How Do Search Engines Work

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Making sense of complex search algorithms

Search engines basically perform two functions: they crawl the web and index webpages. To make sure that you get the best results, search engines keep updating their algorithms. Search engines use a complex algorithm to rank websites.

How do search engines work? This is a question that most people ask.  Let’s take a look and the two main functions of search engines.


Search engines use automated robots called spiders to crawl the web and index various sites. They follow links to reach the nooks and corners of the web to get you the desired results.


Search engines answer questions. When people perform a search, they go through an index of billions of URLs to find the most relevant results. Search engines try to show the best sites that match the users’ criteria. They don't always get it right, but over the years they have become much better at ranking sites.

You can approach SEO in several different ways. At Shout, we believe in the power of content. We focus on creating and distributing unique and useful content in various formats. We create content, text, infographics, photos and videos. We work with small as well as large businesses to improve their rankings.

We are hungry for information

Before optimising your site for search engines, we understand your industry, your business, and your objectives. Before we can develop an SEO strategy for your website, we need to know what you are trying to accomplish.

Once we have a better understanding of your business goals and objectives, we will analyse your existing search rankings, research competitor activity, and develop a customised marketing strategy to improve your rankings.

We can't promise top three rankings for highly competitive keywords. However, we can ensure that your overall search rankings will improve.

No Tricks Necessary

If you have quality content on your site, you will not have much difficulty increasing your rankings. Sites that do not employ tricks or spam have higher chances of obtaining high rankings. This is why our focus is always on developing great content and keeping your visitors engaged so that they can subscribe to your list, request more information, or buy your products.

    “We have seen a significant increase in qualified traffic and online sales. I would highly recommend Shout for digital marketing and online strategy.”

    Stuart Duff, CEO LaybyLand

    Our SEO Services Include:

    SEO Strategy

    We research your industry and analyse your website to get a better understanding of your requirements. Then we develop a comprehensive SEO strategy to meet your business goals.

    Keyword Research

    You should know the words and phrases people type into search engines when they look up information about your products or services. We conduct a keyword research to identify words and phrases that will be most profitable to your business. We then optimise your website for those keywords.

    Meta Tags Copywriting

    We optimise your title tags, meta description tags, H1 and H2 tags, and image ALT tags. We ensure that your title tags and H1 tags contain the right keywords.

    SEO Copywriting Recommendations

    We review the content on your site and suggest ways to improve it. We have expert writers who can create SEO optimised content for your site.

    Sitemap Submission

    We create or revise your existing sitemap and submit it to Google. We can add No Follow attribute to links and upload a Robots.txt file to prevent search engines from indexing certain pages on your site. In addition, we will ensure that you have no broken links on the site. If you have the same or similar content on more than two URLs, we will use 301 redirects to avoid the duplicate content penalty.

    Implementation of our Strategy

    We work with your designers and developers to implement the recommendations. If you go for our full package, we will make all the changes ourselves.

    Link Building Strategy

    We analyse your link profile to ensure that you do not have any links coming from bad sites. We also ensure that you don't link to bad sites. Contact us and we will also develop a strategy to obtain links from quality sites.

    When it comes to links, quality is more important than quantity. Our approach towards link building is holistic – we earn the links and don't buy them.


    After launching your campaign, we will monitor your rankings continuously. We provide monthly and quarterly reports to help you stay updated of the progress.

    Our SEO services will increase your visibility in organic search results. Google uses over 200 ranking signals to rank websites. Last year alone, they made about 540 improvements to their algorithm. If your site is of poor quality, no SEO service can improve its rankings.

    At Shout Digital Marketing Agency, we have a talented team of experts who live and breathe SEO. We can develop bespoke solutions to improve your rankings. We are here to fix your site's flaws and add great content to make it useful to your visitors.