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4 ALGORITHMS What are algorithms and what do they have to do with online marketing? Google gives a definitive answer as to what algorithms are: “You want the answer, not trillions of webpages. Algorithms are computer programs that look for clues to give you back exactly what you want.” (Google InsideSearch “Algorithms”) As the web has widened to include trillions of webpages, there are most likely thousands if not even more pages which have helpful information. But, if there are so many pages, how will we ever find the information we want from those? Nobody will spend time browsing through thousands of pages. For this reason, Larry Page and Sergey Brin started developing computer processes and formulas that make the search easier, algorithms. Google’s algorithms have developed greatly and now they rely on more than 200 unique signals that enable the users to find what they are looking for in the web. For a marketer, it is these signals that are important to know and to understand, or at least part of them as Google does not reveal all the signals to public knowledge. It is these signals, upon which the algorithms define whether the page is shown in first results or not. The signals are for example keywords on websites, the region, and freshness of site content as well as the ranking of the page in internet search. The whole process behind search starts with crawling and indexing pages. For this, Google and other search engines have developed their own robots to crawl the web. These are sometimes also called spiders. Google’s crawling robot is called “googlebot”. These crawling robots go from one page to another and analyze its contents and determine whether it is relevant site or not. 13PDF Image | UNDERSTANDING GOOGLE ALGORITHMS AND SEO IS ESSENTIAL FOR ONLINE MARKETER
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