website promotion and search engine optimization.
Before you start to optimize your web pages, you should know some things about website promotion and search engine optimization. You might not get the results that you want if you do the right things in the wrong order.
In this chapter, you'll learn how search engine optimization will help you to get more customers and more sales. You'll also learn which things you should avoid.
Why do high search engine rankings increase your sales?
High search engine rankings are the perfect way to get more website visitors, more customers and more sales. Recent statistics show that having high search engine rankings is the key to the success of your online business:
| 1. Your customers are on the Internet and they have money
More than 1 billion people use the Internet (Source: Nielsen/NetRatings). Web users spend twice as much time online as watching TV (Source: Stanford Institute for the Quantitative Study of Society). Consumers spend more than $143.2 billion online per year. These people have money, they want to buy and they could be your customers.
2. Your customers use search engines
More than 80% of all Internet users find new websites through search engines (Source: Georgia Tech/GVU Users Survey). That means that millions use search engines every day to find websites.
3. These people are interested in your goods and services
Search engine users are some of the most qualified and motivated visitors to your website you will ever have. After all, they have taken the initiative to hunt for online resources on a certain topic. And then they clicked your link to learn more. make your website in front of these potential customers. In other words, and make sure that your website is seen by people who want to buy your goods and services.
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Why do you have to optimize your web pages?
Some people think that it is enough to submit a website to as many search engines as possible to get high rankings. Unfortunately, that is not the case. If you do not optimize your web pages, then you won't get high search engine rankings.
1. Not all websites can have high rankings
There are billions of web pages on the Internet. It's obvious that not all of them can be listed in the top 10 results on search engines. Search engines only list web pagesthat they find relevant to a special keyword. You must make sure that your website is such a site. If search engines cannot find out that your website is about fishing equipment, they cannot give your website high rankings for that keyword. The process of changing
your web pages so that search engines find them relevant is called search engine optimization (SEO).
2. Your website must appear in the top 10 results
75% of searchers never look further than page one (Source: Georgia Institute of Technology). Most search engines display ten results on the first page; and very few searchers click the links to look at the second page.
Usability expert Jakob Nielsen points out: "Users almost never look beyond the second page of search results." Danny Sullivan, ClickZ Search Engine Marketing Columnist, puts it out this way: "Being listed 11 or beyond means that many people may miss your website." For that reason, search engine optimization is crucial if you want to be successful with your website. IBP makes search engine optimization as easy as possible.
How do search engines rank web pages?
This section is a bit technical but it will help you to understand how search engines specify the position of a web page in the search results. Search engines use mathematical formulas to determine the rank of a web page. These mathematical formulas are called ranking algorithms. Although search engines don't reveal the exact algorithms, IBP's Top 10 Optimizer will help you to decrypt these algorithms. All major search engines use the same principle to rank websites. The exact ranking algorithms differ from search engine to search engine but the principle is the same. We'll use the ranking algorithm of Google as an example.
How does Google rank your web pages?
Google explains the ranking algorithm on their company pages:
"Traditional search engines rely heavily on how often a word appears on a web page. Google uses PageRank™ to examine the entire link structure of the web and determine which pages are most important.
It then conducts hypertext-matching analysis to determine which pages are relevant to the specific search being conducted. By combining overall importance and query-specific relevance, Google is able to put the most relevant and reliable results first."
As mentioned in the quote, Google uses PageRank (which is a mathematical formula and not the same as the green bar in the Google toolbar) and hypertext-matching analysis to rank your web pages.
What does this mean?
1. You need good links
To get good results for the PageRank factor, you need good links from related pages that point to your site. It's a simple principle: if page a links to page b then it is a recommendation from page a to page b. The more links point to your website, the better your rankings. The quality of the links is also important. A link that contains the keyword for which you want to have high rankings in the link text is better than five links with the text Click here. A link from a website that has a related topic is much better than links from unrelated sites or link lists. Make a high quality links as easily as possible.
2. You need optimized web page content
While the linking concept is easy to understand, the hypertext-matching analysis factor is a bit more complicated. Google explains hypertext-matching analysis as follows:
"Hypertext-Matching Analysis: Google's search engine also analyzes page content. However, instead of simply scanning for page-based text (which can be manipulated by site publishers through meta-tags), Google's technology analyzes the full content of a page and factors in fonts, subdivisions and the precise location of each word. Google also analyzes the content of neighboring web pages to ensure the results
returned are the most relevant to a user's query."
As Google analyzes the full content of your pages you also have to optimize the full content of your web pages. It is not enough to edit your meta tags. You have to optimize all factors that can influence your search engine rankings. The problem is that many webmasters don't know which page factors can be important. Make analyze all important web page factors so that your web pages will be perfectly
prepared for Google's hypertext-matching analysis. One page is not enough As mentioned in the explanation of Google's hypertext-matching analysis, Google also analyzes the content of other web pages on your site to ensure that your web page is really relevant. That means that you must optimize different pages of your website for different but related search terms. The more web pages of your website are optimized for keywords about a special topic, the more likely it is that you'll get high rankings for a special keyword that is related to that topic. It is not enough to optimize a single web page.
A single spam element can destroy everything
Before you start with your search engine optimization efforts, you must make sure that your web pages are spam free. This is very important. If you use a spam technique on your website, all other search engine
optimization efforts are pointless. If a search engine has tagged your website as a spam source then you have to remove the spam elements from your web pages before the search engine will take another look at other elements of your site.
1. Many website elements can cause problems
Most search engines consider the following spam:
· cloaking (the web server returns different pages for search engine spiders and human web surfers)
· doorway pages
· misleading redirections
· hidden text (text has a color that is very similar to the background color, text in very small font sizes, text that has been hidden with CSS tags etc.) If you use one of these techniques on your web pages, remove them now. You might get short term results with them but it is extremely likely that search engines will ban
your site if you continue to use them.
2. You might have spam elements on your website without knowing it
Depending on how you create your web pages, your website might unintentionally contain spam elements. For example, some content management systems (CMS) create hidden text sections. Many content management systems (CMS) use the CSS display:none technique to create drop-down menus or other expandable web page elements. Although these elements are not designed to mislead web surfers, search engines might interpret the hidden texts as a spamming attempt. Other content management systems use spider blocking software that might be misinterpreted as cloaking. If you're not sure, check your server and your web pages.
It is very important that your web pages don't contain spam elements.
Black-hat and white-hat SEO
Some search engine optimization companies and software tools use unethical techniques and tricks to artificially boost the search engine rankings of a website. This dilutes the quality of search results and calls into question the accuracy of search results. These methods are called black-hat SEO.
Black-hat SEO is very risky
Search engines don't like to be cheated. For this reason, they are continuously trying to counter the spam techniques which webmasters might be using and penalize or ban them. Search engines continue to reconstruct their algorithms to prevent spammers from flooding the results page with irrelevant or low quality content. You might get short term results with these techniques but it is very likely that your site will be banned from search engines if you use them. You'll put your web business at severe risk if you use black-hat SEO methods.
Use white-hat SEO methods
Use only ethical search engine optimization methods. These methods are called white-hat SEO. Use only techniques that produce lasting results and that don't offend search engines. Ethical search engine optimization (white-hat SEO) is about everyone winning. It leads to a symbiotic relationship:
· Search engines: They win as they are provided with pages that are easy to understand and that contain the quality information that their visitors search for.
· Searchers: They win as they are getting what they ask for from the search engines. They search for "inexpensive mp3 players" and get a page about inexpensive mp3 players.
· Web site owners: They win as they are getting quality visitors who are interested in what their website has to offer. Build your websites that are beneficial to web surfers, website owners and search engines.
search engine optimization will help you to get more customers and more
sales because High search engine rankings are the perfect way to get
more website visitor
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