You have a great web site, now your customers need to find it!
Search engines should not be the only method by which customers find your site, but they can provide you with significant traffic and are an important part of your marketing strategy.
Your site needs to be in the 'Top 30' for the key phrases that customers would use to search for your business. Users don't look much further than the top 30 which puts you on the first three pages of search engine results. In fact, Google research shows that 90% of user activity on its search engine is restricted to page one. In other words, 9 out of 10 visitors to Google do not bother to look further than the first page of results.
Also, the number one search engine position receives 42% of all click throughs and the number two position only accounts for about 12%. So the number one position means nearly four times more traffic over the nearest rival.
Positioning your web site at the top of the search engines is a complex and time consuming task, and the work involved needs updating regularly. Why not let Ciscom take the pain, strain and cost out of search engine positioning?
Ciscom provide the complete search engine service. We can:
- Optimise your website for the search engines
- Submit your web site pages to the search engines
- Manage your paid placement strategy in Google Adwords, Microsoft Adcentre for MSN / Bing and Yahoo Network
Search Engine TerminologyIt may help you to be familiar with some of the search engine terminology used:
Search EngineA tool that allows the user to search for relevant content on the internet.
Key WordsThese are the words that a search engine user enters to find what he is looking for.
Meta TagsLines of programming code in your web site source code that allow a search engine spider to categorise and profile your web site.
Search Engine SpiderThe search engine programs that trawl the web collecting information to rank web site pages.
Relevancy AlgorithmsThese are the complex calculations made by a search engine to decide on a web site ranking.
Search Engine RankingThe position in which your web site is listed on a search engine. The higher the better.
Paid InclusionYou pay for your web site to be included in the search engine listing of a particular search engine. This does not give any guarantee of a good listing position though.
Paid PlacementYou pay for a certain search engine placement or ranking. This would normally be at the top of the list for certain key words. You would normally pay for each click-through. Some free inclusion search engines such as Google have paid placement offerings, whereby your site is listed as a 'featured' site at the top of the listings page.
Pay Per Click (PPC)You pay a fee for each time a user clicks through to your web site from the search engine listing. Google Adwords and MSN Bing are the main pay per click engines.
Improving Your Search Engine PositionMany people ask us how they can improve their search engine position, but this is a complex question to answer and it takes a great deal of patience and experience to get right. Here are some important points to remember:
- A web site must be built as 'search engine friendly' from the ground up
- There are many features that must be present in the web site code and web site design for best results
- Relevant text is the best way to please the search engines
- Some features, such as hidden pages and hidden or repetitive text can get your web site banned by search engines
- Some search engine spiders may eventually find your site on their own, but it is quicker and better to submit your site
- Each search engine has its own rules for submission and ranking, and you need to be familiar with these for best results
- The popularity of your web site makes a big difference. Make sure other web sites link to your own.
- Search engine algorithms and rules can change month on month and you need to keep up to date with these changes
- It will take at least 8-10 weeks for your web site to get listed after initial submission
Hits or Unique Visitors?You probably hear the word 'hits' used a lot, but you might not know what this means. A hit is counted every time a file is requested from your web site server (the remote computer on which your web site is stored). When someone looks at a page of your web site, this will generate many hits in itself. If a visitor looks at five pages on a visit, this may be hundreds of hits. This can provide some impressive site statistics, but is not a realistic record of visitors.
You should measure 'unique visitors' to your site, or web page. This is a count of each person who visits your site, or web page. This gives a realistic count of the number of people visiting your web site, or a count of visitors to specific pages.