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Search Engine Marketing SEO is a popular buzzword these days. Everybody wants it and there are hundreds of "experts" that say they can get you ranked high. There's no doubt that high search engine rankings will dramatically improve your site's traffic and revenue. At least a couple of my clients rely solely on search engine traffic for their earnings. So what's the secret to a high ranking? According to Google and Yahoo! there is no secret. By reading Google's Info for Webmasters you'll see that their rankings are largely based on their PageRank technology - a way of calculating a page's popularity based on the sites that link to it. If this is the only SEO trait you follow, and get your site linked by many quality sites (that is sites with high PageRank), you'll rank within the first few pages of Google. Of course there are many other characteristics in your actual page that come into play. Google's original test spider relied heavily on the keywords found in the page Title. This was primarily due to low computer processing power at Stanford, but it shows the importance of the Title in their algorithm (see references below). I based the Address (URL) programming for 1-800-Luggage.com on the importance of keywords in the Title and URL. My code generates the URL of each page using its primary keywords (Samsonite example) and we've already seen positive results. Yahoo! is much easier to figure out because most of their top rank spots are bought. When you search at Yahoo!, a majority of what you see is paid advertising (see their overview). To get a high ranking there, simply buy it. If you can't afford a huge cash outlay for your site, Yahoo! also gives some insight into how their listings are indexed: "Yahoo! Search ranks results according to their relevance to a particular query by analyzing the web page text, title and description accuracy as well as its source, associated links, and other unique document characteristics." (more tips from Yahoo!) All that is simply to say the meta tag description and title should match the text on the page. This is calculated through keyword density (KD) - or how many times a keyword appears on a page. Search Engine World has a great keyword density analyzer that helps figure out keyword density. Coincidentally, I ran a KD experiment for a client a couple years ago to demonstrate the importance of keywords to the search engines. Using keyword density techniques I was able to get the page ranked #1 at Yahoo! within one day.You can view the experiment and results by clicking here. SEO is a no-brainer if you have honest intentions. Google and Yahoo! have a similar objective - provide honest results to visitor queries. Everything in their ranking algorithm is based on this goal. If you build a page with honest intentions - aka what you say the page is about is what its actually about - then you will rank high and reap the rewards. For more information, see Google's Patent or read the Google founders' original thesis on PageRank written while attending Stanford. The Wikipedia entry on PageRank is also pretty good. |
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