The fabled tales of successfully tricking search
engines into high rankings have given way to a new truth,
to achieve decent consistent ranking you cannot engage
in tricks but on focused optimization done in a professional
ethical manner. According to search sources, with the
latest Google update, there is no longer an even playing
field when it comes to search placement. The new Google
ranking system gives an advantage to large, established
businesses that have achieved brand recognition. Does
this mean small businesses should give up on the Web
as a marketing model? No, of course not, they simply
must develop quality content. To increase your natural
ranking (search engine rankings that are not paid for)
Write Good Text Copy.
The website copy should contain relevant text. Websites
that use text rather than large images will load faster
and the search engines can easily spider the text of
the website for themes and keywords. Search engines
cannot discern the meaning of words and phrases that
are presented as an image. If you do use an image, be
sure to include a brief phrase or keyword as an ALT
tag. The ALT tags help website visitors who are visually
impaired. ALT tags also convey the meaning of the image
to search engines.
Research Keyword Phrases.
Using terms and phrases that relate to your product
or service is critical. It is important to use terms
that potential customers would use when searching for
your product or service. Often products can be described
by a number of terms, for example soda, tonic and pop
all identify soft drinks. One term might be more prevalent
in a specific geographic region, which is fine if you
are selling locally, but if you are selling globally,
optimizing for a single popular term could be problematic.
Consider optimizing different portions of your website
for various keywords and phrases that relate to the
product or service that you are promoting.
More information on Determining
Provide Valuable Content.
Websites linking to a website are seen by many search
engines as "votes". A link typically implies
quality content. The easiest and most effective way
to achieve a large number of links is to provide unique
quality content. This might be a free web based tool,
information or other content that is unique and relevant.
Examples of free valuable content:
RSS Button Creator
Monitor blogs for online chatter about your product
or service. If you find a product review or question
on a blog consider posting a comment. Ego searches are
an excellent way to stay informed and maintain a strategic
advantage over competitors. Monitor keywords or phrases
that relate to your product or service, and join conversations
that are relevant.
More on Ego
In order to know what strategies are most effective
in an industry or sector, it is important to track the
results. The easiest way to track web traffic and conversions
is web logs. Take a critical look at referrers, trends,
and what keywords result in the most traffic. Evaluating
web logs will assist a webmaster in determining what
optimization techniques are most effective.
Ultimately its is foolish to attempt to trick search
engines into high rankings, efforts are better spent
on building quality, consistent, valuable, content
About the Author:
Sharon Housley manages marketing for FeedForAll Feed
Editor software for creating, editing, publishing
RSS feeds and podcasts. In addition Sharon manages marketing
for RecordForAll audio
recording and editing software.