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Understanding Search Engine Optimization (SEO)
by
Mackenzie Fogelson, M.A.
Printable Version
Google’s Purpose: Relevant Search Results
Every day, more than 137 million people search Google for information. Yahoo!
is not far behind with 116 million, and MSN weighs in at 86 million. Regardless
of which search engine is being used, when a specific phrase is typed into
that search box, one specific outcome is desired: relevant results.
Cleaning up the Web, One Site at a Time
In order to bring searchers relevant results, search engines must rely
on Web professionals all over the world. Search engines such as Google
use specific algorithms, or criteria, that determine the reasons
for successful rankings. These algorithms change periodically and
are never actually disclosed to Web professionals. However, there
are specific guidelines that Web professionals can follow to assist
their clients in achieving higher rankings.
The following are just some of the factors that can positively affect your rankings:
Well-Written Content
Search engines love content. This provides them with the information
they need to satisfy their searchers. It is important not only
to provide well-written content, but also to update that content
on a regular basis. Search engines tend to loose interest in Websites
that don’t update often.
Effective Design
A well-designed Website uses a consistent and effective design that
is targeted to a specific audience. The navigation is predictable
and assists visitors in easily completing necessary tasks. Avoid
the overuse of Flash, and refrain from using frames in your design.
These practices make it difficult for search engines to crawl your
Website for the information that they are seeking.
Useful Materials & Information
Provide press releases, white papers, articles, and newsletters on
your Website. This not only gives the engines more content to crawl
(which can boost your rankings), but lends to the credibility of
your company.
Use a Site Map
As much as search engines love content, they also love to follow
links. A site map is an easy way to provide a search engine with
every page and material that is available on your site. This encourages
the engine to crawl all of the information that you offer, increasing
your chances of being ranked higher on their list for a specific
search result.
Become Popular
Google likes to know that other credible Websites in your field are
sending a thumbs-up your way. This vote, or inbound link from another
Website to yours, shows Google that other trustworthy sites in your
industry are vouching for your credibility as well.