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What is a Search Engine, and how do they work

Lesson 2 from: SEO Fundamentals: The Ultimate Framework

Cleo Kirkland

What is a Search Engine, and how do they work

Lesson 2 from: SEO Fundamentals: The Ultimate Framework

Cleo Kirkland

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Lesson Info

2. What is a Search Engine, and how do they work

Lessons

Class Trailer

Chapter 1: Introduction

1

Intro- Course Overview

01:28

Chapter 2: SEO 101

2

What is a Search Engine, and how do they work

05:40
3

What Kind of Work do SEO Practitioners Do

02:01
4

Popular Tools for SEO

05:55
5

The Evolution of Google's Algo

03:24
6

Quiz: Chapter 2: SEO 101

Chapter 3: Technical Analysis

7

Analysis Introduction

03:09
8

Reporting your Findings

02:51
9

Checking Google's Index

04:12
10

Checking Google Search Console

04:46
11

Setting up Crawler Tools

04:47
12

Interpreting Crawler Tool Reports

08:14
13

Interpreting Page Speed Tool Reports

03:35
14

Checking Schema Markup

02:57
15

Quiz: Chapter 3: Technical Analysis

Chapter 4: Content Audit

16

Content Audit - Introduction

01:12
17

Basic Keyword Research

03:34
18

How to Determine What Type of Content You Should Create

03:31
19

Qualitative Content Audit

03:25
20

How to Take Your Content Inventory

07:55
21

Reviewing site Architecture

03:54
22

Keyword Optimization

06:29
23

Keyword Gap Analysis

06:18
24

Keyword Opportunity Sizing

06:24
25

Quiz: Chapter 4: Content Audit

Chapter 5: Link Audit

26

Competitive Link Audit

05:24
27

How to Find Short Term Opportunities

07:15
28

How to Check if a Domain Link is High Quality

02:06
29

The -Oops Something Happened- Audit

08:14
30

Quiz: Chapter 5: Link Audit

Chapter 6: Outreach

31

Finding Great Contributors on Fiverr

03:15
32

Finding Great Contributors with Ahrefs

00:48
33

Finding Contact Info using NinjaOutreach

03:42
34

Sending Emails Through NinjaOutreach

05:24
35

Quiz: Chapter 6: Outreach

Chapter 7: Project Management

36

SEO Project Management - Introduction

00:52
37

Wireframing and Product Specs

03:27
38

Reporting on the progress of your work using Asana

05:38
39

A word on Weekly-Monthly Reporting

08:21
40

Reporting Your SEO Impact

04:01
41

Top Tips for Project Managers

07:18
42

Quiz: Chapter 7: Project Management

Final Quiz

43

Final Quiz

Lesson Info

What is a Search Engine, and how do they work

Alright so it's time to get going in this section. We'll cover the basic building blocks of S. C. O. Theory. Starting with what is a search engine and we is gonna do this real quick. So what does the search engine and how do they work? Well, simply put, it's any website software tool or program that allows you to easily search a database of information. Take the classic example, google you as a user, go to google's website entering your keywords and it spits out a list of websites for you to check out. Say you're looking for the best plumbers in Atlanta and you go to google type in those keywords also known as a search query and outcomes. A list of websites on a page known as a search engine results page. Or search. You could also do the same thing with being or ask jeeves or alta vista if you're old enough to remember that one. There's also international examples such as Baidu from china or Yandex from Russia. With all of these examples you put in your search query and they return a l...

ist of websites to check out. But there are other types of search engines. Youtube, for example is the second most widely used search engine in the world and it searches for video clips amazon also acts as a search engine as you can search for product and product reviews and the same thing for facebook and linkedin which allow you to search for user profiles whether you as a user are looking for websites or products or something else. A search engine is just a tool that helps you find what you're looking for. Now it's time to talk about the guts of a search engine. The search algorithm. Search engines has to determine which websites or products or assets to rank first which to rank last and which to not rank at all. And the software that does this job is called a search algorithm. Whether it's being google amazon facebook, every search engine has a different search algorithm and thus will show you a different set of results. Try searching for pharmacies and google versus pharmacies on facebook, you'll get a very different set of results and that's also true if you search for pharmacies in google versus being. Each of these companies have a different algorithm that's at work determining the rank of their results. So what is google's ranking factors. Now for the rest of this lesson we are going to focus specifically on google and the first thing to mention is that Google's algorithm measures many, many, many different things about your website to determine its rank. These things are called ranking factors of course, Google does not publish these factors and they won't tell you how they're weighted or anything like that. But there's been a number of determined marketers who surveyed other S. C. O. S. And got their observations down and the following is how I personally summarize what you'd read if you checked out the sources that I include below Google's ranking factors are split into three different categories. Technical ranking factors. Content ranking factors and link ranking factors. Technical ranking factors are further split between crawl ranking factors or how easy is it for Google to discover your most important you or else index ranking factors or how easy is it for google to understand or parse information of your page and then rank ranking factors which is a combination of engagement related metrics such as bounce rate, click through rate and page speed and the job of doing what's called a technical S C. O work is to remove as many of these roadblocks to rankings as possible. Next there's content ranking factors which are also split up into three different categories as well. First there's relevance, which is how relevant is your content to the user search query next there's uniqueness which is how unique is your content versus everything else that's available out there online. Is this a rehash of something, someone else has already created? Or is this something new and fresh? And then finally, there's death or how well do you cover a topic compared to other websites that cover the same topic? Finally, there's link related ranking factors which is really important because Google was the first link related search engine. So just like content versus relevance is very important. How do the sites linking to your site relate to the keywords you want to rank for or how well do that does the anchor text or the text that is hyperlinked in the link related to the keywords you want to rank for then there's popularity or how many sites are linking to you? You can think of it like this. Every link counts as a vote. So if you have a lot of links you have a lot of votes and finally there's authority or how powerful are the sites that are linking to you and mentioning you now most S C O s including myself will tell you links as a group is the most important ranking factor. But again, you have to remember that each type of keyword you try to rank for has different weighting weighting of ranking factors and how important the links are to you, depends on the competition of your syrup. So in this course we teach a very balanced approach which is try your best to address as many ranking factors as possible in your campaign and do it in the most earnest manner. Now that you have an understanding of what is a search engine, how they rank results and how particularly google's algorithm works. It's time to jump into the next section and talk about the work, which is what s Ceos do on a day to day basis

Class Materials

Bonus Materials with Purchase

SEO Research Spreadsheet