Billions of people carry out searches on the web on a daily base. Search engines have to sort a huge number of webpages taking into consideration the words of your query, relevance and usability of pages, expertise of sources, and your location and setting to provide you with the most useful information. In a marketing perspective, it is very important to understand web searches because it is an integrated part to be considered when crafting your search engine optimization strategies.
Search engines have created programs called robots. You might also call these robots as crawlers or spiders. These robots crawl the web in order to discover and document new webpages. It is important to note that each spider is specific to a search engine.

How does Robots discover new Webpages?

The primary way by which robots discover new sites is by using a link. That is if another website links to your website, a path is created that can be used by the robot to discover your site. Formally, webmasters used to submit their sites to search engines so that they could be discovered by robots. But, today robots find a website on their own.
A website can be added into a free service like Google Webmaster tool to ease the process of discovering a site by robots. When a new page is discovered by a robot, that robot determines what the page is about and for which topics the page should rank. After this analysis of the page by the robot, the page is index. Indexing is simply adding the site or page into a database. Each of the pages is catalogue in such a way that search engines can rapidly reference the data when required, and return appropriate results to the user’s search query. So when a user does a search, the search engines look through their index for webpages they have crawled and analyzed.
When a user performs a search, the results are gotten in a fraction of second. In this period of time before the user can get the results, the search engine determines which pages are most relevant to your query and then rank the results based on the authority of the websites.

How is this important to Marketing?

Marketers that are digital marketers must be able to understand what makes a website consider relevant to the search query. Thus, it is important to be aware of all the factors that can influence the relevance of a site in the search query.
So understanding how the google algorithm determines the relevance of a webpage and other factors that affect site ranking is crucial. Marketers in the digital world must be able to clearly understand search engines and the algorithm behind it if they have to be successful in the search marketing space