In today's ever-changing digital world, search engines play a crucial role in helping users quickly access the information they need. Google , Bing , Yahoo , and other major players are tasked with crawling all the web pages found on the Internet, with the goal of providing relevant , high-quality results in response to user queries .
But do you know how these search engines actually work?
This chapter aims to shed light on how search engines really work , in addition to debunking some misconceptions about this complex process. By better understanding the whys and wherefores of indexing and ranking, you'll be better prepared to optimize your website.
Looking for SEO best practices style ="font-weight: 400;" data-mce-style="font-weight: 400;">? Let's dive into this section together to discover how to master the inner workings of search engines and thus strengthen your position in this vast digital ocean.
In addition to a more effective online presence, you will gain visibility more quickly while attracting high-quality organic traffic !
How search engines work: 3 key phases
Search engines, such as Google , Bing and Yahoo , are tasked with indexing the billions of pages on the web at every moment in order to provide the most relevant results in response to user queries. To achieve this, three essential phases are put forward: exploration , indexing and ranking .
1. Exploration
During this first stage of the process, search engines deploy robots (better known as " spiders " or "crawlers") that travel the web in order to discover new content or to update themselves based on changes made to existing content. These robots follow the links they encounter, moving from one page to another, from one site to another, collecting and recording all the information as they go. This way of working highlights the existing connections between the various elements present on the web, like a meticulously woven spider's web.
This is one of the reasons why internal linking (relationships between different pages of the same website ) is a fundamental aspect of SEO .
2. Indexing
Once the crawlers have collected the information, it is indexed. This phase of search engine operation involves storing and organizing the collected information, with the aim of preserving it in a huge database.
In summary, thanks to this step, when a user makes a query on the Internet, the search engine consults the index thus created in order to always offer the most relevant web pages possible.
3. Classification
When a query is submitted, the search engine immediately ranks the pages in its index to display those that most closely match what the user is requesting. This ranking process is determined by search engine algorithms , based on hundreds of different factors.
With these three steps, you now know a little more about how crawlers browse the web with the mission of collecting as much information as possible and storing it in a huge database. Then, through this indexing, search engines then launch into the crucial ranking phase, where web pages are then evaluated and sorted based on their relevance and the value they have in relation to the user's query.
The Importance of Search Engine Algorithms
Search engine algorithms play a crucial role in the web page ranking process. They determine which sites appear first in search results based on their relevance and quality.
In order to work well, these algorithms take into account a variety of different elements. Among the main ranking factors identified by Google , here are the most important:
- Content Quality : Is the website text and content informative, unique, and relevant to the search query?
- Site Performance style="font-weight: 400;" data-mce-style="font-weight: 400;"> : Is it fast to load, secure (HTTPS), and mobile-friendly ?
- Inbound links ( backlinks ): What is the quantity and quality of external links pointing to the site?
- User experience : Is the website easy to navigate? Is it secure for visitors? Is the mobile experience engaging for the user?
- Social Signals : Does the site have an active social media presence?
- Keyword Usage : Are the chosen keywords used appropriately in the content, titles, URLs, and meta descriptions?
- Location : Are the results relevant to the geographic location of the searcher?
- Semantic Search : Are the context and intent behind the search query well understood?
- Algorithm Updates : Does the website reflect the most recent Google algorithm updates?
- Data structure : Is the data structured in a way that helps search engines understand its content?
In short, to determine which web pages deserve to appear at the top of search results , search engine's powerful algorithms take into account a multitude of factors.
By understanding the basics of these operating mechanisms, you will have a good head start in effectively optimizing your website in terms of SEO . By aligning your content, structure and keyword strategies with the criteria of the algorithms, you will be able to increase your online visibility, attract a qualified audience and improve your positioning on the SERP.
Keyword research: a pillar of SEO
Keyword research is a fundamental aspect of SEO . Choosing the right words plays a vital role in effectively connecting your content style="font-weight: 400;" data-mce-style="font-weight: 400;"> with your target audience. In addition to a thorough understanding of your target audience, effective keyword research also requires a flexible approach to adapt to market changes, as well as the judicious use of appropriate tools.
Definition of the keyword
In the context of SEO , the keyword refers to the term entered by Internet users in a search engine when they wish to use the Internet to obtain information, products, services or simply the answer to a question.
Keywords are the backbone of an effective SEO strategy because they help connect your content with your target audience. In other words, a good selection of keywords will help match what you offer with what people are actually searching for.
Debunking Common Misconceptions About Keywords
Since keyword research is such a crucial step in SEO, it's worth taking the time to debunk some common misconceptions about keyword usage. Avoiding these mistakes will naturally lead you toward better SEO strategies .
- First of all, while you might think that keyword research is simply about choosing the most popular words to incorporate into your content, the reality is that you need to take your strategy much further to achieve the best results. In fact, the most important thing is to consider the relevance of each of these keyword queries to your business and goals. Therefore, good keyword research requires a thorough understanding of your target audience, their needs, and their search behavior.
- Along the same lines, another popular belief is that you should only focus on high -volume keywords. While popular queries are obviously important, it's also worth considering long-tail keywords. The advantage of these keywords, which are more specific and targeted, is that they can generate more qualified and less competitive traffic.
- It's a common misconception that keyword research is a one-time, static process. In reality, it's an evolving process that's constantly changing. Search trends evolve, new keywords emerge, and competition fluctuates. Therefore, it's important to regularly track your keyword performance and adjust it as the market changes.
- Another common mistake is thinking that one research tool is enough. In reality, comprehensive keyword research isn't limited to using just one tool. Instead, it's recommended to base your decision on the principle that various keyword research tools , such as Google Keyword Planner , SEMrush , and Google Search Console , will always be more powerful when used together. Combining their strengths allows you to obtain more comprehensive data on relevant keywords, competition, and several details regarding your site's performance.
9 Simple Steps to Good Keyword Research
To help you establish a keyword strategy that will be as effective as possible, depending on your situation, here is a summary of nine steps to follow!
Understanding your target audience: a priority step
The very first step in keyword research is understanding your target audience . This initial thought will help you achieve effective rankings tailored to your situation.
- Who are the people representing your target audience?
- What are their needs?
- What terms are they likely to use when searching for products or services similar to those you offer?
By understanding their habits and real needs, you will be able to generate a list of relevant initial keywords that can optimize your results.
Identify relevant keywords
Once you have your initial list, the next step is to refine it by identifying the most relevant keywords . A good strategy for this is to use keyword research tools such as Google Keyword Planner , SEMrush , Ahrefs , or Ubersuggest . These tools can help you discover new keywords, gain insights into search volume and competition for each query, and discover keyword variations or related phrases.
For example, in our internal keyword research process, we typically use SEMrush , in combination with Google Ads Keyword Planner style="font-weight: 400;" data-mce-style="font-weight: 400;"> and Google Search Console for an integrated approach.
SEMrush is indeed a good example of a versatile tool for identifying new keywords, tracking their rankings, examining our competitors' strategy and analyzing website traffic.
Google Ads ' Keyword Planner, on the other hand, helps us understand the popularity and competitiveness of a keyword, providing us with valuable information on search volume, click predictions, as well as the competition for a specific keyword. It also helps us discover new keywords by offering suggestions based on desired search terms.
As for Google Search Console , it allows us to obtain valuable information about the performance of our site in Google search results. It provides information on the search queries that lead users to our site, the pages that rank best, in addition to indicating how our site is positioned for certain specific keywords.
Used together, these three tools provide comprehensive data that allows us to effectively optimize our keyword strategy, while maximizing visibility in search results. In this way, we are then able to create a strategy with relevant keywords , meeting both the expectations of our users and the requirements of search engines.
Analyze the competition
There's certainly nothing wrong with constructively analyzing the strategies your competitors seem to be using in business . The goal is simply to take advantage of all the information at your disposal to effectively meet the needs of your target audience.
In this sense, analyzing your competitors' keywords can certainly inspire you by giving you some ideas that you can then use for your own content strategy. What keywords do they use in their titles, meta descriptions, and throughout their texts? Which of these seem to generate the most traffic?
This is a great opportunity to identify keyword opportunities you might have missed and incorporate them into your overall strategy.
Choosing keywords
After identifying all potential keywords, the next step is to choose the best keywords . This selection should be based on their relevance, search volume, and competition.
High-volume, low-competition keywords are ideal, but they can be difficult to find. Therefore, it's important to balance these factors based on your goals and your ability to produce high-quality content that can rank for each of these keyword queries.
Organize keywords
Once you've chosen the right keywords, it's important to organize them so you can use them effectively in your SEO strategy. To do this, you can group them based on their relevance or their search intent (e.g., informational search keywords, navigational search keywords, or transactional search keywords).
Track keyword performance
For an effective SEO strategy , it is also essential to track the performance of your keywords to understand which ones generate the most traffic to your website and lead to conversions.
Keyword tracking tools can be a great help in this task . They allow you to monitor several performance factors at once:
- keyword ranking;
- traffic volume;
- conversion rate of each keyword.
Knowing this information makes it easier for you to effectively adjust your keyword strategy based on performance and changing web search trends .
Understanding the Long Tail
When we talk about "long tail", we are referring to certain keywords that are more specific , longer and generally less competitive than classic keywords.
These long-tail keywords are often highly relevant because they can generate targeted, quality traffic. For example, instead of using the generic keyword "shoes," you can target a long-tail query like "women's trail running shoes."
Assess competitiveness in the short, medium and long term
Evaluating the competitiveness of your chosen keywords, whether based on popularity or competition, is another important step in keyword research .
Generally speaking, you could say that more popular keywords can be harder to rank for quickly. While less competitive keywords are generally easier to index in the short term, they tend to have lower search volumes. It's important to aim for a good balance and adjust accordingly over time and as needed.
Define a keyword strategy
So here we are at the very last step: defining your keyword strategy ! Of course, a good approach must take into account all of the previously mentioned steps: target audience, competition, use of IT tools, selection of relevant keywords, long tail, and competitiveness.
To give you a more concrete example, your strategy could include a number of short-term keywords for rapid traffic gain, medium-term keywords for sustainable traffic, and some long-term keywords for a more sustainable strategy that will strengthen your positioning in search results.
It is indeed by correctly defining your keyword strategy, and by constantly adjusting it, that you will be able to maximize the impact of your SEO strategy on the organic traffic of your website .
Conclusion
Search engines, with their elaborate crawling, indexing, and ranking processes, are the beating heart of the digital universe. They tirelessly scour the vast ocean of the web to provide the most relevant answers to user queries. At the heart of this quest for relevance is keyword research, which serves as a bridge between user intent and the content offered by websites .
By wisely optimizing keyword selection and usage, content creators can establish a fruitful dialogue with these powerful algorithms and, consequently, with their target audience. In a world where online visibility is essential, understanding and mastering how search engines and keyword research work is the key to standing out in the digital space.
Discover The Ultimate SEO Guide
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