Down and Dirty Guide to Search Engine Positioning"
by Mark Joyner
I've been asked here to sum up what everyone should know about
search engine positioning.
First, two caveats:
- Search Engine Positioning is only a tiny part of the big
Internet Marketing picture. It takes time and there are other
things that will pay off far more in the long run.
- This is a gross simplification of the whole process.
With that said, let's dive in.
- This discussion will focus on spider engines. That is, an
engine that goes to your site and indexes you based on what
it finds. Directories are a whole 'nother ball game (which we
will address in another article). Good examples of spiders are:
Infoseek, Excite, and AltaVista.
- Every search engine is different. You need to learn the "algorithm"
(set of rules) used by each engine to rank pages. An algorithm
is a set of rules.
- These algorithms change constantly. This is why tips like
"put 3 % of your target keyword in your title tag"
are probably worthless by the time you hear them.
- The only reliable way to learn a sites algorithm is to analyze
actual results of a search on that engine. This must be done
using a reliable keyword density analyzer. This tool will show
you the weight of particular keywords in high ranking documents.
You then simply reproduce this weight in your document to attempt
to reproduce the results. Any advice you find that did not come
from an actual analysis is probably smoke and mirrors. This
method is very reliable. There are a few other factors that
will affect rank that can not be measured this way (link popularity,
spam filtering etc.), but keyword density is the
easiest to measure and most reliable factor.
Here is the only keyword density analyzer that
- You should not only be concerned with the rank of your listing,
but with the way it appears in the engine as well. If your listing
is #1, but looks like a bunch of junk (try a search right now
and you'll see what I mean), it will be a waste of your time.
The appearance of your listing depends on two of three things:
- your title tag e.g. <title>title here</title>
- your description tag <meta name="description"
content="description here like this"> (applies
to some engines - all others use the following)
- the first 250 words (or so) of visible text on your site
on your site
"A" above is what the engine links to your page.B
or C are used as descriptive text for your link.You must balance
your work on these tags. That is, sometimes what gets you
a high rank will not make for an enticing listing. Remember
that your title is most important. Think of it as a headline
for an ad.
- No software in itself is going to get you a high position
on a search engine. Period. There are many software products
claiming to get you a higher position on the web. For the most
part, save your money.
There are really only two programs you need (and you may not
even need them):
- A keyword density analyzer. You don't really need this
if you have some other tool that will allow you to analyze
the relative mathematical composition of any text. If what
I just said flew over your head, a keyword density analyzer
is for you. Again, here is the only
one I use.
- A site submitter. You don't really need one of these,
either, if you are strictly focusing on a high position
in the spider engines. You can probably submit these pages
one by one just as easily since the process of gaining a
high rank is a surgical one. However, if you need to submit
many pages at once (if you do it will save time), or you
want to submit to other types of sites (most submitters
submit to over 900 sites and spider engines account for
about 12 of those), then it is a good idea to get some software
that will automate this task for you. We've developed a
powerful multi-use tool that will spider all of your pages
and submit each of them to all known spider engines (it
has about 20 other functions as well - all of them key).
You can check that out
There is, of course, much more to it than I have listed here,
but this information will get you started on the right track.
Article by Mark
Joyner, CEO of Aesop Marketing Corporation and creator
Killer Internet Marketing Tactics" - a *must have* tool
for anyone serious about doing business on the Internet. Do yourself
a favor and check this one out today!
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