What is press releases

Well it’s happened – Google has made another update, and SEO companies the world over are either crying in their milk or whooping and hollering for joy. Of course this update has far reaching implications for all and sundry and could either change the web for the good, or have a far more likely outcome of compromising it severely.

Google’s newest freshness update ensures that search’s are provided with the most relevant and recent information. This makes complete sense and sounds ideal – especially if you consider the fact that searching for information on Olympics (for example) will now provide you with information on London 2012 and not just information on random Olympic events. People are probably searching for the most recent event and giving them this information is definitely of benefit.

However when you consider this from a company’s perspective, it is now incumbent upon them to update their site more frequently as their competitors with more recent updates will be showing up higher in search results. Amit Singhal, one of Google’s head honcho’s and resident geniuses provided this information about the update:

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“Search results... are best when they’re fresh. Even if you don’t specify it in your search, you probably want search results that are relevant and recent...

If I search for [Olympics] I probably want information about next summer’s upcoming Olympics, not the 1900 Summer Olympics ... Google Search uses a freshness algorithm, designed to give you the most up-to-date results...

... the most recent information can be from the last week, day or even minute, and depending on the search terms, the algorithm needs to be able to figure (it) out”

With this being said, we obviously need consider the question of quantity versus quality. If many organizations post frequent updates does that mean they are better than their competitors or does it just mean that they have a larger marketing and PR budget?! Google’s update focuses primarily on the areas of recent & regularly occurring events, hot topics and frequent updates and as it propagates throughout the web; its impact is bound to be widespread.

I guess the short answer for companies and SEO firms is that the lessons of the past are still paramount – keyword stuffing and meta-tags do not make for good quality SEO content. Google and other search firms will continue to look at links (backlinks etc...) from high value sites and evaluate the links to ensure that they are relevant and appropriate. With that being said, companies are much more likely to link to your content if it makes sense, is well written, and matches their search terms. In the long run, having lots of redundant and irrelevant content will only ensure that your site receives lots of bounces, which is no ones idea of success!

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What is SEO

Whenever you enter a query in a search engine and hit 'enter' you get a list of web results that contain that query term. Users normally tend to visit websites that are at the top of this list as they perceive those to be more relevant to the query. If you have ever wondered why some of these websites rank better than the others then you must know that it is because of a powerful web marketing technique called Search Engine Optimization (SEO).

SEO is a technique which helps search engines find and rank your site higher than the millions of other sites in response to a search query. SEO thus helps you get traffic from search engines.

This SEO tutorial covers all the necessary information you need to know about Search Engine Optimization - what is it, how does it work and differences in the ranking criteria of major search engines.

How Search Engines Work

First, search engines crawl the Web to see what is there. This task is performed by a piece of software, called a crawler or a spider (or Googlebot, as is the case with Google). Spiders follow links from one page to another and index everything they find on their way. Having in mind the number of pages on the Web (over 20 billion), it is impossible for a spider to visit a site daily just to see if a new page has appeared or if an existing page has been modified, sometimes crawlers may not end up visiting your site for a month or two.The first basic truth you need to know to learn SEO is that search engines are not humans. While this might be obvious for everybody, the differences between how humans and search engines view web pages aren't. Unlike humans, search engines are text-driven. Although technology advances rapidly, search engines are far from intelligent creatures that can feel the beauty of a cool design or enjoy the sounds and movement in movies. Instead, search engines crawl the Web, looking at particular site items (mainly text) to get an idea what a site is about. This brief explanation is not the most precise because as we will see next, search engines perform several activities in order to deliver search results –crawling, indexing, processing, calculating relevancy, and retrieving.

What you can do is to check what a crawler sees from your site. As already mentioned, crawlers are not humans and they do not see images, Flash movies, JavaScript, frames, password-protected pages and directories, so if you have tons of these on your site, you'd better run the Spider Simulator below to see if these goodies are viewable by the spider. If they are not viewable, they will not be spidered, not indexed, not processed, etc. - in a word they will be non-existent for search engines.

After a page is crawled, the next step is to index its content. The indexed page is stored in a giant database, from where it can later be retrieved. Essentially, the process of indexing is identifying the words and expressions that best describe the page and assigning the page to particular keywords. For a human it will not be possible to process such amounts of information but generally search engines deal just fine with this task. Sometimes they might not get the meaning of a page right but if you help them by optimizing it, it will be easier for them to classify your pages correctly and for you – to get higher rankings.

When a search request comes, the search engine processes it – i.e. it compares the search string in the search request with the indexed pages in the database. Since it is likely that more than one page (practically it is millions of pages) contains the search string, the search engine starts calculating the relevancy of each of the pages in its index with the search string.

There are various algorithms to calculate relevancy. Each of these algorithms has different relative weights for common factors like keyword density, links, or metatags. That is why different search engines give different search results pages for the same search string. What is more, it is a known fact that all major search engines, like Yahoo!, Google, Bing, etc. periodically change their algorithms and if you want to keep at the top, you also need to adapt your pages to the latest changes. This is one reason (the other is your competitors) to devote permanent efforts to SEO, if you'd like to be at the top.

The last step in search engines' activity is retrieving the results. Basically, it is nothing more than simply displaying them in the browser – i.e. the endless pages of search results that are sorted from the most relevant to the least relevant sites.

Differences Between the Major Search Engines

There are many examples of the differences between search engines. For instance, for Yahoo! and Bing, on-page keyword factors are of primary importance, while for Google links are very, very important. Also, for Google sites are like wine – the older, the better, while Yahoo! generally has no expressed preference towards sites and domains with tradition (i.e. older ones). Thus you might need more time till your site gets mature to be admitted to the top in Google, than in Yahoo!.Although the basic principle of operation of all search engines is the same, the minor differences between them lead to major changes in results relevancy. For different search engines different factors are important. There were times, when SEO experts joked that the algorithms of Bing are intentionally made just the opposite of those of Google. While this might have a grain of truth, it is a matter a fact that the major search engines like different stuff and if you plan to conquer more than one of them, you need to optimize carefully.