Wednesday, January 15, 2020

What is a search engine?

What is a search engine?

What is a search engine, how its work google
What is a search engine?


When we type something into the Google search box, there’s a lot going on under the hood. Google takes into account more than 200 different factors to help it determine the results for each query. No one knows all of the factors, but there are a lot of guesses – meaning there are many different paths to optimization.
Google Search Algorithms
Search Algorithms

Google’s excellent Inside Search interactive resource offers a small glimpse into the process:
Let’s look more closely at a few of the major factors that we know Google takes into account as it considers your search.

1. Your question

The first thing Google tries to do is understand what you’re getting at with your query. It uses a technology called Knowledge Graph to help it better understand the nature of what you might be looking for, and whether it can best satisfy you with a definition, a list, a map or something else.
Video "Explore lists and collections with Google search"
You might have noticed the way Google guesses the end of your search as you start typing and fixes your spelling if you mistype.
It also works hard in other ways to give you what you need quickly. For example, if you type “timer 30 minutes” into Google, it will create a timer for you right from the search results instead of having you click away to an online timer.
Google Search Timer
Google Search Timer

If you’re checking on the status of a flight you’re set to take when signed in to Google with your Gmail address, Google will search through your mail to give you the status of your flight.
Google Flight Status
Google Flight Status

Search engines are continually working on new and better ways to predict what we’re looking for and what we need faster and more accurately.

2. Your location

A search engine not only takes into account the nature of your question but also where you’re asking it from. For instance, when I put a query like “pizza” into Google, it does some thinking for me and assumes I’d rather have a list of pizza places near me than a Wikipedia entry bout the history of pizza.
Google Search Map Location
Google Search Map Location

So local businesses have to put special effort into maximizing their search engine optimization (SEO) efforts for local visibility, which means doing things like optimizing their Google Places pages.

 3. Who created it?

Google likes rewarding real people who write great content. One way it accomplishes this is through Google Authorship, which gives a special designation to authors who are verified through Google+. You can identify a verified author by the small photo of their byline next to their content in search results.

4. Your friends

Another factor search engines are increasingly banking on is each individual’s social network. “Social search” allows you to easily find content – like restaurant reviews, blog posts, photos and more – created by your friends and the contacts in your “social circle.”
In this search, you can see how Google has pulled one result for me specifically because Max Miner, whom I’m connected with on Google+, shared it.
 Google Search Authorship
Google Search Authorship 

More than using your individual social network to serve you personalized results, search engines also use social sharing as a signal to determine the quality level of a piece of content.
That means social actions like Facebook shares and Google “+1s” likely play a part in how Google chooses which results to show you for a given search.
Here’s how Search metrics explains it in its ranking factors study:
"Well positioned URLs have a high number of likes, shares, tweets and plus ones, and specific URLs stand out in the top search results with a very high mass of social signals. On one hand, this means that the activity on social networks continues to increase, on the other hand, it means that frequently shared content increasingly correlates with good rankings."
This makes sense because social media is a growing way to find websites and content. The percentage of people who used social media to find websites increased 7 per cent from 2011 to 2012 – in fact, using social media to find websites is growing faster than using search engines, according to Forrester Research data.
Using A Social Media Search Engine
Using A Social Media Search Engine


6. Your device

Finally, it’s important for a search engine to understand whether you’re on a computer, a tablet or a mobile phone as it prepares to give you search results.
Think about how your needs change from one device to another. On a laptop, you may be looking for content to read at leisure. On your phone, you might need a phone number right away, or a quick way to compare a price.
Mobile Device Searches
Mobile Device Searches 

Mobile search requires a different type of result for different needs.
All these factors combined mean that my search engine results for a specific question might look totally different from yours, depending on things like who we know, where we are and what type of device we’re searching on.

But what does a Search engine optimization (SEO) do?

So beyond understanding and studying the many factors that affect search results, what does an SEO actually do?
Although all SEOs generally shares the same goal – to help a website be found by more people, more easily – the way they get there can vary widely.
But there are some common practices that you’ll hear about when it comes to search engine optimization. An SEO:

Optimizes the site

The first part of a solid Search engine optimization (SEO) strategy focuses on the technical side of a website. Since Google finds information about a website by crawling it, it’s often the job of a Search engine optimization (SEO) to make sure the site is easy for Google to find and crawl. This graphic from Data Dial focuses on site architecture.
Website Architecture And Structure, Optimizer The Website
Website Architecture And Structure
That means doing lots of different things to optimize the site itself like assuring the site has a sitemap Google can find, making sure it loads quickly and analyzing the site’s design and architecture to make sure it works well for users. Lots of SEO (search engine optimization) will perform a technical audit to determine a list of issues with a site.

Researches and optimizes keywords

Keywords are the words you enter into a search engine to find what you’re looking for. If we go back to our sneakers example, a shoe company might want to be known for shoe-related keywords like “tennis shoes,” “sneakers” and “athletic shoes” as well as specific brands like Nike or Reebok.
Search engine optimization (SEO) perform keyword research to determine which keywords would be best to target for a given site. Then they make sure the site uses those keywords often enough and in the right spots in a process called keyword optimization. This graphic from Data Dial is a good primer on some basic spots for keywords.
Page Optimization


Builds links

Before search engines, like Google had fancy ways to personalize your search results based on your friends and your location, they used one main element to figure out which stuff was the best on the web: links.
When a well respected, trusted website links to your site, it sends a signal to Google that you’re hanging out with good company. If this happens often enough with enough trusted, quality websites, Google gets the idea that you’re a trusted, quality website – and makes it more likely that searchers will see your site.
This means that search engine optimization (SEO) spend a lot of time working on getting links in a process called link building. Link-building tactics can range from simply asking for a link to writing a guest post – and there are many others? Again, Data Dial breaks it down.

Off-Page Link Building
Off-Page Link Building

Helps creates content (that builds links)

One of the best ways to get links these days is by creating great content. Whether it’s a video, a blog post, a tool, a comic or another resource, great content naturally attracts links as people visit it, share it and talk about it. This graphic from Top Rank explains it well.

Online Marketing (SEO)
Online Marketing (SEO)

When you put all the main components of an SEO strategy together, it looks kind of like this diagram.

SEO Strategy
SEO Strategy


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