The orientation guide for businesses getting started online Over years of its existence Google gained a well-deserved reputation as top choice for internet users. Providing a comprehensive coverage of web and returning searched queries with great relevancy in less than a second, Google certainly is internet’s front door.
Because of popularity of this search engine, it is critical to get your website listed in Google and achieve a high ranking in search results. There are two types of listing you will find in Google search results: free listings and sponsored listings.
» Free listings
To have your website listed on Google search results for free you firstly need to submit your website to be indexed at http://www.google.com.au/addurl.html. Google is a spider-based search engine that automatically visits web pages to compile its database. After you submit your web site, your site will be first stored in a "temporary" database. Then Google will send a "spider" in a regular time to "visit" your web site to decide whether it should be indexed. This process is called Search Engine Submission.
However, successful submission does not mean your website will necessarily rank well for particular terms. Making your website Google friendly in order to achieve a good ranking can be done through Search Engine Optimization (which will be explained later on in this article).
» Sponsored Listings (Google AdWords)
Google also sells sponsored listings through its advertising program Google AdWords. Those sponsored listings appear on top and on right-hand side of regular search results.
Once you sing up for Google AdWords program at www.google.com/ads, your listing appears on Google almost instantly and impact on your website traffic and sales is practically immediate.
Sponsored listings often represent a great alternative for new websites or websites having difficulties to get indexed by Google.
1. Search Engine Optimization (SEO)
The majority of internet users search information by using search engines. A query on Google often reveals thousands or even millions of matching web pages. Therefore, it is difficult for user to find your website if it is not listed between top 10, maximum 20 search results.
The purpose of search engine optimisation is to make a website’s content highly relevant in order to get listed on top of search engine results for free. This can be a quite daunting task so let’s take a look at some key optimisation guidelines:
1.1 Selecting and Positioning Target Keywords
People search for stuff on internet by typing certain words in search box. Words that are relevant to your website are your target keywords. Your job is to make sure those target keywords appear on crucial locations on your website such as across your title, meta tags, and body of your web page.
There is a good source of optimisation tips at http://www.dynamicwebsubmission.com/tips.html.
Tip: Your target keywords should include at least two words. This is simply because lots of websites are relevant for a single word, for example “flower”.
1.2 Relevant Website Content
Imagine search engine as a library and your website as a book. The library only wants good quality books to be included in its collection. The content of your web site is therefore most important element for search engines to terminate if your web site will be listed and ranked well.
1.3 Link Popularity – Google Page Rank
Every major search engine uses link popularity as a part of their ranking algorithms. Google’s algorithm -- Page Rank – is a quite complicated mathematical formula that determines a relevancy of web pages.
Very simply explained, it uses structure of links between web pages to assign a score of page that reflects its importance. In effect, each link from one page to another is counted as a “vote” for destination page, and each page’s score depends on scores of pages that link to it. But those pages’ scores, in turn, depend on scores of pages that link to them, and so on.
In conclusion, link popularity of a website is determined by:
The number of relevant web sites that are linking to your site The popularity of those web sites The higher relevancy of website better is its listing in Google results.
From what has been said, it is quite obvious that for brand new websites it may take about a month before they get listed and ranked well by Google. As mentioned earlier, paid listing can provide an excellent solution to cover this “waiting list” period. Google will set your website live within few hours and impact on your site traffic is practically immediate.
2. Paid Search Advertising (Pay-Per-Click, PPC)
This unique form of search engine advertising gives your website an excellent opportunity to achieve guaranteed top position on search results. Paid listings are used not only for websites that are not indexed or waiting to be indexed. They are (or should be) widely used by marketers in overall internet marketing mix when launching new products, targeting a specific market segment or enhancing sales of a product that has not been doing well lately.
The introductory to Paid Search Advertising Basics is explained in details at http://www.apexpacific.com/newsletters/nl1004.html#2.