In an effort to improve search engine ranking many frustrated small business owners will look anywhere and everywhere to find the answer. Unfortunately, most will find millions of answers… anyone of which may hold the magic formula to getting their website at the top of a search. But, the real magical formula for improving their small business website’s ranking may be right in front of their nose, and much less complex than they ever imagined.
The technology used in improving ones ranking is a science with little to no guess work involved. In a nutshell, search engines work by analyzing relevant content on a web page by drawing from multiple sources on that page. They then “rank” how relevant that information is to other web pages of similar content. A higher “ranking” given to a webpage will provide more visibility to that page and thus more traffic. So, finding a way to improve search engine ranking has become a very “high stakes” game.
Robots, crawlers and spiders… Oh My!
Search engines use highly sophisticated software, often called robots or crawlers or spiders that employ mathematical programs (commonly known as algorithms) that are set up to use very specific rules to establish how relevant a web page is to a search word or phrase.
In other words, when we type a word or phrase into a search engine we get a list of web pages that best relate to what was entered. And, those web pages at the top of the list have been “determined” to be the most relevant to that word or phrase.
There are many different aspects to these algorithms and what those are “exactly” is a closely held, and highly valued, secret. Leaving even top online experts to a “guessing game” of how to entice the highest ranking from any search word or phrase entered by a search engine user.
Some things are known and proven to produce higher search ranking, that’s the science part, and some things are not known, that’s the guessing game part. And, if you’re looking to improve search engine ranking your most challenging task will be to know the difference between the two.
Beware of snake oil salesmen!
Whether you’re trying to learn how to market a product online or just wanting to promote your business or service, don’t fall into the trap of spending tons of time and money in an effort to “trick” the search engines. The market place today is loaded with “snake oil salesmen” ready to sell you the latest gadget to outsmart those rascally search engines.
One thing about search engines that has been known for many years but sometimes gets lost in the game of trying to “out smart” them, is that the best and most powerful thing a web page can have for good ranking is content, good content, and content consistent with other elements on the page.
And remember, search engines rank web “pages”… not web “sites” so make sure every page on your site has relevant content to what that page is promoting.
Sometimes it’s easy to fall prey to the ole saying, “you can’t see the forest because of the trees.” And, with all the technology being thrown in our faces today it’s easy to forget that sometimes it’s the simple things that work best.
Simple things like good web page content!
Whatever your product, whatever your service, tell your story and explain what you do and what you offer in a clear and precise manner on each page of your website. Be honest, truthful and direct about who you are and what you do.