Search Engines & Content
Creating content to educate and provide value to your audience is a crucial element of inbound marketing and highly important when wanting to rank in search engines.
With the sheer amount of users looking to Google for answers to just about anything, search engines are an absolutely essential tool to get your content found on the web. So understanding how search engine functions can absolutely help you strategize for SEO and allow your content to be found by the right people.
Hey guys. It’s the EBK Marketing Team here, where we help brands find, sell, and keep their people. So let’s start with the basics. What does a search engine actually do? Well, essentially, the internet is a huge collection of pages intertwined together via links in the same way that houses are connected by roads.
The three primary functions of a search engine include crawling, indexing, and ranking. These three functions make up the Google search algorithm, which works as a really accurate pattern detection program. When the search engine user puts in keywords and terms in the search bar, a list of relevant websites that match the search comes back.
What they really just did is look through Google’s index of the web, which are all the links they already have examined and crawled through. Google search algorithms kicked in and sorted through the billions of web pages in its index to find the most useful and relevant results based on the searcher’s query.
Search Engines Functions
Firstly, let’s have a look through the search engine’s first function, crawling. Crawling is the discovery process where search engines send bots known as spiders to uncover new and updated content.
While the content may vary, the spiders will always examine as long as they are discoverable by links. Google uses other pages and follows links to delve further or a site map if the website owner submits it for Google to crawl.
As Google continues to crawl all of these pages, a copy is stored on Google servers. This is Google’s index and it’s stored in a way that allows Google to quickly search through billions of pages in the index.
Google has provided some tips on how to maximise your site crawling. For any changes to a webpage, you can request a recrawl from Google, which will be done with a URL inspection tool, if you’ve changed only a couple of webpages, or you can submit a site map if you’re after a recrawl of multiple webpages.
If you ask Google to crawl only one page, make it your homepage. Your homepage is the most important page on your site as far as Google is concerned. To encourage a complete cycle, be sure that your homepage and all pages contain a good site navigation system that links to all the important sections and pages on your site.
This helps users and Google find their way around your site. The second tip is to get your page linked to another page that Google has or can crawl in. This page should include either text or images and is relevant to the page you’re linking it with.
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The second search engine function is indexing. Once a page is crawled, Google tries to determine what the page is about. Through analysing the content and cataloging the images or video files on the page, Google stores this information in their index, much like a library.
To have your pages accurately indexed, make sure that you create short, meaningful page titles, you use headings that tell the subject of the page and use texts rather than images to convey content. While Google is incredibly smart in understanding images and videos, its ability to understand texts is unmatched.
The last function of search engines and one you may have heard of is ranking. When you search for anything in Google, the platforms search the index and present a list of everything, which contains what you were looking for, ordering the results so that
the most relevant findings are towards the top of the page.
Google Algorithm & Search Engines
The algorithm and how it impacts our listings ranking depends on heaps of factors, each with a different assigned weight or value. These may include the content on the page, the number of other sites that link to your page, and the overall quality of the website.
To ensure that your webpage is maximising its serving and ranking in search results, make sure that your page is fast to load and has a responsive design, so it’s mobile-friendly. Also, ensure that what you’re putting out is useful to the user and keeping it up to date because no one’s gonna wants to read a blog about key tech trends in 2016, ’cause that has definitely come and gone a long time ago.
For more tips on SEO and some best practices, the masters themselves Google have created an extensive page of guidelines, or you could even check out our SEO starter guide. We’ve laid them both down below in the description of this video and in the corresponding blog post.
So if you found this video helpful, feel free to share it with someone, you know, that needs a hand with getting started with SEO. You could also subscribe to our blog where you’ll find loads, more tools, tips, and templates to help you find selling, keep your people just like we do.
So that’s it from me. Happy marketing