Mind boggling query stats epitomize what the larger-than-life search engine, Google has achieved on the world wide web over many years, the Google search service also comes with additional features such as time zones, forecasts, stock quotes, earthquake data, maps, movie show times, sports scores, airports and home lists among others. Google employs a priority ‘Page Rank’ system desired to thwart attempts by spammers to game the system in a bid to attain top spots. In essence, Page Rank is a patented system which employs the Google algorithms to ascertain appropriate ranking of web pages, as they fit on a respective query string. A recursive score is automated for web pages against the strength of their linkages, these links are human generated and in addition Google determines ranking based on some two hundred confidential criteria.

Customization by users of the search engine is also enabled as they can set the default languages according to their preferences, the deep web relates to the amount of data that is unreachable through links and is partially covered by most search engines, including Google itself – the invisible web as some prefer calling it brims from end to end with library catalogs, official legislative documents of governments and phone books among other types of query sensitive content. The field of search engine optimization hit gold as a result of people clamoring for the enviable Google top rank in an effort to channel more traffic to a particular site. Elements such as ‘on page’ factors play a crucial role in search engine optimization efforts and these relate to body copy, H1 heading elements, title elements and image alt attribute values, while off page optimization entails dealing with issues around anchor text and page rank; this is often done through embedding keywords on several parts of a page in careful moderation because excessive flooding will achieve no meaningful result.

Google search engine breaks text queries into a sequence of search terms based keywords, phrases delimited by quotation marks or qualified terms, and these pertain to the Google Basic Search while the advanced search provides more fields and qualified terms such as date based retrieval criteria. Transforming of queries expands the search results and they filter through processes such as term reordering which assists in work reduction, it is invisible to the user but nonetheless relevant, while stemming is used to keep a manageable yet precise range of variants, thereby tweaking the quality element of a given search result.