Search Engine Optimization (SEO) & B2B Branding

How to Increase your Search Engine Optimization

(SEO) Page Rank.

If you host your own website, have a business website for your products or services, if your an affiliate marketer or conduct any business online with a website you may have heard of SEO or search engine optimisation.

Search engine optimization is essentially the strategy of generating a search engine friendly website. A website can be optimised to be read by people, or they can be optimised to be read by software programs. Search engines use software to read your website and therefore to be fully optimised you need to have a website that can be read by software as well as people.

Obviously software cannot read like us, it will scan a document for certain keywords and other relevant information using algorithms to measure and categorise a web-page. If you made your website perfect for search engines you would probably end up with a web-page that is unreadable and uninteresting for your readers, so you have to find a balance of providing interesting information for your readers and still have your web-page optimised to be read by the search engines.

With the right balance you can gain more exposure in the search engine results, this will basically lead to your web-site attracting more visitors, and more specifically the right visitors who want to find your web-page because they are interested in your website topic.

In the interest of diagnosing what algorithms affect the search engine results, we need to examine the motivation behind the goals of Google, Yahoo and the other search engines. Regardless of any specific search engine, all search engines are examining all of the content that is available on the Internet and then instantly deliver to the searcher all the most “Relevant” and “Authoritative” results based on any keyword.

“Relevant” and “Authoritative” Information

Relevant data: When a search engine user searches for something like “Left Handed Golf Clubs”, the search engines aim to supply a list of results that are relevant to the topic of “Left Handed Golf Clubs”. Search engines have software that will scan the data from any web-page with the key word “Left Handed Golf Clubs”. This is determined by evaluating many different factors, beginning with how the content on the web-page is written and how it is optimised for key words.

Content is King as far as search engines are concerned and this will possibly never change as web-page content is the most important factor for the search engine user.

Authorised data: In addition to content, search engines look for evidence from other websites on the Internet who are linking to your web-page. This is done with a very complex algorithm that black hat SEO analysers are always trying to understand in an attempt to fool the search engines into believing that the web-page is more valuable than it is.

This kind of deception can have a quick short term effect on your page rank, but will ultimately end with a Google slap, which will ultimately undo all the work involved in trying to fool the search engines, and possibly get your website blacklisted from all search engines.

In truth, the search engines use an algorithm that measures the quantity and quality of web-site links and social media links to the web-page. Links are Queen as far as search engines are concerned, and it is these two aspects King and Queen, that dictate who is placed on the first page of the search engine result. Many people are over concerned with social and web-page back-links, to the extent that they ignore the importance of content, however to get on first page of Google you need to get both right.

Search engine’s have developed a system that enables them to rank and display all relevant and authoritative web pages in just seconds to provide the user with information for their search, based on keywords.

Using complex algorithms search engines can make; clear, accurate and distinct differences between content that’s about for example “Left handed golf clubs” against content relevant for other similar keywords such as “Right handed golf clubs” or “golf clubs” in general. Search engines software is also able to infer semantic content in a phrase such as “south paw clubs“, and this could be included in the search.  Search engines are able to infer very intelligently using semantic and thematic connections between words, ideas and concepts.

Search engines can be aware that pages selling specialised golf sets could be relevant to the search query “Taylor made left handed golf clubs”, but they also know that websites about “Golf Set – Left Handed”can also be relevant. This software is also able to differentiate between  websites promoting things like Golf equipment and “Left Handed Irons, Drivers, Putters & Bags” and find other information that  might also be relevant to the keyword search query although they maybe categorised as a little less important.

Authority: is another factor that will influence the search engine exposure to your website. The internet is  self promoted, and any website host can post whatever they like, thus to a large extent websites are often based on opinion rather than fact.

Therefore Google and other search engines want some proof as to how much your site can be trusted. They do this by evaluating what other high grade and trusted websites think of you, its in effect similar to a popularity contest for websites. The inference being that trusted sites that  place links to another website do so through some-kind of human social or business interaction.

This is why many black hat or disreputable methods of boosting a website’s popularity do so by creating thousands of back-links, using articles that are re-spun into keyword optimised articles that are mostly unreadable by humans, but work effectively as articles that can be read by the software used by search engines.

To a search engine a back link to your site is counted like a vote in a polling system, and any web-page linking to your website is counted as a vote of confidence, and the search engines count these links as they crawl the internet, reading, scanning, and evaluating, websites.

Search engines store this data and later analyse it to safeguard and protect themselves against the kind of black hat abuse that is intended to place an emphasis on the quality of the link. This is a kind of constant war between software developers that work for the search engine companies and the software developers that work to find ways to fool the search engines, creating a tug of war effect for domination of keywords.

Thus a search engine is much more likely to trust a link from a well-respected website or an industry-related site, from a leading blog, non-profit, independent or a government organisation that’s involved with your topic of interest.

Links coming from new sites that publish thousands of new pages daily that are being built specifically just to provide links to websites and have nothing to do with you or your website topic are scratched from the search.

Your website could be eliminated from a search engine for using computer generated back-links and social media links and website views, that are designed to generate the effect of a popular website.

To improve your website ranking in search engines, concentrate on the slow and steady approach, of search engine optimising good quality website pages, publishing good quality content and adding to your site on a daily basis, building up relationships with good quality sites in your area of expertise.
For more information on this please contact me here

Brian C Nissen


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