search engine is a database of resources extracted from the Internet
through an automated "crawling" process. This database is searchable
through user queries.
How does a search engine work?
Words or phrases you enter in the search box are matched to resources
in the search engine's database that contain your terms. These
are then automatically sorted by their probable relevance and
presented with the most "relevant" sites appearing first.
How search results are organized
Once a search engine has used your search terms to gather "hits"
from its database, it lists or "ranks" the resulting sites in
order of its own estimation of their relevance. The procedures
and factors used to create this ranking are often company secrets,
so understanding exactly why one hit is listed higher than another
The following is a survey of some of the factors
search engines use to automatically sort web sites for presentation
to the user.
Currently, search engines predict relevance based on two sets
of factors: those based on a site's content and those external
to the site.
based on a web site's content
1. Word frequency (How often search terms occur in a page
in relationship to other text)
2. Location of search terms in the document (Are they in
the title? Are they near the top of the page?)
3. Relational clustering (How many pages in the site contain
the search terms?)
4. The site's design (Does it use frames? How fast does
Factors external to the site
1. Link popularity -- Sites with more links pointing to
them are prioritized
2. Click popularity -- Sites visited more often are prioritized
3. "Sector" popularity -- Sites visited by certain demographic
or social groups are prioritized
(Note: This system requires user-provided information)
4. Business alliances among services -- Results from a
partner search service are ranked higher
5. Pay-for-placement rankings -- Site owners pay for high
Rank Higher with Good Keyword Selection and Placement
What words do you think people will use to find
your web page? Those are the strategic keywords for that page.
Start by developing a list of the top 30-40 words you can think
of and put them in order of importance. Now combine these keywords
into 2 or 3 key word combinations. Repeat this keyword phrase
definitely in the first few sentences and as many times throughout
your web site as you can without making it obvious that you are
trying to repeat them. A search engine will analyze how often
keywords appear in relation to other words in a web page. Those
with a higher frequency often rank higher than other web pages.
Remember however, nobody ranks web pages exactly the same, which
is why the same search on different search engines produces different
rankings and results
META tags should be placed in the head of the HTML
document, between the
Desciption meta tag - - This will control
what appears as the summary of your web page on the search engine
results page. The content of the description should clearly convey
what one can expect to find when visiting your site.
Keywords meta tag - -
Use this to provide extra "invisible" information
about your web page to the search engines. Search engines will
index the entire contents of a page because a lot
of sites don't include tags. Some robots index both the description
and keyword tag contents as searchable words. Do not, however,
excessively repeat keywords in a keyword tag because search engines
may penalize you for this. You can repeat keywords 2-3 times each
I have found.
If you have a large list of keywords, each one of
those keywords when entered in to a search engine should find
your page, but they're less likely to be at the top of the results
lists. If you use a small number of keywords, it increases the
density of those few keywords and therefore puts them high up
the list. So, if your keyword list is naturally short and you're
confident that users will search for these above all others then
the target strategy is for you. If you have a long list of products,
then the blanket method is for you. Figure out what 2 to 3
word combinations you think people will most often search
for to find your web site and put that phrase first in your "keywords
meta tag" and repeat the combination often in your web site.
Submission page for major search engines