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When a search engine ranks a website the search engine is ranking it based on algorithms which is a simple mathematical formula but instead of simply ranking websites, some search engines may also may change or scramble those algorithms so in theory no one can determine easily how the SEO actually knows how the websites were technically ranked and can not change its rankings. So if one utilizes a SEO or search engine optimization the user must keep in touch with any changes in techniques of any search engines that are in use.
When Page and Brin, the Google founders started the Google search engine, they did so to avoid the ability to manipulate its rankings. Initial users generally used the Google search engine because it was simple to use. It is still used but there are other search engines in use today. Some others are yahoo and bing. And other countries in the world also have local search engines which are often in the native language of that country like viola.fr is used in France. So if your website will be displayed in a foreign country then the SEO has to also be in the native language.
Since the website designers want the websites that they designed to be first or at least in the top ten results on search engines they will utilize SEO techniques such as key work repetition through out the website which would make the search engine put it at the top of the list. Currently, when Google or other search engines comes up with its listings of websites when a person does a search, the search engine will post the results based on algorithms of what the search engine finds is inquiry relevant.
Search engines base these results on literally hundreds if not thousands of different factors.
Since search engines have the ability to be geography specific due to geo location software, the search engine results may return a higher percentage of local results rather than more distant websites. They may do this by using the IP address or by the activity of the search. Searches may also return results by industry depending on the words used in the search.
Any SEO techniques used must be search friendly. If the websites a search engines displays are not user friendly then users will not pursue them further. It doesn’t take more than a few seconds for a potential customer to click away from a website. Nothing may be more frustrating then to come upon a great website and find as you go further into it that it is under construction. Even worse is when the website is difficult to read because the background colors are difficult to handle.
According to the PEW Research group approximately three quarters of adults over the age of 18 use the internet. So when you have website and are using search engine techniques the website also needs to be age friendly so the target ages groups can use it easily.