If there is one guaranteed constant in this business it is that there will always be changes in the search engines' rankings. Our job, as search engine marketers, is to stay on top of the changes and to monitor how the change affects our clients' site's traffic.
I am actually excited about any algorithm change, because it means that the search engines should actually get better.
What follows is a "back to the basics" on getting good rankings:
First things first: Always be sure to research the keyphrases you intend on using. Find out what keyphrases Internet users most often employ to find your product or service. There is no point optimizing your site for "online web marketing" if everyone types in "Internet marketing".
Once you have a list of potential keyphrases with a high amount of Internet traffic, comb over that list and see which keyphrases best describe your product or service. These are the ones you should consider.
Here are some sites that can help you in your research:
Research your competition with these questions in mind:
Use the keyword effectiveness index (KEI) tool at Wordtracker to compare the effectiveness of your keyphrases. A higher KEI signifies a better ratio of demand-to-competition for a keyphrase.
Do a link search to see who is linking to your competition. In a search engine, type in "link:" (without the quotes) followed by the URL you want to verify. This will allow you to see all the important links to the site that the search engine tracks (I would recommend doing this in both Google and Yahoo).
Optimizing Your Web Site
Now that you know what keyphrase you are optimizing for, here is how to optimize your site: write good quality content that focuses on your keyphrases.
Above all else, this is the single most important factor.
Sure there are other on-site factors such as:
Content is king
Oh…and did I mention that you need to write good quality content that focuses on your keyphrases? All of the points above are superfluous if you don't have good content. Content is the food that the search engine spiders like to gobble up with a voracious appetite. The items below are just the side dishes. You need good content to get decent rankings, but you need the side dishes to become a serious competitor in your market.
Whatever you do, be sure that you don't write junk or filler copy and double check that everything reads well. Keep in mind that writing about your keyphrase doesn't mean adding the keyphrase unnaturally into the text. If you have any doubts, employ the talents of an expert to do the writing for you!
Start soliciting links today! Get people in your industry to link to you. Contact:
See my article on soliciting links for more information on how to go about it: Linking is Queen
Submit to all the directories you can find, so long as they are related (e.g., don't submit to the Abba directory unless your site is about Abba). Submitting to a directory should not be a mindless activity. Read the directory's directions on how to submit VERY CAREFULLY. Write your description very well, and tailor it to each directory in order to follow their guidelines. Make sure you submit (and get in) to www.dmoz.org - it is probably the most important directory out there today.
Do research and find "vertical directories" that focus on your industry, and submit to them. These directories are very important because, for example, if you have a dodo bird site, what better potential client than someone who found you through a dodo bird directory!
Search engines and directories are different. Do not confuse them. You can submit to all the search engines you can find, but it usually won't do much because the good search engines will find you anyway. Submitting to random search engines will usually only increase your email spam. Don't waste your money on search engine submission software for the same reasons.
Here is a partial list of the current important search engines:
And remember: Content is King!
September 1, 2005
Shawn Campbell is an enthusiastic player in the ecommerce marketplace, and co-founded Red Carpet Web Promotion, Inc. He has been researching and developing marketing strategies to achieve more prominent listings in search engine results since 1998. Shawn is one of the earliest pioneers in the search engine optimization field.
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