Search engines place a lot of weight on the content of each web page. After all, it is this content that defines what a page is about, and the search engines do a detailed analysis of each web page they find during their crawl to help make that determination.
You can think of this as the search engine performing a detailed analysis of all the words and phrases that appear on a web page, and then building a map of that data for it to consider showing your page in the results when a user enters a related search query. This map, often referred to as a semantic map, seeks to define the relationships between those concepts so that the search engine can better understand how to match the right web pages with user search queries. If there is no semantic match of the content of a web page to the query, the page has a much lower possibility of showing up. Therefore, the words you put on the page, and the “theme” of that page, play a huge role in ranking.
What Content Can Search Engines “See” on a Web Page?
Search engine crawlers and indexing programs are basically software programs. These programs are extraordinarily powerful. They crawl trillions of web pages, analyze the content of all these pages, and analyze the way all these pages link to each other. Then they organize this into a series of databases that can respond to a user search query with a highly tuned set of results in a few tenths of a second. This is an amazing accomplishment, but it has its limitations. Software is very mechanical, and it can understand only portions of most web pages. The search engine crawler analyzes the raw HTML form of a web page. If you want to see what this looks like, you can do so by using your browser to view the source.
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