Search engines look for specific parameters when deciding where to rank each website in its search results. Each engine uses a special program to scan the web for pages to appear in its database of search results. These programs are often referred to as web crawlers, spiders or indexers. Web crawlers are designed to note:
- Links to other pages.
- Relevant words or “keywords.”
- Frequency of use and structure of content.
When this process is complete, a website is considered indexed. Your website’s search engine optimization (SEO) determines if it ranks higher or lower than other websites targeting the same keywords.