Getting
Back To Search Engine Optimization Basics (Part 1)
By:
Andy Beal, published: 2003/8/23
I have decided that with the
growth of the search engine optimization (SEO) industry, it is important to ensure
that we don't forget the many newcomers. With many new business owners and webmasters
exploring SEO for the first time, this series of articles looks to assist with
the basic information needed to start a search engine marketing campaign.
In
the first part of the series, I wish to ensure we discuss the importance of a
solid foundation. When starting any SEO campaign it is tempting to leap straight
in and start tweaking meta tags and changing text. However, like any successful
marketing strategy, it is vital to ensure that you know whom your audience is
and how to reach them. In the same way traditional advertising agencies survey
their demographic audience, search engine marketers must ensure that their SEO
campaign targets the correct keywords or search phrases. Target the wrong search
phrase and you could end up with great search engine rankings for keywords that
have no search requests. A few hours now spent ensuring that the correct search
phrases are targeted, can save months of useless optimization.
Brainstorm
When
you started your company or developed your products, you no doubt sat down with
your friends, relatives and business partners and discussed the needs of your
target audience. You would have been foolish to stubbornly press ahead with your
products without first testing the market to see if there was a demand. Likewise,
when you start out on your SEO campaign it is important to brainstorm search phrases
that are likely to bring qualified visitors to your website. Sit down with your
co-workers and business partners and discuss which keywords are relevant to the
products and services you offer. Compile an initial list of 5-10 search phrases
that you feel best represent your company and which you believe people would type
into a search engine when trying to find you. Consider the following factors when
brainstorming:
Is your audience likely to search for industry standard terms or simple layman
phrases? |
Which of your products are in stock? There is no point targeting search phrases
that
are popular if you don't actually stock that item. |
Which products have the highest
profit margin? If you had just a $0.20 mark-up on a
very popular product,
could you sell enough online to make a profit? A product that
is less searched
but has a higher profit margin would be easier to obtain a search
engine ranking
and would yield higher revenues. |
Identify your biggest competitors. View competitor websites and see which products
they appear to target; which search phrases do they have rankings for? |
Make
use of any PPC data
Chances are, your decision to begin a SEO campaign
is fueled by your desire to reduce costly pay-per-click (PPC) campaigns. While
reliance on PPC will be reduced with a good SEO campaign, you can make use of
your current PPC efforts when researching your search phrases to target. Analyze
your PPC keywords and look to see which of them have brought the highest traffic
levels, best click through rates and greater sales conversions. It is likely a
search phrase that brought successful results through a PPC campaign will be very
relevant in your quest to obtain top search engine positioning.
Expanding
your Keyword list
Once you have completed your brainstorming and
have compiled your list of 5-10 core keywords, it's time to move on and expand
that list. A list of 5-10 search phrases will not, as I am sure you will know,
bring the amount of search engine traffic needed to make your website successful.
However, that list will be a vital tool when determining which phrases to add
to the mix. At this point, you need to turn to the search engines themselves and
research which search phrases are actually being typed into Google, Yahoo, MSN
et. While few search engines will openly tell you which search phrases are the
most often searched, there are a couple of very useful tools you can use to expand
your list.
The first and most well known, is the Overture Search Suggestion
Tool. This great little research tool is primarily for the use of Overture PPC
users and if you have ever endeavored on a PPC campaign with Overture, you will
no doubt have come across it. Take any of your main search phrases and enter them
into the suggestion tool. Overture will then spit out all other popular search
terms that contain that phrase. In addition, Overture will place the search phrases
in order of popularity and give you an idea of the number of searches per month
for each phrase across their network. While this tool can be very useful, especially
as it is free to use, it does have some key drawbacks. First, it does not differentiate
between singular and plural search phrases. Consequently, "desktop computer"
and "desktop computers" are combined together, leaving you to use your
own judgment as to which variation is the most popular. For many search phrases,
you can take an educated guess as to which one is likely to be the most searched,
but often you will be left without a clue as to whether to target the singular
or plural. Secondly, the Overture Suggestion Tool does not handle punctuation
very well, preferring to ignore it completely. Thus "kid's toys", "kid's
toys", "kid-toys", "kid's toy" would all be shown as
"kid toy". Again, this never used to be a big problem, but go to Google
and search for each of these phrases and you will see different results for each
one.
If you are serious about your SEO campaign, you will consider a subscription
to WordTracker to be a worthwhile investment. Starting at just $7 a day, with
discounts all the way up to one year of service, WordTracker offers a similar
type of research tool as Overture but with many more bells and whistles. The biggest
advantage with WordTracker is that is uses Meta-Crawlers when sourcing search
phrase frequencies. This eliminates inflated search phrase frequencies from Overture
users checking their own rankings and thus artificially increasing the popularity
of certain phrases. In addition WordTracker offers the following advantages:
Offers a "thesaurus" and "lateral" search. Allowing you to
view search phrases that are related to your main search term, but not necessarily
containing that term.
Shows search frequencies for both singular and plural phrases; allowing you to
determine which is the most popular.
Identifies which form of punctuation is the most popular.
Allows you to place your targeted keywords into a "shopping basket"
so that you can analyze all of your phrases together.
Has an exclusive KEI analyzer that allows you to compare the popularity of the
search phrase with the number of websites competing for that keyword.
Determining
Competition
Once you have identified possible additions to your
search phrase list, you must research further to determine if there is a good
chance you will achieve your prized top search engine ranking or if the competition
for that phrase is already saturated. While it can be tempting to target only
search phrases that are very popular and searched hundreds of thousands of times
in a single month, you must also consider the likelihood of you being able to
obtain a ranking higher enough to capitalize on all of that great traffic. Many,
many search terms are so saturated by competitors that it would be highly unlikely
that you would achieve a high enough ranking to reward your efforts. Therefore,
it is often worthwhile considering those search phrases that may not have quite
the same level searches each month, but likewise do not have as many websites
targeting that term.
WordTracker's KEI (keyword effectiveness index) allows
it's users to analyze their chosen search phrases to determine the level of competition
for that phrase. WordTracker has a great explanation on their website as to how
to use this index, but in summary it provides a numerical scale for identifying
the popularity of a keyword compared to the number of competitors targeting that
phrase.
For those of you on a strict budget and opting to use Overture
for keyword research, there is an alternative answer. Enter each identified search
phrase at Google, using quotations around the phrase (e.g. "discount computers").
Google will then display the search results for all pages that target that phrase
exactly as entered. View the top right, blue navigation bar and you will see the
number of results Google matched. This number represents the total number of web
pages that Google has identified as targeting that exact search phrase. This number
represents your competition or your very own KEI. Make a note of this number for
each of your identified search phrases and pretty soon you will be able to see
which of your search phrases have the most competition and which have less competitors
and therefore a better chance of obtaining top ranking.
Selecting
Your Keywords
By now, you should have an expanded list of search
phrases to target, taken from either Overture or WordTracker. In addition, you
should also have a good idea as to the competition for each of those keywords,
whether you used the KEI or Google format. Now is the time to start selecting
the search phrases that will form the foundation for a successful SEO campaign.
Ok, deep breath, we're almost there.
When selecting the keywords to target,
there are many factors you must take into consideration. You will no doubt have
your own unique considerations, but you must also take into account the following:
Is the search phrase relevant
to your website and the page that you are optimizing?
Is there a page within your website that would be particularly suitable for targeting
the selected search phrase?
How many other websites/web pages would you be competing against?
Do you offer competitive pricing for the product or service that relates to the
keyword?
Will top search
engine ranking for the search phrase generate enough revenue for your company?
Arranging Keywords into Themes
Once
you have asked yourself the above questions, it will become easy to narrow down
your list to the main search phrases that you wish to target. When doing so, remember
that you should not try and target every selected search term on your index page.
Your index page is the most important page of your website and likely to have
the best positioning on the search engines, therefore choose 5-10 search phrases
to target here and ensure that they are all closely related. Trying to target
"desktop computers" and "dvd players" on your index page will
get you top rankings for neither. Instead, identify the pages within your website
that target those particular keywords and use those instead. The key to selecting
keywords to target for each page is to think of "themes". Each page
should ideally target just one theme. This will assist you in making sure that
the targeted page is relevant to the selected search phrase. In turn, this will
not only increase your chances of obtaining top rankings, but also increase your
customer sales conversions by bringing the visitor to the most relevant page.
In
summary
When researching search phrases and targeting keywords for
your SEO campaign, it is important to follow the steps above. Research your industry,
talk to your potential customers and make use of the themes within your website.
In addition, consider these final tips:
Determine the intent of the visitor Thoroughly research all search terms to ensure
that the searcher intended to find your product or service. E.g. reconsider targeting
the keyword "DVD" if you store only sells blank DVD discs, the chances
are the searcher intended to find DVD movies rather than blank media.
Don't always rely on the numbers Both Overture and WordTracker use historical
date when displaying search phrase frequencies and neither archive more than two
months back. Therefore you must know your industry and account for any seasonal
or other trends. E.g. the search phrase "red roses" will be more popular
for Valentines than at Christmas.
Look for opportunities Identify the search phrases that have been untapped by
your competitors. Some search terms may have slightly fewer searches, but may
have dramatically fewer competitors.
Target the right pages This cannot be stressed enough. Do not try and target every
keyword on every page. Identify themes within your website and group relevant
search phrases around those pages. You will see much better results
I
hope you have found the above useful. This series is designed to help the beginner,
but I hope a few experienced SEO marketers will find something fresh to consider.
In the next installment of this series, we will look at the use of Meta Tags.
These once champions of SEO have recently taken a battering, but are still extremely
important for the success of any campaign. We'll look at how they are used, how
to construct them and why they can help achieve top search engine rankings. In
the meantime, you should have enough information to assist you in your search
phrase research and build the foundation for a successful search engine optimization
campaign.
Search Engine Optimization Basics Part
2 - Title Tags
As part of the continued series "Getting Back
To Search Engine Optimization Basics", Andy Beal turns his attention to the
much talked about Title and Meta Tags (while a Title Tag isn't really a Meta tag
the two are commonly discussed as such). This week he takes a closer look at the
Title tag.
When I decided a few weeks ago to write a series of articles
for those new to search engine marketing (SEM), I considered whether there truly
was a need to discuss the topic of Meta Tags. After all, this topic has been so
heavily discussed that anyone remotely interested in search engine marketing would
already have grasped this basic of techniques. My decision was justified just
a few days ago when I was asked by the American Marketing Association to provide
a workshop on how to create Meta Tags and discuss their benefits. It was at this
point that I recalled starting out on my own quest for search engine marketing
knowledge many years ago and researching the basic topics that today seem so fundamental.
So for the next few parts of this series, I hope to enlighten those of you who
are discovering SEM for the first time and maybe refresh the knowledge of those
more seasoned marketers.
Meta Tags - an analogy
I
don't recall ever reading the following description of Meta Tags anywhere else
(although have been using it for years) so hopefully the following analogy will
be new to you. When considering the function of Meta Tags, it helps to compare
a website to an old fashion book (remember those paper things that we all used
to read before the Internet). The first part of any Meta Tag is the "Title"
tag. The Title tag is very similar to the title of a book, it gives a visitor
the first hint as to the theme of the website. The next section of any Meta Tag
is the "Description" tag. The Description tag is comparable to the summary
found on the back of a book, providing a brief guide to the content of your website.
The last part of any Meta Tag is the "Keywords" tag. The Keywords are
similar to the index of a book, allowing anyone to clearly see if the website
contains the information they are seeking. If you compare a search engine to a
bricks-and-mortar library, with millions of books you'll hopefully have a good
understanding as to relevance of Meta Tags for your website.
In this guide,
I wish to focus on what many believe is the most important part of any Meta Tag,
the Title tag. Now before we continue and discuss suggestions for the best format
for your Title tag, lets stop and consider exactly how it looks in your website's
HTML code.
<head>
<title>Title of
Your Webpage Here</title> (bolded for emphasis)
<meta name="description"
content="Brief description of the contents of the page">
<meta
name="keywords" content="keyword phrases that describe your webpage">
</head>
As you can see, the format is pretty straightforward.
You will also notice that your Meta tags should be placed within the "head"
area of your website as opposed to the "body" area.
Ok, now we have
the basic idea of what Title tags are and we've taken a look at the standard structure,
lets turn our attention to ideas for optimizing the content to ensure a successful
search engine marketing campaign.
The Best Use of
a Title Tag
While many people have differing opinions as to the
benefits of the Description and Keywords tag, most all are in agreement that the
Title tag is extremely important for any SEM campaign. The Title tag is used by
pretty much every search engine that uses spiders to crawl your website. That
list includes Google, AOL, Yahoo, AlltheWeb, AltaVista, ExactSeek.com and more.
The Title tag is pretty much the most effective Meta Tag and is used for conveying
the theme of your Webpage to the search engines. Not only is the structure and
content of the Title tag used by the search engines when calculating your webpage's
relevance, but it is also displayed in most search engine results pages (SERP).
It therefore needs to be carefully constructed in such a way that it influences
your websites position in the SERP, but is also attractive enough to encourage
a surfer to click on your link.
Long gone are the days when cramming dozens
of words into a Title tag would result in better search engine positioning. These
days the search engines, Google in particular, prefer to see shorter Title tags
that are succinct in describing the content on the page. In fact, it appears that
stuffing more words into your Title tag will do more harm than good, especially
when targeting very competitive search phrases.
So how should a good Title
tag look? That, my friend, is one of the many questions that us marketers strive
to answer. Each of us have our own ideas of what constitutes a good Title tag
and the format for one page, might be totally inappropriate for another. However,
I understand that to not provide an example would be a complete omission, so here
goes:
<title>Desktop computers and computer
supplies</title> or;
<title>Desktop computers and computer supplies
at 123Computers</title>
As you can see, there are really
only two identifiable phrases that make up the above Title tag, but they provide
for many different keyword combinations such as "desktop computer supplies"
or "desktop computer". Equally important is the fact that they focus
on just one theme. Many times, I'll see websites that will try and target two
or more very competitive keywords that do not follow the same theme e.g. "desktop
computers and digital cameras".
You'll also notice two different formats
depending on whether you wish to include your company name or not. In an ideal
world of search engine marketing, webpages would not include the company name
at all. Unless you're Dell or IBM, the name of your company really doesn't make
much difference to the user at this stage. They are more interested in knowing
the theme of your page and whether it is relevant to the search query they entered.
Likewise, the Title tag is a valuable thing and adding the name of your company
might reduce the relevancy of your page in the eyes of the search engines and
reduce valuable space that could be used by an extra keyword. That being said,
more than 80% of website owners prefer to see their company name listed somewhere
in the Title tag. If that is the case for you, it is my advice to place the company
name at the end of the Title tag, allowing the search engine spiders and surfers
to read the keywords first and determine the relevance to the search query before
seeing the name of the company.
In most cases, less is definitely more
when constructing optimized Title tags for your website. Keeping to fewer keywords
will help to demonstrate to the search engines and their users that the webpage
is both highly relevant and solely focused on a particular product or service.
In the same way, ensuring that each page has its own unique Title tag will ensure
a greater chance your site will be positioned higher on the SERP.
In
Summary
In finishing, I'll leave you with three things you should
never do when constructing your Title tag.
1. Leave
"Untitled" as your Title tag (don't get me started).
2.
Use "Homepage" as your Title tag (only slightly better than "untitled").
3. Use only your company name as your Title tag.
Unless your company name is searched thousands of times each month, add keywords.
The above advice should keep you busy for the next few days. The next
topic in the series will cover the ideas and formats to use for your Description
tag. We'll go through, step-by-step the purpose of the Description tag which search
engines use it, as well as techniques for getting better positioning.
Search
Engine Optimization Basics Part 3 - Meta Tags
As part of the continued
series "Getting Back To Search Engine Optimization Basics", Andy Beal
takes a closer look at Meta description and Meta keywords tags. Do you still need
them and what benefits do they bring?
If you have been following this series,
you will know that we have so far covered the importance of search engine marketing
(SEM), effective keyword research and title tag formats. As we move through the
"Back to Basics" series we find ourselves at the notorious topic of
Meta tags, specifically "description" and "keywords" tags.
Now, I know what you are thinking; "surely we don't need to worry about Meta
tags, as most search engines ignore them" and for the most part you would
be right. The importance of Meta tags has diminished so considerably over the
past couple of years, that I fully expect this to be the last article that I will
write discussing their optimization. That's not to say that they are already a
dead issue, but in the next 6-12 months their importance will be virtually extinguished.
So,
if this will likely be my last article on the topic, what is there left to discuss?
Well actually there are still a few things you should consider when researching
and constructing Meta tags. While search engine marketing has moved into the realms
of page themes, keyword density, content and linking, Meta tags can still provide
some benefits.
The History of the Description Tag
The
Meta description tag is located in the <head> area of your website's HTML
code and its content is sometimes displayed in the results page of crawler search
engines. The description tag looks something like this in your code:
<meta
name="description" content="Brief description of the contents of
the page">
It used to be that all search engines would
pull this information and use it as part of their search results. Not only would
your search engine listing include information from your title tag, but also below
it would be a copy of your Meta description tag. With this predictable structure,
search engine marketers could manipulate the way their website listing was displayed
in the search engine results by changing these tags. In addition, the Meta description
tag would have great importance when determining which position your website showed
up in the search results. The number of keywords, their relevance and density
within the description tag could be manipulated to help achieve the elusive #1
position on the search engine results.
Then along
came Google
When Google became the search engine of preference,
it ushered in a new era of how search engine listings are displayed. Google chose
not to use the Meta description tag and instead rely on the content contained
within a website. The biggest impact from this decision resulted in the Meta description
having no significance whatsoever on where a website is positioned within Google's
results. A website owner could optimize their description tag to the highest degree,
and it would have little effect on how their website was positioned in Google.
The other effect of choosing to ignore the description tag was that Google did
not use this information as part of the website's listing; instead formulating
it's own description using content extracted from the web page itself (only if
there is very little page content will you see Google display the meta description).
When it became apparent that Google's approach was successful, other search engines
started following suit to the point that few search engines today spider and display
the Meta description tag.
So why optimize the Meta
Description Tag?
So with so many search engines choosing to ignore
the description tag, why bother to optimize it? The answer is simple. It takes
just a couple of minutes to optimize the Meta tags on the web page you are building.
While you may not influence the likes of Google, Yahoo, or AOL, there are plenty
of smaller search engines that still spider the Meta description tag. The largest
of these is Inktomi, which was recently acquired by Yahoo. Although, Yahoo has
not yet switched its search results to the Inktomi database, there are still many
search engines that rely on Inktomi results. The biggest Inktomi audience comes
from MSN's web page results. The web page results at MSN come after featured sites,
sponsored sites and web directory results but nonetheless they are there. While
you are unlikely to have your Inktomi listing displayed on MSN for generic terms
such as "computers" or "Compaq" you should see traffic from
MSN for longer, more specific terms such as "refurbished Compaq computers".
The more specific the term, the more likely that MSN will rely on the spidering
technology of Inktomi to provide the search results. And with OneStat.com reporting
in April 2003 that 45% of all searches are for phrases with three words or more,
you can see that there is still a large audience to reach by optimizing your Meta
description tag and targeting crawlers such as Inktomi.
So
how should you optimize the Meta description tag?
Like every other
aspect of search engine marketing, relevancy is the key to obtaining better search
engine ranking. While your competitors may include dozens and dozens of search
phrases in their description tag, fewer, more targeted phrases will increase the
relevancy of the web page and will provide a greater benefit from your description
tag. Unless you have a small website that has only a few pages, resulting in the
need to place many phrases in each description tag, you should aim for around
5-10 phrases in each description. Keep each of the phrases within the same theme
and you will further increase your chances of better search engine ranking for
that page. An optimized description tag might look something like this:
<meta
name="description" content="Desktop computers and computer hardware
supplies for home and office.">
As you can see there are
many keyword combinations that can be extracted from the above description tag.
The most important phrases are at the start of the description, which adds to
your chances of better search engine rankings. However, the search engines can
also extract their own word combinations such as "office computer supplies".
With Inktomi providing a paid inclusion service which re-spiders and indexes your
website every 48 hours, you can change and manipulate your Meta tags to find a
format that works best for your website. Whenever formatting your description
tag, remember that most search engines that continue to spider description tags
also use that tag when displaying your listing. With that in mind, make sure that
the description tag is inviting and coherent as well as optimized.
What
to do with the Keywords Tag?
Much of the advice for your description
tag also holds true for your Meta keywords tag. The keywords tag used to be very
important when optimizing a website with all the search engines spidering and
utilizing the information. When it became obvious to the search engines that webmasters
were stuffing their keywords tags with dozens of unrelated search terms, the search
engines moved away from algorithms that used information collected from keywords
tags. We are now at the stage where, very few search engines use the keywords
tags to any significant degree. However, examine your traffic logs and you will
be surprised at how many different search engines bring traffic to your website.
I'll bet there are many small search engines, bringing traffic to your website,
that you have never heard of before. With many of these smaller search engines
relying on older technology, and with it only taking a couple of minutes to add
a keywords tag, it is worthwhile to at least look at the way you format your meta
keywords tag.
Optimizing the Keywords Tag
Within
your website code, your keywords tag will look something like this:
<meta
name="keywords" content="keyword 1, keyword 2, keyword 3">
I'm not going to spend long discussing the format and optimization
of the keywords tag, just as I do not expect you to spend hours optimizing them.
That being said, make sure that you use your keywords tag to include words that
might be missing from your web page content or perhaps include alternate spellings
of words. I have also found it beneficial to include product SKUs or manufacturers
model numbers in your keywords tag. These in particular tend to be very targeted
keywords with fewer competitors. This often results in their inclusion in your
keywords tag providing the edge over a website not using a keywords tag. In addition,
the keywords tag is a great place to add geographical search terms such as the
city you operate in, the county or even the State.
While you can add as many
keywords as you wish to your keywords tag, I would avoid using more than 20-25.
Don't agonize over the use or non-use of commas and forget any thoughts of repeating
a keyword over and over again. An effective keywords tag may look like this:
<meta
name="keywords" content="Presario 800t, s400t, s300nx, wake county,
Raleigh, North Carolina, NC">
As you can see in the example
above, the best use of the keywords tag is for targeting either obscure terms,
model numbers or targeted regions. Using this approach will help you get the most
out of the limited benefit of the keywords tag.
Search
Engine Optimization Basics Part 4 - Submissions
In this topic we
take a look at how to submit to the search engines.
Do you remember when a
website needed to be submitted every day in order to get listed on the search
engines? Or the time when we all needed to submit our sites to over 50,000 search
engines in order to achieve traffic? Well, actually we never needed to do any
of the above, but in a rush to achieve top search engine positioning, many businesses
were convinced that submitting often and to thousands of search engines would
bring that pot of search engine gold they so desperately wanted.
Fast-forward
to today and the concepts behind submitting your website have dramatically changed.
While many people believed that the submission process played a large part in
the search engine ranking achieved, most businesses now realize that the submission
process is merely a means of delivering optimized pages to the search engines.
I often find analogies to be beneficial, so lets try this one. If your optimized
website was this summer's blockbuster movie, then the movie theatre's projector
would be the submission process. You want to make sure that the movie is shown
using the best projection methods possible, but the actual projector does not
make the movie a blockbuster. However, without the projector, your movie would
not be seen. With search engine optimization, it's the changes to the website
that ensure top positioning, but without correct submission to the search engines,
no one will see them. Still with me?
So now that you've started to optimize
your website, how do you make sure that your "blockbuster" reaches its
target audience? No doubt, you can name the most important search engines and
I would hazard a guess that you could name many of the smaller ones too. Which
ones are important and how should you submit to them? Let's take a look.
The
Big Four
Google - 29.5% of searches*
Google
is everyone's favorite search engine, but how do you get your website listed?
First there is the submission form, located on their website. The instructions
provided by Google are pretty straightforward: submit your top-level page and
Google will spider the rest of the website. However, submitting your website this
way does not guarantee that you'll be indexed. Google has always preferred to
find new websites by spidering existing sites in its index and following new links
from there. If you want to increase your chances of seeing your website indexed,
find some quality websites or directories to link to your new site now. You don't
need hundreds of links, but 3-5 quality links at this stage will encourage Google
to index your site. Google typically updates its full index once a month, so do
not panic if 4 weeks have gone by and there's still no sign of being indexed.
However, if after 6 weeks, you site is still not indexed, concentrate on adding
more quality links and work on getting listed in the Open Directory. See below.
Yahoo
- 28.9% of searches
Up until about 18 months ago, the best way to
get listed in Yahoo was by paying the annual $299 fee to be listed in their directory.
However, at this time, Yahoo gets its results from the Google index and a directory
listing is no longer vital (although many like having the directory listing as
well). So for the time being, I recommend concentrating on getting your website
listed in Google, and that will take care of Yahoo (although with Yahoo acquiring
Inktomi, this could soon change).
MSN - 27.6% of
searches
There are two effective ways to get your website listed
in the MSN results (sponsored listings aside). You can submit your website to
Looksmart (see below) and find your site listed in the "Web Directory Sites"
or you can favor Inktomi and have your website listed in the "Web Pages"
section. The Looksmart results are shown ahead of the Inktomi results, so if you
choose just one option, make sure it is Looksmart. However, Inktomi is a crawler
and is very useful if you have lots of content or hundreds of different products.
If someone searches for a multiple-word search term or a particular model number,
it will be Inktomi that will likely have the answer, not Looksmart. We'll cover
submissions to Inktomi, below.
AOL - 18.4% of searches
The
submission process for AOL, is well, non-existent. AOL uses the results from Google,
so obtaining a listing at Google is important if you wish to be shown in AOL.
* NetRatings for January 2003. Results do not add up to 100% as some searchers
use more than one search engine.
The Directories
The
Open Directory - DMOZ
The Open Directory is also referred to as
ODP or DMOZ. It is a vast directory updated and maintained by thousands of volunteer
editors. To get your website listed in the directory, simply find the most appropriate
category for your website and click the "add url" link. Follow the instructions
carefully. Not only are there standard instructions for each category, but also
some editors have their own quirky set of guidelines. Do not be tempted to write
a description that is full of dozens of keywords. Pick 3-4 of your most important
keywords and write a 20-30-word description that includes these terms. DMOZ editors
are known for changing the descriptions submitted by website owners, so make sure
yours is well written so that you reduce the chance of it being edited; it could
be your keywords that are edited out. Remember, editors are unpaid at DMOZ, so
don't expect to see your website listed after just a few days. It could take weeks
or even months. You can read further instructions at the DMOZ site.
Looksmart
Looksmart
used to ask for a simple $299 fee to have your site reviewed by editors and then
listed in the directory. That is long gone, and now they use their own unique
combination of paid-inclusion and editorial review. Pay the $29 to have your site
reviewed and listed in the Looksmart directory. Once listed, you will pay $0.15
per click for the first 5,000 visitors that Looksmart generates to your website.
After that, your click-thru rate is adjusted depending on the type of business
you operate (rates range from $0.23 to $0.75 per click). The good news is that
you can set your monthly budget to ensure that you do not overspend (minimum spend
is $15 a month). (Note that these are basic instructions for getting listed in
Looksmart - you can view further information on their website).
The
Crawlers
There are many other search engines that you should consider.
So that we are not here all day, let's take a brief look at the best way to submit
to each of them.
Inktomi - provides results to Looksmart,
MSN, Hotbot and Overture.
Inktomi does not have its own search engine
interface but provides crawler results to many other search engines. The best
way to get listed in Inktomi is to use one of the many paid-inclusion services.
The cost is typically $39 a year for the first URL you submit and $25 for each
URL thereafter. The subscription is for one year and usually ensures your site
is listed within 48 hours. Two of the main providers of Inktomi paid-inclusion
are: PositionTech and Network Solutions.
Ask Jeeves
Ask
Jeeves is a growing search engine with many loyal users. The crawler results for
Ask Jeeves are provided by Teoma (which Ask owns). Unless Teoma happens to spider
your website from another already in its index, the best way to get listed is
to use their paid-inclusion service. Fees are in line with Inktomi and are $30
per year for the first URL and $18 for each additional URL. The main paid-inclusion
partners are PositionTech and Ineedhits.com.
Fast
- provides results to Lycos and AllTheWeb
Fast is similar to Inktomi
in that it is not a search interface. However the sites indexed are displayed
at both AllTheWeb and Lycos, so submitting is definitely worthwhile. The fees
are typically $34 per year for the first URL and $16 for each additional URL.
The main paid-inclusion partners are PositionTech and Lycos InSite Select.
AltaVista
AltaVista
is no longer the search engine power it once was and with Overture recently acquiring
the company (and Yahoo acquiring Overture), its future is unknown. That being
said, should you wish to submit your website you can use either its basic submit
service, which is free but very slow, or you can use the paid inclusion option
which will cost you $39 for your first URL (this is for 6 months only).
Netscape
and iWon
Both Netscape and iWon receive their crawler results from
Google.
In Summary
Now for some caveats
and clarification on the above. While some search engines offer free submission
services and others will index your site eventually if you have inbound links,
the advice above concentrates on the quickest and most effective means of getting
your website indexed. In addition, I have not delved into the realms of "Direct-Feeds"
or Pay-Per-Click which would need articles in their own right. However, for most
small to medium sized businesses looking to follow the best methods of submitting
a website, the above information should be enough to ensure that your site is
indexed. If you're ready for your website to be the next "blockbuster,"
then following the guidelines above will help ensure your success.
