Search Engines

KeyWORDS & phrases

Search engines such as Google seek to increase its share of the total search market by returning the most relevant results for the keywords & phrases on which people search. They use 'spiders', (automated web browsers), to follow website links & add the information about the websites they find to their databases.

Importantly, the main aspect of the website on which they focus are 'THE WORDS'. Words in domain names, page titles, headings, body text, & links etc. It is for this reason that it's vital to ensure your website has been copywritten with this in mind. (More Info)

Search engines rank web pages according to their score for a search term. The score is a combined result of 'on-page' (i.e. content and page structure) and 'off-page' (e.g. inbound links) criteria. Web pages are assessed on more than 150 such criteria.

Search Engine Optimisation

Search Engine Optimisation (SEO) ensures the on-page and off-page features are set up to help the websites achieve the best possible rankings on the search engines. This will typically involve some or all of the following.

  • Keyword research
    Identifying the most popular keyword search terms for a subject. Use the Keyword Selector Tool available from Yahoo to research relevant search terms.
  • Content and Meta Element Optimisation
    Optimising the content and meta elements to ensure the most popular keywords are used with the correct degree of frequency, avoiding 'keyword stuffing' which can be penalised.
  • Website structure optimisation
    Ensuring content is presented in a visible and clear way to search engine spiders.
  • Link Management
    Generating inbound links from desirable websites.
  • Site Analytics
    Statistics on visitors, browsing habits, traffic sources, keywords and more.

The degree to which SEO is required will depend on the competition for the target search term.

Care must be taken as search engines penalise websites which try to trick or 'spam' them.

What are Google Webmaster Tools?

Google Webmaster Tools provides you with detailed reports about your pages' visibility on Google.

  • Understand how Google sees your website and diagnose any problems
  • View the search terms being used to find your website
  • Discover who is linking to your website

All you require is a free Google Account!

What else can you do with a Google Account?

These services are also available through your Google Account. Please click here to read about out Google 'Tune up' service

  • Analyze your visitors using Google Analytics
    Learn which online marketing initiatives are cost effective and see how visitors actually interact with your site. Make informed site design improvements, drive targeted traffic, and increase your conversions and profits.
  • Upload to Google Base Fee
    Make your products as easy as possible for people to find when they shop using Google.

For a complete list of webmaster resources go to Google Webmaster Central.

Further Reading

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