What is the point of having a web site if no one can find it? A high search engine ranking is something we would all like to achieve with our web sites. This month’s article is how the high-end SEO companies boost the search engine performance of their clients.
Optimization can be broken into two categories: internal and external. Internal is what you put on your own web site and external is what you get others to put on their web site. One of these two categories is significantly more important than the other.
Of the two, external optimization is the more important type. Search engines give priority to web sites primarily based on the number of links that go to that web site from other web sites. Links to your web site are also weighted according to the Google rank for the linking site, and how many other external links are found on that web site. This means directory sites, though easy to obtain a link, are not given the same weight as non-directory sites of the same Google ranking.
So the process for external optimization is as follows:
1. Do a search using your target keywords.
2. Take a look at the top sites which are found.
3. Using the search engine itself, find all of the sites that link to your competitors’ web sites. Different search engines have different methods for retrieving this data.
4. Get the list of sites that link to your competitors’ sites and list them according to their Google rank. Google rank can be found by installing a Google tool bar onto your browser.
5. Try to gain a link to your web site from these web sites, concentrating on the highest Google ranked sites. It is very important that the link actually consist of your target keywords. For example, the link for the site should not just be “www.kirkpeters.com”, it should be “the best web services in Pittsburgh.” Gaining a link can involve many processes. The most common is called a link exchange in which a link to the other site is on yours as well. Some sites will charge for a link, while others will provide you a link in exchange for content (like an article or press release).
6. Be patient. The process can take months! Search engines need to crawl each site and find the new links. They also need to re-crawl your site. The new amount of links will result in a raise of your own sites Google ranking, which will eventually result a higher ranking in the search engines.
Internal optimization has been marginalized by search engines in the last few years, but there are still a few things that are important to have on your site. Here are a few tips:
1. Your site should have your key words in the meta tags.
2. Your site should have your key words in the title.
3. Your index page should have multiple paragraphs of text with your key words interspersed and near the top of the page.
4. Your site should not have your key words too many times on the index page.
5. Your site should not have hidden text.
Of course, trying to match the link configuration of your competitors’ sites and submitting your link to other web sites can be time consuming and difficult. Like anything that is extremely competitive, it is hard work. There are many companies out there that can help you improve search engine ranking (Kirk Peters Multimedia Studio, for one).<.
Kirk Peters is a Pittsburgh based multimedia programmer. He has had more than ten years experience developing multimedia applications for hundreds of local companies. He can be reached at 412-716-6585 or at email@example.com.