Before any marketing campaign, it is necessary to understand the landscape first and then devise a strategy according to that.
If that comes across as a common sense, then why don’t we do the same for search engine marketing? I wonder how many self proclaimed SEO companies actually understand the science behind search engines. SEO, acronym for search engine marketing, is not only about Meta tags, keyword targeting or keyword density. True search engine marketers need to understand the anatomy of various kinds of search engines and the search process.
Most SERPs (search engine result pages) present information from various sources like
1) Crawler based search engines
2) Search engine advertising
3) Human edited search engines, also known as web directories
4) Speciality or topical engines also known as vertical search engines
While most SERPs present hybrid information with data collected from more than one source. But search engines are classified according to the main source used. For example, Google is crawler based search engine. Yahoo directory or Dmoz falls in web directory category.
Now delving more into the crawler based search engines, it consists of 3 main components
1) Spiders: Responsible for finding and fetching web pages; a process known as crawling or spidering. Spiders also built a list of words and phrases found on each web page.
2) Indexer: Creates a database of words and phrases and then places web pages into the database.
3) Query Processor: It allows user to run searches for keywords on that database and fetches the most appropriate results from it.
I am sure this simple knowledge about search engines and the search process will go a long way in launching an effective search engine marketing campaign.
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