Web Site Promotion
2 goals, 1 reality and 1 myth
There is a clear problem: when you search commercial web sites in Google or Yahoo (among others), they aren't found.
The Web Site can be user friendly and correctly made, and represent the company's image in an outstanding way. But there are two questions that must be considered:
- What will your Web Site be good for, if potential clients cannot find you when they search your products in search engines?
- What's the Web Site's point if when users search products or services, they firstly or only find your competition?
Here's where the necessity and the goals arise:
The first goal: Improving the search results
The second goal: Improving the positioning among those results.
Having the first objective clear, your Web Site content needs to be found whenever someone searches it.
The second objective, comes to a conclusion by improving the search results ranking. Being the first one would be ideal, but that's not always possible, since it no longer depends on how your Web Site has been programmed but also in the quality, contents and writing, and the traffic of the Web Site that's on the first place. But, being in the 40th or even worse place, is like not being there at all.
The Reality: It's possible to get better, and solve problems
You need:
- An exhaustive analysis of the Web Site
- Company's analysis, its objectives and products, in order to understand its needs and audience.
- A planning on the programming changes, so it doesn't affect present contents' distribution and image.
Web Site Promotion
- Directories subscription
- Search engine subscription
The Myth
The positioning services based on monthly fees are a myth, they aren't a definite solution nor will they give you the result that you and your company expect or need.
There's no sense in subscribing to a paid service to add your Web Site to a numerous quantity of search engines, since main search engines have indexation systems based on automated robots to do that (Googlebot, Scooter, Alexa, among others) and smaller search engines depend on the big ones.
Meta tags are ignored in many cases since this function has become an evident abuse, and search engines decided to ignore them to continue offering useful results on every search. This is no longer a definite solution either.
The S.E.O. (Search Engine Optimization) is the Web Site's optimization service for search engines in order to obtain a better positioning on the search results. This service consists of:
Module Structure
Creating the Web Site using a modular structure helps by allowing quick and effective updates of any section of the Web Site, separating each section of the Web Site from the basic structure.
Meta Tags Addition
Meta Tags are used by some browsers to determine the keywords to relate the Web Site to.
Semantic Optimization
Google and most search engines search the Web Site's keywords in the content itself, giving them more or less relevance according to the elements used to show them (there are elements destined to titles, paragraphs, etc).
In this stage, the rewriting of the contents is considered so to include a higher density of keywords. It's important that keywords appear as many times as possible along the descriptions on the Web Site. This helps search engines to easily find the Web Site.
URL's Optimization
Inner pages' URL's must also have keywords so that Google gives them prior relevance. It's convenient that every page that form the Web Site has a different and distinctive name.
Structural Optimization
Google gives importance to the keywords according to how high they appear in the page code. Therefore, it's important that the Web Site has the less coding possible so that keywords appear higher and Google, and other search engines, consider them more relevant to the Web Site.
The Web Site code must be standard to function, at least, in all the browsers that respect the web languages standards, and must be perfectly accessible for handicapped people.
