The Internet is home to millions of websites. Google claims to index over 8 billion web pages, and MSN announced 5 billion not long ago. Yahoo! is probably close; but upon query, a spokesperson said, “…we don't disclose the size of the index, our top priority is to provide the most comprehensive and relevant search experience to consumers.”
How many users visit these websites? In the U.S. alone, search engine users totaled over 130 million in 2004 and will go beyond 150 million in 2006. If you’re in business to sell, there’s a captive audience out there.
Many companies have a website, but the majority of these websites are not optimized to maximize search engine traffic. Research indicates that 80 to 90 percent of corporate websites are not well optimized. It also shows that properly optimized websites enjoy fantastic gains in unique visitors and conversions. These huge gains have been reported a number of times in research and case studies. So why aren’t more companies reaping the rewards of search engine traffic?
What’s Wrong With the Average Website?
Many companies are neglecting the important back-end issues that can make their websites search-engine friendly. Sure, users visit these website and click to download white papers. The graphics are sweet, and some of these sites rock. They may not have the best navigation and usability, but landing pages are in place – it all looks first-class. When we surf the web, we see a lot of this same functionality. But the problem with the average website is that it’s not optimized to gain top rankings on the major search engines.
While all appears to be smooth on the front end, potential problems lurk on the back end. To quote Dan Thies of SEO Research Labs, "We routinely conduct technical reviews for our SEO partners, and find duplicate content or other server-related issues on over half of the sites we see."
Watch Your Back End
There are a plethora of back-end technical connections going on behind the scenes, and if you’re lulled into complacency, your site could be missing the road to top rankings that increase your conversions.
When it comes to communicating with search engine spiders, many of America’s best-known company websites are not properly optimized to gain top rankings. That’s because the back-end is shorting-out and not connecting with the stealthy search engine robots that index and rank websites for major search engines like Google, Yahoo! and MSN.
Following is a list of back-end technical items related to search engine robots that must be addressed if you want your company website to perform well and outperform your competitors in the major search engines. As part of your Organic Search Engine Optimization Program, the items below should be thoroughly reviewed, and appropriate recommendations made, in a professional SEO Site Review.
The Road to Top Rankings
All search engine spiders must first be able to digest your content before they can post your high-ranking results. That’s why a technical site review is the first step in Search Engine Optimization. Once the above back-end items have been analyzed by a qualified SEO technician, your IT people can begin the process of making the necessary adjustments to your website. When adjustments have been made, you are on the road to capturing all of that delicious organic traffic. Happy traveling! Remember, it’s a journey not a destination.
Discuss this article in the Small Business Ideas forum.
May 3, 2005
Paul J. Bruemmer has provided search engine marketing expertise and consulting services to prominent American businesses since 1995. As Director of Search Marketing at Red Door Interactive, he is responsible for strategizing and implementing search engine marketing activities within Red Door's Internet Presence Management (IPM) services.
Copyright © 1998 - 2020 Search Engine Guide All Rights Reserved. Privacy