Proving your Website’s Relevance to the Search Engines
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The goal of internet search engines is to deliver the web content that is most relevant to those who are searching for something, whether it is information or products. If the goal of your website is to attract visitors who are interested in what you have to say or what you have to sell, then you know that you need to achieve the highest possible ranking within the search engine results for key words and phrases that pertain to your website. Search engines will rank your website based upon proprietary algorithms that help them determine whether your website is likely to be not only interesting, but the most interesting choice for web users searching for any particular words or phrases.
While the proprietary equations that each search engine uses is not only a closely held secret, but is also different that every other search engine’s equation, there are some common threads that can be used to help make sure your website gets the attention it deserves. Search engine spiders scan websites for a variety of elements. The URL itself is one consideration in the ranking of a website’s relevance, as is the structure of the site, but one of the strongest weightings is given to the content of the website.
Content can be text, video, or pictures. Since the goal is to provide content relevant to a searcher’s text query, focused text content can help you define your website to the major search engines so that they know which of their users will be most interested in your site. Text on your website should be crafted with consideration for the way in which those people who would be most interested in your information or products would search for it. For example, let’s say that your website sells astronomy equipment. Most people interested in your products are not going to enter “astronomy equipment” into Google when they are in the market for a new telescope. They are going to enter “telescope” or even a popular name brand or model number for a particular telescope. They may also enter phrases like “the best telescope” or “best telescope deals.” These and other phrases that will be specifically used by web searchers interested in buying your products are the ones that should be the focus of your web content.
More relevant content is better, in terms of search engine rankings. Blog entries or information pages on your website should aim to include key words and phrases in both the titles of each entry or page, and throughout the content text. It should talk about the specific phrase or word enough to let the search engine decide that your website, or at least one page of your website, is all about choosing “the best telescope.”
Structuring your website and creating relevant content in order to deliver search engine users to your site are the basics of search engine marketing. For those new to the game, it can be daunting, especially when competing against established websites that employ the services of professional search engine marketers who have a thorough understanding of all the tools of the trade. Unless you are a professional in this trade yourself, it is well worth it to employ a high quality internet search marketing professional to help you achieve the results you want. Meanwhile, remember that content is king.