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Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site by Bill Hunt, Mike Moran

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Chapter 2. How Search Engines Work

You type a few words into Google, and you get a screen full of highly relevant results in seconds. But how did it happen? How does a search engine find the right pages? You have learned that search engines return both organic and paid results, and we repeat a figure shown in Chapter 1, “Why Search Marketing Is Important … and Difficult,” as Figure 2-1.

Types of search results. The Google search results page clearly separates paid from organic results; other search engines combine them.search resultsdisplay ofsearch result text, Snap Electronics (fictional company);landing page content, analysis of;snippetGoogledisplay of search results by

Figure 2-1. Types of search results. The Google search results page clearly separates paid from organic results; other search engines combine them.

In this chapter, we examine exactly how a search engine works, showing both what happens at the time a searcher enters ...

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