Search Engine Optimization De-Mystified
So, you have a web site now, and you’re doing some searches in Google, Yahoo, MSN or perhaps AOL — typing in words that represent the services or products your web site promotes, but your web site doesn’t show up in the first few links that display in the “natural” section of search results.
You can always “bid” money for keywords and have your site appear in the “sponsored listings” sections of Search Results. This is a good short term option or seasonal option for many businesses. You can turn your ads on and off and and create and modify them yourself. But, this can still be too costly for some.
I’ve had many people ask me, “So how do I get my web site to show up on that first page of search results?” Well, the answer is Search Engine Optimization or SEO.
Search Engine Optimization has changed a lot over the years. The tricks that worked a few years ago, no longer work today. On the other hand, many of the basics, the common sense techniques that have always been a part of Search Engine Optimization continue to work.
Note: Search Engines use algorithms that “rank” web pages. Web pages with higher “rank” will have higher positions in search engine results.
One of the biggest obstacles today is that competition for keywords is growing everyday with new web pages being added, on every topic you can think of.. from arts and crafts to real estate and mortgages to travel and government.
Search Engine Optimization, the common sense approach, involves improving 3 main components of a web site:
Keywords
Navigation
Popularity
Sites at the highest optimization level for all 3 of these components for any given keyword are the ones that appear at the top of the search result pages.
You may wonder about the search results sometimes though. The first result is sometimes a link to a web site with no text on the home page and has poorly designed navigation.
This can happen because a site that is very popular, but doesn’t have a good keyword component or a good navigation component can “rank” well. Similarly, a site with a good keyword component and popularity can “rank” well even though it may have a low navigation component.
The keyword component of a site involves frequency, density and placement. Keyword selection is very important. You must spend some time putting yourself in your customer’s shoes. Think “What would I type into a search engine if I was looking for my service”. The keywords, meaning text throughout your site and text that is in hidden codes called “meta tags”, on your site must match those typed into search engine forms.
Creating a consistent, simply coded navigation system for the site is important so that the search engines can find all the pages of your site and include them in their indexes.
Note: Only web pages in the search engines “index” can be returned in search results. A site has to first be in the “index” before it even has a chance of getting “ranked” and being in the search results.
Some sites use drop down menus, image maps and flash animation for the navigatoin links. The technology sometimes used for these links is not search engine friendly. This is why web developers will often place navigation links at the bottom of the site as simple underlined text links….so the search engines can follow the links and include all the pages of a site in its index.
The popularity component is probably the most challenging of the 3 components. Popularity is measured by the quantity and quality of links coming to your site. A link from a highly “ranked” and popular site is more valuable than a link from a smaller, less popular site. How often visitors are clicking on links to your site and staying on your site are considerd as well. For example, if a popular news or magaizine site, like www.forbes.com, contains a review of your new financial blog along with a link to your web site, your search engine “popularity” would increase, but perhaps even more importantly, your traffic would increase. You would have new visitors without even relying on search engines.
Creating keyword rich content and a search engine friendly navigation system puts your site in position to be ranked by the search engines and contributes to your optimzation. But, it is the reaching out to popular web sites, like news sites, trade publications, directory sites and others to recognize the value of your services and products that will drive targeted, quality visitors to your site.
To learn more download a free white paper - The 7 Steps to Effective Search Engine Marketing for more information on search engine optimization.
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