Search engines are not trying to be difficult they just want to find the most relevant websites to a user’s search - that is their business. Search engines use a series of algorithms, which are complex calculations, to evaluate a websites relevance to a range of search terms. Based on the algorithms the more relevant and more important a website the higher it will appear in the search results. If the algorithm believes that a website is trying to use an illicit tactic it will block the site from appearing in all results, this block may then be left on the site even if the illicit tactic is removed.
Search engines are always refining their algorithms to improve the relevance of websites returned in their results. They are also continuously monitoring the web for illicit Search Engine Optimisation tactics and updating the algorithms to identify perpetrators.
There are over a hundred criteria the main search engines use to evaluate a website. Depending on your website different criteria will be relevant. The websites’ search engines find easiest to reference are developed in HTML using simple code with lots of html links between relevant content. This does not always make for the most exciting or aesthetically pleasing website.
There will always be criteria that you cannot affect, for example the length of time a webpage has been referenced by a search engine. So it is important to concentrate on the criteria you can affect. Key decisions made when starting a website can affect how well a website will compete within search engines.
With the advent of new web technologies search engines have started to adapt their algorithms to work with the more standard emerging technologies, though implementation needs to be well thought through. Images can be used, but it is important to use “alt” tags to describe the content of the images. Flash can be used to create animated content, but where possible this should be integrated within a HTML page. PDF documents can be referenced by search engines as long as they are created and integrated properly. Dynamically created database driven pages and content management solutions need to be developed using non-query string URL’s ensuring the page titles can be referenced by the major search engines.
A webpage that is well referenced by the major search engines is a valuable commodity. If you are upgrading an existing website it is important to ensure that you retain all of that value. The most value is associated to the “url” address, ensure that you do not end up renaming the page and losing the reference.
To maximise your exposure within the search engines u se legitimate techniques to ensure that your website is found when users search for relevant keywords. You need to identify the key phrases that will provide the optimum level of relevant traffic to your website. Use the pay-per-click keyword tools to identify the key search terms related to your business and assess their click rate in the major search engines. Review and select these based on your business requirements.
Develop additional pages of content directly related to your key terms. The selection of key words/phrases is pivotal to the success of all future search engine optimisation work. The popularity of a search term should not be the only deciding factor as general terms may be more common but they will be more competitive and may be less specific to your business.
Algorithms are used by the major search engines to apply importance as well as relevance to websites. Google, MSN and Yahoo use Page Rank algorithms as part of their overall assessment of search results to assess the importance of each website. Each of these algorithms has a unique method of defining and assessing a web page’s importance.
The number of websites featured on the internet is increasing daily, which means that both search engines and website owners are aiming at a moving target. Algorithms are set to change frequently in the future as search engines improve their techniques and update their algorithms to alienate the perpetrators of illicit tactics. Search engines are not trying to be difficult they want to find the most relevant websites to a user’s search - that is their business.
Continuously review the latest techniques advised by the major search engines to ensure your site is optimised with your selected keywords/phrases. Keep a continuous track on the progress of your website within search engines. Assess and implement further developments that can be made to improve your websites search engine optimisation as part of a programme of continuous improvement.
Search engines are always refining their algorithms to improve the relevance of websites returned in their results. So concentrate on ensuring you websites content remains relevant and current for your target market as well concentrating on your Search Engine Optimisation.
