Ranking plays large part in search engine optimization .

it refers to the location of keywords and phrases on a web page. So, for example, if a user
searches for “SEO strategies,” some search engines will rank the results according to where on the
page the words “SEO strategies” appears. Obviously, the higher the word appears on the page, the
likely not rank where you would expect it to rank. The site www.puppies.com is a good
because it does not contain the key word in the title tag.

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Understanding how a search engine works helps you to understand how your pages are ranked in the
search engine, but how your pages are found is another story entirely. That’s where the human element
comes in. Search means different things to different people. For example, one of my colleagues
searches the Internet using the same words and phrases he would use to tell someone about a topic or
even the exact question that he’s trying to get answered. It’s called natural language. Another, however,
was trained in search using Boolean search techniques. She uses a very different syntax when she’s creating
a search term. Each of them returns different search results, even when each is using the same
search engines.
The characteristics of search refer to how users search the Internet. This can be everything from the
heuristics they use when creating a search term to the selection the user makes (and the way those
selections are made) once the search results are returned. One interesting fact is that more than half
of American adults search the Internet every time they go online. And in fact, more people search
the Internet than use the yellow pages when they’re looking for phone numbers or the locations of
local businesses.

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