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Overview
When users type a keyword or phrase into a search engine query box,
they receive a listing of websites that presumably offer information,
products or services related to that keyword. Search engines strive
to list the most qualified websites at the top of the list. Search
Engine Optimization (SEO) is the practice of modifying visible and
invisible website content in addition to establishing links from other
relevant websites. The purpose is to gain higher ranking among search
engines.
Developing an SEO campaign starts with a basic understanding of how
search engines work. Search engines are different and fall into two
distinct categories: spider-based and directory-based.
Each has unique ranking methods requiring different website optimization
strategies.
Directory-Based Search Engines
Directory-based search engines are more of a directory listing, similar
to the "Yellow Pages". Listings are classified into groups so users can
navigate through layered categories. However, many users search by
keyword or phrase (e.g. dog food). When a user enters a search phrase,
the directory searches for word matches in the listed title, description
and URL, and, in some cases category name. If a website listing includes
either the term "dog" or "food", the website may be included among the
search results. If none of these terms are uses in the listed text
(e.g. canine chow), then the website may not be included among the results.
Assuming the site is listed among the results, it may be ranked near the
top where many visitors can find the listing and click to the site. Or
it may be ranked poorly where only a few visitors will find the site
listing. The higher the ranking, the better the chances that visitors
will click to the site.
While directory-based SEO campaigns optimize websites by strategically
including keywords in the site listings, there are other attributes that
affect ranking. To some degree, ranking is established by website popularity:
how many visitors go to a site and how long they stay there. Sites with
higher popularity receive higher ranking.
It is very important that a new site be properly optimized; otherwise its
listing will not receive reasonable exposure. Without this exposure,
popularity will not increase.
Without exception, directory-based search engines employ editors to review
each and every submitted listing. These editors inspect the website to make
sure the site is in good working condition and the submission listing properly
represents the website content. Both Yahoo and MSN (LookSmart) offer fee-based
express services for businesses (non-profit organizations are free). On the
other hand, ODP (Open Directory Project) employs volunteer editors. All
listings with ODP are free, but listing delays are common.
Two final notes, Looksmart, the primary feed for MSN, has changed their
marketing approach as of April 9, 2002 to a "pay-per-inclusion" model.
Their initial fees include 1000 clicks to your website. When the number
of clicks runs out, your website is temporarily de-listed till additional
clicks are purchased. And as of October 2002, Yahoo is serving modified
and enhanced Google search results.
Spider-Based Search Engines
Spider-based search engines look and behave like directory-based search
engines, but spider-based search engines use a significantly different
way to rank websites.
As the name implies, these search engines use "spiders" to
crawl through a website and examine visible and invisible content, and
the strength of its link structure. Each search engine uses unique and
confidential algorithms to rank websites.
Spider-based search engines employ complex mathematical algorithms in an
attempt to assess website themes by reading visible and invisible text
(including link structures). The more focused a site theme, the higher
the ranking when a search engine user types specific keywords or phrases
into a search box. In a few cases, website popularity influences ranking.
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A page optimization campaign focuses on refining the visible and invisible
content of a website, which allows the search engine to properly determine
the site's theme. Page optimization includes modifying existing pages and/or
adding new pages with optimal keyword densities and proximity. But spiders
cannot read the content of all websites.
Websites
with frames or dynamic page construction are not search engine-friendly.
Many search engines cannot read content within frames or pages created
dynamically. Google and Inktomi claim to follow frame sets; Google, AltiVista,
and Inktomi can read one level of URLs with "?" in them.
In some cases, site construction must be changed or an alternative
strategy employed.
Websites with graphic intensive pages that do not have content or text links
(common on some home pages) should be modified to include these elements or an
alternative strategy considered.
In some cases, website managers will not permit visible text enhancements to
their site. If the visible content cannot be enhanced with keywords, the
optimization effort may be compromised, resulting in poor ranking.
A link optimization campaign builds a strong link structure by increasing the
number of inbound links from websites with a similar theme. A well crafted
link from a relevant site is valuable in the eyes of the search engine, which
closely inspects links to determine rank. However, some inbound links can be
detrimental to a site's ranking. There is new evidence from the search engines
that suggest, "free links", "link farms" or
"link pools" may be harmful to a site ranking.
Fees for spider-based SEO campaigns vary significantly depending on 4
basic variables.
1. Number of keywords (more keywords: higher price)
2.Popularity of keywords (more popularity or competitiveness:
fewer number of keywords and/or higher price)
3.Number of high quality links to attain from other websites
with a consistent or similar theme.
4.Implementation strategy influenced by website design, client
constraints and page optimization strategy (e.g. site content optimization,
doorway page, cloaking)
The Search Engine environment is constantly changing. Spider-based search
engines are continually refining their search algorithms with several new
releases each year, and more websites are competing for top ranked positions.
To maintain top ranking, SEO campaigns must constantly report, refine and
improve optimizing tactics.
Conclusion
The SEO business has dramatically changed since mid 2000. What once
was a relatively easy task of optimizing web pages for top ranking among
the most popular search engines has turned out to be a complex process
requiring research, analysis, and skill.
SEO campaigns may include spider-based and/or directory-based optimization.
Directory-based SEO campaigns are considered the starting point as they have
a low entry cost.
Spider-based optimization is more complex. As the popularity and/or number
of keyword phrases increases, the number of HTML/text pages must also increase
to produce a theme strength that will compete favorably with the existing
top-ranked websites. Also, by analyzing the strength of the link structure of
top ranked websites for the same keywords, the level of link optimization can
be defined.
The following table summarizes the fundamental attributes of each search engine
type and cost impact.
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