Jargon Buster

Search Engine Return Pages

Once your website has been indexed it should be returned by the Search Engine on its return Pages.

If you type "plumber barrow" into Google, it returns hundreds of thousands of websites. that mention this term. The average Internet user has his Search Engine set to display 10 website entries at a time.

Obviously, this user is a potential customer, and he is not going to spend hours looking at every entry. Most users have found what they want within the first 20 entries, and the top 10 entries on the first page will get the majority of the business.

So, how does the search engine know which one to return in position one on the top page, and which website to put in position 227,000 on the 22,700th page.

The Search engines job is to find the most informative website it can for the end user. It use an "algorithm" which basically investigates a website taking into account various factors. It will then "rank" your pages according to the results of the algorithms calculations.

Page Ranking

Google's algorithm will give your web page/site an actual Page rank figure, going from 0 to 10.

Every step up in the page rank is worth ten times the previous figure. So a page rank of 0 may be worth between 0 and 9 points, a page rank of 1 is worth between 10 and 99, a page rank of 2 between 100 and 999, etc. etc.

The higher the ranking the higher your pages will appear in the returned listings. If your competition has a higher PageRank than you, then they will probably get more business then you.

The Google algorithm takes three main aspects of your website into account when assigning the PageRank

1) Optimisation - can your site be read easily by the Search Engine, are the Key phrases in the right place, is the navigation easy to follow?

2) Content - is the content on your pages informative, is there enough of it, does it make sense?

3) Links - Google is only interested in links that come into your website from other web Sites relative to your business - in other words web Sites within your field that recommend you as a good source of information

Search Engines - Definition

Internet search engines (e.g. Google, Yahoo, Bing) help users find information on the world wide web. The majority of Internet users will search for this information by using Key phrases such as "Internet consultant" or "SEO Cumbria".

The search engines use programs referred to as "spiders" or "robots" to collect information that is available on web Sites If the website has good information, then the website will be indexed, and placed into the search engines database for future reference.

If you think of the world wide web as a giant library, and the web Sites as the books, then the search engine is your librarian. The objective is always to impress the Librarian with your book, so she recommends it every time she is asked a question relevant to your particular subject. In other words - get your website found on the first page of the Search Engine Return Pages

Search Engines - Usage

Internet users, however, use different search engines to obtain their information. The chart below shows the latest UK figures for preferred search engines. Google is by far the most popular, This is why appearing in the Google listings is very important for generating business.

However, 8 million searches an hour are carried out in the UK, so even if you appear in the lesser used search engines, they will still bring visitors to your website.

With all those searches going on, it is obvious that someone somewhere is looking for your business

Search Engines - Relationships

Google Feeds the following:

AOL - primary and paid results
Ask - paid results only (Ask in turns feeds IWon primary results)
iWon - paid results only
Netscape - primary and paid results

Bing Feeds the Following

Yahoo - primary and paid results
Alltheweb - primary and paid results
AltaVista - primary and paid results
Lycos - primary and paid results

The diagram illustrates very clearly that there are only two real information providers - so if you want your website to be found, then it needs to be submitted to Dmoz, Google, and Bing.


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