Digital Marketing: How Search Engines Work

Before we get into the details of improving your visibility in search results in ecommerce marketing services, let’s take a moment to discuss how search engines work. One of the best places to learn more about these is to look at how the most popular in the world works: Google. Here’s an overview of key search engine terminology and how they apply to your search.

  1. Crawl

Search engines use software called “crawlers” to find web pages. These bots read pages and follow links to find new pages. They go from link to link and store data on these web pages on Google’s servers. Whether they are pages on your firm’s website, a legal blog, or other online profiles, they must be properly crawled for these pages to appear in search engine results. Learn how to increase ecommerce sales here.

  1. Indexing

Search engines then create an index of all the pages they crawl. A search index is similar to a traditional index that you might find in a book. However, search engine indexes are much more complex and contain more information than traditional indexes. When users query Google, the search engine uses its index to return results. If your pages aren’t indexed properly, they won’t appear in search results pages. If so, you can check Google for solutions. Nevertheless, consulting a professional is not a bad idea.

  1. Results

If your pages have been properly crawled and indexed, they may appear in Google’s search results. But being eligible to appear in these results and appearing in them are two very different things. Search engines use many factors to decide which pages should be sent to satisfy a user’s query.

These factors can be divided into 2 general categories:

On-page factors: ranking signals that your pages send to search engines.

Off-page factors: ranking signals that the rest of the web sends to search engines.

When we seek to “optimize” a website for search engines, we deal with issues that fall into one of these categories.

How To Optimize A Lawyer’s Website For Search Engines?

On-page ranking factors

On-page factors include all the actions you can take on your website’s pages to help search engines understand their topic. Some of the most important on-page factors include:

URL and site architecture: these should make your site’s purpose seem logical,

Title tags: they should indicate the subject of the related pages while keeping a short description (65 characters or less),

Content of the body of the text: it must present useful and relevant information on the subject discussed,

Internal linking structure: Ideally, related topics should link to each other, which can help search engines and users navigate to the most relevant information for certain topics on your site.

Page load speed: Ensure users don’t wait while loading your website. Waiting encourages users to leave your site, which tells Google that people aren’t interested.

On-page optimizations are necessary, but not always sufficient, to appear high in search engine results. This is especially true for more competitive search queries. This is where Off-Page Ranking Factors come into play.

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