Understanding Search Engines | As people continue to do more business and research over the Internet, search engine optimization (SEO) firms are scratching their heads, wondering how to achieve great rankings for their Web clients.
One method of supposedly generating great search engine rankings is called linking. This technique has gained popularity with SEO firms. However, it produces questionable results.
Terms like mutual linking, one-way linking, reciprocal linking, and cross-linking have worked their way into Webmasters’ SEO strategy plans. Specifically, the justification for linking is “more links means more importance which equals more traffic.” On the other hand, beware of this method. To presume that Google will assign or rank your site higher based on many links is not true.
LINKING DOES NOT EQUAL RANKING
Suppose you’ve followed the linking method and have linked or traded links with 100,000 other Web sites, congratulations on the hard work. Accordingly, you have asked the Google bot 100,000 times to index your Web site. Google bot is one of many search bots or spiders that Google uses to crawl the Internet.
For this reason, the Google bot will see your Web site link listing in the web sites or directories you have linked. You have asked the Google bot to return to your Web site multiple times and cache your Web site’s information or content. But this alone will not increase your ranking.
THREE PRIMARY FACTORS DETERMINE RANKINGS
Three primary factors determine your Web site’s ranking or position in Google or other major search engines is a search phrase.
The first and most important factor is the content. Content is king. If you have a Web site that sells left-handed products, then add talking points about any and everything “left-handed.”
For example, content about the history of left-handed beliefs, famous left-handed people, and left-handed beliefs in other cultures and countries attributes to your authority for searching on left-handed products. In other words, you have made your Web site the “go-to” source for everything left-handed.
Many people and businesses do not have time actually to write their own Web copy. Alternatively, they hire a professional copywriter to write keyword-rich, original website content to enhance and improve your Web site’s quality to transform more of your visitors into customers.
If this is a budget buster, consider publishing E-Zines or using article Web sites, which allow you to republish articles related to your Web site or business. However, the original content is best.
The second factor determining your Web site’s ranking or position in Google for a particular search phrase is relevancy. Beware, relevancy is in the eye of the beholder. Above all, make sure you are interpreting yourself through the public’s eye. What is relevant to you is not necessarily relevant to a website visitor or the search engines.
If you are a wedding planner, your Web site may contain information, links, and articles about wedding-related subjects. For example, information and relevant topics, such as bakeries, florists, and bridal wear. Should you include jewelry or marriage advice? That’s up to you. Therefore, remember to ask yourself, “Is this relevant to my visitors?”
Search engines are machines. They compile information about the Web site content it indexes and records. If a poorly ranked Web site receives an astronomical amount of UNIQUE visits, the website position will improve. This might happen if a little known web site was mentioned in the mainstream news media.
Like many other Web site owners, you will have to rely on email campaigns, newsletters, and networking to get the word out if you, like many other Web site owners, are not that fortunate. On the other hand, visitor traffic is not the be-all, end-all to ranking strategy, but it certainly helps Google determine where to rank your Web site in the search engine universe.
In a nutshell, there is no magic bullet to great search engine results. But using “Content that is Relevant to your Visitors” will take you a long way. Build your Web site for visitors, and search engines like Google, Yahoo, and BING will follow.
The VISIONEFX SEO team understands that you want your business website to get top exposure on Google. To do that, you need professional search engine optimization. From planning to launch, we build an SEO strategy with your traffic goals in mind.
Please read what our customers have to say about VISIONEFX on Google Reviews. For more information, call: (757) 619-6456 or email firstname.lastname@example.org.
About the Author
Rick Vidallon is Creative Director for VISIONEFX, a Web design company based in Virginia Beach, VA. They provide services to national companies as well as small to medium businesses throughout the United States. Rick can be reached at (757) 619-6456 or www.visionefx.net.