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Getting To Know How Search Engines Work And How To Market Digitally Accordingly

by | Search Engine Optimization (SEO)

Searching on Google seems like a relatively easy task for everyone in current times, and ordinary users do not think much about it. However, an online business cannot think in this way. Every minor detail matters, and for online businesses and digital marketers, it is critical that they know how search engines work. 

Having an understanding helps professionals and companies formulate their SEO strategies and create other related ingredients, such as website design and development, social media marketing, content creation, and more. So, without any further ado, let us learn how search engines work and how one can use this knowledge to their advantage. 

Search Engines: How Do They Work?

It is always preferable to have an overview of search engine functionality before delving deeply into its complexities. Most of the time, when we talk about search engines, the name Google springs up in our minds. However, many other search engines exist, like Microsoft’s Bing, Yahoo, DuckDuckGo, Baidu, and Yandex.

Moreover, they may have little difference in how their search engine works. However, most of the topics we’ll discuss in this post are fundamental to how search engines work, and we’ll approach them from Google’s viewpoint. Below are some basic steps to knowing how the Google search engine works and how understanding them might benefit any business or online marketing company.

  • Bot or crawlers work for Google by scouring the internet for new web pages using existing or known web pages and finding hyperlinks between them. You can consider the internet like an extensive library of books where books are always being added, and all the books are disorganized. Crawling completes the task of finding new books, and here by books, we mean web pages. Here, it’s important to remember that crawling pages is entirely automated and unmanned, and only Google or other search companies can influence how they function.

  • Indexing is the second component of how a search engine operates. Now, take the example of the disorganized library of books. In this example, if a library is organized by putting the books on different shelves per predefined categories, it will be easier to search for books. Using this simple methodology, search engines index web pages into different categories. However, the vital piece of information here is to know that search engines use metadata (meta title and meta description) to index a particular page rather than the content visible on the page itself.

  • The last and the most significant aspect of any search engine operation is ranking and how it retrieves the data for asked queries for the users. The internet is home to billions of pages, so how are they retrieved? So, it’s a very complex process. However, a search engine result page (SERP) displays data when requested by a user in the form of a query by evaluating 5 fundamental aspects:
  1. Meaning
  2. Relevance
  3. Quality
  4. Usability
  5. Context

Different Search Engines Have Different Aims

As a professional or business person looking to optimize web pages for different search engines, one has to understand that different search engines use different aims to achieve. We can take the example of YouTube and Amazon, and we know the YouTube search is looking to deliver the best video, and Amazon is looking to deliver the best and most relevant products.

If we talk about Quora, it aims to provide the most correct and accurate  information, and Google looks to provide the best solutions. Since this aspect can help businesses and professionals looking to maximize their gains from search engines, they must focus on it and formulate their strategies accordingly.

The Important Lessons From The Information Above About How Search Engines Work

When we look at the above information from an organic search engine results point of view, one thing is obvious: Google wants to be a hub of quality information

People from all over the globe rely on the internet to give them the answers to all of their questions. The world wide web consists of all types of sites, like those that sell products and services and those that guide people to stay away from ill thoughts and pessimism. People scour the net for absurd and illegal stuff and expect answers to those queries.

Google crawlers have been programmed to provide the most in-depth information that is relevant and correct as well. They have been programmed not to crawl websites that engage in illicit trades like the sale of drugs or weapons. You will see Google blocking offensive or abusive content too.

Therefore, the key takeaway is that any company or digital marketer should know Google’s or the relevant search engine’s guidelines. To optimize their websites for search engines and to facilitate crawling, indexing, retrieval on SERPs, and ultimately ranking, they should try to make changes to their website development and marketing strategies and do content creation accordingly. 

More On The Key Factors That Return Results On Queries

As mentioned above, perhaps the most crucial factor for a business looking to rank higher on Google is “Ranking and Retrieval.” Let’s examine how these five variables, according to Google, influence the process: 

1. Meaning

A search engine’s algorithm, whether it’s Google or another, tries to determine the query’s purpose when it receives a request. It is done by considering the inserted word and deciphering the meaning. For example, a user might enter a query, “Psychology best books online,” and the seller might have used “Best books on Psychology.” The search engine components, like crawlers and indexers, work together to understand the meaning of the query and produce the SERP results after understanding the intent.

The important thing here is to realize that, though search engines can deliver results for queries with incorrect spellings, using correct spellings and following proper grammar in the created content goes a long way to getting a higher ranking in search engines. Apart from that, using relevant keywords is an important part of any SEO strategy that should also revolve around this influencing factor.

2. Relevance

As per Google, the second most important aspect of how query results are returned depends on the relevance of indexed web pages against the requested query. Search engines use machine learning to become more intelligent and produce more relevant results. For instance, web pages with relevant keywords in their body, headings, and subheadings make search engines understand that they are the best in terms of relevance to the asked query, so they are likely to rank higher. Additionally, because search engines are so intelligent, they can yield various results. For instance, if a user types in “Cats,” they will be able to see pictures of cats, blogs about cats, websites related to cats, and even retailers of cat accessories.

3. Quality 

The third aspect Google relies on is the quality of the content. It also means the data source for the content should be authoritative. It means that if the indexed pages are hyperlinked with other high-authority and trustworthy web pages, they are likely to be seen as quality pieces of content.

Google continuously updates its search engine process to maintain a balance between authority and relevance. So, linking the content with other high-ranking sites is important. Moreover, generally speaking, search engine algorithms tend to favor newer content as well. It is crucial for businesses and digital marketing experts to update their content frequently to maximize their results in terms of achieving higher traffic and SERP rankings.

4. Usability Aspect

When Google finds that content available on web pages is more accessible from a user’s point of view, it has a chance of getting ranked higher than others. The critical factors in determining this include the site’s responsiveness to mobile devices, speed, UX design, etc. Therefore, businesses should create mobile-friendly web pages with an easy and attractive UI design. At the same time, the speed of the website needs to be optimal across browsers and different devices.

5. Context

When providing search query results, Google considers context to be the final factor, which is very important. One can take the example of local search engine results. For instance, when users search for a generic query like “best pizza places,” they are likely to see nearby pizza places. While delivering results, Google considers factors like time, location, search setting, etc. As a result, when creating content, web pages, and conducting marketing activities for businesses and professionals, you should adapt to this important factor of ‘Context.’

6. Google’s Voting System (Backlinks)

Since backlinks are so important in determining a web page’s ranking, I have included them in this list. Let’s simplify things for you by considering backlinks as a form of votes, and having more backlinks increases the likelihood that a web page will rank higher. However, one must know that each backlink carries a different weightage that depends on lots of factors; for instance, a backlink generated from BBC will have more weightage from a news channel that has opened up recently. 

Wrapping Up 

The above information indicates that search engine operations are very complex. However, understanding their functionality is not that difficult. Companies looking to rank higher on search engines, particularly on Google, should know how the search engines work and plan accordingly for marketing, web page, and content creation.

Covering all aspects of the search engine component is impossible in a single blog, and this blog does not intend to be the only guide for all of your answers. However, it should benefit anyone without a deep understanding of search engine functionality. Moreover, some of the tasks a business or digital marketer should never forget to follow are:

  • Create web pages optimized in speed, UI design, and without technical flaws.
  • Try to earn as many quality backlinks as possible since they work as votes on Google and help web pages rank higher. 
  • Content creation is continuous, and furnishing high-quality, user-friendly content is important.
  • Apart from the quality of the content, metadata is critical since it tells crawlers about the page and helps with indexing.
  • Small steps like checking content’s grammar, video resolutions, sound setting( In case video content is being put on a web page), and photo quality go a long way in achieving a higher ranking.
  • Understanding what is expected of you as a creator of web pages, videos, or other content will help you do your best work since different search engines have different goals.
  • Most importantly, businesses must continuously research their target audience, demography, trends, etc. The more content they create according to their desires and requirements, the better it will be for the rankings.

In  conclusion, the people associated with businesses or working for clients to attract more traffic should deeply understand how search engines work. Every step, like creating web pages, content creation, selection of marketing media, and research, should revolve around it. 

Navneet Singh Final

Navneet Singh

A young enthusiast who is passionate about SEO, Internet Marketing, and most importantly providing tremendous value to businesses every day. Connect with him on Linkedin, Facebook, and Twitter: @nsvisibility

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