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Search engine optimisation for high rankings in google
26.01.2009. 10:54
Search engine optimisation seems to be a dark art to many people, and partially for good reason. If you look at the statistics google has some 90% of the market share of searches on the internet and with them changing the algorithm what seems every other week it is very hard to be optimised to be at the top of the results and to stay there. They utilise a number of different ways to appear on a search page as shown below:
Organic results
Although google are very coy about how the actual algorithm works there is a very simple principle to follow -
code the pages for users, not search engines! Google is very clever in the fact that the most important way it ranks pages is to
follow how many other pages link to the site (and how popular those sites are) and what the 'link text' is. It takes it a step further as it is intelligent enough to know the rough topics of each page / site and only include relevant links. This means that if you have a hundred links into your page about mountain biking from say, a DIY site then this will not bode well for your rankings.
This is one of the most difficult aspects of creating a wesite and getting it to
rank highly. There are certain aspects of
web design that should be built into every web site (conforming to standards, effective use of keywords in content, headings, unique and descriptive page descriptions and titles, use of html tags such as strong, italic etc) as standard to help it's rankings, yet this cannot really be influenced by yourself - it has to be other people contributing to the web who deem your page important enough to link to! This is difficult to convey to people you are building a site for as it seems like a get out clause. Probably the most important page on the web to read up on is
google's guidelines for webmasters as this explains what I have said about above, but in much greater detail.
All that we have spoken about above refers to what are known as 'organic' search results. This means results that are indexed and displayed in the main results of the search engines. There are a couple of other ways to get your site to the top of the search engine rankings though....
Google products (formerly froogle)
Google products is a free service which allows you to upload pretty much anything you want to. If a user then searches for that specific product google may place an entry above / within the search results. This can be a great way to get your products to the very top of google search results without paying a penny!
Google products sounds like an ideal solution to everyone's SEO problems (providing you are selling a product) although it is not as easy as it sounds. The file format is very specific with certain mandatory fields (name, description, image url, price etc) and I have know them to change it without prior warning! The products are also only 'live' for 30 days, so you must set up an automated process to create a new feed reguarly or be willing to do it yourself. Here at Wiredworx any sites we create can be set up to have this functionality so that google is updated nightly with a sites products.
Adwords
Adwords uses the same principle as google products, except it is PPC (pay per click) which means that every time someone clicks on one of your links you pay google a set fee. The more you pay the higher your results appear up the adwords list! If there is a marketting budget in place for your website then this can be a very effective means of getting to the top of a search engine within a couple of hours (although also probably the most expensive). We can provide a service for ascertaining the most effective keywords and implementing an adwords campaign.
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