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    Increasing your website's authority with the search engines

    Website traffic and the search engines

    The success you achieve in increasing website traffic is in large measure determined by your ranking in the search engines.

    People seeking information on the Web rely heavily on the search engines to find the counsel, data and products they are looking for. If your website does not appear in the top level of search results, when an inquiry is made that involves the subject of your website content, your traffic flow will suffer.

    The application of sound SEO (search engine optimization) techniques is required to maintain a competitive position on the search engines. Below is an outline of this procedure.

    Creating a website that ranks well in internet searches

    • Keywords

      Compose the content of your webpages using subject specific keywords and phrases. Use words and phrases that focus on and magnify the meaning what you are saying. Make sure that these keywords accurately describe the theme or subject of each webpage.

      Conduct a systematic program of keyword research to find which words are most suitable for use in promoting your message. Distribute these keywords in your title tags, paragraph headings and throughout the body of your text. Also, make sure that these are the words or phrases that visitors will type into search engines to find your website.

    • Optimization

      Important factors in website optimization are the creation of a solid website structure and the implementation of a coherent website navigation system. Both of these elements must be in place before you begin composing your website content.

      Your website structure and website navigation should support the material that makes up your site. It should be an overall framework that shapes your website and defines it's character. Remember, the overall optimization of your website is just as important as optimizing the webpages that make it up.

    • Content

      Make each of your webpages search engine friendly through a program of constantly applied content optimization. It is webpages that make up the body of your website. They are its heart and soul. It is from information collected by search engine crawls of your webpages that the value of a website is determined. Your site is rated and indexed by the content and relevancy of what the search engines find on your webpages.

      Also, exposure on the internet is determined by the number of your webpages (i.e. landing pages) that appear on the first page of search results. Preferably in the top ten returns. The closer your pages are to the top of the listings, or the higher the position you have in the search results, the greater the number of visitors you will receive and your target audience will expand.

    • Submission

      Submit your website to all of the search engines. The major search services make it easy for you to submit your website for indexing. In fact all search engines and web directories provide some means of listing your website with them. Search engine submission is probably one of the easiest steps in the process of website optimization. But, don't over do it!

      Website submissions should never be over done. If your website is new, one submission should be adequate. Following your initial submission only resubmit your website when major changes have been made. Further submissions will do more harm than good. Search engines often see this as a form of spamming and your website's reputation will suffer.

    • Tracking

      You should be constantly tracking and analyzing the flow of traffic to your website. By analyzing the eb and flow of visitors entering and browsing your website you can see the effects of your optimization efforts. This is a powerful tool for webmasters.

      Tracking and analysis of website traffic is the primary means of diagnosing the health of your site. Also, it is the means whereby you can judge the performance of redesigns and the effect the addition of new content is having on your website traffic. Faithful adherence to a program of tracking and analysis is required if you wish to effectively monitor the effect changes are having on the people who are visiting your site.

    Links from other websites

    After content and relevancy search engines look for quality links to your website from respected sites.

    These links must be focused on the same subject matter as your site and have a high ranking. Links from poorly ranked websites will harm your sites reputation.

    If you keep growing your site and it is interesting, full of rich content and relevant to your visitors interests you will gain good quality links through a natural process of osmosis.

    XML sitemaps and optimization

    Be sure to add a XML sitemap to your root directory to help the search engines classify your site. This type of sitemap makes it easy for the search engines to crawl and classify your website. There are several services, on the internet, offering the creation of such sitemaps for free.

    Optimization and HTML sitemaps

    Another important page on your website is a text only HTML sitemap. Although an XML sitemap is important for classifying your website with the search engines the content of your site is better expressed to your human visitors by an HTML sitemap. This is where the your website visitors will look to find your content.

    For a more in depth look at website optimization see:

    Optimizing a Website's Organization and Linking Structure - (Providing paths for information flow through your website)


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