Step 6 - Promotion (Cont.)

How Search Engines Rank Web Pages

So how do search engines determine your ranking? They follow a set of general rules involving the location and frequency of keywords on your Web page. These keywords may appear in your title, meta data, body text or a combination.

• Pages with keywords appearing in the title are given a higher ranking.
• Search engines also check to see if the keywords appear near the top of a Web page, such as in the headline or in the first few paragraphs of text.
• Search engines analyze how often keywords appear in relation to other words in a Web page. Those with a higher frequency are deemed more relevant than other Web pages.
• No two search engines do it exactly the same way, which is one reason why the same search on different search engines produces different results. For example:
  1. Some search engines index more Web pages than others and some index Web pages more often than others.
  2. Some search engines use link popularity as part of its ranking method, since they can tell which of the pages in its index have a lot of links pointing at them.
  3. Some search engines (not all) use meta tags to obtain the information about your site - directories don't use them.
  4. Search engines may also penalize pages or exclude them from their index if they detect search engine spamming.

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