How search engine works for you

Search engines work hard behind the scenes to provide the best possible results for a given search.

There are many reasons for this, including advertising revenue, but for now let’s assume the search engines want to make users happy, by directing them to the best content available.

Let’s look at the “Anatomy of a Search” to get a better sense of how this works. This is a typical Search Engine Results Page or “SERP” for short.

For this example, let’s type in a search for “CNG NIGERIA”.

See the Results.

That’s our query, also known as “search terms” or “keywords”. They’re the terms entered into a search. The list of websites that appear in the center of the page are the organic, or natural search results.

These are not ads; they’re what Google has naturally decided to show us, based on a variety of ranking factors which we’ll look at in a minute. The results at the top and to the right of the page are paid ads, which are also triggered by the search query.

Paying for ads in Google can be a great way to boost your visibility in search engines, but shouldn’t replace SEO. It also requires spending an ad budget. We’ll discuss Google Ads more in a later class but for now let’s focus on how to get a website to appear in the organic listings.

Let’s look at what happens behind the scenes when someone hits ENTER on a search. Google takes the words a user types into the search bar, and looks for websites and web pages most likely to contain the information requested.

This can include news articles, blog posts, video content and even social media comments. There’s a formula Google uses to rank websites and web pages in a page of search results. This formula is known as the “Google Algorithm”, and includes over 200 factors, or aspects of a website that contribute to where it appears in a search.

Similarly, there are many factors that contribute to Google’s decision of how a website will rank.

Google constantly “crawls the web”, or visits and revisits websites, in order to update its index of what’s out there. This is a constant process.

For a site to get ranked, it must first get indexed - or stored in Google’s memory.

Think of it like Google’s catalogue of web pages, which is constantly being updated and refreshed, to provide the best possible search results. This is why the most recent news articles usually appear above older, outdated information. So what are these “ranking factors”, anyway? So glad you asked. Now we’re getting to the heart of SEO, and what makes one website appear higher up in a search than others.

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