The visitors of the search engines are very impatient and they do not bother to stay on the search engines beyond the first page. In order to get the visibility many sites try desperately to come ahead of reputed web sites by employing search engine optimization companies. These SEO agencies have good knowledge of the search engines and their algorithms. Accordingly they design the web sites highlighting the areas which the search engine crawler software is very likely to pick up as signals. This way the SEO agencies try to upgrade the ranking of their client company. In order to prevent the unimportant web sites getting higher rankings the search engines frequently change their algorithms. The algorithm is the mathematical expression which when fed with the signals can come out with the ranking of the web site in the search engine. When the visitor enters the keyword the sites appear in the sequence as decided by the algorithm through its calculations.
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