In 06, the world create 161 billion gigabytes of new digital data. This volume is believed to be 3 million times the information in all the books ever written. It is multiplying at an accelerating pace, more than doubling of information each year. By 2010, it is prognosticate to hit 1,000 billion gigabytes (a zettabyte). This is new digital information — in summation to the vast amounts produced in each previous year.
How does anyone ever find anything in amongst all of that? It is not surprising that search engines have become massive businesses and information constitution is the hot career choice of the decade.
Where your website is concerned, the quaint old notion that ‘if I build it, they will come’ doesn’t cut it any more. Your web pages are snowflakes in a blizzard of data. People need to know that you exist. More importantly, they need to see your web pages as compellingly different, so that they will chose to come to your site rather than to any one of the thousands of others out there.
If you want people to see you as better than their other options, you need to get world search engines to see you the same way.
There are basically two ways in which everything on the web is classified and indexed. The first, and oldest, is by directories. A directory takes the same approach to
Websites as a librarian takes to books. Each site can only occupy one slot. Directories are run by human beings who take their time to determine where each site belongs.
There is only one directory you need to worry about. It is called DMOZ and you find it at dmoz.org. DM0Z is the foundation of the web, and all the major search engines build off it. You have to submit your site to DMOZ, and then wait, often for many weeks, for someone to get around to looking at it.
If you are not already in DMOZ, it can take Google a very long time to find you. Google is not a directory; it is a search engine, the second way in which information is sorted and identified on the web. While directories are run by people, online search engines are automated. Their fieldwork is done by small bits of code called bots or spiders.
This code scurries around the web, following hyperlinks. Every page it encounters is absorbed and taken back home, where it is deposited in a vast database that indexes web pages.
When a spider absorbs a web page, it takes the visible text, the hidden code, the names and addresses of pages and files that the page links to, and the details of pages that link into it from elsewhere. The indexer takes all this information and crunches through it in detail. It then comes up with an understanding of what the page is about.
When someone enters a search query, typically a word or phrase, the search engine retrieves all the pages that relate to the query. It processes them by means of an algorithm that looks at more than 100 different characteristics, and then ranks the pages according to how relevant they are to the query, how good the content is, and how important the page is relative to all the competing pages on the web that are about the same theme. If you want your page to get into the top two or three out of thousands for any given keyword, your site has to be one of the very best in its field.
A keyword is a word or short phrase used to encapsulate the essence of a web page. The best search engines use it to classify what a page is about, searchers use it as a search query to find pages that may solve their problems, and marketers use it to trigger advertisements that will lead searchers to their site. online search engines derive the keywords for a page from a number of places, including:
the content and context of the web page
the anchor text of inbound links to that page
the title, description and keyword meta-tags in the code of the page
the description of the page in web directories
the tags assigned to the page by social bookmarkers
the algorithms of the search engines themselves
The algorithms of search engines are complex mathematical and statistical models that weigh and interpret all of the factors associated with a page, in isolation and collectively. Since search engines compete with each other to deliver the best possible search results to their users, their algorithms are black boxes, and are guarded more closely than the recipe for Coca-Cola.
The dominant force in search, at least for now, is Google. Google’s share of the search market varies from country to country and from survey to survey. Most reports give Google a US search- queries share of around 64 percent. Yahoo runs a distant and receding second, at around 21 percent. MSN/Live, Microsoft’s search engine, is doing quite well at 8 percent. There is not much room left for anyone else, and since MSN abandoned its recent attempt to acquire Yahoo’s search business, the future of Google’s competitors is rather uncertain
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