In SEO, an algorithm is used to determine the ranking of a website by search engines on the various parameters set by the
search engine marketing expert. The algorithm of a search engine determines the actual result returned for a keyword query which consists of the links to relevant web pages with a small textual detail.
The most popular search algorithm is PageRank from Google. PageRank measures the relative importance of a webpage based on the reciprocal linking established for that website. In simpler terms it is a “voting” system to determine the importance and hence the rank of a website.
Although, different search engines use different search algorithms (which is a well-guarded secret for spam prevention), there are certain common parameters for all search engines. These are:
Relevancy of information
The relevancy of the keywords in context with the webpage is checked by all search engines. The algorithm will check whether the keywords used by the
Search Engine marketing consulting service for that website, are with a contextual reference or not. Websites with keywords in the title or at the beginning of the content will rank better. Also, a relevant frequency of occurrence of keywords makes the algorithm to rank the page better.
Individual algorithm factors
Every search engine has a unique algorithm and the individual factors of these algorithms give different results for the same set of keywords when searched. Although, every search engine indexes pages regularly, the result searched may differ because of the number of pages indexed and the frequency of indexing.
Off-page factors
The external factors such as the number of actual visitors and users, external linking, and references also a part of search algorithm used by different search engines. Although, it is difficult for
SEM consulting professionals to manage the off-page factors, a proper planning in the whole SEO process for that website may give good result in page ranking.
