Getting Honest With The Search Engines - Part II

Feature article by Daria Goetsch
SearchInnovation.com

SEO Methods that Work

Good Content
Content is one of the most important items you need for your website. Once visitors arrive, you need to keep them there. Adding keyword-rich text that makes sense and serves the concept of the web page improves your ranking and keeps your visitors interested. The more text, the better for search engine spiders when they index a website.

Good navigation
There is nothing worse than arriving at a website and having difficulty understanding where to go for the information you are seeking. Have easy to use, clearly marked navigation so your visitors click through instead of click-away in frustration. Search engine spiders (robots) index text and links; having good navigation is important to the indexing of your web pages.

Title/META tags
Individualized Title and META tags for each of your important web pages gives you the best chance for optimum success in ranking. Title tags are necessary for search engine ranking, in particular with Google's search engine. META tags have decreased in importance, but are worth using for clarity and search results. The META description is still used by some search engines as the default text indexed by search engine spiders for the search results. The keyword tag is the least important but is still used by some engines. My theory is, you never know when the rules of the search engines will change, or a new engine will want them, so take the time to include these tags in all your web pages.

Link popularity
Links from other popular websites back to your website are one way of increasing your site's popularity. Finding websites with similar content (but not your competitors) and high link popularity, then trading links to be posted on each site, is one way of increasing your site popularity. Good content is vitally important because visitors who stay longer while visiting a website help measure the popularity of the site in the search engines.

Paid Inclusion
Paying a one-time fee or (as is most recently the case) a yearly renewable subscription fee to be included in the search engine results. Directories also use this style of service to accept submissions. Paid inclusion does not guarantee that you will be listed with the search engine or directory, but gives a shorter time-line of acceptance if they do.

PPC (Pay-Per-Click)
Overture is the most popular PPC engine. You bid an amount per keyword phrase to get the highest ranking in the Overture search results compared to your competitors.

Google AdWords Select
Google AdWords is a program that uses your chosen keywords in an ad in the Google search engine results in order to promote click-throughs.

Log Stats programs
Having a log stats program is very helpful in tracking your visitors, finding which keywords they are searching on to enter your website, tracking which pages they leave from and much more. Analog is a good free log stats program. WebTrends is a popular paid logs program used by many businesses.

Free submissions take patience
After paying for inclusion, try submitting to some of the secondary search engines and directories. Long before Google was a household word, I thought it might become popular and submitted the company website. It certainly paid off a year later when Google became the best of the upcoming search engines.

Another avenue to venture down are specialty directories. As the web grows larger over time, specialty directories (also known as vertical portals or "vortals") focused on your business area may help you get more link popularity and your company name out to the public.

Maintenance Programs
There are times when a page drops from the search engine listings or you re-design the page which might give you a reason to re-submit the page to the search engine. Re-submitting your pages every month is not always necessary. Having a log stats program in place will help you see which pages are still listed, along with a monthly ranking report. If you have these tools you should be able to see if any of your pages have changed. Be wary of people who consistently re-submit your pages, since re-submission can sometimes cause your pages to be dropped if they are already listed in the database.

My own experience with a very large website I did search engine marketing for, showed that the older (longer) the pages were in the search engine results, the better for link popularity and ranking. Of course, paid inclusion can give you more security in having your web pages stabilized in the search engine results.

A good maintenance plan will include providing a ranking report, tweaking keywords in your source code as needed for a monthly/six month/yearly fee and may also include log stats so you can see where your traffic is coming from and what keywords your visitors are using to visit your website.

Bottom Line: Stay Honest
Stay honest, create good content and do your homework when hiring for services. Using affordable search engine marketing services you will add to your audience exposure on the web. In this way you will always be ahead of the game and hopefully, ahead of your competitors.