Search Engine Optimization Demystified - Part 2
How do the search engines find web sites? Do they
wait for you to submit your site? Not any more. Usually search engines
index a site whether it is formally submitted or not. Search engines
use automated software robots called crawlers or spiders that move
through the world wide web following the hyperlinks, from page to page
and site to site, recording what they find as they go. They do this
continually, checking back with sites already listed to see if they
still exist, to find new pages, and to check for new content.
This means that if your web site is linked to from
another web site that is already indexed, your site will be indexed on
the next pass of the robot! If all of your web site pages are linked
properly to each other, they will be indexed as well. In addition, many
search engines actually share the same data! So if you get listed on
one of them you will eventually be listed on the rest.
The only time you will need to submit your new
site is if there is no link from any other web site to yours. At
Back2Front, we take care of this for you; however, if you would like to
link your site, you can submit your URL here: www.google.ca/addurl/
If you are in a niche market that has its own
search engines, like genealogical web sites for example, it is worth
submitting your site to specialist search engines, which may not share
data with the larger, more general search engines.
So what about the SEO companies that will submit
your site to thousands of search engines every month for a year for
$375? This service is not only unnecessary, but also may be harmful to
your search engine ranking. These companies use robots to submit your
site to a list of search engines repeatedly. Most search engine
software can detect excessive automated submissions and may actually
penalize sites that are submitted multiple times and rank them lower or
even black list them.
Of course getting indexed is only half the battle.
You need to be listed, but you also need to be well ranked. Ranking a
web site is a way of assigning it priority over other sites with
similar content. The exact ranking algorithm used by search engine
companies is a closely guarded secret. But they do make public the
criteria that the calculations are based on and provide basic
guidelines to web site designers for successful search engine
Guidelines for successful search engine
It is much more effective in the long run to make your web site as
relevant and useful to the people who will search for your product or
service as possible than to try and trick the search engines into
ranking your web site higher than it should be. In fact, several
practices commonly employed to fool search engines now have negative
effects. Search engine companies actively research such techniques and
developed ways to counter them in the interests of maintaining the
accuracy and integrity of their search results.
- The site must have relevant
content to the key words used in the search.
- The closer the match to the exact key words,
- The more often, the most emphasized, and the
higher on the page the search term appears, the better.
- The more incoming links from other related web
sites, the higher the ranking.
- The bigger (the more content, the most pages)
the higher the ranking.
- The more current, most often updated, the
higher the ranking.
- The older (longest uninterrupted active time
span), the better.
Some examples of deceptive SEO techniques
to avoid are:
In short, doing anything with your site that either displays to the
search engine different content than the human visitors see, or
anything that dilutes or corrupts your unique content is not advisable.
- Very small text not meant to be
read by humans but added only for search engines.
- Same colour text as the background colour
(again for search engines only).
- Excessive use of popular search terms that have
nothing to do will your product, like \"sex\", or \"free\".
- Misleading or non-relevant text in the meta
tags of your site.
- Adding pages of text that are only long strings
full of key words.
- Participating in link schemes with sites that
are not related to your content.
content for the user than for the search engine.
So there you go, there really are no tricks, the
rules are straightforward - no more mystery. If your site takes into
account all of the above, your site will be well optimized for search
However, there are some Roadblocks
to Search Engines that will prevent the search engines
from crawling and indexing your site properly that you need to make
sure your web site does not have. I will deal with these in the next
instalment of Search Engines Demystified.. stay tuned.
by Candace Carter, Back2Front-The Web Site People,
Article Source: http://www.articlesbase.com/seo-articles/
About the Author
Candace Carter is an artist, web designer,
computer programmer, entrepreneur, writer, and public speaker. Candace
was educated in Fine Art and Agriculture at the University of Guelph
and in Computer Programming at the University of Ryerson. She worked in
web development for high-tech firms Sun Microsystems, MCI-WorldCom, and
Tucows until the high-tech meltdown in 2001.
Candace launched Back2Front - The Web Site People with a partner in
2002. Leveraging the power of the Internet, Back2Front's growing team
of web designers and developers work on-line, reducing environmental
impact by eliminating the need for a daily commute. Back2Front is one
of the most successful web site management companies in the GTA,
providing long-term, fully managed web site services for a large roster
of business clientele. Candace credits Back2Front’s success to an
innovative business model of providing unlimited service for a flat,
per-page fee. Candace is an accomplished public speaker, with a
friendly and knowledgeable style. Candace is a passionate crusader for
excellence and value and it shows in her lively presentations. Candace
is an expert in human/computer user interface, web design, and search
engine optimization. The Back2Front team continuously conducts
research, testing, and development that keep the company and Candace at
the top of their field.