How does a search engine work?

How to promote an existing corporate website?

If this question is being asked frequently at your company, then this article is very important to you. Search engines are extremely useful for promoting a company that owns a website. They can effectively promote a company that has a limited budget for traditional branding. What are the benefits of successful promotion in a search engine? Few people really know how search engines work. In Poland, search engines generate quite a lot of traffic.

A search engine is based on a four-component system, including:

1. Search engine software
2. Web spider
3. Database
4. Index

1) Search engine software

The software behind a given search engine. When the customer types a phrase into the search engine, the software looks these words up in the index. Then, the software reads websites found in the database and creates a ranking, determining their position in the search engine based on the assessment of website content.

2) Web spider

A web spider reads page source in a slightly different way than a web browser. The web spider interprets the code and skips HTML tags, i.e. it extracts proper text only. Then it tags the text itself. These tags inform the search engine software about page topics and the relevance of texts, i.e. the exact position of the searched phrase on a given page (it may be located in page headers, title or body).
The web spider first reads the page, and then the links (e.g. menu items) to other subpages of a given website. Thus, the web spider also analyses the content of subpages. According to usability principles, the visitor should be able to access any part of your website with three clicks at most. Finally, the web spider checks external links to other websites. There, the whole process begins again.

Things to remember
It is good to have links to your website on other websites. This way, the web spider visits your corporate website more often.

3) Databases

In short, databases are all websites analyzed by the web spider.

4) Index

The index is a collection of all unique phrases and words with links. These links refer to pages in the database. Of course, the most common search engine is the one provided by Google (it is used by Google.pl, Interia.pl or HOGA). According to the GemiusTraffic ranking, ca. 95% Poles use Google.com.

Search engine popularity (domains)

1. Google.com 95.59%
2. Onet.pl 1.49%
3. Bing (MSN/live) 1.18%
   source: ranking.pl

Search engine optimization

Having your website among the top results displayed by a search engine for given keywords/phrases is a great achievement. As you can imagine, every website owner wants to rank high in search engines.
What to do to have your corporate website appear higher in the ranking than the competition?

You must learn the principles that will help your website rank higher in search engines.

1. Is your copy relevant to search engine queries? The web spider visits your website and extracts proper text. The text extracted by the web spider is relevant. Your success depends on the web spider, i.e. whether your website includes a given keyword/phrase.
2. What is the value of your website and how its content matches a given query? Your website value is determined by its TITLE and DOMAIN, i.e. its address (if your address is related to your business, then others may link to your corporate website using your address and keywords, for example).
3. How often does a given keyword appear in your copy? You have to do it wisely. Having too many keywords may be interpreted as search engine spam, which lowers the rank of your company. Make sure your keyword frequency in comparison with the entire copy is ca. 4-8%. Whenever you write copy for your offer or website, you should check the percentage frequency with which keywords appear in your copy.
4. Boosts; properly defined and described H1, H2, H3 and similar tags; directory presence; appearance of keywords at the beginning of page source; link popularity (the popularity of your website on other websites). Having many links to your website on other (as popular as possible) websites increases its quality and popularity, which may result in higher search engine rank. Make sure your headers include relevant keywords. Directory presence has a positive impact on your position in the search engine ranking.

SEO specialists from Migomedia perform website audits for the customers, checking whether a given website is search engine friendly. They look for mistakes, which are then eliminated, and they optimize page copy from the point of view of both marketing and SEO. As a result, professional search engine optimization of a given website is much more effective.

Please contact Migomedia for expert advice.