How a Search Engine Works

Search Engine Ranking
How a Search Engine Works
How Search Works

The three key Principles for Search Engine Ranking


Trust is at the very core of Google’s major changes and updates the past several years. Google wants to keep poor-quality, untrustworthy sites out of the search results, and keep high-quality, legit sites at the top.

If your site has high-quality content and backlinks from reputable sources, your site is more likely to be considered a trustworthy source, and more likely to rank higher in the search engine results.

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Search Engine Ranking


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Previously the most popular SEO strategy, authority is still powerful, but now best used in tandem with the other two principles. Authority is your site’s overall strength in your market.

Authority is almost a numbers game, for example: if your site has one thousand social media followers and backlinks, and your competitors only have fifty social media followers and backlinks, you’re probably going to rank higher.

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Types of Search


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Google looks at the contextual relevance of a site and rewards relevant sites with higher rankings. This levels the playing field a bit, and might explain why a niche site or local business can often rank higher than a Wikipedia article.

You can use this to your advantage by bulking out the content of your site with relevant content, and use the on-page SEO techniques. Thus moving up search engine ranking.

Increasing relevance like this is a powerful strategy and can lead to high rankings in competitive areas.

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SEO Checklist

11 Key Factors In Search Engine Ranking

  • Keyword in internal links.
  •  Website Architecture
  • User signals (click-through-rate, time-on-site, bounce-rate).
  • Domain SEO visibility (how strong the domain is in terms of links and authority).
  • Search volume of domain name.
  • Total number of backlinks.
  • Total number of referring domains (unique sites linking to your site).
  • Google+ social media activity.
  • Facebook social media activity.
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