Search engines, such as Google and Bing, use mathematical algorithms or formulae to analyze a user’s question or search query in order to provide the web pages that attempt to most closely answer the question or relate to the search term.
Search engine optimization (SEO) ensures that your website is constructed in such a way that your web pages are returned first (or on the first results page) for any relevant search since most users rarely look much beyond the first page of search results. SEO seeks to understand the search engines’ algorithms (which change constantly) and to meet their criteria. In this way, an optimized website achieves‘naturally high’ search responses and therefore has less need for paid advertising to bring traffic to it. For example, the HomeSwapper website contains relevant links and, as a result, generates high search results ranking and thus significant traffic. Unless your website is regularly listed on the first page of search results for relevant search terms/keywords, its search engine ‘ranking’ probably needs to be improved. Follow the guidelines in the checklist on the next page. You will also find guidance from the search engines at the sites below: •Google Webmaster tools: http://www.google.com/ webmasters/checklist. •Search Engine Optimization Made Easy: http://www.seome.org. •Bing Webmaster Tools: http://www.bing.com/toolbox/webmasters. You need to be able to answer "Yes” to these questions: Checklist Y/N Has your website been submitted to Google, MSN /Bing and Yahoo!? Has your web developer excluded ‘Flash’ or ‘frames’ from the website design? Does your website contain a site map? Does each page contain key phrases likely to be used by searchers? Does your website contain relevant links to and from your site? Do you monitor your website and where it appears in search engine results? If you decide to use an SEO consultant: •Ask for references from his / her previous clients and check them out. •Recognise that you will need to commit to working with them for six to 12 months, as SEO takes time. •Agree on a budget and target results before you start.
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