[SEO Manual: Chapter 2c]

 

 

At the end of the day, search engine providers are not motivated by altruism. Search engines care very little about your business, and they care even less about helping the SEO business.

They don’t really care that your competitor ranks higher than you on key SERP (search engine results page) … or that you’re losing money because of your low search engine position. That’s not their purpose or concern.

From the search engine providers’ point of view, the purpose of search engines boils down to a two-part objective:

 

1. Deliver highly relevant search results

Search engines build and maintain user loyalty by delivering quality search results. Practically speaking, search engines strive to give search engines users the relevant content (whether text, images, audio, video, etc.) they’re looking for as quickly as possible. If a user has to dig down into page 10 of search results (which was the norm in the early years of search engines), then they’ll start using other search engines.

2. Make money for search engines

A commercial search engine makes money when people actually use that search engine. More loyal users mean more advertising impressions (and potential clicks), which generate tremendous revenue for each search engine. To build and maintain that user loyalty, search engines need to deliver quality search results.

 

This is how Google became the dominant search engine on the web today, even though they came late to the game. They understood what Internet users really wanted and how to make money giving Internet users what they want.

Through all the changes and development in the search engine industry, this constant has remained: search engines strive to deliver relevant content to users – as quickly as possible.

Weak SEOs overlook this simple, yet powerful principle. Successful SEOs understand and embrace it. Top SEOs understand that getting high rankings is just the first part of a successful search engine optimization campaign. Staying there requires understanding the way commercial search engines work and “think,” so to speak.

 

 

Next SEO Manual post:  How Search Engines Work

 


The Web1Media SEO Manual is an advanced search engine optimization (SEO) guide developed by Web1Media and serialized for public use. The SEO tactics, strategies and principles discussed in this SEO manual have been gleamed from our own experiences in the SEO, SEM and online marketing arena. If you would like to cite any portion of this SEO guide for non-profit use, we would be honored and simply request a citation link.

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