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How Search Engines Connect Sellers and Buyers
by: David Leonhardt
Maggie knows how to find what she wants. She lets her fingers do the
walking – not in the Yellow Pages, but at Google.com. She wants to learn
about bread baking, and you have just written Bread Baking Made Simple, and
you sell some great baking tools. The good news is the Google and other
search engines exist for one simple reason: to help Maggie find your
website.
Google will show Maggie 534,000 resources on "bread baking". Unless she
fails to find what she wants on the first page, or top 10 results, she will
never find your website listed 124th in the results. (Actually, if she does
not find what she wants in the top twenty or thirty results, she is likely
to refine her search to "easy bread baking" or "home bread baking").
How do you get into the top 10 results so Maggie can find your website?
You might have heard a lot about "search engine optimization" and "ranking
analysis" and "algorithms". It all sounds very complex, but it really works
on a simple 1 – 2 – 3 principle.
-
A search engine will show Maggie only resources (websites) it has on
record. So make sure to submit your site to the key search engines and
directories. You do not need to hire somebody who will charge you big
dollars to do this. Nor should you fall for any of the auto-submit
software or services. This should be done by hand, and anybody can do it.
You can do it yourself.
-
The search engine will rank highest those websites it feels are most
"important". This means you have to show that your website is most
important. There are a few simple things you can do. First, make sure you
have content. Text content equals importance on the Internet. Links, both
coming in and going out, are key. Connectivity equals importance on the
Internet. Get listed in the major directories (DMOZ.com, Yahoo.com,
Zeal.com, JoeAnt.com, etc.), as this also is a measure of importance.
-
The search engine will show Maggie the most "relevant" high-ranking
resources. Google might rank
http://TheHappyGuy.com relatively very high, but it is totally
irrelevant to a search for bread baking. How does a search engine know
which websites are most relevant for Maggie's search? By the number of
times "bread baking" shows up in text on your web page. By the variety of
ways it shows up on your page. By number web pages you link to and that
link to you with the words "bread baking" included.
Are you ready to roll? Possibly. Some of this you can easily do yourself.
But there are three places that are worth spending money to help all the
Maggies out there find your website and your book.
The first is choosing the right keywords. It might look simple, but
"bread baking" might not even be the best keyword phrase to focus on. It
might be "easy bread baking" or "home bread baking". The most searched terms
might not be the best, nor the term with the least competition.
The second is to prepare a link strategy. The "link exchange" pages that
are getting more popular each day are also becoming less effective each day.
Here are just a few of the linking factors that will affect whether Maggie
discovers your book:
-
The total number of incoming and outgoing links
-
The importance of the sites you link to and from
-
The relevancy of the sites you link to and from
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Which pages on their sites and on yours are being linked
-
What you include in the incoming and outgoing links
-
Where on the page the links are placed
-
How many links are on those pages
-
How many pages are linked to or have outgoing links
-
The ratio of links to content on the pages involved
You can implement the strategy yourself, but it is worth hiring somebody
to put it together for you. Ask the person what factors he would consider
when building a strategy for you. If he does not mention several of the
above, your money is better spent elsewhere.
The third place to invest is to have somebody knowledgeable review your
html code. Chances are that you have missed numerous opportunities to let
the search engines know your website is relevant, and possibly some
opportunities to show it is important.
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