8.3 Google’s Search Engines

Introduction to Google’s Search Engines

It is helpful to have a better understanding of how search engines work to find and sort relevant content. According to Google, this process happens automatically as web pages are added, but there are definitely key strategies that make it easier for Googlebot to access and correctly index content (Google Search Central, n.d.b; Google Search Central n.d.c). Since Google is by far the most dominant search engine, capturing 90% of all searches worldwide (Broadband Search, 2023), we’ll focus on its process, which involves three basic steps (Google Search Central, n.d.a):

1. Crawling. Googlebot is programmed to constantly send out “spiders” that locate new and updated web pages so they can be added to the list. These spiders “fetch” pages by following the links on existing pages and then following the links on those new pages and so forth, which adds to billions of web pages that have been identified.
2. Indexing. As the name implies, this is the process of discerning what a particular page is about so the page can be accessed later on in response to a relevant query. This includes the content on the page that is visible to users—the titles, subheadings, and other written content. It also includes meta descriptions, content tags, and alt descriptions that can be used to label videos and pictures.
3. Providing search results. This is where ranking comes into play. When a person does a Google search, Google tries to match the keywords from the search to the pages it has indexed in order to find the content that is the most relevant. The more relevant and high quality the content, the higher it will rank on the search engine results page.

What is Search Engine Optimization (SEO)?

Search engine optimization is the process of getting your webpages and content to rank higher in non-paid (also known as “organic”) search engine results so that you increase the quality and quantity of traffic to your website or content.

Please note that the goal of SEO is not simply to optimize for the search engines, but rather to structure your content so that target audiences can easily find content that provides the answers they seek. Understanding what people are searching for online, the kinds of words or terminology they are using, and the types of content they want to consume are critical in any search engine optimization strategy. When done correctly, SEO allows marketers to better reach and connect with people searching for the products and services their organization offers.

From your customer personas, you should know what your target audience wants and is interested in. SEO simply helps marketers structure their content so that search engines can find, understand, and index it and ultimately, deliver it when a target customer is looking for it.

Creating Keywords

At its core, SEO is about identifying the keywords that the target audience will use when they search for information and then using those keywords throughout your web content so that the page is properly indexed and ranks high on the Search Engine Results Page (SERP) for queries that use those keywords. As we’ve already mentioned, this is largely about understanding your audience—their needs, values, priorities, and potential obstacles—so that you can provide meaningful content that will engage their interest.

You’ll learn more this topic in Content Strategy & Website Design Interface in Chapter 11.

Attribution & References

Except where otherwise noted, this page is adapted from Branding, Content Strategy, and SEO In Writing for Digital Media by Cara Miller, CC BY 4.0

• What is SEO? is adapted 2.3 Search Engine Optimization In Foundations in Digital Marketing by Rochelle Grayson, CC BY 4.0

References

Broadband Search. (2023). 27 mind-blowing statistics about Google.” Broadbandsearch.net. https://www.broadbandsearch.net/blog/google-statistics-facts

Google Search Central. (n.d.a). In-depth guide to how Google search works. Google for Developers. https://developers.google.com/search/docs/fundamentals/how-search-works

Google Search Central. (n.d.b). Search Engine Optimization (SEO) starter guide. Google for Developers. https://developers.google.com/search/docs/fundamentals/seo-starter-guide#:~:text=SEO%20%2D%20Search%20engine%20optimization%3A%20the,our%20presence%20on%20the%20web

Google Search Central. (n.d.c). What Is Googlebot. Google for Developers. https://developers.google.com/search/docs/crawling-indexing/googlebot