Anilrgowda

Search engine optimization Methodology

Search Engine Marketing and Optimization Process
Search Engine optimization is the process and program designed to get your website ranked in the top positions among search engines and thereby increase the number of visitors and potential customers to your site.
With over 85% of consumers using search engines to find products or services online, it is of paramount importance that your site ranks near the top of the if you are to be found online and attract new visitors. Given that over 90% of search engine users won’t search past the first 20-30 websites listings, if you are not within this ranking level you most probably will not be found at all. There is little value in developing a state of the art website if your target audience can’t find you on line.
All websites can benefit from search engine optimization; however, some sites require more effort or levels of optimization than others. Search engines can only read words. They find the words by following links. Therefore, the ideal site for optimization is one that is solely text/html based. We optimize all of the major sections with specific keywords, descriptors and metatags to reflect the specific content of each page.
Sites that are either created in flash or XML, are comprised mostly of images, use audio files or which are dynamic and draw information from data bases represent the hardest challenge to search engine optimization. They generally require the creation of separate domains external to the main website.
The search engine optimization process involves the development of specific coding, keywords, titles, metatags and descriptions which are customized for each of the individual search engines in order to achieve these high ranking levels.
Choice of keywords are the key to success with search engines. The challenge is to figure out which words or phrases people will use to search for your product or service. This is accomplished through a series of analytical procedures including both competitive analysis as well as use of special software to determine the frequency of use and popularity of various search terms. The analysis may involve analyzing thousands of alternatives before honing it down to 40-50 key words or phrases.
The identification and the determination of the key words that people use to find you is probably the most important component of the success of the search engine optimization effort. We start off by getting from the client a list of the key word that they believe are the most important words and ones that reflect what they want to promote on their website. Using this as a starting point, we then go out and research these keywords across all of the major search engines and see who is in the top positions (1-20). We may be looking at up to 200 sites and analyze what keywords or word combinations have allowed them to rise to these top positions. We have some unique software, which allows us to determine not only how many times a word or word combination is searched for across the Internet, but also on how many pages or sites that the words appear. For example, if a word is searched for 150,000 times but appears on 75,000 pages of different websites, it won't be as attractive to us as a word which is searched for 150,000 times but only appears on 10,000 pages, because the chance of us getting found is significantly greater if the word appears on a limited number of competitive web pages. Once we come up with a list of keywords or keyword phrases that we both agree are the best possibilities, we then develop and write the metatags, titles and descriptions which have to be written in a specific manner to cater to the needs or ranking methodology of the individual search engines.
There are two types of search engines, directories and robots.
Robots, often referred to as crawlers or spiders, use electronic robots to crawl from one hyper-link to another. They follow links from page to page indexing words and the pages associated with them. They add words that are unique to the page to their database. In general they look for key words or phrases in page text, titles, under images, domain name, link names and meta tags. Meta tags are special coding hidden beneath the page that are only visible to search engines, They are never seen by visitors to the site.. By optimizing pages for individual search engines we are able to feed the spiders exactly what they are for resulting in higher search engine rankings.
Directories (the largest one being Yahoo) differ in that they are powered by humans who categorize sites based on their overall content and often pay little attention to the specific metatags which play so prominent a qualification role with the search engines . The human editor visits a site and focuses on your 10-12-word description of contents and arbitrarily decides whether to add it to the directory or not. Because you only get one or two categories to be listed under, it is very important to get the right keywords listed in the directory or you will be lost forever among a sea of competitors.
Both search engine types rely on keywords and phrases that are relevant to the page. Because a different company owns each directory and search engine each has a set of rules to getting added. Knowing the inner workings and criteria of the individual search engines is vital to achieving high ranking levels.
Pay-per-click search engines, such as Overture.com, represent the latest trend in the marketplace. Overture.com allows companies to bid for specific rank positions for individual keyword or phrases. The more you bid per keyword, the higher you are ranked. You only pay if the listing is clicked on. The advantage of Overture is that it allows you to quickly find out which keywords are most effective in drawing traffic to your website. Additionally, because Overture has an affiliation with many other search engines, by purchasing the top ranking position in Overture, you automatically appear within the top 3 positions on search engines such as AOL, Altavista, Lycos, Netscape and Hotbot.
Unlike many of our competitors, we submit to the search engines manually versus electronically. The search engines prefer that personal and individual contact or touch and will often put submissions, which are sent electronically as part of a mass submission to the bottom of the pile.
We are also the only company that has an online project management program which allows you to go online to your private file and see all the specific activity we are undertaking for your account including task lists, project timelines, actual performance versus budget, all correspondence, as well as detailed monthly performance reports on traffic to your site.
We’re very proud of the search engine optimizationresults we achieve for our clients and would really appreciate the opportunity to show you what we can do to help you grow your business.