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Maintaining Search Engine Rankings is a Lifetime Task
Maintaining Search Engine Rankings is a Lifetime Task
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Maintaining Search Engine Rankings is a Lifetime Task
Search Engine Optimization Tips by Tom Dahm Misconceptions about
search engine optimization are common. One of the most common is
that once a site is built and submitted to the search engines,
heavy traffic is on its way. Another is that when making a
submission to each engine, a site will be registered immediately
and will stay listed with that engine for as long as it is in
operation. That's just not how it worksu not even close! May 26,
2000 What people need to know is that search engine
optimization, which is actually the effective utilization of
search engines to draw traffic to a Web site, is an art. It is
an ongoing, continuously evolving, high maintenance process that
includes the customization of a site for better search engine
ranking. Critical steps to take before submitting After
developing a Web site and selecting the best hosting company,
don't rush out and submit it to search engines immediately. A
Web site manager would be wise to take a little time to: Fine
tune the TITLE tag to increase traffic to the site Improving the
TITLE tag is one technique that applies to just about all the
search engines. The appearance of key words within the page
title is one of the biggest factors determining a Web site's
score in many engines. It's surprising how many Web sites have
simple, unimaginative titles like "Bob's Home Page" that don't
utilize keywords at all. In fact, it's not unusual to see entire
Web sites that use the same title on every page in the site.
Changing page titles to include some of the site's key words can
greatly increase the chance that a page will appear with a
strong ranking in a query for those key words. Create gateway
pages that are specific to the focus of each site Key word
selection must be done carefully with great forethought and
understanding of the search engine's selection criteria for key
words. The larger the number of key words that are used, the
more the relevance of any one key word is diluted. One way to
get around this is to create gateway pages. Gateway pages are
designed specifically for submission to a search engine. They
should be tuned with a specific set of key words, boosting the
chance that these key words will be given a heavy weight. To do
this, several copies of a page should be made, one for each set
of key words. These pages will be used as entry points only, to
help people find the site, therefore, they don't need to fit
within the normal structure of the site. This provides the page
developer with greater flexibility in establishing key words and
tags that will encourage a stronger ranking with the search
engines. Each gateway page then can be submitted separately to
the search engines. Ensuring that site technology won't confuse
the search engines Often the latest technology being built into
a site can confuse the search engine spiders. Frames, CGI
scripts, image maps and dynamically generated pages are all
recently created technology that many spiders don't know how to
read. With frames for instance, the syntax of the FRAMESET tag
fundamentally changes the structure of an HTML document. This
can cause problems for search engines and browsers that don't
understand the tag. Some browsers can't find the body of the
page and viewing a page through these browsers can create a
blank page. Today only 2% of browsers don't support frames, but
many search engine spiders still don't support them. A search
engine spider is really just an automated Web browser and like
browsers they sometimes lag behind in their support for new HTML
tags. This means that many search engines can't spider a site
with frames. The spider will index the page, but won't follow
the links to the individual frames. Setting up a NOFRAMES
section on the page Every page that uses frames should include a
NOFRAMES section on the page. This tag will not affect the way a
page looks but it will help a page get listed with the major
search engines. The NOFRAMES tag was invented by Netscape for
backward compatibility with browsers that didn't support the
FRAME and FRAMESET tags. Performing a maintenance check All Web
sites should be thoroughly tested using a site maintenance tool
in order to catch errors in operation before customers are
brought to the site. HTML errors can hinder a search engine
spider's ability to index a site, it can also keep a search
engine from reading a page or cause it to be viewed in a manner
different from how it was intended. In fact, a recent report by
Jupiter Communications suggested 46% of users have left a
preferred Web site because of a site-related problem. With
NetMechanic's HTML Toolbox or another site maintenance tool, all
Webmasters, from the novice to the expert can avoid potential
visitor disasters due to site errors. Finding the best
submission service Selecting a search engine submission service
requires careful thought and important decisions. Using an auto
submission service is a good place to begin. Most search engines
like Alta Vista, HotBot and InfoSeek automatically spider a
site, index it and hopefully add it to their search database
without any human involvement. Some engines, like Yahoo, are
done completely with human review and for many reasons are best
submitted individually. Chances are good also, that in the first
submission a site will be rejected by several of the engines and
will need to be individually resubmitted. There are several
online resources for auto submissions. The best ones won't
submit a site to Yahoo where the customer is better served doing
this on his own. Understanding the waiting periods A variety of
waiting periods must be endured with each search engine before
there is even a hope of being listed. Knowing and understanding
these waiting periods before beginning the process can eliminate
or at least minimize frustration and confusion. Typical waiting
periods for some of the more popular engines are six months with
Yahoo; one to two months with Lycos and 4-6 weeks with Excite or
is that 4-6months? What they say and what happens in reality can
be very different. Ongoing promotion tasks: To improve site
rankings and increase understanding of the listing process,
there are many tasks that can be done on a regular or
semi-regular basis. Optimizing rankings within the search
engines is also to help ensure that a site attracts the right
traffic. Some of the monthly and weekly promotion tasks are:
Crunching and examining log files Data contained in log files is
an excellent resource for identifying which engines are sending
the majority of traffic to a site. It can also show which key
words or gateway pages are generating the strongest traffic and
what are those visitors doing when they enter the site.
<h3>Searching the Search Engines </h3>
Conduct a search of the search engines to analyze where the
highest rankings of the site have materialized and what keywords
are generating the best rankings. Different search engines use
different rules to rank pages. Individual gateway pages should
be created based on the knowledge and interpretation of what
each search engine is using to determine top rankings. Several
pages can be tested out on one or more engines and the pages
that have the most success can be kept, while the unsuccessful
pages can be dumped or revised to achieve a higher ranking.
Learning more about how the search engines work Each search
engine uses different rules to determine how well a Web page
matches a particular query. As a result, building a single page
that gets a good score in all the major engines is just about
impossible. Learning how each engine ranks pages is also hard,
since the engines often keep this information as a closely
guarded secret. However, with a little patience, some
experimentation and reverse engineering, the way that many of
the search engines work can be discovered. Resubmitting the site
For engines that reject a site or don't list it high enough, it
is strongly recommended that more information is learned about
the engine's criteria before resubmitting. This information
should then be incorporated into gateway pages or key word
revisions in order to have greater success with subsequent
submissions. Fine tune the page (or pages) make adjustments to
TITLE tags and META tags, then after resubmitting the site,
track the results to further learn about the engine's criteria
and which adjustments made an impact on the rankings. Don't be
afraid to experiment, take some risks and gather data as you
proceed. Checking log files for traffic being directed to
erroneous pages on the site This is good news!! Don't dump these
pages or remove them from the search engine as most people will
do when they redesign their site. Any page with a high ranking
is of value. If a page is bringing traffic to a site, leave that
page on the search engine, don't change it but rather redirect
the traffic to valid pages in the site. Getting Noticed For
small to medium-sized Web sites, search engines are the most
important source of traffic. Unfortunately, getting noticed in
the search engines isn't an easy job. A Web site manager can
spend months getting a site listed in an engine, only to find it
ranks 50th in their search results. It's hard to give universal
tips for improving search engine ranking because each engine has
its own set of rules. In general, though, a page will rank well
for a particular query if the search terms appear in the TITLE
tag, the META tags, and in the body of the page. brought to you
by: http://www.settlement.org
