Foreword Preface 1 Search： Reflection Consciousness and Connecting Commerce The Mission of Search Engines The Market Share of Search Engines The Human Goals of Searching Who Searches and What Do They Search For? Determining Searcher Intent： A Challenge for Search Marketers and Search Engines Navigational Queries Informational Queries Transactional Queries Adaptive Search Searcher Intent How People Search How Search Engines Drive Ecommerce The Mobile Shift The History of Eye Tracking： How Users Scan Results Pages Click Tracking： How Users Click on Results （Organic Versus Paid） Distribution of Search Results and Traffic Conclusion 2 Search Engine Basics Understanding Search Engine Results Understanding the Jayout of Search Results Pages Understanding How Vertical Results Fit into the SERPs Google's Knowledge Graph Algorithm-Based Ranking Systems： Crawling， Indexing， and Ranking Crawling and Indexing Retrieval and Ranking Evaluating Content on a Web Page Understanding What Content Search Engines Can\
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