a page's rank (in their results). These servers take two major factors - the web page, and external authority signals.
The web page is the content that you, your visitors and search engines see when they visit. Visitors are looking for information and to have their questions answered. Search engines are looking for factors related to the search terms. The factors include the page title, page description, heading tags, word frequency and related terms.
The authority factors are mostly from outside your site and can be thought of as links back to the page. The number of links is important, but where they come from is even more important. A link from a related high traffic site to your content page is worth much more than a link from a low traffic random site. In fact, it may be worth a thousand links from other websites.
The best authority link is from an industry leader with your exact anchor text. If General Motors sends their visitors to your Classic Corvette Parts site with that exact anchor text, you have it nailed. Get two or three of those big time links, and you'll be in good shape. Unfortunately, that just doesn't happen very often.
Give Search Engines The Factors They're After
Google and the other search engines want to give top rankings to the highest authority on a subject. That's what they want, but it doesn't always happen. Instead, they give the ranking to the page with the highest score based on their factors.
So, to get the highest ranking, you need to give the search engines the factore they're after. You don't need to game the system to do this, but you do need to work. The best way to do it is to become the expert for your industry or your niche in the industry. You do that by being active everywhere that's related to your keyword terms on the internet.
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