Search engines are available to help the internet users to discover and learn the content present anywhere on the internet.
When a user searches anything on search engines, he sees a number of results. Top result page contains only 10 results and most of the users visit only these 10 results.
So, everybody wants to get his content published in these top 10 results. In order to get the position there, first your content needs to be visible to the targeted search engine. A simple logic:”If your site is not visible to search engines, then you are also not visible to the internet users.”
First of all, you need to understand, what exactly a search engine does?
There are three main functions of any search engine:
- Crawling the content.
- Indexing the content.
- Ranking the content.
Crawling the Content: Crawling is the first most process in which search engine gives commands to the team of robots (also known as crawlers or spiders) to discover new and updated content on the internet. Content can be a webpage, an image, a video or even a PDF, etc.
The crawler starts fetching the web page, and also follows the links available on that webpage to find some new URLs.
It is also possible to restrict the crawlers to crawl some web pages, which can be done by robots.txt file. Read more about a robots.txt file: https://moz.com/learn/seo/robotstxt
Indexing the Content: When Search engines find something new in the crawling process then they store that new information into their databases, the process of storing the information in the database is known as indexing.
Ranking the Content: When a user performs a search, search engine looks in its database for most relevant content and finds a huge number of results, then search engine orders those results to solve the user’s query. This ordering of results by their relevancy is known as ranking.
In general, if search engine finds a website more relevant then the website will get higher ranking on search engine results pages.
If you have blocked the crawling of some content through robots.txt file then search engine will not show your content even if it could be the most relevant result for the user’s query.
Crawling: Instruct search engines how to crawl your site
As mentioned above, to get the huge amount of organic traffic on your site, your site must be indexed, and for indexing your site, crawling is must.
So, before moving towards crawling your site, you must know how to check whether your site is indexed or not. Because if a webpage is already indexed then there is no mean in recrawling.
To check the index status of your website, you can simply head to Google and type “site:yourdomain.com” in the search bar. Google will show you all the pages which are indexed.
If you don’t see your domain in the search results, then there can be some reasons for it-
- Your site is very new and has not been crawled by the GoogleBot.
- There is no link coming towards your website. These incoming links are also known as “backlinks”. To learn about the backlinks, click: https://www.shoutmeloud.com/backlink.html
- Your site is disallowed by robots.txt file.
- Your site has been penalized by Google. Read all Google penalties here: https://www.seoliquido.com/what-are-algorithmic-and-manual-penalties-of-google/
From the above reasons, if your site is not indexed because of zero backlinks, even then you can manually apply to crawl your site from “search console” by submitting your URL in “fetch as Google” option. There’s no guarantee Google’ll include your submitted URL in the index database, but it’s worth a try!
If everything is perfect but your website is very new even then you can choose the above method to crawl your site.
If you are the site owner then you have the full control to instruct the search engine how to crawl your website.
You can instruct the Googlebot through robots.txt, meta tag, sitemap.xml or Google Webmasters Tool (Search Console).
Indexing: How do search engines understand and remember a site?
Once your site has been crawled, the next step is to make sure it is indexed as well.
Yes, you thought it right, just because your site is crawled by a search engine doesn’t necessarily mean that it will be definitely stored in their index.
In the previous section on crawling, we discussed how search engines find your web pages. The index is where your all discovered pages are kept stored.
When a crawler finds a page, the search engine renders it. In the process of doing so, the search engine analyzes the content of that particular page. All of that information is stored in the index.
Maybe some of you have a question, Can I see, how a crawler sees my pages?
Yes! The cached version of the webpage will show you how did last time Googlebot crawl it.
The frequency of crawling and caching the websites are different for different websites. More established, well-known sites that post more frequently will be crawled more frequently than the less-famous website.
You can see what your cached version of a page looks like by clicking the green drop-down arrow next to the URL in the SERP and choosing “Cached”.
After opening the cached version you can also view the text-only version of your site to check whether all of your important contents are being crawled and cached or not.
- If your URL returns errors like 404 or 500.
- If you add”noindex” tag to the page.
- If URL has been manually or algorithmic penalized.
You need to solve the above-written issues to reindex your webpage.
Ranking: How do search engines distribute priorities to all the websites?
Once you get indexed in search engine database, the only work is left to rank your content.
Have you ever thought that how does Google ensure that when a user types a query in the search bar, then he gets relevant results in return?
This process of providing the most relevant results is known as ranking, or the ordering of results by most relevant to least relevant for a particular searched query.
To calculate relevancy, search engines use some secret algorithms, which is nothing else a formula through which stored information is retrieved and ordered in most meaningful ways.
These algorithms have faced many changes over the years in order to improve the quality of search results.
Google, for example, makes algorithm updates almost every day, some of these updates are minor, but others are core/broad algorithm updates deployed to fight with some particular issues, like Penguin to fight with link spamming.
Why is the algorithm changed so often? Google does not always reveal exactly what they want. One thing is clear that Google’s aim is just to improve overall search result quality.
That’s why, in reply to algorithm update questions, Google answers with the lines:”We’re making quality updates all the time.”
This clearly means that, if your site started suffering just after an algorithm adjustment, compare it against Google’s Quality Guidelines in terms of what search engines want. Read all quality guidelines here: https://support.google.com/webmasters/answer/35769?hl=en
Now, you may be thinking about the techniques through which you can rank your site well.
So, SEO is the answer to all of your questions.
SEO is basically related to links and contents, there are two types of links in the world of internet, backlinks and internal links.
Backlinks or “inbound links” are those links which are coming from other websites to your website, while internal links are the links on your own site that point to your other pages of same domain.
Links have played a big role in the history of SEO. At the starting of the digital marketing, search engines used to calculate the backlinks for any given site in order to determine the worthiness of that website against the searched keyword.
Backlinks work as real life Word-Of-Mouth referrals. Let’s take a hypothetical Tea shop, Tony’s Tea, as an example:
Referrals from others = a very good sign of authority
Example: Many different people claiming that Tony’s Tea is the best in the city.
Referrals from yourself = biased, so not considered as a good sign of authority
Example: Tony claims that Tony’s Tea is the best in the city.
Referrals from irrelevant or low-quality sources = not a good sign of authority and can even create a serious issue of penalizing.
Example: Tony paid to people who have never visited his Tea shop to tell others how good it is.
No referrals = unclear authority
Example: Tony’s Tea might be good, but you are unable to find anyone who has an opinion or review so you can’t be sure.
After backlinks, content is another worthy material in the eyes of search engines.
All the search engines are answer machines, which provide answers to all the queries of search users. So, a search engine can answer only in form of content. Content can be an image, a video, a document or plain text.
Whenever you post the content on your site, you have to be sure that the particular content you are going to post is original and have no plagiarism.
Not only Google, users also will not like to read duplicate content.
According to Google, there are around 200 factors which are considered in the calculation of the ranking of search results. But still, there are 3 main factors which are deciding the ranking, Content, Backlinks and of course RankBrain.
Now the question arises, what is RankBrain?
In simple words, RankBrain is a machine learning code of Google’s core algorithm.
Machine learning is just a computer code or program which is improving its predictions continuously through new observations and training data.
As it is always learning so search results quality is also improving over time.
For example, if RankBrain notices a URL which has a low ranking but providing much better result to users than the URLs having the higher ranking, then it is confirmed that RankBrain will adjust those results automatically.