Among the challenges of website developers and webmasters is developing websites with which the public can quickly familiarize themselves and that continually receive more visitors than other websites. The purpose of this paper is to study different factors that inﬂuence website ranking, particularly the use of search enginesand SEO techniques as a guide to develop websites that achieve top ranking in search engine results. Thepaper will also explain how to work with search engines to easily achieve the best and earliest ranking in these arch engine result pages (SERPs). The author of this paper has studied theories and research concerning marketing through search engines and has also researched website development according to SEO principlesas well as developing websites for online marketing. The study ends with a conclusion that summarizes the goodfactors that affect website development according to SEO principles (both on-page and off-page optimization and discusses factors to avoid. This study will be beneﬁcial to website developers, webmasters, and online marketers).
How Search Engines Work?
Search engines have four functions—crawling, building an index, calculating relevancy and rankings, and serving results. They scour your website and, for each page, index all of the text they can pick up, as well as a great deal of other data about that page’s relation to other pages, and in some cases all or a portion of the media available on the page as well. Search engines index all of this information so that they can run search queries efficiently. Search engines create these databases by performing periodic crawls of the Internet. They must weigh the value of each page and the value of the words that appear on it. Search engines employ secret algorithms (mathematical formulas) to determine the value they place on such elements as inbound and outbound links, density of keywords and placement of words within the site structure, all of which may affect your SEO ranking. Search engines have difficulty indexing multimedia, but there are workarounds which will be discussed later in the booklet. The newest trend in search engines, and likely the future of search in general, is to move away from keyword-based searches to concept-based personalized searches. When a person clicks on certain search results, search engines like Google, Bing and others record this information to collect trends of interest and then will personalize the search results based on specific interests. This is still a developing field, but appears to have good potential in making searches more relevant. The following pages outline SEO techniques that will help you to draw more visitors to your website.
1. Questions to Ask Yourself
1. Who am I trying to attract to my website? Who is my
2. Do I have the resources and knowledge-base in-house
to optimize my site or should I use the services of an
3. Who are my competitors?
4. Who are my allies and associates to help influence
my optimization results?
5. What is the budget and time I can allocate to
optimizing my website initially and going forward?
2. Setting SEO Objectives and Goals
The ultimate goal of search engine optimization is to
boost your revenue by driving traffic to your website.
However, there are other important objectives:
• To establish you as an expert in your field. Visibility
in search engines creates an implied endorsement
effect where searchers associate quality, relevance
and trustworthiness with sites that rank highly for
• To enhance product awareness. It is better to have an
image or video displayed as opposed to just text since
it will attract more attention.
• To increase sales leads. The goal is to drive the
right traffic to your site by encouraging people to
provide qualified contact information for future
• To reduce cost per order. Free search engine traffic
will help you reduce the cost of advertising compared
to other media channels.
• To encourage repeat visitors. Optimized pages help
customers find additional products or services more
easily and quickly after they have purchased from you,
thus improving customer support and service.
• To qualify visitors. Search can help you understand the
stage your buyer is at—just beginning or further along.
Getting a clear picture of searcher and visitor intent
helps you to adjust your site to accommodate
When planning your search engine optimization strategy,
bear in mind that, although many site owners seek a #1
ranking, search engines want the #1 result to be the one
that offers the most value to users. Unless your website
offers this, it may be unrealistic for you to expect to get to
that position. Be realistic when setting your objectives.
Choosing an SEO Specialist to Work With
Because SEO is such a specialized and ever-changing world, you should consider working with an expert. The best time to hire an SEO specialist is either at the creation of a new website or the major redesign of an existing one. This will ensure that you implement the necessary steps to make your site optimized right from the start.
Questions to Ask a Potential SEO Specialist
1. What are your most important SEO techniques?
2. Can you show me examples of your previous work and share some success stories?
3. Do you offer any online marketing services or adviceto complement your SEO business?
4. Do you follow the Google Webmaster Guidelines?
5. What kind of results do you expect to see, and in whattimeframe? How do you measure your success?
6. What is your experience in my industry?
7. What is your experience in my country/city?
8. How long have you been in business?
9. How can I expect to communicate with you? Willyou share with me all the changes you make to my site, and provide detailed information about your recommendations and the rationale behind them?
10. How do you charge for your services? Is this a one-time fee or an ongoing contract? What are the deliverables if it is ongoing.