How Search Engine Optimisation Works
Finding the best formula for online success
Search Engine Optimisation is the process of developing a website’s coding, content and link relationships so that it achieves high search engine rankings for targeted search terms.
How Search Engines Index Websites
Search engines use automated software programs called spiders, also known as robots, to collect information about individual web pages, which is then stored in the search engine’s index. An important part of the initial SEO process is ensuring that a website is spider friendly. A spider friendly web site is one that a search engine spider can navigate around easily in order to access the information on the individual pages. Website technologies and techniques which can prevent spiders indexing a web site include the use of framesets, JavaScript navigation, Flash, explicit session IDs, dynamic content and a requirement for users to log in to the website.
Search Engine Results
Search engines use algorithms (complex mathematical formulae) to determine the order in which websites rank in the search engine results pages (SERPs). When a search is performed, the websites which rank highest in the search engine results are those which are calculated by the algorithm as being most relevant to that particular search term.
Search Engine Ranking Factors
Google has stated that its algorithm uses over 200 different factors to determine a website’s relevance and importance. These ranking factors can be broken down into four main groups:
- Content
The presence, position and repetition of keywords and key phrases on the page are all taken into account by the algorithm - Coding
Analysis of the (X)HTML code provides additional weighting factors for text, images and other individual page elements - Structure
The organisation of the site, its directory structure and navigation are used to weigh the relative importance of individual pages - Links
The quantity, quality and link text of inbound links (IBLs) and internal links are amongst the most important ranking factors
Reverse Engineering Search Engine Algorithms
The key to successful search engine optimisation is the ability to reverse engineer search engine algorithms to determine which elements are important ranking factors for each individual search engine. The search engine optimisation process then involves redeveloping the website’s coding, content and links to include or enhance the key ranking factors, ensuring that individual pages achieve high rankings for selected keywords or key phrases.
Search Engine Plurality
Since each search engine uses a different algorithm, incorporating constantly evolving ranking factors, it requires expert search engine optimisation to ensure that high search engine rankings are achieved and maintained across a range of targeted search engines. Optillion’s search engine optimisation campaigns usually target the 4 major search engines – Google, Yahoo, Bing and Ask – which between them carry over 90% of UK search traffic, although other search engines can be targeted if required.
