‘If you want to bury a dead-body, bury it on Google’s second page’, goes a popular saying. The saying explains in itself why it is so important to have a higher ranking on search engines, especially Google. In an environment where internet competition is fierce and where millions of websites similar to yours are thriving for consumers’ attention, SEO becomes extremely important.
SEO also known as Search Engine Optimisation is the art and science of structuring a webpage so that it is found, read and indexed effectively by search engines. The entire purpose of having a website is to have a flow of potential visitors. SEO may not be the only factor that drives tons of traffic to your website, but it is surely the most critical and can be the most effective one.
In order to make your website ‘noticeable’ in search engines, you should have some basic ideas about the functioning of search engines. Search engines aren’t human and hence view websites differently as compared to humans. They make use of software called ‘crawlers’ or ‘spiders’ that scan all the web pages individually and follow hyperlinks while passing through duplicate and spam filters.
One of the easiest and best ways to get your site found and thoroughly indexed is to provide a site map on your website. After the web pages are crawled, search engines index the content on those pages and store them in their vast database for easy retrieval.Essentially, the process of indexing is identifying the words and expressions that best describe the page and assigning the page to a particular keyword. When a search request comes in, the search engine looks for the search term in its database of indexed pages.
However there are innumerable web pages with the same term as the user searches which makes it imperative for the search engines to ‘rank’ the stored pages in order of its importance. Google uses Page Rank to determine the importance of the stored web pages. Search engines rank a particular page on the basis of many factors including relevancy, links, content, meta tags etc.
Understanding crawling, indexing and ranking plays an important role in effective SEO implementation as putting efforts in optimising your site would be futile if search engines were not able to see/read it. Creating a SEO-friendly website that is easier to crawl and index by search engines is an assured way of staying ahead your competitors with enhanced search engine ranking.