How does Google work?
Search engines like Google follow links. They follow links from one web page to another. Google consists of a crawler, an index and an algorithm. Google’s crawler follows the links on the web. It goes around the internet 24/7 and saves the HTML- version of all pages in a gigantic database, called the index. This index is updated if the Google crawler comes by your website again and finds new or revised web pages. The new version of this page is saved. Depending on the traffic on your site and the amount of changes you make on your website, Google crawlers come around more or less often.
For Google to know of the existence of your site, there first has to be a link from another site – one that is already in the index – to your site. If crawlers follow that link it will lead to the first crawler-session and the first time your site is saved in the index. From then on, your website could appear in Google’s search results.
Google’s secret algorithm
After indexing your website, Google can show it in the search results. Google tries to match a certain search query with web pages that it has indexed. To do so Google has a specific algorithm that decides which pages are shown in which order. How this algorithm works is a secret. Nobody knows exactly which factors decide the ordering of the search results.
Google’s algorithm isn’t static. It changes regularly. The factors that determine the ordering and the importance of the different factors change very often. Although the algorithm is secret, Google does tell us which things are important. We don’t know how important though, and we don’t know whether Google communicates about all factors. Testing and experimenting gives us a relatively good feel for the important factors and changes in these factors. We incorporate these factors in our SEO plugin and tell you about it in our many blog posts.
Google’s results page
Google’s results page – also known as an SERP– shows about 7 or 10 links to sites which fit your search the best (according to Google). We refer to these results as the organic search results. If you click to the second page of the result page, more results are shown. The further down the results you are, the less likely someone is going to find your site.
SEO and Google
Search Engine Optimization (SEO) is the practice of optimizing sites to (attempt to) make them appear in a high position in the organic search results. In order to do so, SEO tries to shape a website according to Google’s algorithm. Although Google’s algorithm remains secret, over a decade of experience in SEO has resulted in a pretty good idea about the important factors.