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2.3.2 How Google Ranks Pages As discussed earlier, search engines use their own proprietary algorithm to rank web pages to be displayed in the search results page. Search engine companies will never reveal the exact mathematical formula or algorithm that powers their search engine because it is one of their most guarded secrets. This is what Google has said about their ranking algorithm: “Traditional search engines rely heavily on how often a word appears on a Web page. Google uses PageRank to examine the entire link structure of the Web and determine which pages are most important. It then conducts hypertext-matching analysis to determine which pages are relevant to the specific search being conducted. By combining overall importance and query-specific relevance, Google is able to put the most relevant and reliable results first.” As you can see from the previous quote, Google does not place great emphasis on how many times the keyword being searched appears on the web page, just like other traditional search engines, instead it uses its proprietary ranking algorithm PageRank to examine the link structure of the page to determine the relevancy and importance of web pages. The next section will cover PageRank in more detail. 2.3.3 Google PageRank Explained In a research paper published in 1998, Larry Page and Sergey Brin write about how their ranking algorithm takes “advantage of the link structure of the Web to produce a global ‘importance’ ranking of every web page. This ranking, called PageRank, helps search engines and users quickly make sense of the vast heterogeneity of the World Wide Web” [23]. PageRank defines the weight, or level of importance, of a given web page or set of pages. It’s similar to a voting system, but within Google search, it’s based on a large scale voting system where web sites vote for one another. PageRank resulted out of the idea of how academic papers were cited. If an academic paper was cited often, it can be concluded that the paper must be important. In the same way, the more links your website has from relevant and authority pages, the higher the PageRank it will have, and the higher the probability that it will rank higher as well. You “can simply think of every link as being like an academic citation” [23]; for example, a popular site such as 29PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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