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Calgary Software Application and Web Development Articles |
Search Engine Optimization - What Works Best
SEO software is software that helps get your website
better search engine positioning. Some search engine
optimization software works by optimizing on-page
factors, such as meta-tag information, internal linking
structure, and proper use of Title and H1 tags.
Other SEO tools help get your site ranked higher by
building one-way inbound links with proper anchor text.
Both factors play a roll in getting top ranking, but which
is more important?
The answer requires an understanding of how the
search engines like Google determine which sites
should rank highest in their search engine results pages
(SERPs) and how SEO software is used to get higher
ranking.
Google leads the industry in traffic for search queries.
Why is Google number 1, and why should you focus on
doing the things that Google likes in getting higher
SERP ranking?
Simple. Because eventually what Google is doing now
will become what the other search engines do later.
Just look at the new Yahoo Search Marketing platform
and how closely it matches Google's Adwords program
to see how Yahoo is trying to play catch-up.
Google has an army of PhD's working around the clock
to stay number 1 in the search engine business. They
stay number 1 by providing the most relevant search
results.
When someone searches for a keyword or keyword
phrase in Google, 'baby clothes' for example, the top
ranked site that Google displays should be the site most
relevant to that search phrase. If Google gives people
what they want, then the person needing to find
something on the internet will keep coming back.
This is Google's goal in determining site rank. And
search engine optimization software can help.
Google employs something akin to Artificial Intelligence
to make these decisions instead of looking at each site
manually.
A few years ago, Google bought a company that had a
patent on what is known as 'Latent Symantic Indexing' -
a fancy way of saying 'there is more than one way to say
something about a subject'.
For example, 'baby clothes' might also be referred to as
'baby clothing', 'clothes for babies', 'toddler clothes',
'baby apparel', and several other synonyms.
A website that is an expert or authority on the subject of
'baby clothes' would employ these other terms on its site
pages and this is one of the factors that Google uses to
figure out if a website should rank highly.
Don't believe me? Try searching Google for any
keyword with a tilde symbol in front of the keyword
(that's the little squiggly line to the left of the '1' key on
your keyboard). All of the search engine proven
synonyms for a given keyword will appear in bold on the
search result listings.
There used to be a time when just putting the words
'baby clothes' several hundred times on your page
would trick the search engines into ranking your site
highly. Not anymore. Google uses this co-occurrence
of multiple phrases with similar meanings on the page
to determine if your site is an authority on the subject
you are trying to rank for.
Another factor Google looks at is the way pages on your
site link together. If your site is a plate of spaghetti in
terms of how pages link, Google discounts your site for
lack of being organized, which translates to being less
relevant.
Why should page linking affect this? Because part of
what makes a site relevant is what some call 'Theme
Density'. Simply put, if you have a site about 'baby
clothes', then you shouldn't have pages about 'cell
phones' and 'blueray dvd players'. And if you do,
Google determines that you are not very tightly 'themed'
around the term 'baby clothes'.
In addition, there are many subcategories of baby
clothes that an authority site should discuss. For
example, 'infant baby clothes', 'toddler baby clothes',
'pregnancy baby clothes', and maybe even 'baby
accessories'.
By organizing pages in your site around these sub-
themes, also called Silos (or mini-sites), and keeping
pages within each Silo tightly themed for each
subcategory, then your site looks like it knows what it is
talking about. Search engine software and search
engine tools should do this for you.
Traditional SEO teaches that having lots of inbound
links, especially links with the main keyword in the
anchor text, is the most important factor in getting high
site ranking. For example, if another site links to your
site with the link text 'baby clothes' instead of 'cell
phones', then Google uses this inbound link with to
boost your rankings.
Yes, this is still true. But not all SEO software is not
equal.
Given two sites with equal numbers of inbound links, the
site that has well-structured internal linking, tight theme
relevance across pages, tightly focused silos, and
synonyms for a keyword in the page content will
outperform a site that does not.
And it gets even better! The evidence is mounting that
proper Silo structure, theme relevance and page linking
will actually TRUMP inbound links. Don't believe me?
Check out the free PDF report with documented case
studies proving the above at this site:
http://www.themematic.com/themasterplanprimer.pdf.
SEO software that optimizes your site for on-page
factors is the first step in getting top search engine
ranking. And if your site follows the above Silo Structure
and Theme Density principals, then increasing ranking
with off-page factors like one-way inbound links
becomes exponentially easier.
_______________________________________________
Get your website ranked Number 1 in the search engines by using SEO
software that optimizes all on-page factors. Download a FREE DEMO now
at: SEO Software
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