Search Engines 101
● Tools used to search the Web
● Sort through content to find most relevant sites
● Assist in accomplishing goals and conversions
How Search Engines Operate
● Websites are indexed ● Records are stored in
a database● Records are ranked● Records are retrieved
from the database
Search Results
● Results are links to sites that are indexed in database tables / records
● These also include metadata or page content from the site that briefly describes the site link
● High position on the first page of search engine results page (SERP) is desired
Search Rank Factors● Keyword placement● Backlinks / link-building● Content update
frequency● Quantity and quality of
structured content ● Geo-location (newer
consideration for business listings)
Search Algorithm
● Scans and ranks information based on a variety of factors
● Complex and secret● Some factors are known, others not known ● Move toward authenticity:
o Authorship countso No more keyword stuffing / tag cloudso No more Squidoo
Search Algorithm Updates● Multiple times
per year● Panda,
Penguin, Hummingbird
● Changes reduce cheating
Why Search Matters in Comm.
● Reach / Awareness● Mindshare● Quality information structure● Access to information can drive social change● Monitor effectiveness of communications
strategies● Connect people to resources and information● “New Rules of Marketing and P.R.”
Image Sources (In Order of Presentation)
● www.au-kbc.org ● www.geeko-promotions.net ● www.wrensoft.com● www.vibrant.com● www.steamfeed.com● www.seo-alien.com ● www.rockingteam.com ● www.smartinsights.com
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