The Google Search Engine.
Today, Google's popularity continues to grow. In
2007, the company surpassed Microsoft as the most visited site on the
Web [source: Kopytoff]. The company's influence on the Web is undeniable. Practically every webmaster wants his or her site listed high on Google's search engine results pages (SERPs),
because it almost always translates into more traffic on the
corresponding Web site. Google has also acquired other Internet
companies, ranging from blogging services to the video-sharing site YouTube.
For a while, the company's search technology even powered rival
companies' search engines -- Yahoo! relied on Google searches for nearly
four years until developing its own search engine technologies in 2004
[sources: Google; Hu and Olsen].Google's search engine is a powerful tool. Without search engines like Google, it would be practically impossible to find the information you need when you browse the Web. Like all search engines, Google uses a special algorithm to generate search results. While Google shares general facts about its algorithm, the specifics are a company secret. This helps Google remain competitive with other search engines on the Web and reduces the chance of someone finding out how to abuse the system.
Google uses automated programs called spiders or crawlers, just like most search engines. Also like other search engines, Google has a large index of keywords and where those words can be found. What sets Google apart is how it ranks search results, which in turn determines the order Google displays results on its search engine results page (SERP). Google uses a trademarked algorithm called PageRank, which assigns each Web page a relevancy score.
A Web page's PageRank depends on a few factors:
- The frequency and location of keywords within the Web page: If the keyword only appears once within the body of a page, it will receive a low score for that keyword.
- How long the Web page has existed: People create new Web pages every day, and not all of them stick around for long. Google places more value on pages with an established history.
- The number of other Web pages that link to the page in question: Google looks at how many Web pages link to a particular site to determine its relevance.
Because Google looks at links to a Web page as a vote, it's not easy to cheat the system. The best way to make sure your Web page is high up on Google's search results is to provide great content so that people will link back to your page. The more links your page gets, the higher its PageRank score will be. If you attract the attention of sites with a high PageRank score, your score will grow faster.
Google initiated an experiment with its search engine in 2008. For the first time, Google is allowing a group of beta testers to change the ranking order of search results. In this experiment, beta testers can promote or demote search results and tailor their search experience so that it's more personally relevant. Google executives say there's no guarantee that the company will ever implement this feature into the search engine globally.
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