How Search Engines Decide Your Page Ranking


In this series, we will be looking at what you'll need to know to optimise your website and what tools you’ll need to do so. We’ll be looking at:

  • 3 Useful Features in Google Analytics
  • How Search Engines Decide Your Page Ranking
  • Utilising Keywords
  • 3 Methods To Achieve Backlinks

Today, we will be looking at how search engines work, focusing on how they decide the position of your website in search results. Understanding the basic mechanics of this should put you in good stead when you begin to optimise your own website.

 

Spiders

Search engines send out ‘spiders’ that crawl the internet to collect data on websites. The collected data influences your websites’ position in search results – if you have relevant information on your website (and if it is well optimised), then you will feature more prominently in search results. Spiders also follow links from other websites to yours (back-links) which also influences your position in search results. For example, if a popular and trusted website links to your website, your website will feature more prominently in relevant search results.

User Behaviour

Once a user finds your website via a search engine, their behaviour on your website will be monitored to determine whether your website is relevant to the searched term. This is how search engines verify the work done by their spiders.

Positive User Behaviour

Positive user behaviour on your website will influence your position in the search results for relevant searched terms. Positive user behaviour can include; staying on the web page for a prolonged period of time, completing actions on the web page (clicking videos, links, commenting, sharing the post, etc.) and clicking through the site to other web pages within the site

When a user acts positively on the site, this will have a positive effect on your websites page ranking, and will improve your position on search results.

Negative User Behaviour

Negative user behaviour on your website will have a negative influence on your position in search results. When a user ‘bounces’ from your site (this is when a user clicks onto your webpage then quickly exits the webpage), it tells the search engine that the webpage does not include the information that they have searched for. This can decrease your websites position on search engines.