Search engines are the backbone of the internet, helping us find information in seconds. They use complex algorithms to crawl, index, and rank web pages, tailoring results to our needs. Understanding how they work is key to grasping the digital landscape.
Online advertising fuels the internet economy, with various formats like and PPC. It's a data-driven field, using metrics to measure effectiveness and optimize campaigns. This topic shows how search and ads shape our online experiences and drive digital business models.
Search engine functionality and algorithms
Web crawling and indexing
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Search engines use web crawlers or spiders to systematically browse and index the World Wide Web
Web crawlers follow hyperlinks and store information about web pages in a database
Indexing involves analyzing and storing content, metadata, and other relevant information about each web page
Facilitates fast and accurate retrieval of search results
Ranking algorithms and relevance
Search algorithms, such as 's , rank web pages based on various factors
Keyword relevance (how well the content matches the user's search query)
Content quality (depth, originality, and usefulness of the information)
Backlinks (number and quality of other websites linking to the page)
User engagement signals (click-through rates, time spent on page, bounce rates)
Natural language processing (NLP) techniques are used to understand and interpret user queries
Stemming (reducing words to their base or root form, e.g., "running" to "run")
Lemmatization (grouping together different inflected forms of a word, e.g., "better" and "best" to "good")
Named entity recognition (identifying and classifying named entities, such as people, organizations, and locations)
Machine learning algorithms continuously improve the relevance and quality of search results
Based on user feedback, click-through rates, and other behavioral data
Localization, personalization, and efficiency
Search engines tailor results to individual users based on various factors
Geographic location (serving local search results and business listings)
Search history (considering previous searches and clicked results)
User preferences (based on settings or inferred from behavior)
Search engines optimize for speed and efficiency to handle large volumes of search queries
Caching (storing frequently accessed data in memory for faster retrieval)
Load balancing (distributing search traffic across multiple servers)
Distributed computing (processing search queries and indexing across a network of computers)
Online advertising types and effectiveness
Advertising formats
Display advertising involves placing visual ads on websites
Banner ads (rectangular graphic ads, often placed at the top or sides of a webpage)
Rich media ads (interactive ads that may include audio, video, or expandable elements)
Video ads (promotional videos played before, during, or after other video content)