Crawler, Robot or “Organic” search engines have been around since beginning of Internet. They rank their listings by analysing content of your web pages using various algorithms (or indexing criteria) as opposed to charging web site owner for inclusion. However, many businesses are just beginning to wake up to colossal benefits such search engines can provide. No other advertising medium gives you, at absolutely no cost, a means to drive unlimited, targeted traffic to your business. None.
In following article I will give you some basic guidelines to follow in order to help get your web site ranked at top of popular organic search engines. More detailed information can be found in our DIY Internet Marketing Guide “Start at Beginning” Click here for an excerpt: http://www.enable-uk.co.uk/html/book_2.html
What Is Optimisation?
Search engine optimisation is process of creating or modifying a web site so that it encompasses design, background coding, text copy, and link-building elements search engines check through when indexing your web site. Through process of optimisation, you can develop or alter a web site so that search engines will move your web site towards top of results generated for your particular, relevant searches. This means people who are actually searching for what you have to sell will click to your web site, as it will be listed above those of your competitors.
How Does Optimisation Work?
There are three fundamental elements to search engine optimisation: background coding, text copy and link popularity.
Background coding is manipulation of your HTML code so that it is “clean”, uncluttered, positioned correctly, and easily accessible to search engine spiders and crawlers. You need to be sure that most important information to spiders is located near top of page where it can be quickly and easily found and positioned thus, spiders will consider that it is more relevant than information nearer bottom of page. You also need to ensure that java scripts and other such coding are moved out of spiders' way. Text copy relates to text on your site. Professional search engine copywriters are able to write in such a way as to include your primary key phrases in strategic places so that you get most "points" from engines and also appeal enough to your customers to persuade them to purchase your product or service.
Link popularity deals with how many sites have links that point back to your web site and quality of those web sites with regard to relevance. The theory is, that if others in your field think highly enough of your web site to link to it, your web site, and products or services it offers, must be of good quality.
When you have a good combination of all three primary elements, you stand a much better chance of ranking high within these engines.
A Couple of Myths Exploded… Isn’t It All About META Tags?
A long, long time ago, in a land far away…it used to be! When Internet was first founded, virtually all you had to do to get high rankings was to stick a load of key phrases into your keyword tag and boom, lots of targeted traffic flooding to your web site. Now, however, engines are smarter. They pay no attention to keyword tags and very little attention to description tag. The only tag that carries much weight anymore is title tag and it is extremely important. Isn’t it All About stuffing Your Pages Full of Key Phrases?
No! Not only does key phrase stuffing (as it is attractively known) put you at risk of spamming search engines, it makes your text copy look and sound horrible to your human site visitors. What good are high search engine rankings if your web site text puts off and doesn't convert those visitors into paying customers? You need to maintain balance between natural language and key phrase use.
How can you get balance right? Read detailed information in our DIY Internet Marketing Guides “Start at Beginning” excerpt available here: http://www.enable-uk.co.uk/html/book_2.html and also “Writing Text That Sells” excerpt here: http://www.enable-uk.co.uk/html/book_3.html How to Optimise Your Web Site. Set your goals. The first thing to consider when embarking on a new search engine optimisation campaign is to establish goals for site and optimisation in general. For instance, is goal to drive more targeted traffic to site, to get people to sign up for a newsletter, to get someone to make a purchase online, or is it to entice people to call or fill out a form requesting more information? Usually, goals will be a combination of things. Very often different pages within site will have different goals, and these need to be kept in mind throughout SEO process.