Introduction to Search Engines Common Threads
In this article we are going to discuss some known Search Engines Common Threads. To keep their results relevant, all search engines need to understand the main subject of a website. You can help the search engines find your website by keeping in mind the three major factors they’re looking for:
Content:
Content is the meat and bones of your website. It’s all the information your website contains, not just the words but also the Engagement Objects (the images, videos, audio, interactive technologies, and so on that make up the visual space). Your page’s relevancy increases based upon your perceived expertise. And expertise is based on useful, keyword‐containing content. The spiders, the software the search engines use to read your website, also measure whether you have enough content that suggests you know what it is you’re talking about. A website with ten pages of content is going to rank lower than a website with ten thousand pages of content, assuming that they are equally relevant.
Popularity:
The Internet is a little like high school in that you are popular as long as a lot of people know you exist and are talking about you. Search engine spiders are looking for how many people are linking to your website, along with the number of outgoing links you have on your own site. Google really loves this factor.
Architecture:
If you walk into a grocery store and find everything stacked haphazardly on the shelves, it’s going to be harder to find things, and you might just give up and go to another store that’s better organized. Spiders do the same thing. As we mention in Chapter 1 of this minibook, search engines love Wikipedia because of how it’s built. It’s full of searchable text, Alt attribute text, and keyword‐containing hyperlinks that support terms used on the page. You also have some control over two variables that search engines are looking at when they set the spiders on you. One is your site’s response time, which is how fast your server is and how long it takes to load a page.
If you’re on a server that loads one page per second, the bots request pages at a very slow rate. A second seems fast to us, but it’s an eternity for a bot that wants five to seven pages per second. If the server can’t handle one page per second, imagine how long it would take the bots to go through 10,000 pages. In order not to crash the server, spiders request fewer pages; this puts a slow site at a disadvantage to sites with faster load times. Chances are bots will index sites on a fast server more frequently and thoroughly than sites on a slow server. Page speed has become very important to Google in particular and so deserves some attention.
The second variable is somewhat contested. Some SEOs believe that your rank could be affected by something called bounce rate, which measures how often someone clicks on a page and immediately hits the Back button. The search engines can detect when a user clicks on a result and then clicks on another result in a short time. If a website constantly has people loading the first page for only a few seconds before hitting the Back button to return to the search results, it’s a good bet that the website is probably not very satisfying.
Remember, engines strive for relevancy and user experience in their results, so they most likely consider bounce rate when they’re determining rankings. So if all search engines are looking at these things, does it matter if you’re looking at Bing versus Google versus Yahoo? Yes, it does, because all search engines evaluate subject relevance differently. The big players have their own algorithms that measure things in a different way than their competition.
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