[SEO: Search Engine Optimization] 01. How Search Works

1. Search Engine Optimization is Important

• Only 5.6% of clicks reach beyond the first page of search results. 
• The first top 3 keywords on the first page get more than 50% of the total clicks. 
• If your website is not ranked on the first page, the likeability of a customer finding your brand is very low.

2. Some Definitions

• SERP(Search Engine Results Page) are the pages that the search engine serves for any given search term or query
• SEO(Search Engine Optimization) focuses on the process of making changes to the design, content and link structure to improve a website's ranking, and therefore visibility, in search engine's unpaid/organic results
• SEM(Search Engine Marketing) is where you pay to place a sponsored result(search ad) on the search engine results page

3. How Do Search Engine Work

• Reading: Search engine robots(i.e. crawlers such as Spider for Google,) crawl and read the text on the web pages
• Indexing: All page information gets indexed in a large database, using a uniform structure
• Retrieving: Search engine retrieves info from the index based on keywords searched for and ranks results based on algorithms