How Search Works

By Chris Frerecks • July 28th, 2010

Matt Cutts on ‘How Search Works’:

[youtube:http://www.youtube.com/watch?v=BNHR6IQJGZs]

Important Takeaways:

  • When one searches they do not search the whole web, only what pages Google has in it’s index
  • Google indexes what pages it can find, but not the whole web
  • As a site owner, assuming you have used the search terms on a page, you compete for a search results position against every other page Google has indexed with those same terms [ = key words or phrases]
  • When comparing your page and the others, Google’s algorithm uses 200 questions or signals
  • One obvious question relates to your use of the search terms on a page, like are they in your title, your URL and/or how are they used in the content of the page
  • Another question looks for search term synonyms on your page – be careful NOT to over stuff the actual search terms as the algorithm is known to see this as bad practice or spammy
  • Page Rank has emphasis and it is focused on the back links your page has accumulated, but note that it’s not necessarily just volume… it’s also very much a determination of the quality of those links
  • Organic results or how Google ranks pages is NEVER paid for!

Thoughts on Search Engine Optimization:

  • It can take time, but consistent activity and topic focus is proven
  • How long you have been there for search terms can help
  • Broaden search term target focus – leverage the long tail
  • Your competition has a great deal to do with where you get and how fast you get there
  • Pursue back links where you can, but from good sites preferably with good page rank and in anchor text
  • Your site design & technology must not only be search engine friendly, but it must be updated & advanced in order to remain search engine friendly – static sites will not sustain a competitive edge!

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