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High search engine rankings are the perfect way to get more website visitors, more customers and more sales. Recent statistics show that having high search engine rankings is the key to the success of your online business: |
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More than 1 billion people use the Internet. Web users spend twice as much time online as watching TV. Consumers spend more than $143.2 billion online per year. |
These people have money, they want to buy and they could be your customers. |
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More than 80% of all Internet users find new websites through search engines. That means that millions use search engines every day to find websites. |
We helps you to make sure that these people will find your website and not other sites. |
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Search engine users are some of the most qualified and motivated visitors to your website you will ever have. After all, they have taken the initiative to hunt for online resources on a certain topic. |
we helps you to get your website in front of these potential customers. In other words, we helps you to make sure that your website is seen by people who want to buy your goods and services. |
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Some people think that it is enough to submit a website to as many search engines as possible to get high rankings. Unfortunately, that is not the case. If you do not optimize your web pages, then you won't get high search engine rankings |
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There are billions of web pages on the Internet. It's obvious that not all of them can be listed in the top 10 results on search engines. Search engines only list web pages that they find relevant to a special keyword. You must make sure that your website is such a site. |
If search engines cannot find out that your website is about fishing equipment, they cannot give your website high rankings for that keyword. The process of changing your web pages so that search engines find them relevant is called search engine optimization (SEO) |
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75% of searchers never look further than page one. Most search engines display ten results on the first page; and very few searchers click the links to look at the second page |
Usability experts points out: "Users almost never look beyond the second page of search results." Danny Sullivan, ClickZ Search Engine Marketing Columnist, puts it out this way: "Being listed 11 or beyond means that many people may miss your website. |
For that reason, search engine optimization is crucial if you want to be successful with your website. we makes search engine optimization as easy as possible. |
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This section is a bit technical but it will help you to understand how search engines specify the position of a web page in the search results |
Search engines use mathematical formulas to determine the rank of a web page. These mathematical formulas are called ranking algorithms. Although search engines don't reveal the exact algorithms, our's Top 10 Optimizer will help you to decrypt these algorithms. |
All major search engines use the same principle to rank websites. The exact ranking algorithms differ from search engine to search engine but the principle is the same. We'll use the ranking algorithm of Google as an example. |
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How does Google rank your web pages? |
Google explains the ranking algorithm on their company pages: |
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"Traditional search engines rely heavily on how often a word appears on a web page. Google uses PageRank™ to examine the entire link structure of the web and determine which pages are most important. It then conducts hypertext-matching analysis to determine which pages are relevant to the specific search being conducted. By combining overall importance and query-specific relevance, Google is able to put the most relevant and reliable results first." |
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As mentioned in the quote, Google uses PageRank (which is a mathematical formula and not the same as the greenbar in the Google toolbar) and hypertext-matching analysis to rank your web pages. What does this mean? |
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To get good results for the PageRank factor, you need good links from related pages that point to your site. It's a simple principle: if page a links to page b then it is a recommendation from page a to page b. The more links point to your website, the better your rankings |
The quality of the links is also important. A link that contains the keyword for which you want to have high rankings in the link text is better than five links with the text Click here. A link from a website that has a related topic is much better than links from unrelated sites or link lists. |
The link builder tool will help you to get high quality links as easily as possible. Details about link builder tool can be found later in this manual.
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While the linking concept is easy to understand, the hypertext-matching analysis factor is a bit more complicated. Google explains hypertext-matching analysis as follows: |
"Hypertext-Matching Analysis: Google's search engine also analyzes page content. However, instead of simply scanning for page-based text (which can be manipulated by site publishers through meta-tags), Google's technology analyzes the full content of a page and factors in fonts, subdivisions and the precise location of each word. Google also analyzes the content of neighboring web pages to ensure the results returned are the most relevant to a user's query." |
As Google analyzes the full content of your pages you also have to optimize the full content of your web pages. It is not enough to edit your meta tags. You have to optimize all factors that can influence your search engine rankings
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The problem is that many webmasters don't know which page factors can be important. That's why we developed Top Optimizer. our's Top 10 Optimizer will analyze all important web page factors so that your web pages will be perfectly prepared for Google's hypertext-matching analysis. You can find details about Top 10 Optimizer later in this manual. |
One page is not enough |
As mentioned in the explanation of Google's hypertext-matching analysis, Google also analyzes the content of other web pages on your site to ensure that your web page is really relevant. |
That means that you must optimize different pages of your website for different but related search terms. The more web pages of your website are optimized for keywords about a special topic, the more likely it is that you'll get high rankings for a special keyword that is related to that topic. |
| It is not enough to optimize a single web page. |
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Before you start with your search engine optimization efforts, you must make sure that your web pages are spam free. This is very important. |
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If you use a spam technique on your website, all other search engine optimization efforts are pointless. |
If a search engine has tagged your website as a spam source then you have to remove the spam elements from your web pages before the search engine will take another look at other elements of your site. |
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Most search engines consider the following spam |
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cloaking (the web server returns different pages for search engine spiders and human web surfers |
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doorway pages |
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misleading redirections |
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hidden text (text has a color that is very similar to the background color, text in very small font sizes, text that has been hidden with CSS tags etc.) |
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| If you use one of these techniques on your web pages, remove them now. You might get short term results with them. but it is extremely likely that search engines will ban your site if you continue to use them. |
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Depending on how you create your web pages, your website might unintentionally contain spam elements. For example, some content management systems (CMS) create hidden text sections. |
Many content management systems (CMS) use the CSS display:none technique to create drop-down menus or other expandable web page elements. Although these elements are not designed to mislead web surfers, search engines might interpret the hidden texts as a spamming attempt. |
Other content management systems use spider blocking software that might be misinterpreted as cloaking. If you're not sure, check your server and your web pages. It is very important that your web pages don't contain spam elements. |
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Some search engine optimization companies and software tools use unethical techniques and tricks to artificially boost the search engine rankings of a website. This dilutes the quality of search results and calls into question the accuracy of search results. These methods are called black-hat SEO. |
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Black-hat SEO is very risky |
Search engines don't like to be cheated. For this reason, they are continuously trying to counter the spam techniques which webmasters might be using and penalize or ban them. |
Search engines continue to reconstruct their algorithms to prevent spammers from flooding the results page with irrelevant or low quality content. |
You might get short term results with these techniques but it is very likely that your site will be banned from search engines if you use them. You'll put your web business at severe risk if you use black-hat SEO methods. |
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we uses white-hat SEO methods |
we uses only ethical search engine optimization methods. These methods are called white-hat SEO. we uses only techniques that produce lasting results and that don't offend search engines. |
| Ethical search engine optimization (white-hat SEO) is about everyone winning. It leads to a symbiotic relationship: |
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Search engines: They win as they are provided with pages that are easy to understand and that contain the quality information that their visitors search for. |
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Searchers: They win as they are getting what they ask for from the search engines. They search for "inexpensive mp3 players" and get a page about inexpensive mp3 players. |
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Web site owners: They win as they are getting quality visitors who are interested in what their website has to offer |
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INNOVATIVE ECOM helps you to build websites that are beneficial to web surfers, website owners and search engines. |
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| A number 1 listing on Google can be totally pointless if it is for the wrong keywords |
If the wrong people or too few people search for that keyword then your SEO efforts will be in vain. The keywords that you choose are the most important factor that decides whether you succeed or not. |
| If you target the wrong keywords, you'll waste a lot of time, energy and money |
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Think twice before you start |
Many webmasters think that they already know the best keyword for their websites. If they haven't done some research, they are usually wrong. There are several reasons for that: |
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You know your business much better than anybody else. You know the special terms that are used in your branch and you know what you should search for when you're looking for products like yours. |
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Your customers don't know as much as you. They don't know your terminology and they might use totally different keywords. For example, a recent study found out that many people search for the keyword "nose job". If you optimize your web page for the keyword "rhinoplasty" then these web surfers won't find your site. |
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Did you consider the intention of the searcher? Just because a keyword is used very often on search engines it doesn't mean that you'll get many customers. People who find your website through a special keyword might not be interested in purchasing. |
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It's very important that you take some time to find the best keywords for your website. The time and efforts that you. invest in finding the right keywords will pay back in no time. |
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When web surfers want to purchase something online, they go through three research phases. Web surfers usually start with general keywords. After becoming more educated about a particular product or service, they will use more specific keywords. As soon as the web surfers know what they want, they use specific keywords. |
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During the first research phase, web surfers use general keywords to find information. For example, a web surfer might be interested in an MP3 player. The keyword that the web surfer might use in search engines could be:
mp3 player
People who use keywords for browsing are usually looking for information only. Keywords for browsing usually have a very high search volume. Getting a top 10 ranking for these general keywords is very difficult and nearly impossible.
It is unlikely that a web surfer who uses such a generic keyword will buy something |
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In the second research phase, web surfers narrow their selection because they now know what type of product they want. For example, the web surfer might have found out the he is interested in an USB stick MP3 player with 1 GB flash RAM. The keywords of these web surfers are more specific: |
| mp3 player 1 GB |
| mp3 player usb stick |
| mp player under $100 |
| trekstor mp3 player |
| samsung mp3 player |
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People who use keywords for comparing are more ready to buy. Comparing keywords are probably the best keywords that you can target for your search engine optimization campaign |
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They often have much lower search volume than general keywords but they will lead to more sales and it is much easier to get top 10 rankings for these keywords. |
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During the last research phase, web surfers know what they want to purchase. They are just looking for the website with the best offer. For that reason, these surfers use very specific keywords: |
| trekstor i.beat cebrax 1 GB |
| trekstor i.beat cebrax 1 GB free shipping |
| philips SA178/07 1 GB |
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People who use keywords for buying are ready to buy. However, these keywords won't help you much if you offer competing products. |
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If you do not optimize your web pages, you cannot get high search engine rankings. |
By optimizing your web pages, you make sure that search engines can index your web pages and you make sure that they index your web pages for the right keywords. |
Read this chapter to learn how to optimize your web pages as efficiently as possible so that you'll get top 10 search engine rankings for the keywords of your choice |
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You don't get high search engine rankings just by submitting your website to search engines. That is very important to know. |
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When you submit your website URL to a search engine, you basically ask the search engine spiders to visit your website and to evaluate it. If the search engine spiders cannot find anything useful on your site, they won't list your website |
It doesn't make sense to submit your website to search engines if you haven't optimized it before |
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By submitting your website to Internet directories, you can get inbound links from related web pages. |
Usually, the category pages on Internet directories are considered related web pages if your website fits in the selected category. For example, if you sell shoes then you have a link from a related web page if your website is listed in the "Shoes" category on an Internet directory. |
Inbound links can greatly increase the search engine rankings of a website if the links contain the right keywords and if the links come from related web pages. For that reason, links from Internet directories can have a very positive effect on the search engine rankings of your website. |
Web page optimization and link building are more important than search engine submission. However, search engine submission still helps you to inform search engines and Internet directories about your website. |
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The following tips and tricks will help you to get the best results from search engine and Internet directory submission: |
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Search engines use very simply software programs to index your web pages. A web page that looks great to the human eye can be totally meaningless to search engines. |
Make sure that search engines can understand your web pages. Details can be found in the Optimize your web pages chapter. Submitting an unoptimized website is totally pointless and a waste of time. |
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You should submit your website to all search engines, Internet directories and special interest sites that are related to your website. |
Do not submit your website if the Internet directory or special interest site is not related to your site. Only submit your website to those search engines that are relevant to your business and to your country. |
Search engines and directories that have nothing to do with your website topic will not list your website and they might consider your submission as a spamming attempt. |
Being listed on as many Internet directories and search engines as possible will bring your website many visitors and new customers. Even if a single search engine might not bring you many visitors, it all adds up and you'll benefit from increased link popularity and higher rankings in other search engines. |
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In general, it is not necessary to re-submit your website once a search engine has indexed it. Search engine spiders will automatically revisit your website to find new and updated pages |
If your website is not listed on a search engine, do not submit your website more often than every four weeks. Search engines need some time to list new pages. Most search engines won't deliver immediate results. Usually, your website will be indexed within 4-12 weeks. |
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It is not necessary to submit more than your index page. Search engines will follow the links on your home page and they will index every page on your site |
Just make sure that all pages of your site can be reached through the links on your site. If you don't have a sitemap yet, it might be a good idea to build one. A sitemap is a page on your website that links to all important pages on your website |
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Your website should have its own domain name and the domain name should point directly to your website. If your domain name is only a redirection to another domain that hosts your website then you won't get good results |
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Your website should have its own domain name and the domain name should point directly to your website. If your domain name is only a redirection to another domain that hosts your website then you won't get good results |
For that reason, Yahoo.com can be found in the semi-automatic submitter. Some popular search engines use the database of another search engine. For example, many people think that AOL.com is a search engine. It isn't. AOL.com uses the index of Google.com. When you submit your website to Google, you also submit it to AOL.com. |
If you find that a big search engine is not supported, take a close look at the search engine result page. If the result pages list text like "Powered by Google" or "Results by Yahoo" then it's likely that the search engine doesn't have its own database. For that reason, it's not possible to submit to that search engine. |
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You won't get high search engine rankings if you submit your website before optimizing your pages. Submitting your website to search engines is pointless if your web pages are not search engine ready. |
If you don't use your own domain name or if your website is hosted by an unreliable web host then it is likely that your website will not be listed on search engines. If the submitted website URL is only a redirection or a welcome page than it's also likely that search engines won't index your website. |
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The links to your website are one of the most important factors for high search engine rankings. Many webmasters are sure that inbound links (link to your site) are the most important factor. |
If you want to get high search engine rankings on Google, Yahoo and other major search engines, then your website must have many good inbound links. |
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It is not possible to get high rankings on Google, Yahoo or other major search engines without good links. Google will only list your website in their search results if they find at least one other website that links to your site. |
The more other websites link to your website, the higher your search engine rankings will be. The idea behind this concept is simple: if many other websites link to your website then your website must be important. |
| In addition to the sheer number of the links, the quality of the links is also important. |
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how links influence the success of your website |
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how links to other websites can affect your search engine rankings |
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how to decide if a link is a quality link or not |
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which links don't work with search engines |
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There are two main types of links: |
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links from other websites to your website (inbound links) |
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links from your website to other websites (outbound links) |
Both can influence the success of your website |
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Inbound links influence your website in many ways: |
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All major search engines use inbound links to rank websites. If your site has many good inbound links then you'll have high rankings on the search engines. |
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Other websites send you new visitors through the links. If you have just 500 links pointing to your site and each site sends you in average only 3 visitors per day, then you'll get 1,500 targeted visitors per day. |
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Exchanging reciprocal links with other sites will build a great link directory. Your visitors will bookmark your site and visit your site again and again because you can offer them a valuable resource: your link directory |
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The links to your website should be high quality links. Details about the quality of links can be found in the chapter High quality links and low quality links. |
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While most webmasters are aware that incoming links are important to the success of a website, many site owners don't know that outgoing links also have an impact on their websites. |
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Links to other websites show your website visitors that your website can be trusted. You wouldn't send visitors to other pages if they could find negative information about your products or services on other sites. |
Links add value to your website, they show your visitors that you have nothing to hide and that you have confidence in your site. The websites to which you link help your website visitors to put your website into a larger context. If you link to high quality sites with useful content, web surfers will associate your website with these high quality sites. |
If you don't have outgoing links or if you hide your links, then you send your visitors back to search engines. If you offer your website visitors links, you can send leaving visitors to other websites that can send you their visitors in return. Carefully chosen links to outside resources can improve the experience of visitors who visit your website. |
Don't be afraid that you drive people away by offering links on your website. You either have interesting content on your website or you have not. People eventually will leave your website, no matter how interesting your website is. Even you don't visit your own website all the time.
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Links to other websites can also have a negative effect. If you link to websites that are obviously spammers then search engines might ban your website from their search results. |
Just use common sense, if a website looks shady or if the techniques on that website look to good to be true (for example: "Get 500 links per day with our automated system") then don't link to that website. |
The websites to which you link contribute to the image that web surfers get about your site. Offer your visitors links to good websites with interesting and related content. Don't be afraid that you drive visitors away. |
Give, and you shall receive. This is true for many aspects of life and it also works for website promotion. |
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As soon as it was clear that inbound links are extremely important to get high rankings on Google, webmasters tried to manipulate the number of links that pointed to their websites. |
Webmasters submitted their websites to thousands of FFA (free-for-all) websites and they created automated linking schemes to artificially increase the number of inbound links. |
For that reason, search engines improved the way they evaluated links. Nowadays, it's not enough to have many inbound links. The quality of the links is also important. |
| Some links will help you to increase your search engine rankings, others don't. |
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High quality inbound links are links that will help you to get higher search engine rankings and targeted visitors. If you have 20 good inbound links then you'll get better rankings than with 100 bad inbound links. |
| So what makes a high quality inbound link? There are several points that can make a link better than other links: |
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If you want to get high rankings for a search term like "buy brown shoes" then the links to your website should use exactly that text. The text that is used to link to your site (the "anchor text") influences the words for which your website will get high rankings. |
Make sure that the texts that are used to link to your website contain words for which you want to get high rankings on search engines. |
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Links from related web pages usually work better than links from unrelated pages. Links from unrelated pages won't hurt your rankings but Google likes links from websites that are related to yours better. |
A related page is a web page that has loosely to do with the topic of your website. If you have reason to believe that the visitors of the web page might be interested in what you have to offer then the other page is a related web page. |
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While it's okay to get links to your home page it is better to get links to the page that is most relevant to the chosen anchor text. If the link text is "buy brown shoes" then you should make sure that the link goes to a page that deals with brown shoes. |
If the link text matches the content of the linked pages then it's more likely that your web page is really relevant to that term and it's more likely that you'll get high rankings for that search term. |
| In addition, you increase the user experience. If a surfer clicks on a "buy brown shoes" link it's much more likely that he'll buy on your site if he gets the correct page. |
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Links from pages with high authority will help to increase the PageRank of your website. Links from websites with high PageRank have a positive effect on the rankings of your own site. |
Unfortunately, the Google PageRank that is displayed in the green bar in Google's toolbar is not the PageRank that Google uses for its ranki ng algorithm. The PageRank displayed in the toolbar is outdated, often wrong and more a gimmick than a real help (details can be found here and here). You'll often find websites with low PageRank that rank higher than pages with high PageRank in the search results. |
Don't trust the green pixels and use common sense. If a website is well known and if the site has good search engine rankings then it's likely that it is also an authority website. |
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The nofollow attribute tells search engines that they should not follow a link. Links with that attribute don't help your search engine rankings. |
Unfortunately, you have to check the HTML code of your link partners to find out if they use a nofollow attribute to link to your site. we offers a link checker that will automatically check if the links to your website use the nofollow attribute or not. Details can be found later in this manual. |
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Low quality inbound links are link that won't increase your search engine rankings. In the best case, low quality links won't have any effect at all on your rankings. |
| In the worst case, low quality links can cause search engines to ban your website from their search results. |
| When is a link a low quality link? Several points make a link a low quality link: |
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Links that contain the nofollow attribute might help you to get direct traffic from the website with the link but they are totally useless for your search engine rankings. The nofollow attribute is a HTML attribute that has been introduced by Google, Yahoo and MSN. |
It allows webmasters to mark links that should not be followed by search engine spiders. The attribute can be added to link tags in the HTML code of web pages: |
| <a href="http://www.example.com/page.html" rel="nofollow">This is a link.</a> |
| If Google finds a link with the rel="nofollow" attribute, Google will not follow through to that page, they will not count the link in calculating PageRank scores and they will not count the anchor text in determining what terms the page being linked to is relevant for. |
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If the link to your website is on a web page that links to every Tom, Dick and Harry then it's likely that it won't have a positive effect on your search engine rankings. Try to get links from web pages that are related (even loosely) to your website. |
| Further information about the effect of links from a web page that links to very different pages can be found in the chapter The effect of co-citation on your rankings. |
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Some years ago, webmasters could blast their website URL to thousands of FFA (free-for-all) pages to quickly get hundreds of links. Search engines quickly discovered that and nowadays, links from FFA pages won't help your rankings at all. |
Shortly after that, webmasters developed automated linking schemes. Automated linking schemes usually promise hundreds of links in a very short time with very little work. As these linking schemes have been created for the sole purpose of cheating search engines, search engines don't like them at all. |
All major search engines have employees who actively seek for these linking schemes. Search engines know all linking schemes and links from these schemes don't have a positive effect on your search engine rankings. Worse than that, many search engines will ban your website if you link to a linking scheme website because they consider it spam. |
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Some websites do not link directly to your website. They link to a page on their own website that redirects to your website, for example "http://www.example.com/redirect.php?3152". |
You might get direct traffic through these links but they won't help your search engine rankings. |
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Search engine spiders are very simple programs. If the link to your website cannot be found easily, chances are that the spiders will ignore the link to your site. Most search engine spiders have difficulty with links in JavaScript code. If the link to your website is hidden with a scripting language then search engine spiders won't parse it. |
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The effect of co-citation is often overlooked by search engine optimizers. The other websites to which your link partners link can influence your search engine rankings. |
Here's an example: websites 1, 2, 3 and 4 all link to websites A, B, C and D. Although A, B, C and D don't link to each other, search engines think that A, B, C and D are related to each other because the same websites link to them: |
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If A, B, C and D are all linked by 1, 2, 3 and 4 they might be related to one another, even though they don’t directly link to each other. If A, B, C and D are all linked by many other websites, they have a strong relationship. The more websites they are linked by, the stronger the relationship. |
| If your website is website A, you should make sure that websites B, C and D are related to your site. |
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If you are listed on a website that links to gambling sites, viagra sites and your shoe store then search engines might think that your website is related to gambling and viagra. |
The search engines look at the link pages and check to which other websites the pages link. If the other pages are gambling and viagra sites then search engines think that your website is also related to gambling and viagra. |
| That means that it might be difficult to get high rankings for search terms that are about shoes. |
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It's important that the other links on the web page that links to you are related to your site. If you're listed in the "Shoes" category of a link directory then all websites in the same category are usually also about shoes. When search engines look at this page and check the links to other sites they will think that your website is related to shoes. |
| That means that it will be much easier to get high rankings for search terms that are about shoes. |
What does this mean to your link campaigns? |
When you exchange links with other websites, make sure that your link is on a page that lists related links. It's not necessary that the complete other website is about your topic. It's ok if the other website has a single category page that deals with the topic of your website. The link to your website should be listed on that page then. |
The more pages of the other site are about your topic, the better. Make sure that the link to your site is in a good neighborhood and that the other links are related to yours. |
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If you want to find out which websites Google considers related to your website, go to Google and enter related:www.your-domain.com in the search box. Replace your-domain.com with your own domain name and make sure that there is no space after the colon. |
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There are a lot of rumors about one-way links, reciprocal links and three-way links on the Internet. Which of these links work best for your business and which links do you need to get higher search engine rankings? |
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What are one-way links? |
A one way link is a simple link from one website to the other. For example, if you link to http://finance.yahoo.com/ and that page doesn't link back to your website then it's a one-way link from your site to their site. |
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What are reciprocal links? |
A link is a reciprocal link if you link to a website and that website links back to your website. You send visitors to the other site and the other website sends visitors back to you.
That makes sense because all visitors leave a website sooner or later. You can send your visitors back to search engines or you can send them to partner websites that send you traffic in return. |
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What are three-way links? |
Some webmasters believe that reciprocal links don't help web pages to get higher search engine rankings. That's why they invented three way links: Website A links to website B, website B links to website C, website C links to website A. |
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Which links will help you to get higher search engine rankings? |
Good inbound links will help you to get higher search engine rankings. None of the link types above is worth more than the other. |
The reason why some people think that reciprocal links don't work is that many webmasters who engage in reciprocal linking don't care about theming but only about the number of links. Unsolicited one-way links are usually from topic-related sites |
It's important that the links to your website are from related sites and on-topic. If a reciprocal link is on a low quality page with links to every Tom, Dick and Harry then it won't count much. However, that's also true if the same page carries a one-way link or a three-way link. |
It doesn't matter if a link is one-way, reciprocal or three-way. It does matter if a link is on a related website. Links from high quality websites will help your rankings, links from garbage sites won't. |
Further information can be found here: |
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High quality inbound links |
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A test if one way links work better than reciprocal links (online link) |
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