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3 Strategy Proposals
The overview of the functioning may help in some case to answer the question: "What shall we do specifically in order to come forward in the search engines?"
There is no one-dimensional answer. The way is precisely discussed in a marketing course I offer for interested people. A quintessence we can pull out, which dominates all other rules is relevance. Create a good site for the visitor in compliance with the information needed and valuated by the search engine robots.
Here are some guidelines:
- Poor sides reach no good seats. Before you are looking for the latest tricks to influence the search listing, create a good site for Web visitors.
- Make your site known. Motivate others to hyperlink to your site.
- Integrate the latest developments according to the specific advantages of the Internet into your site (Fig. 4: Specific benefits of the Internet). Promote interaction, information gathering and communication with Internet surfers.
That may sound a bit abstract and it is meant to. A stroke list for the optimal presence does not exist because a presence is best when it fits to you and your company. Even a robot cannot recognize it. But he can determine whether your application brings advantages to the visitor.
This is proved when the unknown surfer joins your interaction. Therefore, for example, a living forum is scored very high. A fast buildup of the page speaks for good usability. The size and age of a presence suggests a wide range of information.
Keep the specific advantages of the Internet in memory when you're looking for specific implementations to your Web presence. In a later chapter you will read some tips to building a good and proactive Internet presence.
The Internet is a user dominant medium, namely the unknown surfer has the power of his final mouse click. The Webmaster of a site cannot control the surfing habits of his target group, he can only let the site be detected. The aim to be achieved has a good "find-ability" in reference to the usability. Some experts declare the related task of side optimization as a riddle wrapped up in an enigma.
The participants in the forum for the optimization of web pages do a special kind of betting. They are not betting on the outcome, but on the rules. And with so many players you can bet that many rules are found, discussed and recognized. An extract of this supposedly proven recommendations is shown in the adjacent Figure 5 (Recommendations to the Site Optimization)
Most of them will hold true for your Web pages. However detailed exceptions can be found as well as special characteristics for your presence. That is why the general considerations in Figure 4 are made and the insights into the development and evaluation procedures of the search engines are given.
Again here are the main points recapitulated about search engines:
- Web sites were not "seen" by search engines. They do only read the text of the page description (HTML)
- The requests from the robots cover page text, title, meta tags and link texts.
- The order of the listed sites is dependent on the relevance and the reputation of the entire site and its individual pages.
- A good website optimizes the offer for the visitor and attends the specific advantages of the new medium.
Can the target of a good find-ability ever be reached with a limited effort? Should the presence be separately optimized for each robot to gain better results?
There are tons of robots, but actually, your pages need only to be optimized for Google. The other search engines imitate Google's methodology or present similar results at the very end.
Therefore the question is bordered on the market leader. Google itself operates three types of robots:
The so-called "Googlebot" is working on all sides, as described above. Current estimates assume a total of 24 billion pages that Google regularly reads and evaluates.
The "Adsbot" scans the pages you advertise with AdWords and compares whether the advertised page is relevant in regard to the chosen keywords. Depending on the accordance of advertising and page content, the minimum price for the clicks is set and the position of the ad is being located.
The "Mediabot" works on the pages on which Adsense is set up. Here, too, it’s all about relevance to the match between the content, which provides a presence and ads provided by Google to be placed. So it is understandable that relevant Google ads appear on the site even before it is indexed within the normal Google search.
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