Archive for the ‘SEO’ Category

The Power of Search Engine Leverage

Wednesday, May 8th, 2013

Small business owners everywhere know the importance of incorporating search engine optimization techniques in order to be found by the search engines and people looking for what they have to offer. Interestingly enough, most Search Engines would store more than just your website’s URL and commonly used words. Ten to one, it will also store the number of times the word you are using appears on a page. The value of the chosen words will increase if used towards the top of your document, in sub-headings, the title of your page, the META tags, and in links.

Commercial Search Engines will have a different formula to adding weight to the words in the index. This is why when you conduct a search for the same word using different Search Engines, you will find it produces different lists, and the pages will be presented in a different order.

The sole purpose of the index is to allow the user to find the information they are looking for as soon as possible. There are a number of ways as to how this happen. The most effective way would be to build a hash table where a formula is applied in order to attach a numerical value to a given word. The same formula is created to spread the amount of entries across a number of divisions that are predetermined.

Surprisingly, the numerical distribution of these words is different to the distribution of alphabetical words which is key to the effectiveness of hash tables. This is where the Search Engine software would search the index for information that is relative to the keyword or phrase as entered by the user. The searcher will be presented with a list of the most relevant web pages first.

Small business owners would almost always make use of an Internet marketing campaign for which they will find the services as provided by a Search Engine Optimization company invaluable. Companies specialising in SEO knows how to monitor Search Engine positions, how to raise it, and what adjustments are needed to compensate for undesirable results at any time.

When researching various companies who specialise in SEO, business owners should consider the approach employed to help lift their Search Engine positions. It is best to stay away from companies using cloaked, bridge pages or a doorway in order to raise your positions as this would violate Search Engine policy. In turn it will get your website severely penalized, and may even result in it getting removed from the Search Engine’s index.

In short, cloaked pages are invisible to regular users and coded to help detect the Search Engine spiders in order to redirect them to a special page that is set up to artificially boost your Search Engine position. Bridge pages and doorways make use of the same concept, but they are often found on entirely different servers. Beware that Google will remove your site from their index should they find you are making use of cloaked pages. Never ever employ companies that make use of these techniques.

Ensure that the SEO company you choose to work with have in fact done the work they claimed to have done. Do not fall for companies who are using their own company’s results to get you to sign up with them. To make sure, you could even call the companies that they are showing results for, and then ask what the name of the SEO company they are making use of is. Business owners should always ensure they make use of a successful SEO campaign where a wide array of keyword and phrases have been used as it will result in maximum exposure across various Search Engines. This will ensure that they stay in the forefront of their given marketing strategy.

In addition, small business owners need to be sure that any reports provided by SEO companies are easy to understand. Further to this, the company you are using should be monitoring the position of your pages on a monthly basis. The sample report shown to you should include their findings and recommendations of the site. In other words, the company you use should be hands on and actively participate in your SEO marketing campaign, and not just be an information gatherer.

You would also need to factor in your finances when choosing a SEO company. Do not forget that it is crucial to the success of your marketing campaign to enlist the services of reputable SEO companies. Always ensure the company you choose to use have very good references available. Ideally, they should be able to provide a minimum of two references. Essentially, the Search Engine Optimization company you use should be able to balance the needs of both the site visitors and Search Engines without any compromise. The eBook “Search Engine Manifesto” sheds some more light on the intricacies of Search Engine Optimization.

The Importance Of Using Keywords for SEO

Wednesday, May 8th, 2013

Just like we need a vehicle to drive us from point A to point B, small business owners would need Search Engines to drive customers to their websites. Without a road map or any road signs, the driver of a vehicle would find it hard to reach their destination. The same applies to your website. Specific pointers/signs in the form of carefully chosen keywords are needed to direct visitors to your site. Business owners can expect to get hordes of visitors coming to their website through using the exact keywords or word phrases.

On the other hand, if your keywords are too vague or overly used, then the possibility of your visitors making it to you site would be very slim. In turn, it will greatly diminish your profits. In essence, your keywords can be seen as the foundation of your marketing strategy. You should be very careful when selecting your keywords as it does not matter how good your marketing campaign is, the right people may never find what you have to offer them. Therefore, your first step should be to gather as well as evaluate keywords and word phrases.

The saying goes that you should think like your customers with regards to searching for specific keywords. Go directly to the source instead of just writing down a list of search words and phrases yourself. As business owner you should ask as many customers as possible what keywords they will be looking for.

In doing this, you will find that their understanding of your business and your understanding are worlds apart.

It goes without saying that the consumer proves to be an invaluable source. By accumulating words and phrases from them, you will soon find that these were the last thing on your mind. Only when you have their keywords on your list would you be ready to continue to the next step; Evaluation. When doing this, you should keep in mind three specific elements: popularity, specificity, and motivation.

Of the three, popularity is the easiest one to evaluate due to its objective quality. In essence, if your keyword is very popular, your chances of getting found due to users typing in the chosen keyword is so much better as it may even bring up your URL (WordTracker is a very popular software tool that is worthwhile using)

The next one to consider would be specificity. In using a specific keyword, the likelihood that your consumer who is ready to buy your product will find you is so much greater. Lets use the keyword “automobile companies” as an example to help drive the point home that we are trying to make. Should your company specialise in body shops, it would be better to focus on the keyword “automobile body shops” even though it ranks lower as it is more specific, and exactly what your target market would be looking for. The greater the specificity, the less competition you will have from other business owners targeting the same keyword.

Another factor to look at would be consumer motivation. Here again, it would require that you put yourself in the shoes of your customers to figure out what motivate them to look for your service or product in terms of keywords or phrases. To find people who are ready to buy would require subtle tinkering of the given keyword until you have managed to turn it into a more specific and targeted keyword phrase to attract motivated traffic to your site. Amazingly, there is software that analyses consumer behaviour in relation to consumer traffic that allows you to determine which keywords would bring you the best customers.

Search engines like Google, Yahoo and MSN are often used to help as much as 85% of the world’s population find what they are looking for. The whole idea of optimizing pages to obtain high Search Engine rankings would be to attract targeted visitors to your site so they are inclined to make a purchase. The higher page rank you have in the Search Engines, the better your chances of converting traffic that gets directed to your site. That is exactly what SEO is all about.

In essence, SEO is a science and involves a meticulous approach and continual monitoring to ensure your website conforms to the latest requirements. In all probability it would be in your best interest to make use of a reputable Search Engine Optimization company in your local area to take care of all your SEO needs. There is a lot more to SEO than you think. To get a good overall understanding of what is all involved in getting your SEO right, we suggest you read “Search Engine Manifesto” where you will gain further insight into how to increase your search engine ranking, building your link popularity, protecting your SEO rankings and get to see which top search engines give you the most bang for your buck.