Search Engine Marketing, Inc.: Driving Search Traffic to Your Companys Web Site [Electronic resources] نسخه متنی

Displaying Search Results

After the search engine knows which pages match, and what rank order to show them in, it is time to display them on the search results page. Displaying the results is a lot simpler than some other parts of the process, but there are a few important things to pay attention to.Figure 2-1, appearing earlier in this chapter, shows how Google displays its results.

Organic search results look similar no matter what search engine you use. They all use the title of the page followed by a snippeta summary of the text from that page that contains the search terms. The search terms usually display in bold, drawing the searcher's eye to them. You should understand that everything displayed in the search results is drawn from what the search engine previously stored in its index. The search engine never examines the actual page while it is displaying search results, which is why the results page can sometimes contain outdated information, or even display pages that no longer exist (which are discovered when searchers click them). The information displayed on the results page was correct when the spider last crawled the page, but the page might have changed (or even been removed) since.