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UK » Web Site Promotion » Search Engine Optimisation » Services Search Engine OptimisationA web site must be designed to be both user and search engine friendly. Search engine optimisation should be the bread and butter of every web site. We find it amazing that businesses are prepared to spend hundreds or even thousands on creating a web site, but spend little or nothing on search engine optimisation. Search engine optimisation should be discussed and implemented at every level of the site design from the directory structure and initial page layout to meta tags and keyword phrases. Most web designers aren't skilled at SEO techniques and therefore optimisation is rarely discussed or implemented during the planning and design stages. Hence, the vast majority of business web sites only make a small number of sales and attract little interest. Search Engine Criteria & AlgorithmsWhen search engines visit your web site they are looking for specific information that they can use to summarise and categorise your web pages. The list below is essentially what search engine robots are looking for, however, you should bare in mind that each individual engine has different criteria:
Each search engine puts a different amount of weight on each of these criteria and will rank your pages accordingly. The collective name given to the shifting weight of each criteria is called Algorithms. Most search engines change their algorithms regularly, however, web sites that apply the above criteria do not need to continually track, analyse and crack algorithms, as they have the potential to achieve high rankings for many keywords in all the major search engines, regardless of ever changing algorithms. Some SEO specialists spend many hours pouring over search engine listings and statistics, trying to figure out each engines algorithms, they then create doorway or gateway pages for each engine. Although it is possible to achieve high rankings using doorway/gateway pages, most of the major search engines now frown upon this technique and class it as Spamming. Engines regularly remove doorway/gateway pages from their databases or alternatively give them a low ranking. Also, when engines change their algorithms, carefully crafted doorway/gateway pages often drop out of sight in the listings. Hence, the time and expense of creating these type of pages is often wasted. The best way to ensure high, long-term rankings is to spend your time and money making your pages as search engine friendly as possible and of course interesting and useful to your target audience. † |
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