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How To Turn The Search Engines Into Find Engines |
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Written by Russell R. Collins
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Tuesday, 05 August 2008 09:06 |
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If, like me, you have a website that you spend hours of your time developing, you may also be wondering why so few people come across it. It can certainly be frustrating after the effort you invested in it. The graphics look fantastic, the menu makes sense, the text is clear and easy to read, there's plenty of content, and of course the actual product or service you're offering is good. Of course, no one expects overnight success - it takes a little time for the search engines to find you, and unless you've invested heavily in marketing and advertising using billboards, posters and so on, then obviously it will be a while before your site is even found.
by RussellR.Collins
If, like me, you have a website that you spend hours of your time developing, you may also be wondering why so few people come across it. It can certainly be frustrating after the effort you invested in it. The graphics look fantastic, the menu makes sense, the text is clear and easy to read, there's plenty of content, and of course the actual product or service you're offering is good. Of course, no one expects overnight success - it takes a little time for the search engines to find you, and unless you've invested heavily in marketing and advertising using billboards, posters and so on, then obviously it will be a while before your site is even found.
After a while, of course, people do start to stumble across your site, and maybe you get one or two orders. This could encourage you, and you start to wonder how many you might come to expect over the next few days or weeks. With regret you start to accept that making your first million by Christmas seems somewhat unlikely. You may start to wonder why, since at least some people have started to find you, you don't have more people coming. But thinking about it seriously, what have you actually done yourself to ensure that your site attracts visitors? It's all very well having a site that is so good that people want to stay and buy, but they need to know it exists first.
Perhaps you have come across websites that talk about how to make sure your website is optimized so that it is more easily found. This mainly reflects on the way in which search engines find you and list your site in their search results. Bearing in mind how many millions of searches are carried out every day on the internet, making sure that the major search engines know your site exists, and list it, will be of huge benefit. However, being listed is one thing, being high up on those lists is quite another.
When people search the internet using a search engine, the list of results is ordered by rank. The higher the rank of your site, the closer to the top, on the first page, your website will be. If people enter the keywords 'alcohol free whiskey', and this is what your site sells, then you would hope that your website would be fairly near the top, or at the top, and definitely on the first page of results. On Google, a search for 'alcohol free whiskey' actually brings up 216,000 results, which at ten results per page is well over 21,000 pages. Incredibly, only 3% of people ever look past the first page of results. That means that 10 website owners will enjoy the company of 97% of visitors, whilst 215,990 website owners will only ever see 3% between them.
Possibly you might have heard of tips or companies that can rocket your website skywards and make sure your site is listed right near the top. Perhaps you've tried a few of these tips, and wondered why your site didn't suddenly become the hottest place on the net? Maybe you even forked out a small fortune on a company that promised you the world and delivered you maybe a few places higher, rocketing you all the way from 164,378th place to 153,735th? Yes, 10,000 places higher, but the only difference is that number. Remember, unless you're on the first page of results, it makes almost no difference where you are, so even if they had rocketed you to 1000th place, it still isn't go to make much difference to your business. The thing is, that there is no single way of achieving this, and any company that takes your money on the premise that there is, is one to avoid. There are a whole range of factors, many of which are easily achievable yourself in a few hours, or even minutes. The other thing to remember is that this progress in rank doesn't happen overnight. For many reasons, search engines don't respond to changes immediately, and it can takes many months to achieve a high rank.
Some of the factors which will influence how well your site is ranked include keywords. Search engines scan the documents that make up your website, and catalogue the keywords which occur within it. This helps them to judge the relevance of your site compared to others and to keyword searches. It used to be relatively easy to reach the top of the search results simply by inserting hundreds of keywords all over your site. This now no longer has the effect it did, and there are many other factors which have much more influence. How many people link to your site is a big factor - obviously the more people linking to you, the more popular your site, and the more credibility is gains in the eyes of the search engines, and so your site will rise up the ranks.
Because as web designers we can sometimes become a little too close to our designs, and sometimes don't just need to step back away from our glitzy masterpiece, we need someone else to take a good hard look and give us some feedback. Invariably these people like to be paid, but I have come across a nifty little site that offers a free assessment of your site. Although it's free, it's carried out by hand, and their advice is pretty thorough. They don't just focus on keywords, but look at a whole range of ways in which your site could be made friendlier towards the search engines, and get ranked higher. If you haven't tried them already, I'd recommend getting a review of your site for free. Even if your site has been around for a long time, or if it's brand new, they'll tell you all the things you could do to help improve your rank position.
Once you understand what can be changed about your site to help improve its position, it's obviously up to you what you do. Picking and choosing at features that you can easily apply will certainly help. Over time, you can start to implement more of these suggestions, and little by little you should see a difference. I've done this myself - I used to be a keyword freak and just include as many as I could think of, but it started to make no difference. I'm trying things now such as amount of text per page, position of text on the page, number of links I include and so on, and I can see the increase in rank each day. My advice to any website developer is to keep a tight grip on your wallet and don't pay companies to fob you off about magic solutions. Try a valuable free assessment today, it will pay dividends in the end.
About the Author:
No site traffic? Buried on page 10? If you want to be found by Google and the rest of the search engines, you must have an optimised website. Find out how simple it is to have a free evaluation and make your website profitable today. |
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