Small businesses that transfer their business onto the internet or create an online presence can prosper from the strategic use of search engines. But to take advantage of this you will have to understand how they work.
As a search engine is automatic, it uses unique software to read and index websites and other links on web pages, placing them in order of relevancy and frequency. The tool they use is called a spider. This enables search engines to crawl through the world wide web (www) looking at metatags and eventually storing them in a vast database.
Within the metatags the spider looks at words that appear frequently throughout the page called keywords, the page title, a brief description of the page, the author as well as emphasised text and other aspects. Metatags can be viewed on any website by clicking onto the ‘view’ icon on the menu bar in Windows and then scrolling down the list to source.
Each search engine’s relevancy methods are different to the next. For example, while some look at the title of your document, some are case sensitive and will give varying results, and others score words higher in their relevancy rating if unique spellings or characteristics are included. So make sure you pay attention to what tags you eventually use.
But beware, it is ill advised to try and repeat a particular word as often as possible in the opening paragraph to obtain a high ranking as it is something most established search engines frown upon.
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