A web user searching for information in the Internet takes the help of a crawler based search engine. This system instantly sorts through millions of pages and presents those that match the topic. The matching terms are ranked so as to enable websites to be displayed which contains the most relevant matter. It often happens that search engines reveals non relevant pages resulting in web users spending more time on locating the relevant pages. Crawler based search engines determine relevancy of web pages by sorting them through a set of rules known as “algorithms”. In general all search engines follow certain guidelines for ranking the relevancy of web pages.
One of the primary rules in a ranking algorithm is based on the location and frequency of keywords on a web page. Pages with the search terms appearing in the HTML title tag often assume greater relevance than others. Search engines also check to see whether the search keywords appear on top of a web page like in headline or within the description of a text. They presume that any page relevant to the topic would specify those words right at the beginning. Frequency is the other major factor used by search engines to determine the relevancy of web pages. A search engine analyzes how frequently the keywords appear in relation to other words in a web page. Those displaying a higher frequency are often deemed more relevant in comparison to the other web pages.
Some search engines index more web pages and some index web pages more frequently. This results in different search engines having a diverse collection of web pages to index or search through. Such methods invariably produce differences in the ranking status of the web sites in the search results. Search engines do not index all pages of websites when they detect spamming. This is noticeable when a single word appears repeatedly on a web page to increase the frequency of its usage so as to automatically push the web page higher in the listing. Search engines are alert about the spamming techniques and follow the complaints from users. Similarly, the crawler based search engines are aware of web masters who are repeatedly rewriting the web content in order to attain a higher ranking. To avoid such occurrence all search engines take into account “off the page” ranking criteria.
The “off the page” factor can not be easily influenced by web masters. By analyzing the manner in which pages are linked to each other, a search engine determines the relevance of the content in the web page and assesses the importance of that content. In this way the search engine evaluates whether the web page deserves a ranking or not. Additionally, technological inputs are used to remove any efforts put by web masters to artificially build links for enhancing a web page ranking. The “click through measurement” is another “off the page” factor which is used by search engines to rank pages. In this system the search engines take note of the results when a web surfer selects a topic for a particular search. This is followed by dropping any high ranking web page that is not drawing the required amount of clicks. This practice enables promotion of the low ranking pages that is attracting more visitors. These are the technological systems used by search engines to forestall eager web masters from artificially ranking their websites higher.