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This 1 page Document was uploaded by an elite notetaker on Monday December 21, 2015. The Document belongs to a course at a university taught by a professor in Fall. Since its upload, it has received 7 views.
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Date Created: 12/21/15
Our services include SEO, PPC and Reputation Management Search Engine Basics Search engines are designed to discover, index, and deliver targeted results to their end users through the use of complex algorithms. They discover sites by crawling them and index and deliver through complex algorithms. Crawling Search engines, such as Google, use spiders to crawl a site. Google calls theirs GoogleBot. Essentially, a spider’s purpose is to read text and follow links. If a page has no readable text, i.e. an image without or a less than helpful “alt” attribute, spiders can’t index it properly. The same is true of links that aren’t created through HTML, such as those on Flash-created pages. Spider’s also rely on relevant, well formed text and links. Using heading unnecessarily and “Click here” links are unhelpful to machines, which don’t read context. Indexing After a site has been crawled, it must be indexed. The algorithms used to index sites are incredibly complex and technical. Certain guidelines and techniques need to be followed to have sites indexed properly. Black Hat methods such as keyword stuffing, and trying to relate a site to something it isn’t to “steal” searches, were popular and effective in the early days of the web, but using those strategies now can get a site banned from the major search engines. White Hat methods, which evolve as the search engine algorithms change, involve using more honest approaches to promote pages. Some factors for Google’s algorithms include, but are by no means limited to, keyword placement, popularity or how many views/links a page has, and URL structure. Lately, Google has launched Google Panda, which also “scores” pages based on grammar and spelling.
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