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It is the search engines that finally bring your website to the notice of the prospective customers. Hence it is better to know how these search engines actually work and how they present information to the customer initiating a search.

There are basically two types of search engines. The first is by robots called crawlers or spiders.

Search Engines use spiders to index websites. When you submit your website pages to a search engine by completing their required submission page, the search engine spider will index your entire site. A ‘spider’ is an automated program that is run by the search engine system. Spider visits a web site, read the content on the actual site, the site’s Meta tags and also follow the links that the site connects. The spider then returns all that information back to a central depository, where the data is indexed. It will visit each link you have on your website and index those sites as well. Some spiders will only index a certain number of pages on your site, so don’t create a site with 500 pages!

The spider will periodically return to the sites to check for any information that has changed. The frequency with which this happens is determined by the moderators of the search engine.

A spider is almost like a book where it contains the table of contents, the actual content and the links and references for all the websites it finds during its search, and it may index up to a million pages a day.

Example: Excite, Lycos, AltaVista and Google.

When you ask a search engine to locate information, it is actually searching through the index which it has created and not actually searching the Web. Different search engines produce different rankings because not every search engine uses the same algorithm to search through the indices.

One of the things that a search engine algorithm scans for is the frequency and location of keywords on a web page, but it can also detect artificial keyword stuffing or spamdexing. Then the algorithms analyze the way that pages link to other pages in the Web. By checking how pages link to each other, an engine can both determine what a page is about, if the keywords of the linked pages are similar to the keywords on the original page.

It is recommended to use keywords in page titles itself. This title tag is different from a Meta tag, but it’s worth considering it in relation to them. Whatever text one places in the title tag (between the <title> and </title> portions) will appear in the title bar of browsers when they view the web page. Some browsers also append whatever you put in the title tag by adding their own name, as for example Microsoft’s Internet Explorer or OPERA.

The actual text you use in the title tag is one of the most important factors in how a search engine may decide to rank your web page. In addition, all major web crawlers will use the text of your title tag as the text they use for the title of your page in your listings.

If you have designed your website as a series of websites or linked pages and not just a single Home Page, you must bear in mind that each page of your website must be search engine optimized. The title of each page i.e. the keywords you use on that page and the phrases you use in the content will draw traffic to your site.

The unique combination of these words and phrases and content will draw customers using different search engine terms and techniques, so be sure you capture all the keywords and phrases you need for each product, service or information page.

The most common mistake made by small business owners when they first design their website is to place their business name or firm name in every title of every page. Actually most of your prospective customers do not bother to know the name of your firm until after they have looked at your site and decided it is worth book marking.

So, while you want your business name in the title of the home page, it is probably a waste of valuable keywords and space to put it in the title line of every page on your site. Why not consider putting keywords in the title so that your page will display closer to the top of the search engine listing.

Dedicating first three positions for keywords in title avoiding the stop words like ‘and’, ‘at’ and the like is crucial in search engine optimization.

It is worth cataloguing the basic principles to be enforced to increase website traffic and search engine rankings.

• Create a site with valuable content, products or services.
• Place primary and secondary keywords within the first 25 words in your page content and spread them evenly throughout the document.
• Research and use the right keywords/phrases to attract your target customers.
• Use your keywords in the right fields and references within your web page. Like Title, META tags, Headers, etc.
• Keep your site design simple so that your customers can navigate easily between web pages, find what they want and buy products and services.
• Submit your web pages i.e. every web page and not just the home page, to the most popular search engines and directory services. Hire someone to do so, if required. Be sure this is a manual submission. Do not engage an automated submission service.
• Keep track of changes in search engine algorithms and processes and accordingly modify your web pages so your search engine ranking remains high. Use online tools and utilities to keep track of how your website is doing.
• Monitor your competitors and the top ranked websites to see what they are doing right in the way of design, navigation, content, keywords, etc.
• Use reports and logs from your web hosting company to see where your traffic is coming from. Analyze your visitor location and their incoming sources whether search engines or links from other sites and the keywords they used to find you.
• Make your customer visit easy and give them plenty of ways to remember you in the form of newsletters, free reports, reduction coupons etc.
• Demonstrate your industry and product or service expertise by writing and submitting articles for your website or for article banks so you are perceived as an expert in your field.
• When selling products online, use simple payment and shipment methods to make your customer’s experience fast and easy.
• When not sure, hire professionals. Though it may seem costly, but it is a lot less expensive than spending your money on a website which no one visits.

Don’t look at your website as a static brochure. Treat it as a dynamic, ever-changing sales tool and location, just like your real store to which your customers with the same seriousness.

It is the search engines that finally bring your website to the notice of the prospective customers. When a topic is typed for search, nearly instantly, the search engine will sift through the millions of pages it has indexed about and present you with ones that match your topic. The searched matches are also ranked, so that the most relevant ones come first.

Remember that a prospective customer will probably only look at the first 2-3 listings in the search results. So it does matter where your website appears in the search engine ranking.

Further, they all use one of the top 6-7 search engines and these search engines attract more visitors to websites than anything else. So finally it all depends on which search engines the customers use and how they rank your site.

It is the Keywords that play an important role than any expensive online or offline advertising of your website.

It is found by surveys that a when customers want to find a website for information or to buy a product or service, they find their site in one of the following ways:

• The first option is they find their site through a search engine.
• Secondly they find their site by clicking on a link from another website or page that relates to the topic in which they are interested.
• Occasionally, they find a site by hearing about it from a friend or reading in an article.

Thus it’s obvious the the most popular way to find a site, by search engine, represents more than 90% of online users. In other words, only 10% of the people looking for a website will use methods other than search engines.

All search engines employ a ranking algorithm and one of the main rules in a ranking algorithm is to check the location and frequency of keywords on a web page. Don’t forget that algorithms also give weightage to link population (number of web pages linking to your site). When performed by a qualified, experienced search engine optimization consultant, your site for high search engine rankings really does work, unless you have a lot of money and can afford to pay the expert. With better knowledge of search engines and how they work, you can also do it on your own.

One need to choose those keywords that are frequently searched for and which is in high demand, but not being already used by many other websites and competitors, and thus has low competition. There are a number of keyword research tools that can help you find them.

Apart from the Wordtracker which was already discussed in an other article, we have some more equally important research tools like the Overture, Google AdWords Keyword and Guidebeam.

Overture’s http://inventory.overture.com/d/searchinventory/suggestion/ keyword suggestion tool is free and much quicker to use than Wordtracker. It works more like the Wordtracker but doesn’t tell you how many websites are targeting each keyword phrase. For example if you type ‘Computer’, the Overture search suggestion tool will tell you that during the last month the word ‘Computer’ was searched, say for example 459550 times at Overture.Com. Similarly ‘computer game’ was searched 302210 times. Also, given one word it will tell you all relevant combinations of that word, which are based on actual searches done by people. If the word you keyed in is not a common search term then you will not get any results. It means that very few people have actually searched for that word during the last month.

Even Google Keyword Tool generates potential keywords for your ad campaign and reports their Google statistics, including search performance and seasonal trends. Features of this tool include,

• Sorting the results of your desired keyword search by popularity, past performance history within the AdWords system, cost, and predicted ad position.
• Easy keyword manipulation where you can select a few keywords here and there or add them all at once.
• Searches for keywords present even in any webpage URL specified by your search. It can also expand your keyword search even further to include those pages that are linked to or from the original URL page.
• More keyword results are generated based on regularly updated usage statistics database. This helps you to get new keywords or phrases.

Guidebeam http://www.guidebeam.com/ is an interesting resource. Type in a phrase and it will suggest a large number of related searches. The numbers generated against each phrase are Guidebeam’s estimation of how relevant that phrase is.

These softwares are useful for researching how people search the web and then optimizing your own web pages so that more people find your web site.

Keyword density is an indicator of the number of times the selected keyword appears in the web page. But mind you, keywords shouldn’t be over used, but should be just sufficient enough to appear at important places.

If you repeat your keywords with every other word on every line, then your site will probably be rejected as an artificial site or spam site.

Keyword density is always expressed as a percentage of the total word content on a given web page.

Suppose you have 100 words on your webpage (not including HMTL code used for writing the web page), and you use a certain keyword for five times in the content. The keyword density on that page is got by simply dividing the total number of keywords, by the total number of words that appear on your web page. So here it is 5 divided by 100 = .05. Because keyword density is a percentage of the total word count on the page, multiply the above by 100, that is 0.05 x 100 = 5%

The accepted standard for a keyword density is between 3% and 5%, to get recognized by the search engines and you should never exceed it.

Remember, that this rule applies to every page on your site. It also applies to not just to one keyword but also a set of keywords that relates to a different product or service. The keyword density should always be between 3% and 5%.

Simple steps to check the density:

• Copy and paste the content from an individual web page into a word-processing software program like Word or Word Perfect.
• Go to the ‘Edit’ menu and click ‘Select All’. Now go to the ‘Tools’ menu and select ‘Word Count’. Write down the total number of words in the page.
• Now select the ‘Find’ function on the ‘Edit’ menu. Go to the ‘Replace’ tab and type in the keyword you want to find. ‘Replace’ that word with the same word, so you don’t change the text.
• When you complete the replace function, the system will provide a count of the words you replaced. That gives the number of times you have used the keyword in that page.

Using the total word count for the page and the total number of keywords you can now calculate the keyword density.

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