Basics of Search Engines and Algorithms
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Web Trainings Academy presents the Part 1 of the SEO Training Series. Learn about the concepts of Search Engines, Architecture, Serp and Search Algorithm Updates. Presented by Mohammed Azharuddin
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Basics of Search Engines and Algorithms
- 1. Search Engine Optimization How Search Engine Works ? Presented by Mohammed Azharuddin
- 2. Contact Info • Facebook: Md Azharuddin Barkati • Twitter : mdazhar01 • Gmail : azhar.itguy@gmail.com
- 3. History of Search • 1990 – Archi Query Form – FTP based file search engine • Feb 1993 – Excite.com – General word relation based search • Oct 1993 – AliWeb – Manual submission engine • Jan 1994 – Altavista – First natural language search engine
- 4. • Jan 1996 – Backrup – Started by Larry Page and Segrey Brin • Sep 15 1997 – Google.com – First search engine with Page Rank Technology • 1997 – Yandex.com – Russian based search engine • 1998 – MSN Search – Microsoft Rival to Google
- 5. • 2000 – Baidu.com – Chinese based search engine • 2008 – duckduckgo.com – Non tracking search engine • 2009 – Bing.com – Microsoft Rival to Google • 2010 – Blekko.com – Spam and Virus free search http://www.searchenginehistory.com/ http://www.google.co.in/about/company/history/ http://www.wordstream.com/articles/internet-search-engines-history
- 7. Search Engine Architecture • Every search engine is based on following –Crawling –Indexing –Algorithms –Results –Fight Spam
- 9. Search Engine Architecture Crawler Store Indexer 100 Million GB indexes indexes Search Interface Algorithms (Programs) trash trash trash Sorted based on Content / Factors WWW 60 Trillion Pages Or 60 Lakh CroreLive Google Example
- 10. Algorithms • Programs and Formulas to get relevant results – Page Rank – Spelling Check – Synonym check – Auto complete – Query Understanding – Safe Search – User Context
- 11. Page Rank Algorithm • Google's first algorithms, which looks at links between pages to determine their relevance. • PR is a number generated for each page available in Google Index • PR Toolbar Range – NA to 10 (Best Rank) : This is based on Log Scale of 0 – 10 • Real Page rank is calculated based on number of pages in index, which can be 0.15 to Trillions
- 12. Toolbar Vs. Real PR Toolbar Real PR 0 0 - 10 1 100 - 1,000 2 1,000 – 10,000 3 10,000 – 100000 4 100000 – 1000000 5 1000000 - 10000000 http://www.webworkshop.net/pagerank_calculator.php3
- 13. PR Formula Updated Formula Old Formula D = Damping Factor ; PR(N) = PR of Linking Site ; L(N) : No of Outbound Links
- 15. Fighting Spam • Spam refers to websites which uses un ethical practices for Search Rankings • To fight the spam Google release updates frequently called as “Algorithm Updates” • Google changes its search algorithm around 500 – 600 times every year. • Some of them are major and few are minor updates
- 16. Major Updates
- 18. • Panda Update - February 23, 2011 – This algorithm target the sites with thin content, content farms, duplicate content, sites with high ad-to-content ratios, and a number of other quality issues. – Affected 12% queries on launch – Recent update : Panda 4 – May 19 2013
- 20. • Penguin Update – April 24, 2012 – This algorithm target the sites which over optimize the websites, uses excessive links. – Affected 3% queries on launch – Recent update : Pengiun 2.1 – Oct 4 2014
- 22. Humming Bird Update – August 2013 • This algorithm understands the context of the query by analyzing the words in query • It can automatically rewrite the query internally based on certain words like “Near”, Vs, How to, Where, Who is …. Etc • Many queries are provided as “ONE BOX ANSWERS” to give the quick answers.
- 23. How it Works ? User Query Query Translator Modified Query Index
- 24. One Box Answers Queries • When is Independence of India • Time in India or Time in Toronto • 1$ to INR • 1Mile to Kms • Banana Vs. Apple • Who is wife of Bill Gates • What is my IP • who invented www • Show me pictures of taj mahal
- 25. Search Engine Results Page (SERP)
- 27. Types of Results Paid Results PPC Ads Comparison Ads Shopping Ads Non Paid Results Organic Web News Results Image Results Local Results Video Results Site Links Schema Data
- 28. Click Through Rate (CTR) • CTR is a measure to understand how many users are clicking on the site from SERP • CTR helps to understand the user response • The top four positions “above the fold” for many desktop users, receive 83% of first page organic clicks. CTR = (No of Clicks/No of Impressions)x100
- 29. 2011
- 30. 2012 CTR Results
- 31. Branded Vs. Un Branded
- 32. Thank you Give us your feedback