Browsers have a section on the search results page where the content is based on the indexes that search engine creates. It picks the content most relevant to the search query. Organic page rank is ruled by an algorithm.
Companies like Google and Bing keep their algorithms under a highly guarded lock and key. Each search engine guides users to sites indexed by the search engines in similar, but different ways.
There are 3 main sections of a website any search engine algorithm checks. The sections are “text components”, “link components”, and the “popularity component.” Naturally a site with good ranks in all categories will be higher on the list.
The text component algorithms search for special keywords located throughout the page, folders, and images. The title tag and body text are the most important keyword location.
Keywords can be located in these places in order of importance.
- Title tag
- Body text that is visible
- Meta tags
- Anchor text
- Images and Document files
You want to write content that is relevant to a human user. Having the best keywords and backlinks is useless if the content is garbage. Making a site easy to find, navigate or crawl through is one part of the puzzle. The other is making sure you deliver what the user wants.
You want to make sure that your keywords are located somewhere in the visible body of text. Google, Bing and Yahoo! all place different emphasis on these categories of text components.
There are certain navigation practices that make a spiders job of web weaving harder. Link components are ranked by how easily the site lets the search spiders crawl from page to page. The spiders use links on the pages to access other pages in the site more easily. If the spiders can’t access the pages easy, it makes the rank go down. Image maps
- Bad html coding
- Any page that’s uses a database ( Joomla, Drupal, php, CGI-Bin, etc.)
Popularity is the third component that the algorithm factors in its ranking system. When a site back links to you, their sites quality is measured to determine if it’s a legitimate source. The more popular the site that back links you, the better the result.
Search engines measure end user involvement and these factors play a role in popularity.
- How often a user link clicks
- How often a user stays on the page
- How often users return to the site
Home pages are the most heavily weighted in importance and are usually the page listed in the organic search. This is mostly because the home page is linked back to more than any other page in your site.