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How search engines work, Google algorithms, pay per click advertising, how to obtain high rankings on Google through search engine optimisation.

In my opinion, Google is the most accurate and most important of all the search engines at the moment. They certainly seem to have more search traffic and if statistics are to be believed, control more of the search market than MSN and Yahoo combined. If you optimise a website to rank highly on Google, it is unlikely to perform well on the other two search engines.

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Previous page about how the search engines work.

Google has been around for some time and has built up a far clearer picture of the internet than most other search engines. They appear to favour well established websites that carry large content but whilst other SEO experts claim it takes time for Google to rank a website and often refer to the Google sandbox, I have seen websites rank within days of Google picking them up.

Search engine optimisation that can help a website rank highly on MSN and Yahoo will almost certainly cause Google to drop web pages. They are particularly good at recognising duplicate or similar content that has been edited using a thesaurus programme, bought or reciprocal links that are not genuine citations. So any chance of trying to get high rankings by any other form than natural link growth over time and building quality content will be penalised.

We get numerous emails from website owners who have had their website dropped by Google and it is invariably because they have used SEO cheats. I often see search terms where Google had 40 million pages indexed drop to less than 10 million. This shuffle or dance is a regular occurrence and can cause enormous frustration to many website owners. In November 2003, what became known as the Florida update had a catastrophic effect on hundreds of thousands of websites and whilst this shuffle is the one most people refer to, there have been many since.

Google likes websites that carry a lot of information. This means it is often necessary to build web pages that have no other purpose than to act as additional information provision that will never get ranked. However, it can also mean that pages that were not optimised for a specific search will rank highly because of content contained on other pages. This is particularly important as Google will replace pages as being more important that are held on a website each time the algorithm is updated.

Poor quality links from poor performing websites can do as much damage as good where Google is determining the importance of a page. Simply exchanging links with other websites is pointless; you have to build quality content that other websites feel relevant to their own content and therefore link to specific pages. Google will be more impressed with a link to page buried deep within your site than a link to your home page.

Google looks at individual pages and the website as a whole. It is particularly good at recognising similar content held on other websites or additional pages that hold similar content on the same website. These pages tend to get put into their supplemental index which means they are highly unlikely to appear in the organic results except for long search terms.

Google also seems to be better at crawling deep within a website and picking up content that is informational. Providing you are linking from well ranked pages, these informational pages will get high positions.

Everybody seems to talk about page rank as being important bit the Google algorithm has gone way past looking at web pages because of the number of sites it has linked to it. Spam cheats put an end to that a few years ago and I have pages ranked where Google has more than half a billion web pages indexed that have a zero page rank.

If your website is dropped by Google, I would not recommend making enormous changes to the site. Google is often overly aggressive when making changes to their algorithm and often revert back or make smaller adjustments. You are far better just adding more quality content than adding more spam.

Buying links may be an expensive option in more ways than one as poor quality links on spam sites can have a detrimental effect on your rankings. Whilst Google and Yahoo because you have control over the content will most likely favour web pages built within Utopele.

At the moment, as far as Google appears to be concerned, big and well established sites will rank better than small, new sites. They also remain intent on changing functionality to ensure everyone has a problem trying to understand their algorithms.

You will often read advice by SEO experts which is totally unfounded and without any evidence to back it up. H1 and H2 tags, bold text and how many times a word or key phrase appears on a page are all said to be important when it comes to optimisation. I can simply all this for you. Type the word website into Google and you should get the BBC in top spot. No optimisation has taken place, the website is there simply because of the huge levels of content and the fact that there are hundreds of pages being added everyday.

So, whilst it may be difficult to profit from Google through their free search, there are more than one way to skin a cat and there is more than one way to make money from the search engines.

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