Optimizing your content for Search Engines

By Clasione · Jun 9, 2005 ·
  1. Clasione
    Optimizing your content for Search Engines

    Have you ever taken the time to conduct a search for your website in today's hottest search engines like Yahoo!, Google, and MSN?

    Where are you ranked?
    Do you find your site on page one or two on any of these engines?

    If you do not find yourself on pages one through two or atleast three, your loosing massive amounts of traffic that could be either potential new clients, shoppers, subscribers, and/or members.

    You may need to optimize your pages or "tweak" them to increase your search engine positions. This isn't an impossible task. As a matter of fact, it could be quite easy if you follow a solid mindset of what the search engines need from you to help them categorize your pages.

    Search engines are seeking two major characteristics from any document on the web.

    Whether it be pdf, html, php, asp, or what have you, the two most important things in any document, atleast from a search engine perspective is:

    1 - RELEVANCE

    Is your document relevant to what people are seeking information on?

    Inorder to create a relevant document, each page of your site should discuss one product or service in depth. So if your selling shoes, you wouldn't want a page about both men’s and women’s shoes. Targeting both of these keywords will be much more difficult than if you were to create two seperate pages for each.

    One page will completely focus on men’s shoes, and one on women’s shoes. This way when you are optimizing or "tweaking" your pages, you can work towards one or two targeted keyword phrases and stay very focused on them. An example of very targeted keywords would be "discount men’s shoes" and/or "men’s work shoes" both of which contain the words men’s shoes and are very targeted to what your page would be about. This will enable each page to be extremely "relevant" to each individual keyword phrase. It will also be very unlikely that a search engine will have any trouble deciding what your webpage is about.

    2 - IMPORTANCE

    The other detrimental ingredient is "importance". Are your web pages important? Why would a search engine want to display your pages in their search results verses someone else’s? Creating a page that is important is much more difficult than basic optimization, but it is imperative. I have spent many years deciding what makes a page important and it always comes back to what people want: MORE INPUT!

    People surfing the web can be compared to "Johnny Five" from John Badham's 1986 comedy "Short Circuit". Surfers want "More Input" and it's your job to get it on your pages. It's then the search engines job to find it. Incorporating pictures with your text can be a great way to add additional information. Adding PDF documents can also be a way to show the search engines that you have a tremendous offering of information and documents formats which are "important". Don't be affriad to link out to even more resources. The search engines will appreciate that and so will your visitors.

    Another way to show search engines that your pages are important is to build incoming links to your pages from other established websites. In most cases, when in doubt, a search engine will rely on "other humans" to tell them what is and isn't important. Building inbound links to your site from other established websites tells search engines your pages warrant those links, which means it must be important or other site owners would not recommend people to your site. So building the right type of inbound links is very important in explaining to a search engine that your pages are indeed important.

    Creating the combination of relevance and importance is what will drive traffic to your site. It's your job to put these two keys together and open the doors to as much traffic as possible.

    Wishing you all the best in your marketing efforts.

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