Search Engines - Revisited

Tom Snyder photo by Tom Snyder on Nov 17, 1999

From deep in the Trivera archives, this blog was originally published in 1999.

The PR for an upcoming Internet Marketing Seminar boasts that your Web site will only be successful if you pay money to attend and learn from the “experts.” This post is designed to save you some money and time and give you some of that information at no charge.

While search engine strategies might be a topic covered at the seminar… it IS a topic covered here.

The Limitations
No search engine strategy will make you number one in every search engine. It will be difficult to even place high in all of them, as the strategy that will guarantee you top placement in one may completely removed from another. But, there are several methods you can use that will result in a fairly high placement overall.

Remember: when someone performs a keyword search in a search engine, it doesn’t search the Web at that moment. It searches its database of information that it has already gathered from sites on the Web. When a site is registered with a search engine, the only thing that may be submitted to most of the major search engines is the address of the Web site… you can’t give them keywords or descriptions. Their automated “spiders” or “robots” then visit the site, automatically gather information and add that information to the search engine’s database.

The Big Three
When the search engines send out their robots to gather information from your site, depending on the individual search engine’s methodologies, they look in one or more of three places: the title, the metatags and the visible text.

Because it holds the highest weight in many engines’ methodologies, the information contained within the title tags is critical. It must contain nothing but the most relevant information information: the name of your Web site, the ONE most important thing that people will enter into the search engines to try to find your site, and if geographical location figures into your Internet strategy, your city, state, and if relevant, country. While cute and inviting, titles that include phrases like “Welcome to our Home Page” or “we specialize in providing you with the answers you need” are just about the worst mistake you can make if search engine placement is important.

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