ARTICLE – Web Positioning
(Thanks
to Mr. E. Schapiro from Schapiro McClean Enterprises
Ltd. for his contribution with this article). Enjoy.
Generically,
web positioning services offer “website” positioning.
In fact, the right thinks search engines do is “web
pages” positioning.
A website
consists of pages, lots of them. Each particular and
single page can be professionally prepared for search
engine submission. Page by page. It increases the chance
to collect surfer’s attention.
Web
pages positioning is the most important element in the
targeted traffic generation to any website. Most web
builders spend most of the time and money on site design
but have no budget for promotion.
The following statement is a good one: “A website without
proper search engine positioning and promotion is nothing
more than a pretty billboard on an empty highway.”
Some interesting statistics found:
87%
of all web users depend on search engines to find products
and information.
The
Top 10 search engine sites account for 85-95% of all
searches on the web.
47%
of searchers say they "NEVER" look at pages ranked below
#30 position.
62%
of searchers say they "VERY SELDOM" look beyond #20.
… and is getting better every day.
To attract
real targeted traffic (no junk) to your website,
the appropriate keywords should be defined. What kind
of keywords would a potential customer type in search
engines? What does he have in his mind?
If you are a manufacturer of cameras for underwater
applications, you will not spend your time trying to
get a good position in the “cameras” searching. That
will be an unnecessary time and nerves consuming. However,
a good position for keywords “cameras” and “underwater”
together will do the job.
A web positioning service goes over the positioning of
web pages only. Good results must be kept for a
long period of time. Your competitors are constantly
“fighting” for the same good places.
Search engines use different kind of algorithms and
strategies to categorize a web page. While Google may
consider a page to be number one, Altavista may think
differently.
The inevitable suggested steps to go through are:
1. Define targets (i.e. reaching first 10 places
only - first page in search engines)
2. Define proper keywords (different keywords for
different pages)
3. Define search engines targets (Google, Yahoo,
Altavista, etc.)
4. For each keyword, find your web page actual
web position.
5. Prepare your website for submission to each
search engine.
6. Submit and re-submit web pages until reaching targets.
7. On going effort to keep the positions reached.
This is not a one-time abracadabra task. After a page
is submitted, it may take a few weeks to see the results.
The job includes mutual cooperation and long-term marketing
relationship between the parts. From your managing point
of view, it becomes part of your marketing personnel.
In order to make it possible, the HTML source of your
web pages should be changed. These changes do not influence
the look of the website whatsoever. The changes are
needed to help search engines to list your site properly.
This is a very important (and expensive) marketing process and
should be covered step by step.
Good luck!!
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