Search Engine Optimization Facts (for non-webmasters)

Stick to the search engines that matter.

There are really only three search engines that matter:

1. Google
2. Yahoo
3. MSN

AOL feeds off Google, and the remaining searches make up such a tiny proportion of the search market that they don't matter. Teoma is somewhat relevant as several other minor search engines feed of it, but even together they don't amount to a decent percentage.

If you've never heard of a search engine, chances are nobody else has either. There are many special Australia only engines, but they are almost certainly a waste of time. Australians, like everyone else, use Google.

Focus your efforts on popular search terms

It's a waste of time is being number one for keyword searches that hardly anyone ever performs. Being in the first three pages for the number one search term on the web will generate you more visits than being number one in a search term that has only been used twenty times since Google launched.

An SEO scam artist may show you a list of sites he has 'optimized' and the queries to perform to see them rank number one. Why do they provide the queries you may wonder? Chances are a more sensible query will not get quite such impressive results, if it gets the site at all. Nobody performs those contrived searches so those number one rankings are worthless.

Magic might work for Harry Potter, but not for search optimization

The techniques to get ranking in Google and Yahoo are well documented and well understood. There are effective techniques to improve search rankings, but none of them are secret. Realistically, if the search engines can see something you've done, so can other webmasters. There really are no search engine optimization secrets. People who claim otherwise are usually selling you a scam. The best and most obvious things you can do are to make your site relevant, accurate, well written, and update it often. Just search for 'google search optimization' to learn more.

Some operators claim to have some special technology that assures their clients will be at the top of Google. If that sounds like nonsense to you, it's because it is. Even the most successful studios use the same methods as the other good optimizers. They just use them better.

Google continue to invest millions in researching how to deliver the best and most relevant search results. Apparently, they should give up now because some mythical technology has done it for them: the clients of web studio X will always be at the top of every search... Doesn't sound very likely does it? Google still works, and web rankings change.

Some operators claim to have special connections within the search engine providers themselves. Chances are you didn't believe that story before you read this, and you shouldn't.

Some operators claim to have special ways to submit your page to the search engines that guarantee you a number one ranking. I would just as likely believe that their magic beans will grow into a giant beanstalk overnight.

Structure your site properly

Sites built with a proper heading and paragraph structure and links embedded in the text peform better in search than ones that are built in strange 'clever' ways.

If you don't really understand about HTML, then it's a good idea that to lay the whole site out in Microsoft Word Outline mode when you prepare the text for your site. Use the different levels of headings and proper document structure. This will make it much easier for the people building your web to figure out where to put headings, etc. Think of the 'site map' you see on other sites (such as this one).

Good Content Is King

If there isn't really much on your site, then it's unlikely that any search engine will see it as the natural place for a searcher to find the information they want. You need good content, in quantity, and with frequent updates.

Flash is dead to Google

Google can't index information hidden inside flash graphics. Unless you have a very good reason you are better off without Flash in your site. Flash entry pages are also ranked in the top ten things that internet users hate. Unless your site needs animation, stay away from Flash.

Link Farmers Market

Some SEO operators operate 'link farms' and other sites that are useless other except for increasing the ranking of sites linked from them. These are not always effective and in many cases can have a negative effect. Google does its best to spot link farms and ignore them. These useless pages do nothing but clutter the web with noise and annoy people trying to find useful information. You might have seen them and wondered why people made such useless sites.

If your site is already well ranked, a link farmer may want to link from your site to their farm. They want to use your site to boost the ranking of all theirs. You do not want this.

Google Adwords

Many SEO operators will tell you Google Adwords is useless. Yup, that's right, according to them, Google became the richest and most successful search engine on the back of advertising that doesn't work. If you know how to pick the right words, you can do very well with a Google campaign, though it is unlikely to increase your search engine ranking. It will however, get people to visit your site, which is what you wanted. It costs money, but not the vast sums Google recommend you spend. Budget sensibly and you can see fair returns on your advertising money.

Unfortunately, it does take a little hard work and determination to pick words that are both useful and unpopular enough for you to get value from them. This doesn't mean you shouldn't try.