Fundamentals of Search Engine Optimization

Part 1 - Why Search Engines Are Important To You.

You've built your site. You've tested it. You're ready for business.

So where are all the people?
You need to get the word out about your great site, but with limited resources and no advertising budget, you need some way to attract visitors.

What can you do?

Search engine optimization (techniques to improve how your Web site ranks in the search engines) has been called the cheapest and most effective marketing tool available. Expect to pay professional firms that specialize in search engine optimization $1000 for a small site - $10,000 is common for big companies.

With a little help from Akyweb.com you can improve your site's search engine ranking and save yourself a lot of frustration and time.

Instead of blowing your limited resources on banners and ads galore, use search engines to send motivated visitors to your site. Click through rates on banner ads continue to drop, while search engine traffic is on the rise and growing everyday.

Search engine traffic is the kind of traffic you want.

Why?

Traffic you receive from search engines is already targeted. Visitors arriving at your site from search engines have entered a keyword relevant to your site, so they are already interested in your product or service. This is the best source of potential customers you can have.

Search engines are the number one way users find new sites. Surveys show that over 85% of users rely on search engines to locate information on the Web. If you optimize your site to do well on the engines, then register your site with search engines, you should see increased traffic to your site.

Search engines are free to users and users know where and how to use them. One of the first things a novice to the Internet learns is how to use Yahoo (actually Yahoo is a directory, but we'll discuss the difference later).

Before you can position your site to do well in the search engines, you need to understand search engine fundamentals.

A search engine is a giant database that lists sites on the Internet. You access the database when you enter keyword searches and receive a list of relevant sites.

Search sites are the Internet's Yellow Pages.

Think of a search engine as a giant, automated version of the yellow pages. If you need information on "party planning" from the yellow pages, there are several steps to retrieving it.

• Go to the yellow pages and look under the alphabetized subject list for "party."
• Note the subcategories: "party planning" "party - children's", "party - rental equipment", and so on.
• Examine the companies listed under "party - planning" and decide which company best meets your needs.

You can repeat this process online using a search engine.

Search Engines Versus Search Directories.

People use both search engines and directories without ever realizing there is a difference between the two.

What is a Search Engine?

Search engines send automated computer programs (called robots or spiders) to crawl the Internet in search of Web pages. Basically these spiders follow links to travel from URL to URL. When they visit your Web site, the robot indexes (or records) the text of your page or pages (if it is a deep crawling spider) and stores it in the search engine's index. Later, when a user enters a search query at the search engine's Web site, the search engine scans Web pages in its index for pages that provide the best match.

In theory, the search engine spider is supposed to be able to find all the sites on the Internet. However, since new sites are being added daily, it's risky to assume that the spider will find you. Expedite the process by submitting your URL to the search engines.

What is a Directory?

Unlike the automated search engine process, each entry in a directory is first reviewed by a human being. You submit a short description to the directory for your entire site, or editors write one for sites they review. A keyword search will only look for matches in these descriptions, so be careful how you describe your site. Techniques to receive a high search engine rating will not work with a directory. While good content is necessary for search engines, both good content AND visual appeal are mandatory in human-edited directories. Remember, manual review takes time! The typical time lag between submission of a site and its actual listing in Yahoo is five months. You can speed up the process at some directories, but expect to pay for that service. This trend will probably continue.

When you submit to a directory, do it by hand and take your time. You need to impress human reviewers with your site so high-quality content and design are critical to your success. For an in depth article on submitting to Yahoo,

Search Engine and Directory Hierarchy.

There are literally thousands of search engines on the Internet, but naturally you're most concerned about your ranking on the high-traffic sites. Some of the smaller search engines may not bring you a lot of traffic, but your listing gives you another source of links (which can help in your overall link popularity building).

If you can do well on the sites listed below, you will probably do well on others too.

Top Search Engines
AltaVista
Excite
InfoSeek-Go
Iwon
Lycos
HotBot
WebCrawler
Northern Light

Top Search Directories
Yahoo - The biggest search site of all. Do well here.
LookSmart
AOL

Don't wait to be discovered! Submit you URL directly to the search engine or directory.

Search Engine submissions.

There are two ways to submit to search engines and directories, manually or using an automated submission tool. Here is a summary of both methods.

There are several features you should look for in an automated submission tool.

How often do I submit?

Your best strategy is to submit weekly until your site gets listed. Check your listing frequently. If your site disappears suddenly, you may be the victim of a search engine database omission. Search engines frequently have multiple versions of their databases and they aren't always in sync. You may be listed in one version of their database and not in another. Your only recourse is to resubmit your site.

To see if you have even been picked up in a search engine, go to the search engine's site and do a search with your company's domain name as the search query.

Directory Submissions.

Submitting to a directory is a much more involved specialized process. Don't do it in a rush and don't use an automated submission tool. The better submission tools, like Search Engine  Plan, don't submit to directories.

How long does it take to get listed?

These times vary with search engines and directories. The search engines will optimistically report a very short time, but most sites get listed within the following times:

The reality is that most search engines and directories are very backlogged and slow to get listings added to their databases. Don't be surprised if you experience waits much longer than these. As mentioned earlier, you may wait over 5 months to see your site get listed on Yahoo!, if it gets listed at all.

We recommend that if your site isn't listed within the time periods above, that you resubmit your site to the search engine where you are not listed.

Is being listed in the search engines good enough?

Unfortunately no.

A listing won't automatically increase your traffic. A good ranking may. You want to be listed on the first three pages of the search engine results page. Most web surfers aren't patient enough to look more than the first 20-40 listed links. In fact there is a considerable drop off just going from the first to the second page.

How do search engines rank pages?

Search engines use a ranking algorithm to determine the order in which matching web pages are returned on the results page. Each web page is graded on the number of the search terms it contains, where the words are located in the document, and other criteria that changes frequently.

All search engines have a different method of ranking. That's why you might rank number 1 on one engine and number 25 on another. Robots look for relevance and rank results on a secret ever-changing algorithm. Some look at TITLE, some look at META tags, some look for link popularity. Search engine optimization means optimizing the Web site for the best possible positioning based on the page's keywords and description.

Akyweb.com's Search Engine Power Plan has a search engine optimization package that will walk you through the whole optimization process. Akyweb.com has numerous experts who have conducted extensive tests to help identify what techniques work to better your ranking in the search engines. Additionally, we have identified what can get you into trouble with search engines.

General tips to get a good ranking.

1. Create a good site with good content.

This is critical, especially as search engines grow in sophistication. If your site contains worthwhile material, users will return to your site and will recommend it to others. Other sites will link to you - which will in turn help you by improving your link popularity.

2. Pick keywords visitors will actually use on a search engine query.

3. Include keywords in your TITLE tag.

Pages with keywords appearing in the TITLE are assumed to be more relevant to the topic than those without.

4. Use keywords in META Keyword and Description tags.

Using META tags will not hurt you in search engines that don't use them, and they can definitely help you in search engines that do index them. While they are not as important as the TITLE tag, META tags can give you the edge over your competition since most web sites don't even use them.

5. Use your keywords throughout your page.

Search engines will check to see if the keywords appear near the top of a web page, such as in the headline or in the first few paragraphs of text. They assume that any page relevant to the topic will mention those words right from the beginning.

6. Have a good keyword density on your page.

Keyword density is derived by dividing the frequency of that word by the total words on the page. Frequency is a major factor in how search engines determine relevancy. A search engine will analyze how often keywords appear in relation to other words in a web page. Those with a higher frequency are often deemed more relevant than other web pages. This can turn into a balancing act as too high a density can be considered spam by some engines. Usually you are safe if your keyword density falls between 1 - 5 %.

7. Continually work on improving your link popularity.

Listings on popular Web sites can increase your traffic significantly. They do this in two ways:

• They give potential visitors multiple paths to your Web site.
• They can increase your ranking in search engines that use link popularity as part of their formula.

Most search engines use link popularity as relevance criteria. For example, the Google search engine (not their new directory) is based almost entirely on link popularity.

Success with search engines and directories is not one magical thing you do specifically. It is the culmination of your whole strategy. It is a time consuming, labor intensive activity with great rewards.

Akyweb.com's Search Engine Power Plan is a five tool bundle that can help you improve your search engine ranking and bring more traffic to your site.  Power Plan walks you through the whole search engine optimization process. From selecting your most effective keywords and building META tags, to optimizing your pages for peak search engine performance, to submitting your pages to the search engines of your choice and to tracking your site's performance in the search engines over time. Akyweb.com has the one stop solution that will greatly improve your search engine performance.

EMAIL TO sales@akyweb.com to find out more!!!!!