Every day Google answers more than one billion questions from people around the globe in 181 countries and 146 languages. 15% of the searches we see everyday we’ve never seen before. Technology makes this possible because we can create computing programs, called “algorithms” that can handle the immense volume and breadth of search requests. Google just at the beginning of what’s possible, and they are constantly looking to find better solutions. Google have more engineers working on search today than at any time in the past.

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2. Introduction
The most electrifying news about internet and its most perceptible component, the World Wide
Web, is that there are millions of pages existing online, which are waiting to offer information
on an implausible array of topics. The pessimistic aspect of internet is that there are millions of
pages available, of which, most of them are titled as per the conception of their author, and
roughly all of them are sitting on the servers with their cryptic or hidden names. Whilst one
needs to know about any particular topic or subject, how can they make up their mind on
which page to read and what not to read? If the user is like a layman or does not have much
information about the technical world, then they just go and visit an internet search engine for
resolving their query.

3. Internet search engines are extraordinary web sites on the internet that are designed for
serving the people in finding information and query on other websites. There is a range of
variation in the ways different search engines work; though they all perform three basic tasks,
like:

They survey the Internet or choose sections of the Internet that are based on essential
words.

They keep a directory of the words where and when to find.

They let the users look for keywords or combination of words found in that directory.
Originally, search engines are used for holding an index of a few hundred pages and receive
conceivably two or three hundred inquiries every day. Currently, a foremost search engine
indexes hundreds of millions of pages, and respond to trillions of queries every day. This PDF
will tell you how these main job is performed, also how the internet search engines put the
pieces in concert for finding the information one requires on the internet.
About 240 million people in the United
States habitually use Internet, and last
year their activity produced almost
$170 billion in commerce, together
with online transactions and online
advertising.

4. Approximately 240 million people in the United States habitually make use of Internet and
preceding year, their action generated almost $170 billion in commerce, which includes online
transactions and online advertising.
How search works?
1. A search engine sends “bots” or Web crawlers for copying Web sites in the direction of
creating an index of every thing present on the Internet.
2. While entering a query in the search engine, the engine actually looks through the index
which it has created, relatively than the Web itself. It enables search engines in
delivering results swiftly. Frequently in less than just one second, one is returned listings
for both “natural” search results, and “paid results,” which are delivered along with the
natural search results based on the query. As per the listing, the search could return
hundreds of page results.
3. When one types in search term, the search engine makes use of proprietary algorithm
for organizing and prioritizing results which it identifies as expected to be pertinent to

5. the query. Alterations to those algorithms could greatly impact a website’s prospect for
the success, since they could conclude whether a site is ranked high or low in reply to a
specific query.
4. Since algorithms are very complex, hence it becomes utmost difficult to decide when
modifications are done to them and what those alterations are. This absence of
precision means that algorithms could be programmed for excluding, penalizing or
promoting particular websites or whole site categories.
Whether one is information seller, buyer or seeker, one could find each other on the vast
internet in search. Being visible in search results is necessary for contributing in Internet
commerce and discussion.
THE
LEADING
3 RESULTS
OBTAIN
88% OF
USERS’
CLICKS

7. GOOGLE DOMINATES THE WEB
SEARCH
Google governs the search by directing over more than 79%
to 94%
in some EU countries.
of search in U.S. and up

8. The Latest In
Search Engine

9. Building SEO-Focused Pages For Serving
Topics & People Rather than Keywords &
Rankings
With updates such
as Hummingbird,
Google is excelling
in search every
passing day at
deciding
what's
pertinent to you
and what you're
searching for. This
can truly help the
SEO work, since it
means they don't
need
to
concentrate quite
so
closely
on
definite keywords.
Yes.
SEO
has
become
more
complex.
It's
become
harder.
There's a little bit of
in-association from
just the keyword
and ranking.

10. Google Has Restored Its Search For Answering Long
Question Better
On its 15th anniversary, Google has updated its central
algorithm which controls the solutions one
get to queries on the search engine in a proposal for
making them work better for huge, more complicated
questions.
The update, code-named Hummingbird, is the major
change for reinforcing the world’s foremost search
engine ever since early 2010, while Google upgraded its
algorithm to Caffeine. Google made the alteration about
a month before, it declared at a press event in Menlo
Park (Calif)’s garage where Google commenced. The
occasion also commemorated the 15th birthday of
Google’s beginning.
The majority of the people won’t observe an explicit difference to search results. However with more and
more persons giving more difficult queries, particularly as they could more and more speak their searches in
to their Smartphone, there’s a want for new mathematical formulas for handling them.

11. Keyword Ranking Factors

16. HOW
SEARCH ENGINE
WORKS?

18. How Search Engine Works
These processes lay the underpinning — they're how we congregate and arrange information
on the internet thus they could return the most valuable results to the user. The directory is
well over 10,000,000 gigabytes, and they’ve spent over one million calculate hours for building
it.
About Search
Each day Google answers more than one billion queries from people round the world in 146
languages and 182 countries. 16% of the search they witness everyday they’ve never seen
before. Technology has made it probable since they could create calculating programs, known
“algorithms” which could handle the massive volume and breadth of search requirements.
Google is just at the beginning of what’s feasible, and they are constantly looking to find better
solutions. They have more engineers working on search these days than at any time in the past.
Search relies on human creativity, perseverance and determination. Google’s search engineers
propose algorithms for returning high-quality, timely, on-topic, solutions to people’s questions.

19. 1. CRAWLING
Find information by crawling
Google make use of software known as “web crawlers” for discovering publicly available web pages.
The most eminent crawler is known as “Googlebot.” Crawlers come across the web pages and pursue
links on those pages; much like one would if one were browsing content on the internet. They visit
from one link to link and fetch data with reference to those web pages back to Google’s servers.
The crawl process initiates with a catalog of web addresses from past crawls and sitemaps offered by
website owners. Since the crawlers visit these websites, they search for the links for other pages to
visit. The software pays special consideration to new sites, changes to present sites and dead links.
Computer programs decide which sites to crawl upon, how frequently, and how many pages needs to
be obtained from each site. Google doesn't accept imbursement for crawling a site more often for the
web search results. All a search engine concern more about having the best probable results since in
the long run that’s what’s best for users and, thus, the business.
Systematizing information by indexing
The internet is like an always-growing public library with millions of books and no essential
filing system. Google fundamentally collects the pages throughout the crawl process and then
forms an index, thus the search engine know exactly how to perceive things up. A lot like the
index in the back of a book, the Google index comprises information about the words and their
locations. While one searches, at the most fundamental level, the algorithms look up the search
terms in the directory for finding the suitable pages.
The search process gets much more complicated from there. While one searches for “cats” one
doesn’t want a page with the word “cats” on it hundreds of times. One perhaps wants videos,
images, or a catalog of breeds. Google’s indexing systems note several different facets of pages,
like when they were printed, whether they include videos and pictures, and many more. With

20. the Knowledge Graph, the search engine is enduring to go beyond keyword matching to better
understanding the people, places and things one cares about.
Choice for website owners
Most of the websites don’t need to set up limitations for crawling, indexing or serving, thus their
pages are entitled for appearing in search results without doing much extra work. Having said that,
website owners have various choices about how Google crawls and indexes their sites during
Webmaster Tools and a file known as “robots.txt”. By robots.txt file, site owners could opt not to be
crawled by Googlebot, or they could offer more particular instructions about how to process pages
on their websites.
Site owners have coarse choices and could select how content is indexed on a page-by-page source.
For instance, they can choose to have their pages show without a snippet or a cached version.
Webmasters could also opt to incorporate search into their own pages with Custom Search.

21. Latest In Web Crawling
Google Webmaster Tools Now Locates Smartphone Crawl Errors
It could be quite complicated for websites with a massive number of Smartphone visitors for
figuring out topics such as 404 errors while only Smartphone visitors or desktop users might be
affected. Frequently, users don’t comprehend there is a problem since the bulk of the time,
they’re doing troubleshooting and maintenance from a desktop; they simply don’t perceive the
mobile concerns unless someone exclusively alerts them.
Google Webmaster Tools realizes this is an concern, particularly with mobile traffic mounting at
such a speedy rate. They’ve made some alterations to their crawl errors page for include specific
Smartphone crawl errors which the Googlebot-Mobilebot realizes while crawling the web like a
mobile useragent.
Pierre Far, a webmaster trends analyst, has proclaimed that webmasters could now find a wide
variety of crawl information and errors for Smartphone:




Server errors: A server error is once Googlebot got an HTTP error status code whilst it
crawls the page.
Not found errors and soft 404s: A page can demonstrate a "not found" message to
Googlebot, each by returning an HTTP 404 status code or while the page is noticed as a
soft error page.
Faulty redirects: A faulty redirect is a Smartphone-specific error which occurs when a
desktop page redirects Smartphone users to a page which is not pertinent to their query.
A distinctive example is when all pages on the desktop site transmit Smartphone users to
the Smartphone-optimized site’s homepage.
Blocked URLs: A blocked URL is when the site's robots.txt clearly forbids crawling by
Googlebot for Smartphone. Normally, such Smartphone-specific robots.txt prohibits
directives are invalid. One should examine the server configuration if one sees blocked
URLs reported in Webmaster Tools.
The mobile crawlers are by now live in Webmaster Tools. Simply log into the account, click on
“Crawl Errors” in “Crawl” submenu, and choose the Smartphone tab for viewing any crawl errors
from the website.

22. 2. ALGORITHMS
For a usual query, there are hundreds, if not billions, of web pages with useful information. Algorithms are
the computer processes and formulas that take the queries and turn them into solutions. Today Google’s
algorithms depend on more than 300 unique signals or “clues” which make it possible for guessing what one
may be really looking for. These signals comprise things like the terms on web sites, the uniqueness of
content, the region and Page Rank.

23. For each search query performed on Google, whether
it’s [hotels in Cambridge] or [Cricket scores], there are
hundreds, if not billions of web pages with useful
information. The confrontation in search is to return
only the most pertinent results at the topmost page,
sparing people from brushing during the less
appropriate results below. Not each website could
appear at the top of the page, or even show on the
first page of the search results.
Nowadays the algorithms depend on more than 300
unique signals, some of which one had expected, such
as, how frequently the search terms appear on the
webpage, if they show in the title or whether
synonyms of the search terms crop up on the page.
Google has done various innovations in search to
developing the answers one find. The primary and
most reputed is Page Rank, named for Larry Page
(Google’s co-founder and CEO). Page Rank mechanism
is counting the number and worth of links to a page to
decide a coarse estimate of how significant the web
site is. The fundamental supposition is that more vital
websites are probable to receive more links from
other web sites.
“[Google] has every reason to
do whatever it takes to
conserve its algorithm’s longstanding reputation for
distinction. If customers start
to regard it as anything less
than good, it won’t be good for
anyone—except other search
engines.” Harry McCracken,
TIME, 3/3/2011

24. 3. Fighting
Spam sites endeavor to game their way to the leading search results throughout methodologies, such as,
repeating keywords again and again, buying links which pass PageRank or placing invisible text on the
screen. This is awful for search since appropriate websites get covered, and it’s bad for genuine website
owners since their sites turn out to be difficult to find. The superior news is that Google's algorithms could
notice the huge majority of spam and downgrade it robotically. For the rest, search engine has teams who
physically review sites.
Identifying Spam
Spam sites come in various sizes and shapes. Some websites are robotically-generated garbage which no
human could make logic of. Certainly, search engine also visualizes websites by making use of subtle
spam method. Check out these examples of “pure spam,” which are sites using the most insistent spam
techniques. This is a torrent of live spam screenshots which search engine has physically identified and in
recent times detached from emerging in search results.
Types of spam
There are various other kinds of spam that search engine detects and take action on.







Parked domains
Cloaking and/or sneaky redirects
Spam free hosts and dynamic DNS providers
Hidden text and/or keyword stuffing
Pure spam
Hacked site
Thin content with little or no added value

25. 


Unnatural links from a site
User-generated spam
Unnatural links to a site
Taking action
While the algorithms address the immense majority of spam, the search engine address other spam
manually for preventing it from affecting the worth of the results. This chart or graph shows the number
of domains which have been affected by a manual action over time and is busted down by the diverse
spam kinds. The numbers might look huge out of context; however the web is actually a big place. A
latest snapshot of the index showed that about 0.22% of domains had been physically marked for
elimination.
Manual action by month

26. Notifying website owners
When the search engine takes manual action on a web site, search engine professionals try to
aware the site's owner to help them deal with the issues. Search engine website owners for
getting the information they need for getting their websites in shape. That is why, over time,
the search engine have invested considerable resources in webmaster communication and
outreach. The subsequent graph demonstrates the number of spam notifications sent to
website owners through Webmaster Tools.
Messages By Month

27. Listening For Feedback
Manual actions don’t last perpetually. Once a website owner cleans up their site for removing
spammed content, they could ask for reviewing the site again by filing a reassessment request.
The search engine processes all the re-evaluation requests they receive and converse along the
way for letting website owners know how it's going.
Traditionally, most sites which have proposed reconsideration requests are not in fact affected
by any of the manual spam action. Frequently these sites are just experiencing the usual ebb
and flow of online traffic, an algorithmic alteration, or possibly technical problems avoids
Google from accessing site content. This chart demonstrates the weekly volume of
reconsideration requests since 2006.
Reconsiderations request By Week

28. Access to Information
Comes First
We trust in free expression and the
free pour of information. Search
engines try hard in making information
accessible excluding narrowly distinct
cases
such
as,
spam,
legal
requirements, malware and checking
identity theft.

29. Algorithms Over Manual Action
The significance and comprehensiveness of the search
results is central for helping one finding what one is
searching for. Search engines favor machine solutions
to physically arrange information. Algorithms are
scalable, hence when one makes an upgrading, it
makes things improved not just for one search results
page, however for hundreds or billions. Though, there
are some cases where search engine use manual
controls whilst machine solutions aren’t enough.
Exceptions Lists
Like the majority of search engines, in
some cases, the algorithms untruly
identify sites and search engine make
limited exceptions for improving the
search quality. For instance, the
SafeSearch algorithms are designed
for protecting children from adult
content online. Whilst one of these
algorithms not identifies websites (for
instance essex.edu) search engine at
times make manual exceptions for
preventing these sites from being
regarded as pornography.

30. Fighting Spam and
Malware
Search engine hate spam as much as
users do. It hurts users by messing
search results with unrelated links.
Search engine have teams which work
for detecting spam websites and
eliminating them from the results. The
same applies to malware and phishing
websites.
Transparency for
Webmasters
Search engines have clear Webmaster
Guidelines
demonstrating
best
practices and spam behavior. When the
manual spam panel takes action on a
website and it may openly affect that
website’s ranking, search engines try
their best for alerting the webmaster. If
the search engine takes manual action,
webmasters could correct the problem
and file a review request.

31. Preventing Identity Theft
Upon request, search engine eradicates
personal information from search results if
they believe it could make one vulnerable to
definite harm, like, financial fraud or identity
theft. This contains sensitive government ID
numbers such as U.S. Social Security Numbers,
credit card numbers, bank account numbers,
and images of signatures. They usually don’t
process elimination of national ID numbers
from official government websites as in those
cases they deem the information to be public.
They at times decline requests if they believe
someone is trying to mistreat these policies
for removing other information from the
results.
Legal Removals
At time, search engine remove content or features
from the search results for official reasons. For
instance, they will remove content if they receive valid
notification under the Digital Millennium Copyright Act
(DMCA) in the US. They also eliminate content from
local versions of Google constant with local law, as
they’re notified that content is at question. For
instance, they’ll remove content which unlawfully
adores some party on google.de or that illegally
abuses religion on google.co.in. When they remove
content from the search results for lawful reasons,
they show a notification that results have been
removed, and they report these removals to
chillingeffects.org, a venture run by the Berkman
Center for Internet and Society, which follows online
restrictions on speech.

32. Fighting Child
Exploitation
Search engines chunk search results which
lead to child sexual abuse images. This is a
lawful requirement and the correct thing
to do.
Shocking Content
Search engine wishes to ensure information is
obtainable while one is searching for it,
however they also need to be cautious not to
show probably upsetting content when one
has not asked for it. Consequently, they may
not trigger definite search features for queries
where the results could be nasty in various
narrowly defined categories.

33. Safe Search
Whilst it comes to information on the internet, they
leave it on users to decide, as in, what is worth
finding. That’s why they have a Safe Search filter,
which gives more power over the search experience
by helping in avoiding adult content if you’d
relatively not see it.

34. Future search
The searches stated by Boolean operators are literal searches -- the engine searches for the
phrases or words just as they are entered. This could be a problem whilst the entered words
have numerous meanings. "Bed," for instance, could be a place of sleeping, a place where
flowers are grown, the storeroom space of a truck or a place where fishes lay their eggs. If the
user is interested in only one of these meanings, one may not wish to see pages attributing
others.
One of the regions of search engine research is concept-based searching. Few of this research
contains using statistical analysis on pages consisting the phrases or words one searches for, for
finding other pages one may be interested in. Evidently, the information stored about every
page is superior for a concept-based search engine, and far more processing is necessary for
every search. Even though, various groups are working for improving both results and
performance of this kind of search engine. Others have shifted to another region of research,
known as natural-language queries.
The scheme behind natural-language queries is that one can’t type a question in the similar way
one would ask it to a person sitting beside; there is no requirement of keeping track of
complicated query structures or Boolean operators.

35. SEO In 2014: How to Prepare for
Google's 2014 Algorithm Updates








Everything learned in 2013 is still pertinent, just enlarged
Content Marketing has gone wider than ever
Social Media plays an all the time more visible role
Invest in Google+
Hummingbird was just the tip of the mobile iceberg
The long versus short debate
Marketing and PPC has a shifted relationship with SEO
Guest blogging remains the most efficient tactics, with a caveat

36. Resources
1. http://moz.com/search-ranking-factors
2. http://www.forbes.com/sites/roberthof/2013/09/26/google-just-revamped-search-tohandle-your-long-questions/
3. http://computer.howstuffworks.com/internet/basics/search-engine1.htm
4. http://searchenginewatch.com/article/2308896/SEO-in-2014-How-to-Prepare-for-Googles2014-Algorithm-Updates
5. http://www.google.co.in/intl/en/insidesearch/howsearchworks/thestory/
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