The 1st thing you need to know is that there are 4 functions of a search engine:
1) crawling, spidering, 2) building an index, 3) calculating relevancy and ranking, 4) serving results.
Crawling and Indexing functions
You need to think of the web as like a big city subway system full of stops. Search engines crawl through the system using the best path available which is LINKS. These links bind together all pages in existence on the internet. The search engines use automated programs called "crawlers" or "spiders" to reach all of the pages. As they search, when the pages are found the programs job is to parse the code from the pages and store selected pages in massive hard drives to be recalled later when queried. To get this done search engines built massive data centers all over the world.
Calculating relevancy and ranking then serving results
When you go online and search for something a search engine has 2 jobs to do:
1) return only results that are relevant and useful to your search
2) rank in order of perceived value to your search
This where an SEO campaign comes into play. The point of an SEO campaign is to use keywords and links that will influence how a search engines will rank your site when a search is done.
With that you can begin to see that your SEO campaign must always keep in mind 2 things,
1) your search engine optimization methods must be useful to its user, meaning that your keyword phrases need to be in the format that the user will use in their searches. Spiders and Crawlers only read html format.
2) you are dealing with 2 types of users humans and automated software.
There are some factors that bing, yahoo, and google say will affect your SEO efforts affecting your ranking they are:
YAHOO:
number of sites linking to yours
your content on your pages
updates made to indicies
testing of new products
discovery of additional sites
changes to the search algorithm
BING:
in your visible page use keywords that your users would use in their search
keep your pages to a reasonable size around 150 kb in html format without a picture
1 topic per page
make sure your page is accessible by at least 1 static link
don't put text inside of any images that you want indexed the reason is because spiders and crawlers can't see anything thats not html format
GOOGLE:
no cloaked pages, which will also get you severely penalized
again like bing make sure that your pages are accessible by at least 1 static link
post useful content
make sure your
keep your links below 100
The limitations of search engine technology
1) search engines can't fill out online forms and because they can't every thing behind these forms remains hidden
2) poor link structures can lead to spiders not being able to crawl your entire site leaving your site minimally searched and this can lead to your pages being deemed unimportant
3) pages that use flash, frames, java applets, plug-in content , audio and video files has content that the search engines can't access
4) text not in html in the parse-able code is invisible to search engines
5) content to search matching: text not written in the format that the users will use will affect search results. You must perform a search to find the keyword phrase people are using when they search.
Building the right SEO campaign is vital to online success, some tools I suggest to help you are listed on my keywords tool list
KEYWORD NINJA : will help you build a keyword list that is accurate to what your users use when they perform a search.
BOOKMARKING DEMON: will help you find high ranking sites to link to.
SEO PROFESSOR: will help you find high ranking sites to link to as well as help you optimize your on-page and off-page factors.
And as always don't forget to get your free copy of "The secret lives of internet marketers revealed"
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