Search engines have played an essential role in the success of the world wide web, as if they did not exist it would be almost impossible to view the web site you were interested in. This is why for any company with a web site it has become an essential Online Marketing resource. With millions of websites on the internet and thousands of websites related to almost every search, how does a search engine like Google calculate the relevance of a web site and its Search Engine Placement on the results page?

First let’s focus on how people use Google; people enter in words that they see as being vital to the description of what they are looking for, these words swiftly became known as keywords. These keywords form the basis of how Google decides the relevance of a web site and its Search Engine Placement.

Google employs a very complex algorithm to calculate the relevance and Search Engine Placement of websites, and only Google knows exactly how it works. Although over time a Search Engine Optimization Company or two have experimented to find out which factors make a difference to the Search Engine Placement of a web site. You could ask why a Search Engine Optimization Company would use their time researching this. Well, businesses will pay good money to get their web site on the front page of Google, as it can be an necessary part of any clever Online Marketing plan. The factors that search engine optimisation businesses have identified will be detailed in this article.

Google first looks at the amount of times a keyword features on a webpage and then goes into more detail to calculate the Search Engine Placement of a web site, by assigning a weighting factor, to where the keywords are placed on the webpage. The highest weighting is allocated if the keyword features in the web address of the web site, next highest is the file name of the web page and then the title of the web page.

Google then looks at details that are within the HTML code that is normally not noticed by a viewer of a web site, this is known as the “header” of the code. This contains a list of words that the web designer thinks are the most beneficial keywords on the web page. Although this has not much to do with calculating the Search Engine Placement, it does make the search engine’s job easier, and helps to calculate the relevance of the web page. Also, within the “header” is a brief description of the web page contents, and if a keyword appears in this it is allocated the next highest weighting. Next, Google considers the text placed within the webpage. The next highest weighting is allocated to keywords placed in the H1 Header, then the H2 header. Next on the weighting scale, are keywords that are typed in bold text, and they are often used to highlight important information. The next lowest weighting is awarded to keywords included in the normal text on the web page. Google then returns into the code and considers the file names of pictures and “alt” text that has been written about them. If keywords are included within them the lowest weighting is allocated to them. This is how the majority of search engines calculate Search Engine Placement, but Google goes a step further and looks at how many links point to a web page.

Google processes this information to calculate the Search Engine Placement of a webpage based on the number of times a keyword is featured, where it is featured and also factors in how many links are pointing to the pages. Basically, the more links and keywords in positions of great weighting, the higher the Search Engine Placement.

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