Search engines that are tremendously successful have a few key success factors that are simple yet elusive to others. First they realize that to keep customers coming back, they must return credible results pertaining to what is being searched. Second, the results that are shown must have certain validity and credibility, and third, they must anticipate what the person is in search of and then seek to find it for them in short order. The act like the concierge in a fie star hotel, except with much greater efficiency and much higher speed.
To return credible results, search engines need to do two things, have a clear and precise understanding of what keywords mean and understand what people are really looking for when they do search for a term. To this end, this is how they do it, and to be at the front of the line, this is what one needs to understand and execute.
First off, a site, to be considered worth, must adhere to the latest standards of internet coding and specifications. Some search engines even test loading time, when a site takes too long to load it is a mark against them. Technical specifications also allow the site to converse with the engines servers and respond accurately to all queries. If the system is not tuned, or optimized, a lot of what is queried may be lost in the miscommunication. This too, is a mark against the site owners.
Second, once the site is well tuned to standards and specifications that the engines are looking for, they then look at the content clearly. The engines have one advantage above all, they take the effort to look at all sites within a classification. When they do, they get an overview of what the standards are in a particular keyword. The also get too see what are the terms that appear the most in one site versus the other.
From a mechanical point of view it gives them the insight into how to categorize the sites and the have the average to compare it too. This is where primary and secondary keywords come into play. As an exercise, take a well written article about a subject in a scholarly article and once you determine the topic, search for the word that best describes that topic. Then count how many times that word appears on the articles. And one of the most important is the title.
This is how a machine is thought to decipher what the article is about. It then learns what words are used in conjunction with the main keyword. For instance if it finds that that the title contains the keyword phrase ‘Dental Services’ the algorithm is going to look for how many times the article uses the word. Over time it understands also that on average when the term Dental Services is used and the word ‘children’ are used a certain number of times, the article has to do with pediatric dentistry. And so it classifies it as such.