The web search engine provides fresh data to Web and the retrieval of this data is a combination activity of the spider (or crawler or robot), the search engine database, and the search algorithm. All these three elements makes the retrieval of the word or phrase that is used by a surfer or a user in search engine’s user interface.
Ranking plays a major part in search engine optimization. There are several factors that affects ranking. Keep in mind, however, that different search engines use different ranking criteria, so the importance each of these elements plays will vary. Crawler-based search engines go about determining relevancy, when confronted with hundreds of millions of web pages to sort through. They follow the search engine’s algorithm. However, all major search engines follow the general rules below.
Lets discuss the factors that affect search engine ranking.
Content: Content plays a vital role in keyword ranking and is also termed ass the king of World Wide Web. In order to attain higher search engine rankings, the content on your website should be descriptive, informative, fresh and original.
Location: One of the the main rules in a search engine ranking algorithm involves the location. Location doesn’t refer here to the location (as in the URL) of a web page. Instead,it refers to the location of key words and phrases on a web page. So, for example, if a user searches for “flowers,” some search engines will rank the results according to where on the page the word “flowers” appears. Obviously, the higher the word appears on the page, the higher the rank might be. So a web site that contains the word “flowers” in the title tag will likely appear higher than a web site that is about flowers but does not contain the word in the title tag. What this means is that a web site that’s not designed with SEO in mind will likely not rank where you would expect it to rank. The site www.flowers.com is a good example of this. In a Google search, it appears ranked fifth rather than first, potentially because it does not contain the key word in the title tag.
Frequency: Frequency is the other major factor in search engine optimization and how content relevancy is determined. The frequency with which the search term appears on the page may also affect how a page is ranked in search results. So, for example, on a page about flowers, one that uses the word five times might be ranked higher than one that uses the word only two or three times. When word frequency became a factor, some web site designers began using hidden words hundreds of times on pages, trying to artificially boost their page rankings. Most search engines now recognize this as keyword spamming and ignore or even refuse to list pages that use this technique.
Links: One of the more recent ranking factors is the type and number of links on a web page. Make sure to have a number of quality links to your website as links that come into the site, links that lead out of the site, and links within the site are all taken into consideration. Valued links always help a website to rank higher. Again number of links doesn’t matter; links should be genuine and come from a quality website. More accurately, the number of relevant links coming into your page, versus the number of relevant links within the page, versus the number of relevant links leading off the page will have a bearing on the rank that your page gets in the search results.
Click-throughs: One last element that might determine how your site ranks against others in a search is the number of click-throughs your site has versus click-throughs for other pages that are shown in page rankings. Because the search engine cannot monitor site traffic for every site on the Web, some monitor the number of clicks each search result receives. The rankings may then be repositioned in a future search, based on this interaction with the users.