Simple to use and straight forward on the surface, search engines are a universal tool used by everyone, making it vital for online businesses to embrace search engine optimization (SEO). With an extensive technology development history through companies like “Looksmart”, “WebCrawler”, “Lycos”, “Infoseek”, “AltaVista”, “Ask.com (Formerly Ask Jeeves)”, and “AllTheWeb” search engines formed a lot of similar qualities over the years which we now see in the modern day search portals like Chrome (Google), Bing (Microsoft) and Yahoo. Highly focused on optimal user results, speed and accuracy, search engines share common goals which is why a sense of universality between the various search systems has built up over time. Regardless if it is a Meta Search, Vertical Search, Mobile Search or Voice Search platform you will find that many of the same concepts, theories and functionalities apply across all search programs.

Search engine use comes with the expectation that viable and valuable results will output which is why so many of them follow closely related ideas and designs. Given the mass utilization and universality of search engines there is no better place to improve online reach and exposure then through methodologies like search engine optimization (SEO), search engine marketing (SEM) and pay per click advertising (PPC). Since most search engines take matching paths to the end product, by studying the common characteristics we can greatly enhance our knowledge about the basics of search engines and how they operate. So what types of topics and themes do a lot of the search engines pull from? Let’s review search engine on-site optimization, link building, local citations and ranking criteria to gain a better understanding into precisely how search engines work.

SEO Basics – Universality #1: On-Site Optimization

The search engine universality of on-site optimization stems from the approach towards web page features such as title tags, meta descriptions, URL structures, H1 tags, image and media architecture, keyword usage, H2 and H3 tags, data variation, outbound linking, long form content, internal site mapping, language use, page speed, social sharing, CTR maximization, rich snippets, schema, microdata, font, bounce rates, error pages, mobile compatibility and more.  Most search engines handle all of the above on-page optimization details in very similar fashions making cross platform search engine optimization (SEO) a much more realistic task. Search engines agree that certain key website designs should conform to particular patterns so that crawling, indexing and applying algorithms to websites can be accomplished unilaterally.

SEO Basics – Universality #2: Link building

The search engine similarities of link building entail white hat SEO tactics like outreach, guest blogging, broken link building, social mentions, link reclamation, paid promotion, media expansion, content repurposing & syndication, link controlling, Influencer relationship building, info targeting and much more. When it comes to rankings and ratings search engines view the same specific types of links as accommodating assets and assign values accordingly. High quality, white hat internal and external link building must adhere to certain guidelines and practices which gives them relatable appeal to many of the major search engines. Websites need links to communicate and expand with their audiences and search engines need backlinks to make decisions on search importance making the art and science of link building a common denominator for search engine optimization (SEO) and search engine marketing (SEM) success.

SEO Basics – Universality #3: Local Profiles and Citations

The search engine commonalities of local profiles and citations are data integrity, information matching, geo-targeting, mapping, directory submission, reviews, ratings, customer service, feedback, contact channels, hash tagging, branding and more. Search engines place importance on comparable variables when it comes to local citation building which is why it is paramount that businesses get their online profiles aligned correctly to conform with search engine optimization (SEO) best practices. Regardless of where you are actually located there is a lot of value in creating a local online presence that can help your company stand out to search engines in the appropriate geographic regions. Attracting local search results requires congruent listing and marketing as search engines correlate ranking qualities at almost identical rates and perception.

SEO Basics – Universality #4: Ranking

The search engine parallels of ranking include such factors as content quality, backlinks, mobile usability and friendliness, timeliness, page speed, schema, branding, social relevance, HTTPS encryption, domain history and authority, keyword usage, referring domains, organic click-through-rates, on-site visit times, on-page SEO and more. When it comes to correlative ranking criteria most search engines are looking at coinciding characteristics to determine placement and position. Search engines want to rank the very best first and by providing the corresponding ranking inputs you will be in a superior search engine optimization (SEO) situation over your competitors. The more dynamic and comformative you are in your approach to ranking signals the better chance you have at being the favorite in search results over a plethora of search engine platforms.

The universality of search engines is evident by the fact that the results across systems often mimic each other. The websites that have great on-site optimization, link building, local citations and ranking signals for one search engine also has it for them all. The basics of search engines all revolve around adjacent angles and actions giving smart and experienced SEO companies an advantage when it comes to performance and production. In order to create the best results possible search engines must ultimately become homogeneous as high quality information, suggestions and recommendations involve companion thought processes and search engine programming. When you come to the realization that search engines are almost identical in many basic regards it is then that you can start dedicating search engine optimization (SEO) and search engine marketing (SEM) resources to the appropriate places and reap the benefits accordingly.