Virtually every positioner at signing a contract with clients informs that the results reports will be based on Google search. This is due to the size of the market that the company has “taken over”. According to research from November 2017, it is 92% in the world. This leads to a situation in which dealing with the rest of the market is unprofitable.
Search engines consist of modules containing programs responsible for downloading documents from the network (Bot), an indexer and search interfaces. Additional complementary elements are anti-spam bots or file conversing programs. Currently, the software is very extensive, run in many stages on a large number of computers. This is due to the huge network resources , and securing the service availability in the event of failure of several of them.
Search engines are divided because of the way they work. They can be based on the analysis of the content of the website, network topology or quite an interesting, but rather not very forward-looking auction system. Starting from the latter, this is based on the fact that the customer pays for each click on the link by the user , and his position is determined on the basis of the auction. A system very similar to inorganic results on Google, Adwords ads. It is supposed to promote only valuable content due to the fact that nobody would pay for placing pages with false content or harmful ones. The creators, however, have forgotten that, for example, such Wikipedia is a non-profit party and would not pay for such auctions, which would place its place somewhere at the far end.
The second method is based on “promoting” pages to which many valuable links from other websites lead. This resulted in the aforementioned farm links and link exchange systems. However, this method is effectively closed. Improper use of this type of treatments may lead to the banning of the site, while placing links in directories or websites with a lot of confidence definitely helps to raise positions. Sorting pages based on content analysis is based on the fact that after entering the phrase in question in the search box, we will get results containing content similar to our query. In the case of Google, there is a situation in which the number of valuable links and content have a huge role.
Despite the global domination of the giant from the USA, there are local markets with a large number of inhabitants, where other search engines take the dominant role eg in Russia. YANDEX RU has 51.28% popularity and the said rival 44.69%. Of course, the most popular country with a completely different result is China, where Baidu dominates with 80.64% popularity.
So what about the positioning of websites for such browsers as Bing or Yahoo! ? It should be remembered that they are largely based on Google, which means that most of the methods used in this browser should work and in the case of those with less popularity. The main reason to use some of the search engines may be their anonymity. Not downloading a lot of data results, inter alia, in the lack of displaying intrusive dedicated ads.
Not so long ago, the PageRank algorithm was an important factor influencing the position of websites . His assumption was simple, it was about promoting websites to which many other websites referred. If there were many references to an internet portal, it meant that the content on it was of high quality. In addition, if the redirect links also had a high ranking, the value of such redirections was significantly higher. The algorithm in recent years has been less and less frequently updated in 2016 to finally remove the GooglePageRank tool from the search engine. However, this does not mean that it has been removed from Google systems. Employees themselves issued statements in which they informed that he was still active.
Currently, the most is talked about the TrustRank mechanism . This time it is not a proprietary solution and borrowed from another Yahoo! It’s about Google determining trust in a given page. If a website is updated frequently, it has high-quality unique content and exists for many years to have a high TR. Getting a website’s trust is a task that a good webmaster can achieve. An important factor is to obtain links with a higher level of trust, for example from government sites that are very much trusted.
Geolocation plays a big role in checking the results . In short, it depends on matching the results to the country of the person who is writing the query. In this way, people using Google in the US and Italy for the same phrase will get different results. At this time, it is worth mentioning a phenomenon called GoogleDance abbreviated as GD. It consists in showing different search results for the same keywords at the same time. This is due to the operation of Data Center places around the world in which data about search results are stored. They are updated at different times and are selected based on the load at a given moment. Not so long ago it was a periodic phenomenon awaited by webmasters, today it takes place every day.