Step 3. Get The Momentum With Search Engines
Posted by NovaAngel at January 3rd, 2007
Lets give our Traffic Snowball a little push!
So now you have completed the design of your website and you have uploaded the content to your server. The next step is to bring traffic to the website by announcing to the world that your site is live through search engine submission. This should be considered the first little push that we are giving your traffic snowball.
With a rapid increase in the number of web sites competing for exposure, the role of online search engines and directories is becoming critical to any websites success. Eighty seven percent (87%) of web site visitors find their chosen site through search engines.
What’s more, almost all of them use just seven - namely AltaVista, Lycos, Excite, LookSmart, Google, Hotbot and above all, Yahoo
This means that if you don’t have a top listing on these engines, thousands of potential clients will never find you.
There are 3 steps involved in search engine submission
1) Optimization of your web site
2) Submission of your site to the search engines and directories
3) Monitoring of your listings
Lets deal first with Optimization
The website needs to be made “search engine-friendly” before it is submitted to the major search engines This is an art in itself and there are specialist companies, such as Traffic Builder Systems, that deal only in Search engine optimization and rank management.
The first step that is undertaken is to determine the keywords that are relevant to your website.
Some people achieve a top 10 placement in a major search engine and get plenty of traffic. Others do the same but get nothing.
Why?
Simple. The first group selected keywords that many people are searching on, and the second did not!
To find the optimum keywords that are going to bring you the most targeted traffic you could use a tool such as Wordtracker
Wordtracker will compile a database of terms that people search for. You enter some keywords, and they tell you how often people search for them, and also tell you how many competing sites use those keywords. Wordtracker helps you find all keyword combinations that bear any relation to your business or service - many of which you might never have considered. You’ll find out how popular these keywords really are. Then for each major search engine, they will show you the chances of making the top 10.
Once you have got the correct keywords together you will need to format them into META TAGS to place into the HTML of your webpages
If you are going to submit your site to the search engines individually it must be sensitized with META tags.
There are three META tags used by the popular search engines. META tags are added to your website’s HTML coding, and do not appear on your visible webpage. These tags are placed within the head portion of your HTML document, usually directly beneath your tag.
1) The “Keyword” META Tag
The “keyword” META tag helps meta capable search engines in indexing your website. It tells the search engine under which search terms your website should come up under.
Here is an example of this tag:
<META NAME=”keywords” content=”widgets, cheap widgets, widgets for sale, john store etc..”>
Within this META tag, use your prioritized list of keywords and commanding combinations. Don’t duplicate your keywords too many times. Each keyword should be separated by a comma, and there should be no spaces. Different search engines allow different numbers of keywords. Make sure all keywords listed in your META tag are related to your site.
If you put unrelated keywords in your keyword META tag, some search engines may penalize you or refuse to list you. Be careful not to put competitors’ company names, product names or trademarked names in your META tags. Some companies have sued because they found their names in the META tags of their competitors.
2) The “Description” META Tag
The “description” META tag helps meta capable search engines to summarize your website.
Here is an example of this tag:
<META NAME=”description” CONTENT=”John’s widget shop has the largest and cheapest selection of widgets”>
Within this tag, use a description of your website and keep the tag length under 200 characters. Some search engines allow longer or shorter descriptions. Put the most important part of your description first, for cases where search engines do not use all of it.
Some search engines extract your website’s summary from the first 250 characters of your webpage, so be sure you include a good opening paragraph on your webpage. Make sure everything in your description is related to your site. If you put unrelated words or phrases or sentences in your description META tag, some search engines may penalize you or refuse to list you.
As discussed above, be careful not to put competitors’ company names, product names or trademarked names in your META tags.
3) The “Robots” META Tag
The “robots” META tag tells meta capable search engines which pages should get indexed, and which pages should not. You may have certain pages which you may not want to show up in the search engines. You may have test pages, private pages created for a particular customer, and so on.
If you have a frames site, you wouldn’t want to index your HTML documents which display within the various frames which make up your page.
The following options are available for this tag: all, none, index, noindex, follow, nofollow.
If you wanted all of your pages indexed, you would use this tag on your main page:
<META NAME=”robots” CONTENT=”all follow”>
It would tell the search engine spider to index your main page, then follow any links it finds on that page, and spider those links.
Use this tag on a page which you don’t want indexed:
<META NAME=”robots” CONTENT=”noindex”>
After entering the META tags into the HTML of your website pages and then uploading to the server, you will then need to proceed to the search engines to submit your website.
Doorway pages
Most people optimize each of their webpages for all of their keywords, and to be submitted to all the major search engines. For less popular keywords this strategy will often suffice. However for competitive keywords it won’t get favorable listings, mainly because when you overly fine tune a webpage to score well for one search engine, it will likely score lower for other search engine. For competitive keywords you should consider using a “multiple entry page” strategy.
This involves using multiple entry pages (also called doorway pages, bridge pages, jump pages and gateway pages), each optimized for a particular keyword and/or search engine. Entry pages act as “front doors” to your website. These special pages are designed to score high in keyword density and relevance.
Each entry pages can be fine tuned for one or a few keywords, and can be fine tuned for a particular search engine. It is not advisable to use the above page naming convention with all search engines, as certain search engines may detect that you are using multiple doorways.
To be safe use names which do not resemble one another: The second step is the submission to the search engines
You have the following options:
1) Submit your site manually to the search engines by visiting each one individually. This can be very time consuming and also there is the problem that every search engine is different in the sense that they each use different logarithms for analyze and ranking the website submission.
2) The submission service will submit your website to many hundreds of search engines and directories on a regular basis. This is usually an automated process, with the drawback being you get no advice on optimization. You may or may not receive reports charting your success.
3) The meta-tag optimisers will take your site and optimize it for a one off fee. They may also offer a service to submit the site once it has been optimized. With this service you have little idea of how successful the service has been long after your money has gone.
4) A small number of companies are taking a Search Engine Rank Management approach. This involves the specialist company taking complete, ongoing control of your search engine marketing needs by optimizing, submitting and monitoring your ranking activity on an ongoing basis.
High search engine ranking is the key to unlocking the true potential of your company’s web site.
Based on our industry leading knowledge of search engine technology, Traffic Builder Systems brings you Traffic Builder, an affordable rank management solution for all web site owners.
Finally, the choice is yours but remember that search engine promotion is fundamental to your success and should be the start of the the initial push to get noticed. Investment in good search engine promotion will pay dividends later.
