Source: Small Business
Management
This article discusses
Getting Top
Search Engine
Ranking.
There is a pervasive myth among web site
managers that simply submitting your web site to hundreds of search engines will increase
traffic to your site. Another myth is that simply inserting META tags in your Web pages
will also increase your traffic. Both are just not true. So what works? Search engine
positioning - that is by far your best and most affordable bet. Consider these statistics:
Over 95% of Web users find what they are looking for by visiting the top 6 search engines.
Google alone handls hundreds of millions searches and page views
each month. Many of
these searches are for the products and services that you deal in, guaranteed! Everybody
knows that even a few good positions on even one or two important keywords or phrases can
drive thousands of quality visitor traffic to a Web site per day. Research has shown that
people hardly ever go past the top 30 search results for any one search. The top 10
results receive 78% more traffic than those in position 11 to 30 do. The top 30 results
get over 90% of the search traffic. This alone explains why some sites do so well and
others so disappointingly, and why it is such an advantage to be ranked highly.
So how do you position your web site at the top of search engine
results? the most important thing is that you get other
sites to link to your site. The more quality sites point to your
website the better your position on serah engine results pages.
If you decide to do it yourself, be prepared to invest a considerable amount of time on
them - beating the search engine algorithms is not an easy matter! Usually, a
page that ranks well on one engine may not rank well on other engines. Assuming that you
want to make sure that you are ranked highly on the top engines Google Yahoo
and Bing, you have to work at getting more links to your site.
There are lots of good sources that now tell you exactly what the search engines are
looking for in a page that will rank highly. (One of the best sources for search engine
information is SearchEngineWatch.com)
To
Getting Top
Search Engine Ranking - Top
The hard part is in actually including these
elements in your site HTML! Basically, this is what it would involve:
First, you have to realize that ranking criteria varies from search engine to search
engine. Beside links, most evaluate the placement of keywords or keyword phrases on various parts of
your pages based simultaneously on all these criteria:
Prominence of the keyword searched - how
early in a page a keyword appears.
Frequency of the keyword searched - number
of times the keyword appears. Be careful about this. Simply repeating the keyword will not
work because grammatical structure and keyword weight also plays a role.
Site Popularity - a few search engines
consider how popular your site is when ranking.
"Weight" of the keywords - that is
the ratio of keywords to all other words. Each search engine has a threshold. If your page
crosses that threshold, the engine labels it as spam and ignores it.
Proximity of keywords - how close together
the keywords are to each other, especially when the item searched for is a phrase.
Keyword Placement - these are the locations
where an engine will look for the keyword, e.g. in the body, title, META tags, etc.
Grammatical structure - some engines
consider grammar in their calculations. They do this to make it harder for spammers to do
their thing.
Synonyms - some engines look for words
similar in meaning to the keyword.
As you can see, the ranking criteria is highly
dynamic, using a complex algorithm that integrates all the above factors in various
proportions and with various maximum and minimum values. An important criteria to look
deeper into is the keyword placement criteria. These are the various places that engines
look for keywords:
Keywords in the <TITLE> tag(s) -
VERY IMPORTANT
Keywords in the <META
NAME="DESCRIPTION">
Keywords in the <META
NAME="KEYWORD">
Keywords in <H1> or other headline
tags-VERY IMPORTANT
Keywords in the
<AHREF="http://yourcompany.com/page.htm"></A> link tags
Keywords in the body copy
Keywords in ALT tags
Keywords in <!-- insert comments here>
comments tags
Keywords contained in the URL or site
address, e.g., http://www.keyword.com/keyword.htm
To fully cover the process of figuring out the
parameters of each criteria for each search engine is beyond the
scope of this article. Put simply, there are several ways to
come up with doorway pages, depending on the resources at your
disposal. What you would need to do if you were doing this
manually would be to do a search on a keyword or phrase in a
search engine. See what page ranks highest for that keyword.
Make sure that the actual page is the same one displayed in the
search results and not a redirected page. Then meticulously
inspect that page and create a doorway page that beats that page
on all the above criteria, without going too far as to cross the
engine's thresholds. You would, for example, make sure that your
keyword or phrase appears in all the places that it does in the
page you are studying, and it does so just a little more often,
and in a weight just a fraction of a percentage point higher.
To
Getting Top
Search Engine Ranking - Top
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