have increasingly gained prominence in influencing user behavior. Both generic
and specialized search engines enable users to get directed to relevant
websites in the most efficient, fast and integrated manner. The immediate
consequence for webmasters is a strong proportion between the search engine
placements and user traffic.
Improving rankings in search engines
requires considerable understanding of how search engines work, how they order
results and how you can use this information to optimize your website to
improve your ranking. What follows is a preliminary guideline to get you
First of all you need to know how search engines work. A search engine builds
its database either by getting list submissions from webmasters or by using
software robots. In the case of former, the database is often built manually.
On the other hand, Robot or Spiders are programs that browse
through the web and store links and information about the pages that they
The manually indexed search engines are
obviously harder to manipulate, however they are also very few in number
compared to their Spider-indexed counterparts such as Google, Yahoo, Alta Vista, etc. The way a spider indexes and ranks a
website is very much dependent on what information it receives from your
website and how you have designed the site. Therefore it is essential to
develop your website keeping in mind the search engine placements instead of
doing a corrective job afterwards.
Your website is indexed by search engines on the basis of your key words. When
a search engine sends a spider to your web site, it determines that pages'
keywords by counting the words on the web page it is visiting. The words that
appear most frequently or considered most significant (Words that are
mentioned towards the top of a document and words that are repeated several
times throughout the document are more likely to be considered important.)
become your keywords. When a user searches for a particular term, the ranking
of your site in the results would depend on the weight of that search term on
Therefore it is very important to judge
the keywords on your site by understanding what phrases or words users would
most use to perform the search. To help you get this information, there are
keyword research tools available on the web which enable you to find out how
often any phrase is searched for on a search engine.
Creating copy for the website
Once you have listed the keywords you would use, you need to create the copy
for your website. As much as it is important to use your keyword as many times
as possible on a page, you should also pay attention to how the text sounds
when read by user. Overstuffing the text with keywords will not only confuse
or put-off a visitor but you might also get identified as a spammer by
search engines and your website removed from the database.
A thumb rule is to have a keyword every
12 words of text and minimum of 100 words of text on the page. You can have
more than one keyword for a page but that also reduces the individual
importance of each keyword. It is advisable to use your keyword as the first
word on your page.
Many search engines index websites by the meta tags in the documents' HTML.
The "title" and the "description" meta tags are often used
by search engines in indexing. It is essential to use your keyword in the
title tag. Use relevant words in keyword meta tags such as synonyms of your
keyword, or words directly relevant to your page.
Optimizing Page Content
Tables: Spiders do not have a problem reading the content of tables, however
if you use nested tables, it makes it difficult for spiders to navigate
through your website.
Frames always pose difficulty for spiders. Some spiders are absolutely unable
to read frames pages, while others see only the master page and therefore will
not be able to read complete webpage because of which your website will not be
Do not clutter your webpage with graphics. Not only these are not read by
spiders and reduce space for text but also affect the speed of loading of the
page which often turns off the visitors.
Most spiders are unable to index Flash content or follow their navigation
links. Flash should be an optional link with a duplicate spider-friendly HTML
Spiders cannot enter password-protected pages.
as an option for visitors, similar to use of Flash.
You can go for either free or paid submissions. Obviously, a paid submission
will get your site indexed faster than the free submission which might take
anywhere upto 4 months. In case of paid submissions, you have to pay for each
page that you wish to get listed. A better way is to pay for basic presence,
i.e. get your main page listed till the time that other pages are indexed by
regular free spiders.
Number and relevancy of outside links significantly affects the ranking of
your website by search engines, and even helps you get your website indexed
faster. If a site that has a link to yours is already indexed, the spiders
visiting that site will follow the link to your website. You can build links
to your website in several ways such as Link exchange or reciprocal linking,
requesting addition of your url to informational sites or directories relevant
to the subject of your site, and Affiliate programs.
is a Marketing Manager at 550 Access (www.550Access.com),
a nationwide Internet Service Provider that is leading the market in
the budget ISP category via competitive pricing, extensive
network and value added services.
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