Understanding how can you get a substantial increase in "free" website traffic through basic search engine optimization begins with the fundamentals. Search engines work by "crawling" the Internet, following known links to find updated pages and new websites, saving copies along the way. The information from the saved web page text is analyzed by sophisticated algorithms that assign values for categorization and ranking. Even though there are many variations in types of websites and search engines are constantly refining their ranking methodologies, for these types, there are a common set of rules to follow for better search engine placement.
You can gain important insight into what types of phrases are being used to find your type of website with keyword research tools. Wordtracker.com and Overture.com offer free tools for this purpose. As you categorize and create content, keep keywords in mind.
- Use Keywords in Title Tags.
The title tag is critical for a search engine to understand and rank a page. Make sure each page of your website includes a unique, keyword-rich, descriptive and readable title tag of 8 – 10 words
Use a version of your title tag on the visible page of your site - the higher up on the page, the better. A keyword-rich tagline will also do. This is important for both search engines and your site visitors.
- Content is Good, Fresh Content is Better.
Plan to add new pages of content on a regular basis. New pages should follow a theme and be placed into categories. If you sell "toys" then add product reviews, press releases, customer comments, how-to information, etc. on a regular basis. Incorporate "toys" related keywords in the title tags, on-page titles and descriptive text on the new content being created. Search engines will give a preference to sites that offer new content over time.
All major search engines use incoming and outgoing links as a way to measure a site's popularity with a preference to incoming links from authoritative and information rich websites.
Linking the pages within your site is important especially if you can link keywords in a sentence to another page that provides more detail. This applies to links within the pages of your site as well as links from other websites.
Make it easier for a search engine to find all the pages of your website by including a site map. A site map page is a collection of plain text links to all the major web pages of your website. It works best to link to the site map from the home page.
Most search engines do not follow JavaScript links such as mouse over images, drop down and foldout menus. If you cannot avoid using these types of site navigation, offer an alternative text navigation area at the bottom of your pages.
- To Submit or Not to Submit.
Google, Yahoo and MSN offer free submission forms, the fastest way for your site to be included in a search engine is to be linked by sites that are already in. Rather than pay a service to submit your site, pay for a press release and have it submitted through an online newswire service. Include links to your company website in the release and each website that publishes the release becomes a link to your company. Take the time to research and submit to important directories such as DMOZ.org and Yahoo! directory.
- Monitor Your Progress and Have Patience.
For competitive phrases and new websites it can take 2-6 months to see an improvement in rankings. Mature sites in unique categories may only take weeks to see initial progress. Measure your site rankings, unique visitors and conversions and watch for trends. Overall, ensure your site is easy for search engines to find and crawl. Follow these steps and in time you may see much better search engine rankings and sales online.
