Search engines are powerful tools designed to help users find relevant information on the internet. They operate through a combination of processes and technologies aimed at delivering accurate results.
In this class, we’ll take a look at how search engines work and explain it in a way that’s easy to understand. From crawling and indexing to ranking results, you’ll see how Google and other search engines decide what shows up first. It’s simpler than you think, so stick around. Let’s get a move on!
At the core of search engines are bots, spiders, and crawlers, which navigate the web to collect data from websites. This process, known as crawling, gathers information to build a comprehensive index of a searchable database of web content. When a user enters a query, the search engine matches it against the index using sophisticated search algorithms to determine the most relevant results.
Keywords play a critical role in this process, acting as the bridge between a user’s query and the indexed content. Search engines prioritise well-structured web content and utilise searchable databases to ensure results are organised and accessible.
Another important aspect is search engine monetisation, where platforms generate revenue via adverts displayed alongside organic results. This balance between commercial interests and providing accurate results is key to maintaining user trust.
Let us delve deeper into how search engines work, exploring the mechanisms behind crawling, indexing, and ranking.
How Do Search Engines Work?
When you use a search engine to find information, you enter a search term composed of one or more keywords related to the information you are seeking. For instance, if you wish to learn about Pizza recipes, your search term might include keywords like ‘pizza’ and ‘recipes’. The search engine scans the web and generates a list of links (or results) to pages containing these keywords. This list is organised with the most relevant results at the top. You can then explore any of the listed links to discover the information they offer.
Search engines such as Google employ sophisticated algorithms to rank pages and determine the order of results. A significant factor in this ranking is the number of other sites linking to a particular webpage.
The Mechanics of How Search Engines Work
In today’s world, where finding information online is so important, it helps to know how data is stored and accessed. This process relies on a few key ideas: search history, search index, and structured data. Let’s break these down simply.
Crawling
Search engines use programs, called spiders, bots, or crawlers, to search the internet. They might do this every few days, meaning some content could be outdated until they revisit your website.
Indexing
The search engine tries to understand and sort the content on a web page using ‘keywords’. Following SEO best practices helps the search engine comprehend your content so it can rank for the appropriate search queries.
Ranking
Search results are ranked based on several factors, which may include keyword density, page speed, and backlinks. The search engine’s goal is to provide the user with the most relevant result.
Although most search engines offer guidance on improving your page ranking, the exact algorithms used are secret and frequently updated to prevent misuse. However, by adhering to search engine optimisation (SEO) best practices, you can ensure that:
- Search engines can easily crawl your website. You can also request they check new content.
- Your content is indexed for the right keywords, allowing it to appear in relevant searches.
- Your content ranks highly on the search engine results page (SERP).
Now, let us explore the role of search engine optimisation (SEO) keywords and how they influence visibility and rankings in search results.
Search Engine Optimisation Keywords
Keywords are essential tools that help communicate with a search engine about the specific information you are seeking. However, the list of websites a search engine provides in response to your query often does not align perfectly with your expectations. To refine the precision of your search terms, Boolean expressions such as AND, OR, and NOT can be utilised to achieve personalised results, making your search more targeted and effective.
If you live in London and are interested in visiting a park to relax. You might initially use the search term ‘Park’ to find relevant information. However, this would likely generate millions of results, as the keyword ‘Park’ is extremely common and appears on numerous websites.
By utilising Boolean expressions like AND, OR, and NOT, you can further refine your search queries to achieve more accurate results:
- AND narrows down your search by requiring additional keywords to be present. For example, using ‘park’ AND ‘London’ ensures the results include both keywords, providing specific information about parks in London.
- OR broadens the scope of your search by including alternative terms. For instance, using ‘park’ OR ‘public garden’ will return results containing either keyword, expanding your range of potential results.
- NOT filters out unwanted information by excluding specific terms. For example, using ‘parks’ AND NOT ‘Hyde’ will yield results that mention ‘Park’ but exclude references to ‘Hyde Park London’.
Incorporating these Boolean expressions into your search strategy significantly increases the likelihood of finding the precise information you are seeking.
How Search Engines Personalise Search Results
You’ve been talking about those shoes that you love and you try them on in a store in the center of town, and you plan to buy them. When you do a search on Google the search engine suggests the keyword “Those shoes you loved”.
That’s called Search Engines Personalise Search Results which I will explain why and how this happens.
Search engines tailor search results to individual users by analysing various factors, ensuring a more relevant and personalised experience. One key factor is location, which helps deliver results based on the user’s geographical area. For example, Searching for “sneakers” will display nearby options for purchasing them, specific to the user’s location.
Another important factor is search history. By analysing past searches, search engines can identify patterns and preferences, aligning future results more closely with the user’s interests. Similarly, language plays a significant role in personalisation, ensuring that content is displayed in the user’s preferred language or dialect.
Search engines also utilise interaction data, such as clicks and time spent on pages, to refine future recommendations. They combine this with structured data from websites and their search index to ensure results are accurate and timely. Finally, the concept of local intent further enhances personalisation by prioritising information relevant to the user’s immediate surroundings or needs.
This seamless integration of factors ensures users receive highly tailored results, making search engines both effective and user-centric.
Exploring Search Engine Types
When navigating the vast expanse of the internet, most people instinctively think of Google. While Google is undoubtedly the most popular, it is far from the only search engine available. In fact, there are various search engine types, including:
- SERPs
- Blended search
- Directory search engines
- Niche search engines
- Universal search
Each catering to different audiences, preferences, and needs. Let us explore some notable examples and what sets them apart.
Some search engines focus on privacy (DuckDuckGo, Qwant), others on regional users (Baidu, Yandex), or specific purposes like environmental impact (Ecosia). Additionally, certain engines provide rich media search results or utilise structured data to enhance the user experience. Understanding these differences can help you select the best tool for your search needs, whether you prioritise personalised results, privacy, or a social cause.
No two search engines are identical, and understanding their types allows you to navigate the web more effectively.
How to Create Searchable Databases for Your Web Content
To make your website searchable, it’s crucial to have a clear and well-organised web architecture. This includes structuring your content logically, using descriptive URLs, and ensuring all pages are accessible to search engine crawlers. A sitemap can also guide search engines to index your site effectively.
At this stage, the search engine has already indexed the structure of your website. However, if it hasn’t yet had time to crawl and re-index your updated content, users might see a 404 error, meaning “page not found.”
Don’t Mess Up the URL Structure
This is a common mistake that has been encountered countless times. Someone decides to redesign their website without considering the URLs that Google has already ranked, leading to significant problems, frustration, and even panic. While this might sound dramatic, websites can see traffic drop by as much as 80%. If you only have 10 visitors, losing eight might not seem like a big deal. However, if you are a multinational company with substantial online traffic, sales, and presence in multiple countries, the impact could be catastrophic. reed more on Google!
If you need to change the URL structure, it is essential to set up proper 301 redirects from the old URLs to their new counterparts. We strongly recommend keeping these redirects in place for at least 18 months to minimise any negative impact.
User Experiences and their Impact on Your Page Ranking
Search engines rank web pages based on numerous factors, with user experience playing a significant role. Key elements such as page speed, mobile-friendliness, and relevance directly influence rankings. A fast-loading site ensures users stay engaged, while mobile optimisation caters to the increasing number of mobile users. Additionally, search engines value freshness, favouring recently updated content that aligns with user intent.
Other important ranking factors include keyword density, backlinks, and adherence to SEO best practices. Quality backlinks signal credibility, while strategic keyword usage improves relevance. Search algorithms evaluate these and other metrics to determine your position on the search engine results page (SERP). By focusing on user-friendly design and optimised content, you can enhance both user experience and page ranking.
SEO is no longer confined to traditional search engines like Google. Platforms such as social media, app stores, and even voice assistants are becoming vital for discoverability. Let us explore SEO beyond traditional search engines and examine what the future holds for the internet.
How Search Engine Monetization Impacts Small Businesses
Search engines generate revenue primarily through advertising, creating a competitive landscape that can be challenging for small businesses. The core of their monetisation model lies in paid results, where advertisers bid for prime visibility on search engine results pages (SERPs), often dominating the first positions. This strategy, coupled with evolving search algorithms, prioritises businesses with larger budgets, leaving smaller projects struggling to gain organic visibility.
In 2025, this monetisation-driven approach has made it harder than ever for small businesses to rank organically. Competing with agencies, influencers, and companies with expansive marketing budgets requires more than traditional SEO tactics. However, there is hope: expanding SEO beyond Google is a viable solution. Platforms such as YouTube, LinkedIn, Instagram, and marketplaces like eBay offer opportunities for visibility through their internal search engines.
In our SEO course, we address these challenges by teaching a diversified strategy that includes web SEO, local SEO for Google Maps, and video SEO for YouTube.
For example, my business, Rojas Creator, is just starting in 2025. By leveraging alternative platforms and traffic sources, I aim to rank videos and blog content across Google, YouTube, and social media, linking multiple channels to build visibility and drive success. If you’ve made it to this point in the first class, that means the strategy is working.
The future of the search algorithms
In 2024, advancements in AI and new search habits transformed the SEO industry. Tools such as ChatGPT and Bard, integrated with platforms like Bing, altered how users engage with search engines. AI chat interfaces gained popularity, speeding up searches but challenging the future of traditional SEO.
As 2025 approaches, the industry faces pressing questions: Will AI-driven answers replace organic search results? Is this the end of traditional search rankings? How will companies like Google and Microsoft adapt their revenue models? Will users embrace ad-free, premium search options?
These uncertainties persist as the Technology Acceptance Model (TAM) indicates that users adopt technology if it is perceived as easy, useful, and engaging. In 2024, acceptance of these innovations began, but major shifts require time.
In our SEO course, we will explore practical strategies to adapt, such as utilising Google Search Console and diversifying SEO efforts across platforms. Flexibility and calmness are crucial during these changes.
Remember: SEO evolves; it does not vanish. As users continue seeking information across platforms, there are plenty of opportunities for growth and innovation.
