Optimisation
What is it and what does it do
Search Engine Optimisation is a marketing technique of preparing a web site to enhance its chances of being ranked in the top results of any search engine it's listed within. A number of factors are important when optimising a web site, including the content and structure of the web site's copy and page layout, the HTML meta-tags, the submission process and the number of inbound links from web sites with similar or relevant content between the two web pages.
Appearing in the first few pages of Google (or Yahoo, etc) for a commonly used search phrase is important in order for a web site to have a constant flow of visitors and revenue with very little expenditure required.
In fact, keyword positioning for a very popular web site can be an integral factor in the web site achieving its potential. Certain phrases, often the most succinct ones, have many other web sites with similar stature and content vying for a position on the first page. The amount of content, the quality of the content and the way the content is presented are the most distinguishing factors between these sites.
On the Internet, the measure of popularity is dictated by PageRank™, a numeric value between 0 to 10 that represents the number of other web sites (with similar or relevant content) that link directly to a web site page. The higher the PageRank™ of the web site page linking to another web site page, the better it is for the web site being linked too.
There are several places these links can come from:
- Online Business Directories
- www.kellysearch.co.uk
- www.dmoz.org
- maps.google.com
- freeurldirectory.com
- businessmagnet.co.uk
- toplocallistings.co.uk
- and many more..
- Suppliers and Clients
- News Publications
- Press Releases
- Educational Institutions
- Industry Regulators
- Forums and Networking Sites
- Friends and Colleagues
What is a good PageRank™?
A good PageRank™ is one that is higher than your competitors. On the right hand side there is a box labeled "Competitors PageRank™", enter in a search query that you would want your company to appear for and the PageRank™ of the first web sitepage in that list will be shown. This is your ideal PageRank™.
If your search leaves you with a target value that is seemingly out of reach, try localising the search with “search-phrase region”. Youds Media appears twice on the first page of “web design clitheroe”, for example.
Tell me a story
When Youds Media began operation in 2005, the first web site published was for RV Fire Systems; the web site was new, the domain was previously unregistered and they are now on the first page for “fire systems” in Google.
Summary
While hundreds of links can be obtained overnight, be sure to remember that the point of PageRank™ is to measure the number of other web sites which have similar or relevant content to the web site being linked too. Also be aware that the popularity of the web site providing the link will be the other main factor in measuring how beneficial it will be. And finally, when compiling the content to go on a web site, remember that the more explanatory your content is to the reader the better your web site will rank.
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