Search Engine Analysis & Keyword Research

A search engine is a web program may be a software that is designed to look for information
on the world Wide Web. It uses the keywords to look for documents that relate to those key
words then puts the end in order of relevance to the subject that was looked for.

HOW SEARCH ENGINES WORK?

Search engines work by crawling many billions of pages using their own web crawlers.
These web crawlers are commonly mentioned as program bots or spiders. A search engine
navigates the web by downloading web pages and following links on these pages to discover
new pages that have been made available.

PROCESS

Crawling is the process or program used by search engines to download pages from the web
for later processing by a search engine that will index the downloaded pages to provide fast
searches. A program or automated script which browses the World Wide Web in a
methodical, automated manner also known as web spiders and web robots. Less used
names- ants, bots and worms.

In other words we can say that, a crawler is a software (an agent) of google whose work is to
crawl (read) all the websites and landing pages. It has been assigned with a task to crawl and
take snapshots of the websites and landing pages. Also, to take the information of that
website or landing page through its html coding. Crawler understands only html coding.
Post collecting the data, crawler hands it over to google for further process i.e. indexing.

Example of crawling: Let’s suppose we are watching a movie in a foreign language which
we don’t speak or understand. In that case, our eyes will only see the visuals and actions of
the actors but will not be able to understand their conversation. Then for our convenience,
we download subtitle in the language we speak and understand. So here, what we learn that
we decode everything in our native language, so that we can understand the content.
Likewise, crawler understands the html only. Therefore it takes the coding part to better
understand the website or the landing page it crawled upon.

Indexing is a set of operations and associated equipment, procedures, algorithms and
documentation by which documentary units are indexed and therefore the resulting records
are stored and displayed in order that selected records (and/or documentary units they
represent) can be retrieved.

Example of Indexing: Let’s assume we enter in a library to read a book named Meluha.
Now to check the availability of the same, we need to ask the librarian. He’ll help us in
searching the same by looking into the blocks made in an alphabetical order. He’ll go into
the M section of the library. Now he’ll search for the category of the book. Suppose it’s a
mythological book. He’ll look into that category and take out the book for us. Here we
learned that the process through which we segregate data in a systematic manner is know as
indexing. So, google uses the same method to store data.

Retrieval is the activity of obtaining information resources relevant to an information
requirement from a set of data resources. An information retrieval process starts when a user
enters a query into the system. Queries are formal statements of information needs. User
queries are matched against the database information. Depending on the application the data
objects may be, for example, text documents, images, audio, mind maps or videos. Most IR
systems compute a numeric score on how well each object in the database matches the
query, and rank the objects according to this value. The top ranked objects are then shown to
the user.

In other words, when a user search anything on a search engine using a keyword, the crawler
will check the database according to the relevancy of that keyword and show all the results
to the user.

Ranking Page Rank may be a system for ranking sites that Google’s founders Larry Page
and Sergey Brin developed at Stanford University. And what it’s important to know is that
Page Rank is all about links. The higher the Page Rank of a link, the more authoritative it is.
Page rank is important because it’s one of the factors a search engine like Google takes into
account when it decides which results to show at the top of its search engine listings – where
they will be easily seen. (In fact Page Rank is a Google trade mark – but other search
engines use similar techniques.)

Google always works on the relevancy of the keyword and shows the ranking accordingly.
Google uses its algorithms to check the relevancy of the keyword before giving the end
result to the user. The more content (information) you put in your website, the better
analysis will be done by google and it will help in the ranking of the same.

Businesses make products, services and information in order to sell it to the potential user.
User search his query on a search engine. Google retrieve the information according to the
keyword searched and show the available results to the user. According to a research by
Marketo, among the shown results, the possibility of clicks on the first result is 65%.
Remaining 35% gets distributed among the rest.

With the help of keyword planner tool, google analyze as which keyword the user is using
and maintains its database accordingly. Also, helps businesses to keep a check on trending
keyword. As per a research, 80% of the keyword which we use are almost the same for the
all the users. 95% of the users use search engines to satisfy their query.

 Businesses finds out those keywords which has maximum search volume related to their
niche. Tools and software used for keyword research are: Keyword planner tool,
Ubersuggest, Quora, Google trends, google suggest etc.
 After finding out the best keyword, we will assimilate the same into our website or landing
page.

FACTORS AFFECTING THE RANKING

 Landing page content i.e. text, image & video.
 Content should be relevant to the chosen keyword. Google will give the relevancy score
accordingly. Also, we have to convert our content into html so that the crawler can
understand our website or landing page.
Google also checks your authority which means how authoritative your website is. It will
check your connection with the authoritative websites. Your authority score will be better if
you are in connection with a renowned website and vice-versa. If you have good authority
but your content on your website is not so appealing or relevant, user bounce rate will
increase and you will loose your authority eventually. Therefore, ranking = relevancy score
+ authority score. Relevancy score can be same but not the popularity or the authority score.

KEYWORD RESEARCH

Keyword consists of two words. Key + Word = Keyword. Key means important. Word
means word. In every sentence, we use important words or keywords. Best communication must include a
keyword. If the important or keyword disappears from the sentence, the communication will
not be considered as complete. Likewise, if you are searching for something on search
engines, you have to put that keyword in your query. So that the exact results can be given
you. You have to write down explicitly what you want to search. Keyword plays a vital role
in the same.
Businesses on the other hand, keeps a check on the keywords their potential users are using.
Then they optimize their content accordingly.

Why do we do keyword research?

Right keyword selection is the foundation of getting started with SEO. You should know
what’s your prospects are searching for. For eg. Ankit is an orthopedic doctor. He wants to
boost his reach with the help of digital marketing techniques. What we will do, we will use
bone doctor as a keyword. Reason being, users do not use industry terms when they search.
Instead they search or something simple and understandable to all.
Our website should be optimized not according to our terminology but according to user’s
point of view.

Benefits of right keyword

 It drives traffic to your website.
 It helps you to understand your customer behavior or concern.
 Keyword plays a vital role in developing content and ideas. Google checks the quality of
your content. How deep and wide information you’re sharing on your website or landing
page.
 It measures the size of your potential online market. KPT (Keyword Planner Tool) gives the
search volume i.e. potential customers.
 Helps in generating new revenues.

Types of queries

Brand related: Whenever a user searches something with brand names in it, it is known as a
brand related query. For eg. “Discounted Adidas shoes”, “Discounted JBL headphones” etc.
Application related: If we are searching for something according to our convenience, it is
called application related query. For eg. “High heel shoes”, “V-neck t-shirts” etc.
Geolocation related : Searching something for a particular area or location is known as
geolocation related query. For eg. “Best gym in Allahabad”, “Biggest malls in Lucknow” etc.
Purchase related: This type of query may include all the queries mentioned above. In other
words, these all are buying behavior based keywords with different variations. For eg.
“Buy phone online”, “buy android phone online”, ” buy android based Samsung phones
online”, “buy android based Samsung phone in Allahabad” etc.
Long tail related: This type of query usually refers to information based. Sometimes purchase
oriented. In other words we can also describe it as a query to seek information about a
particular thing. For eg. “What is SEO”, “Are protein supplements good for body” etc.

How to select the right keyword?

Search volume: It is the soul of the business. There is a saying that “A body without the soul
and keyword without search volume is the same”. It is the number of users behind a
particular keyword. Based on this, businesses optimize their content and approach their
potential users accordingly.
Retrieval data : It tells you the time period in which you will be able to get your keyword
ranked on google.
Competition: It implies buying behavior of the audience. It lets you know whether there are
ads running based on your keyword or not. If an ad is showing on google, it means the
keyword is of conversion behavior.
Relevancy: It refers to how relevant is your keyword with your niche. It shows whether you
have prepared your content according to your chosen keyword or not.
Profitable: It’s a very important to check how profitable a particular keyword is, before
assimilating the same onto your website or landing page.

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