Chapter 2 Search Engine Basics

Question 1

What are the shopping search results?

Answer 1

All of the engines are now offering these a paid search.

Question 2

What is crawling and how does it work?

Answer 2

Search engines “crawl” the web through links by using automated robots called crawlers, or spiders.

Question 3

What 2 factors influence ranking order?

Answer 3

Relevance and importance.

Question 4

What are relevance and importance?

Answer 4

Relevance is the degree to which the content of the document matches the intention of the search query. Importance is measured via citation through backlinks and social media signals etc.

Question 5

What is citation analysis?

Answer 5

Citation analysis refers to determining the weight of these signals.

Question 6

What are algorithms?

Answer 6

Algorithms are mathematical formulas that separate and determine the best results for a search query.

Question 7

What is a semantic map?

Answer 7

A semantic map is created by the search engine by reviewing the data on a web page, and deciding what the semantic theme is.

Question 8

What is semantic connectivity?

Answer 8

It refers to words or phrases that are commonly associated with one another.

Question 9

What factors is an algorithmic based ranking system based on?

Answer 9

Crawling, Indexing, and Ranking.

Question 10

What two factors is seo meant to influence?

Answer 10

Relevance and importance.

Question 11

What content can search engines see on a webpage?

Answer 11

They can see everything that is text based.

Question 12

What is the importance of understanding the layout of a serp?

Answer 12

It allows us the ability to find the opportunity in all of the different aspects of the layout to assist in improving traffic and ultimately conversions — Increase Revenue.

Question 13

What are all of the different parts of a serp, and how can they help us achieve our ultimate goal-increase in revenue?

Answer 13

1. Search query box - offers suggestions based on search volume. Also placing an asterisk before the phrase offers different leading words for the phrase that are commonly searched for.
2. Vertical Navigation - is the name of the navigation bars on the top or the right of the serps. It is referred to as the the vertical navigation because it allows you an opportunity search different verticals. Images shopping videos etc. Vertical results are now a part of the search results.
3. Paid Search Aka pay per click can be found along the top and the right side of the search results. Seeing who the competition is. And seeing through Adwords what people are searching for.
4. Organic/natural/algorithmic results are also called the 10 blue links. Reviewing their descriptions and products.
5. Query refinement suggestions these are incredibly important in finding other keyword options for long tail and related terms as viewed by Google.
6. Results information gives you the amount of results (web pages relevant to the query) as well as the time it took Google to return the results.