Understanding Search Engines Part 4: Algorithms

In order to determine which pages rank where in their result pages, search engines collect a variety of on page and off page information related to those pages. They then use complex algorithms to assign each page a ranking for a given keyword. When the results page is displayed, pages are put in the order determined by these algorithms.

A major part of SEO is determining what is included in the algorithms of the major search engines and then using this information to formulate an SEO plan. Unfortunately search engines do not publish in depth information relating to their algorithms because they know that black hat SEO services and unethical website owners would manipulate the information to rank highly without providing genuinely beneficial web pages. As such, SEO works on tried and tested assumptions as well as snippets of known information.

SEO is not an exact science but it is known that search engines consider hundreds of different on page and off page factors in their algorithms. On page keyword density and your link profile are among two of the most commonly considered factors in SEO because they are known to be among the most important factors in the search engine's algorithms.

Estimates of the contents of search engine algorithms help professional SEO services to better their SEO performance. While the contents are a closely guarded secret, some information is widely recognised as being true while other snippets can be gathered from benchmarking and testing, as well as from checking patents that relate to the algorithms themselves.