Demystifying How Search Engines Rank Your Web Pages
Whether you are in digital marketing, an SEO consultant, a web designer or simply a business owner wanting your website to be more visible it is important that you know how search engines rank different web pages.
Digital marketing agencies are set up to utilise a number of digital tips, tools and tricks in order to best push a business and website into the limelight. The end goal is to of course increase sales and profits however many important steps along the way all include working to boost visibility via the search engine ranking systems.
There are two key elements to consider when a site or web page is ranked and that is to look at crawling and indexing.
This pertains to the search engine’s ability to navigate around the site it needs to index.
This is the process of actually listing pages from a website into the search engine’s index.
If you look at your website stats once in a while in depth you might see who or what has been crawling around your site. What you can’t see is how easy your site was to crawl and the immediate results of indexing so it is instead worthwhile taking steps to make access easier in order to “score” higher.
The way that Google looks at websites here in 2013 is much different to the way it has in say 2010 or even before. SEO experts and those in digital marketing will confirm that the landscape has changed dramatically in recent years thanks to Google updates which ultimately have been geared more towards organic and natural links, better quality and relevant content as well as all things socially related.
Signals and Graphs
Search engines use “signals” for want of a better term to look at the site demographic, geo-location, how it is or should be categorised and more. Those involved in web design, SEO and even digital marketing need to understand what these signals may be and in short they include information such as the internal link ratios, how trust-worthy a site is and what authority it has, local information, the Meta data each page should include, anything link related and more. The list is extensive and you can read more on signals here which will give you an idea of what is considered when your web site is crawled and indexed.
Graphs are all about classifications. When a bot crawls a web page it adds it to the master list of other crawled pages in the same category. Called graphs these categories refer to:
- Entity Graphs
Anything named for example “things”, events, people, places etc
Links: The links which connect to any sites which increase trust and authority in a given field as well as their relevance
- Social Graph
This includes behavioral information, how the page is connected etc.
There are other categories or graphs to consider however it should have become clearer by now that these are the ones which need to be given more attention in order to help Google and other search engines index a website. How much effort the people responsible for SEO on your site put into these categories will affect how successfully the site is ranked.
Despite this breakdown of the ranking process which has hopefully enabled you to pick up some information which will better your changes of a better ranking no-one truly knows the ins and outs of Google or indeed any search engine’s crawling and indexing criteria. More may be found from Google webmaster tools however generally speaking being relevant, getting rid of those nasty backlinks and ensuring your site is informative, engaging, relevant and sports top quality content is the best way to work toward more successful rankings.