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A Professional Search Engine Optimization (SEO) Service

Search engine optimization (SEO) is a way of improving the ranking of a website in search engine listings. The term also refers to an industry of SEO consultants that carry out optimization projects people's websites.

Using search engines, visitors can find sites in a variety of ways: via paid-for advertisements in the search engine results pages (SERP'S), via third parties who are listed in the search engines, or via "organic" listings. SEO is primarily concerned with improving the visibility of a site in the organic search results..

Simply put, the internet is vast: there are billions of web pages, with millions of new ones added every day. Unless your business is an established global brand, you will face enormous competition trying to attract people to your site.


Research has shown that only 10% of web users will look past the second page of results on a search engine. This means that if your website isn’t rated as one of the twenty best matches for someone’s search, you stand little chance of picking up passing trade. In fact, for search engines to deliver a significant amount of visitors to your site, you really need to be one of the top five matches.

While this can sound daunting, there are lots of things you can do very cheaply to improve your rating on the major search engines. Read on to find out more about how search engines work; how you can boost your positioning; and whether you should consider using an agency to help you.

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HOW DO SEARCH ENGINES WORK?

Not all search engines work in the same way, which means you need to tailor your approach according to which search engine you want to position yourself on.

Even if you intend to hire an agency to do your search engine positioning for you, it’s worth reading up on the mechanics of search engines because it will help you decide what service you need and which agency to go for.

There are two kinds of search engines:

  • Directories
  • Web Crawlers.

Directories

Directories are staffed by human editors who consider every new website submitted and, if they decide it is acceptable, assign it to the appropriate category or subsection. Examples of directories include Yahoo! and Open Directory.

Some website owners try to cheat computerised search engines by claiming their site is relevant to lots of popular subject when it isn’t – some, for example, try to attract passing traffic by claiming to sell cheap CDs or electronics. This is much less likely to happen with directories because entries are reviewed by hand. The result is that, if you get your site included in a directory, it will be competing against fewer entries and users will regard the results as more authoritative and reliable.

Web crawlers

Web crawlers are automated systems that catalogue websites by sending out special programs to check web pages and absorb information from each web page – like words or phrases – which can be used to generate search results.

These programs, which are known as ‘spiders’, ‘crawlers’ or ‘bots’, can check up to 100 web pages per second. Although this might seem quick, the sheer size of the web can mean that it could take up to two months from a page being ‘spidered’ (visited by a crawler program) before it appears in search engine results.

Examples of web crawler search engines include Ask Jeeves, Google, Lycos and AltaVista.

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