The Power of Search Engine Leverage

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.