Improve search engine position

Search engine positioning isn't easy. If it were, everyone would have a top 10 ranking.

by Robert J. Sharpe   Though it requires a little planning and work, you can improve your search engine rankings dramatically by taking some proactive steps and avoiding the many search engine myths that make the rounds.

Search engine myths
Search engines don’t matter
You already know that search engines do matter, so why do so many speakers and designers claim they don’t? It’s called managing expectations. It’s a lot easier to discredit the method than it is to find a solution. Many prospects continue to find new sites via search engines, and the higher your position, the better.

The more times I submit my site to a search engine, the higher its ranking
This used to be true, but the algorithms used by search engine companies to rank sites will actually penalize sites in some cases for over-submission.

A high ranking is the result of meta tags
Yes and no. Most search engines use meta tags for ranking purposes, but most place a higher priority on other tags. Some search engines actually penalize for using meta tags.

Domain names affect ranking
This is just plain wrong. Your domain name can help people find your site if it is easy to remember and type, but it has nothing to do with search engine ranking. If it did, sites like Amazon and eBay would have chosen "better" domain names.

The more search engines I register with, the better
Sorry. Feel free to disregard those spams offering to register your site with hundreds of search engines. Nobody uses most of them, and registering with them may increase the amount of spam you receive.

What does work
Pay attention to your tags
Search engines use the keywords found in four HTML tags to rank your site. The tags are title, body, image, and meta. Make sure you place keywords in each tag.

Remember that keywords are like friends
You don’t need a lot of them, but you do need a few really good ones. I recommend three keyword phrases of two to three words each. Use words you think visitors looking for sites like yours are likely to use. Also include 20-word, 50-word, and 100-word keyword descriptions.

Submit your site regularly to the top search engines
"Regularly" changes all the time. Two years ago, you could submit daily. Do that now and your ranking will suffer in most cases. Start by registering once each month.

Build doorway pages
Since every search engine uses different criteria to rank a page, the only way you can truly optimize a site for all engines is by creating a page for each individual engine. These pages are called doorways, and they can dramatically improve ranking.

Monitor results
Realize that rankings change all the time. Hire someone to monitor results and make changes on an ongoing basis.

Remember that regardless of how high your site is ranked, the only way to assure success is to provide valuable content to your audience. The few who achieve a high search engine ranking and create a dynamic and existing site are being richly rewarded in the marketplace.

Robert J. Sharpe provides technical and marketing assistance to professionals interested in leveraging their success online. His company develops affordable Web sites from templates as well as custom Web sites for Realtors^® and other professionals. Copyright© Robert J. Sharpe, 2000. All rights reserved. For additional information, please contact The Frog Pond Group at 800/704-FROG or e-mail: susie@frogpondgroup.com.

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