The higher a Web site ranks in the results
of a search, the greater the chance that that site will be visited by a user.
It is common practice for Internet users to not click through pages and pages
of search results, so where a site ranks in a search is essential for directing
more traffic toward the site.
We assume you are familiar with basic HTML
as this is required for SEO activities.
So wrap up your sleeves! It's time for you
to optimize you web site.
Google and sites using Google's results
make up around 50% of the Internet search market on their own. In other
words if you only target Google then you're missing nearly 50% of the market!
Although this article mainly focuses on
Google it also takes search engines like Yahoo! and MSN into account. This
nearly doubles the search engine traffic you can target with minimal effort -
imagine what that could do for you! Below is a search overview from 2007,
although Google is gaining popularity and there are some shifts, you'll see
that the other search engines are still important.
How the search engines work
Search engines are
text-driven and crawl the Web, looking at particular site items to get an idea
what a site is about. The disadvantage of search
engines is that they won't appreciate a good design or enjoy multimedia content.
Neither are they capable of giving a real
time update of your site changes as they need to monitor billions of other
sites as well. During this time your SEO efforts will not be rewarded. Unfortunately there is nothing you can do about this. But you can
see what a crawler sees from your site by using a Spider Simulator. If your site is not viewable, it will be non-existent for search engines.
When a user uses a search engine it compares
the search string that the user has entered with the pages that are indexed in
the database. While doing this the relevancy of each of the pages in is
Each search engine has its own algorithm to
calculate this relevancy. Relative weights for common factors like keyword
density, links, or metatags vary per search engine. That is why different
search engines give different search results pages for the same search string. These
algorithms also change regularly so if you want to keep at the top of the
search results, you also need to adapt your pages to the latest changes. SEO is
usually a continuous process.
The last step in search engines' activity
is retrieving the results. Basically, it is nothing more than displaying
them in order of relevancy.
Why SEO should be important to you
The ultimate goal is to make your website appear
on the first pages, if not the first page of a search engine's result. This
will increase the traffic to your site.
Consider what it would be like if no one
could easily find your place of business, or even your telephone number. Most
businesses could not continue for long in such a situation. The same thing can
happen with your web site if people cannot easily locate it.
To find out how to get between those first
few precious spots in search engines, ask yourself the following questions:
- As link building is one of the most
important aspects of SEO, can I put links between related posts on my page
or other websites that I might own? Make sure
to put anchor text to your links. The text that is
immediately before and after the anchor text also matters because it
further indicates the relevance of the link.
- Can I write guest articles for other
sites that link back to it? Sites like DMXzone.com, FLzone.com, FWzone.net, CFzone.net and other communities allow
you to post tutorials. As these sites have a high ranking in search
engines, their links are very valuable. Make sure to post quality content
or the post might not attract a lot of readers or won't even be approved.
- Can I get
on relevant social news sites (Digg clones) or StumbleUpon.com? These sites
can easily double the traffic to your site. The origin
of inbound links are important if the site that links to you is a
reputable one or not. Generally sites with greater Google PR and .edu and
.gov sites are considered reputable and thus important. The older the
links, the better they are.
- Do I have friends who will link back
to my site?
- Are there popular resource sites that
can link to me?