Search engines use ‘bots’ to crawl pages on the web, going from site to site, collecting information about those pages and putting them in an index.

Algorithms analyse pages in the index, taking into account hundreds of ranking factors or signals, to determine the order pages should appear in the search results for a given query.

These factors fit into ‘The 4 pillars of SEO’: Technical SEO, On-Site SEO, SEO Content and Off-site SEO.