In the last unit, we explained why search engine visibility is important. In this unit we will take closer look at search engines. Because SEO is about improving the visibility of your web pages in search engine results, we have to understand a bit about how search engines work. By the end of this unit you should be able to:
- understand what search engines do
- understand which search engines to concentrate on when optimising your site
- understand how search engines rank results
- measure the PageRank of individual web pages
- understand how to perform advanced searches
This unit assumes that you have read and understood the last part of the course and that you are comfortable with the terms: keyword, keyphrase and search engine optimisation.
2.1 What is a search engine?
Wikipedia defines a search engine as: ‘a program designed to help find information stored on a computer system such as the World Wide Web, or a personal computer. The search engine allows one to ask for content meeting specific criteria (typically those containing a given word or phrase) and retrieving a list of references that match those criteria. Search engines use regularly updated indexes to operate quickly and efficiently.’
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