If you’re not a computer science whiz, search engines can seem downright mystical. Just type in a few words, and voila! An ocean of content appears on the screen. If you’re curious about technology, you’ve probably wondered, “How do search engines work, exactly?” 

For business owners, learning about search engines goes beyond just satisfying your curiosity. This knowledge can make or break your online presence. 

Search engines are basically the gatekeepers of the internet. When your content is optimized, they can send interested customers straight to your website. But if your content doesn’t meet their standards? It could get banished all the way to page 15 of the search results — out of sight, out of mind. 

This guide answers the question, “How do internet search engines work?” and shares tips for optimizing your content. Keep in mind that this is an ongoing process — search engines constantly evolve, and so should you. 

Search Engine Basics

You don't need to take a computer science class to get search engines. Here are a few of the basics that make them tick.

The Query Resolution Process

Popular search engines like Bing and Google have different algorithms, but they follow the same basic principles. They store and organize vast amounts of data to help you find content in just seconds. Without them, you’d have a much harder time discovering new websites. 

Every search engine has two basic components: 

1. A search index — Like the index of a book, it helps search engines quickly locate information by linking web pages and content to keywords. If you search for “auto shops in Tampa,” the engine metaphorically flips through the index to relevant content. 
2. A search algorithm — This intelligent software scours the search index to find the best matches based on authority, quality, and other ranking factors. 

So, what does this look like in action? When you type a query into the search bar, the search engine performs a complex series of tasks. Here’s a quick breakdown: 

• Receive the user query — Let’s say you input “closest mechanic breaks” (yes, with a typo). 
• Interpret the search query — The search engine determines your location (in this scenario, “closest” = Tampa). It also analyzes your search intent and assumes that you’re looking for mechanics offering brake services, not mechanics on their lunch break. 
• Fetching results — The engine combs its index and finds a million relevant results. 
• Ranking results — The algorithm ranks the results and delivers the most user-friendly, high-quality content. 

All of this happens at lightning speed. Not bad for a free platform, right? 

Crawling: The Search Begins

Of course, search engines don’t start building an index when you enter a query. The process starts long before you ever type anything into a search bar. And it’s always ongoing. 

It all starts with “crawlers” or “spiders.” These terms refer to automated bots, not creepy insects. They scan web pages for critical data, such as: 

• Titles 
• Hyperlinks 
• Images
• Keywords 
• Meta tags 

Crawling helps search engines understand and index content. If the crawlers can’t access your site easily, it won’t rank. 

Here’s an all-too-common scenario: You write a fabulous blog post about how to choose the right car engine. But you don’t mention engines anywhere in your title or meta tags. The result? The crawlers don’t understand your content’s relevance, and it rarely appears in the results pages. 

Luckily, this situation is easy to avoid by following these best practices: 

• Connect related web pages with internal links. 
• Create a sitemap to help crawlers spot the most important pages. 
• Organize your content logically with topic clusters. 
• Use a site audit tool to find issues that might block crawlers like broken links. 
  

Indexing: Building the Library

Once the crawlers return with data, the search engine begins compiling it into a vast repository. But it doesn’t copy and paste full websites into its catalog — that would take up way too much space. Instead, the index just collects a few critical details, such as titles and image captions.

Only indexed sites can appear in search results. Of course, you can’t force a search engine to index your site — if you could, every business would be at the top of the rankings. But these steps can improve your chances: 

• Create meta descriptions to preview each page’s content. 
• Give each page a unique title tag.
• Submit URLs to Google Search Console to check if they’ve been indexed and identify issues. 

Indexing doesn’t happen overnight — those crawlers have a lot of ground to cover. Be patient and give your search engine optimization (SEO) efforts a few months to get results. 

Ranking: Deciphering the Relevance Puzzle

Ranking is the final stage of the search engine process, and the most critical one for business owners. This is where search engine algorithms assess which pages provide the most value for specific search terms. 

When you enter a query, platforms like Google display the best content in the search engine results pages (SERPs). These pages typically feature a mixture of content, such as: 

• Paid advertisements
• Featured snippets 
• Organic search results 

These pages have a dynamic hierarchy, which means the rankings can change over time or even vary between users. If your search history includes frequent visits to Chewy, Google might prioritize that site in your results.   

Where a page appears in the SERPs has a massive impact on its click-through rate. Obviously, a higher ranking is always better. According to a BackLinkO survey, users are 10X more likely to click the #1 organic result than the tenth. And only 0.63% of Google searchers clicked a link on the second page. 

But dominating the rankings isn’t the only way to get attention. If your business appears in a featured snippet or paid ad, users might be more likely to click it. 

When it comes to ranking content, how do search engine algorithms work? Tech companies haven’t revealed the details about their search engines. That would be like Coca-Cola suddenly publishing its top-secret recipe.

However, it’s generally believed that algorithms consider these factors, among others: 

• Content quality — High-ranking content is accurate and well researched. It’s also free from pesky grammar and spelling mistakes. 
• Relevance — Your content should address the search query and include applicable keywords. But avoid keyword stuffing. Too many repetitive or random phrases will turn your content into nonsensical word salad, lowering your ranking. 
• User experience — Top-performing sites are fast and mobile-friendly. 
  

The Future of Search Engine Optimization

SEO is never a one-and-done deal. Want to earn and keep a coveted top ranking? You’ll need to keep up with the latest trends. 

Many businesses are already using artificial intelligence (AI) and machine learning to improve SEO. This technology can help you predict your customers’ needs and develop relevant content. If winter is approaching, for instance, AI might forecast that your clients will start searching for snow tires. 

Generative engine optimization (GEO) is another new frontier. In 2023, 68% of users said they use AI to answer questions. By optimizing your content for generative engines, you can stay visible — even as customers move away from traditional search engines. 

Personalization is a hot trend, too. Search engines care about delivering the best user experience, which means tailoring results for each individual. This might involve considering their search history and location, among other factors. 

Mastering Search Engines for the Win

Now that you understand how search engines work, you’re ready to start optimizing your content. Of course, this involves more than cramming in a few popular keywords — search engines are hard to trick.

If you want your site to rank, you’ll need to create genuinely helpful and user-friendly content. Put yourself in your audience’s shoes and ask, “What kind of information would make my life better?” 



Need a hand? At Optimize Digital Marketing, we’re passionate about SEO. We don’t call ourselves “Optimize” for nothing! We’ll help improve your brand visibility by optimizing your websites and social media. Get in touch today.