If you ever searched the web in the early ’90s, you know how frustrating it was. Archie and Ask Jeeves were great starts to the world-wide-web search, but let’s be honest: We were all glad when more advanced search engines took the stage!

In the fall of 1998, Google was born. It was created by doctorate students at Stanford University who used a clever mathematical algorithm programmed into the web to find relevant search results.

The concept of search is still the same today as it was at the turn of the century. An algorithm analyzes correlations between webpages and cross-references on the internet to bring you relevant search results.

However, thanks to cries from internet searchers, SEO services, and digital marketing efforts, Google has adapted its algorithm significantly to bring you some of the best search engine services on the web. Let’s look at how Google works to improve search.

1. Crawlers Scan the Web for Information

Today, Google uses automated programs that are nicknamed crawlers to generate search results. Sometimes, they’re called spiders or bots.

The job of these crawlers is to find relevant information, keywords, and links that might match a users’ search. It relays this information to the trademarked algorithm called PageRank, which, in a nutshell, determines if the content the crawlers found will match a users’ search.

Crawlers look for new and updated content so that content published five seconds ago is considered along with content published five years ago. It hops along paths of links so content can be indexed and later retrieved by searchers.

If you seek SEO services in Utah, understanding how crawlers locate information is essential to developing a strong SEO plan!

2. Google Indexes Content Found During Crawling

Google indexes are exactly what they sound like. These are the massive databases that Google uses to keep track of all the content crawlers find during the search. So, instead of going to the library and searching encyclopedias for information, you can go to Google and let the indexes do it for you.

Today’s Google indexes are even more advanced at categorizing information. This is hugely beneficial to those trying to create content to match what searchers seek.

The way that Google indexes have changed over the years to include several different criteria for success. Keyword matching, website design, context, links, and more all help Google determine where to store information and dredge up the best content for searchers.

3. Search Engine Rankings Designate the Best Content

A huge part of our SEO services in Utah is helping companies to raise their search rankings. This is an integral part of how Google operates, and the strategies change all the time!

When crawlers scan the web, they bring the information back to PageRank, an algorithm that then assigns a relevancy score to a web page. The higher the score, the better your page will do.

This puts pressure on companies to deliver only the best content. Today’s crawlers are very intelligent, and they can tell when a piece of content has been stuffed with keywords intended to raise search engines rather than featuring truly useful content that a consumer can use.

4. Keywords Are Important—But So Are Links

The sophistication of Google’s PageRank algorithm demands content that benefits consumers. This means that any content you produce must educate, help with purchasing decisions, or simply entertain. If it has a useful purpose, it will have a higher ranking.

But that doesn’t mean you can’t tweak it a little to incorporate triggers for crawlers. Keywords are important indicators that help Google correctly index your content so when a user searches for relevant keywords, they can find your content. Using trending keywords in your content provides these indicators to help your search rankings.

Keywords were once believed to be the most important part of SEO, but now experts believe that link building might be even more effective. This is a strategy in which you create content to be published on non-competitive sights including links back to your site. This linking strategy creates a clear path that crawlers can follow when indexing your site, thus giving you more credibility in the PageRank algorithm.

Truly, searchers have all the content they would ever need at their fingertips. What does this mean for companies? Getting ranked in Google requires clever planning and curating your website and content to meet the demands of search engines and your customers.

We’re here to help. At Gravitate Online, we’re here to deliver the best SEO services Utah has to offer. Contact us to develop your curated digital marketing and SEO plan today!