Design your web site to get registered with search engines
The truth is there are only a few ... at the top of a list of search engine results and getting to the top is not easy, ... or ... With one ... – pay for it – but more on t
The truth is there are only a few positions at the top of a list of search engine results and getting to the top is not easy, guaranteed, or dependable. With one exception – pay for it – but more on that later. Let me explain how search engines work because meeting their expectations is what the really important stuff is all about.
Importantly, you can visit your competition and see how THEY promote themselves by seeing THEIR meta tags. You should do this with your competitor's web sites. You can learn a lot about what works by looking at what has worked. The two above tags and the title are where engines get their key words and descriptions.
The keen observer might say that there is a lot of redundancy in these tags and title. The words marketing, public relations, and mail blasters are repeated over and over. Is the author simple? Was his last job with the Department of Redundancy Department? He may very well be and it probably was. But the search engine spiders and flunkies are even simpler. They only know what is important if you tell them – repeatedly. And then tell them again. Redundancy is a very good thing at this point. So work some redundancy into your tags and title.
Not all spiders and flunkies read the meta tags and HTML code. Some read the text on your web pages. What is important is they use rules about what is significant and what to read. First, they read the title at the top of the page and figure that is what you are. Imagine for example's sake you are a veterinarian and you own Dr. Bob's Clinic. Doctor and Clinic are words that will register - but they won't help you very much. People who look for veterinarians on a search engine will probably do a search for 'vet', 'veterinarian', 'veterinarian' + 'city', etc. Therefore, to get placed to answer these searches, Dr. Bob should change the title on his web site to 'Veterinary Clinic of Palm Beach. So spend a lot of time on the title.
Spiders also look at the text at the top of the page to see what you do. And like you and I, they tend to lose interest after the first paragraph. So spend a lot of time on that first bit of text. And repeat yourself. And then repeat yourself again. And keep hammering those key words into the text. Again, if you were Doctor Bob, you would want your first paragraph to include key words in the following way: 'Dr. Bob Clump, Palm Beach Veterinarian, specialist in pet medicine.' This one sentence answers 3 searches (i.e., search for "Dr. Bob Clump", "palm beach vet", and "pet medicine".)
When you think you have it right put on your Homer Simpson hat. Dumb yourself down to the level of an under-paid flunky on the night shift and see if you still get the gist of what your web site is all about. Then simplify it with even more powerful and direct words.
By the way, when I say spiders read text I mean exactly that. They don’t read graphics. If your keywords are really graphics or icons the spider can’t understand them. So if your web designer is afflicted with art-directoritis (an incurable condition in which the afflicted party strives for ‘beauty’ at the expense of pleasing the spider) dump her. Fast. And get some text on the front page.
It is possible to get well listed without doing all this work and it happens all the time. But it is dumb luck, or a paid listing, or the site as been around so long that it has crept to the top of by some sort of sympathy algorithm. Do the work. You’ll be happier in the end.
That is the really important stuff. Get your key words and description properly worked into your site and you have given yourself the best opportunity to get properly listed on the best search engines.
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ABOUT THE AUTHOR
Mr. Gilman is the President of Galileo Consulting and Marketing for Idiots. He brings over twenty years of diversified business experience to his businesses from government, private sector and international consulting.