The term SEO, most often refers to search engine optimization. This discipline of Internet marketing, employs strategies to improve the volume or quality of visitor traffic, to a webpage. The belief is that, the closer a webpage appears to the top of search results, the more visitors it will receive. To achieve this, SEO strategists will often target specific types of search; including image search, local search, video search and (in some cases) industry-specific search engines. These aggressive approaches to SEO, provide a strong Web presence, work tirelessly to promote Company brand; and generate consumer awareness.
As an important part of any brand building and Internet marketing strategy, SEO considers how search engines determine relevancy (algorithm) and what people are actively searching for. A webpage’s relevancy, is calculated using a search engine’s unique algorithm. Possibly one of the least understood words found on the Internet, an algorithm (in this application) refers to a strict system of instructions, that a crawler or spider follows; in its endeavor to correctly rank websites. Therefore, the optimization of a website or webpage, primarily involves editing page content and Meta data to increase overall relevancy to specific keywords; and remove barriers to crawling/indexing. As such, it is recommended that businesses incorporate search engine marketing strategies, into all website development and design elements; that require current or future search engine exposure.
Spiders and Web Crawlers
Popular search engines, such as Google and Yahoo!, use “spiders” to locate relevant pages; for their algorithmic search results. Also known as a Web crawler, a spider is a computer program that browses the World Wide Web; in a systematic and fully automated manner. In an effort to return the most current and relevant data, Web crawlers are sent out to visit websites, read the content, Meta data and also follow any links that the website connects to. The Web crawler, then returns all collected information back to a central depository; where the data is indexed. Periodically in the future, spiders will return to webpages; and record any information that has changed. Thankfully, pages that are linked from other search engine indexed pages, do not need to be submitted; as they are found automatically.
Some search engines, notably Yahoo!, operate a paid submission service that guarantees crawling of a website; for a set fee or cost per click. Such programs usually guarantee inclusion in the database, but do not promise favorable organic rankings; within the search engine’s organic results. Nevertheless, to assist website owners with their ongoing search engine marketing efforts, the Industry’s most influential search engines, have made valuable information available to everyone (with a verified account). Google for example, offers a Sitemaps program, to help search engine optimizers learn if Google is having difficulty; crawling or indexing their webpages. This remarkable service also provides dependable data, about overall Google search traffic to the website. Furthermore, Google provides a list of suggested practices, to be used as guidelines; for do it yourself webmasters. In similar fashion, Yahoo!’s Site Explorer provides a means for website owners to submit URLs, determine how many pages can be found in the Yahoo! index; and review relevant link information.
Connect with Kristoffer Howes, for more Internet marketing and brand building tips, strategies and advice.