Chapter 6

The search engines constantly strive to improve their performance by providing the best possible results. While "best" is subjective, the engines have a very good idea of the kinds of pages and sites that satisfy their searchers. Generally, these sites have several traits in common:

1.  Easy to use, navigate, and understand
2.  Provide direct, actionable information relevant to the query
3.  Professionally designed and accessible to modern browsers
4.  Deliver high quality, legitimate, credible content

Despite amazing technological advances, search engines can't yet understand text, view images, or watch video the same way a human can. In order to decipher and rank content they rely on meta information (not necessarily meta tags) about how people interact with sites and pages, and this gives them insight into the quality of the pages themselves.

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