CALL US to complain you are not in the search engines. Search engines are independent businesses
with their own rules. We do not and can not be
responsible for your search position concerning any
you have a complaint about how it works, call the search
engines. Calling us to
complain would be as senseless as calling the DMV to
complain that it raining too hard to drive your car.
We can only assist you to make your pages
more search friendly and provide you with our years of
search engine knowledge. The page content is totally up
to you, and the search placement is totally in your own
hands and between you and the mega corps that control the
If you are serious about maximizing
your search engine placement then read this entire
document. Yes its long, but short in comparison to
all the info you need to know. This is an abbreviated
explanation of a subject that thousands of books have
been written about. Being a search engine expert requires
more training and education than a Law Degree. Consider
this pages as a guide on how to become a search
engine expert in 15 minutes.
How it Works
Each time a search is done the search engine can not go
out and check every page online for comparisons. So they
use Robots or automated programs also
know as spiders to "Crawl"
websites and save the content of its pages in a huge
database. The database is literally the entire internet
on one computer.
If your website was "Crawled"
or accessed by the robots 3 months ago, the content in
the search engine database is exactly what was on your
page 3 months ago. This makes the searches slow and
cumbersome and it often takes 3-6 months before you see a
change in your pages in the search engines. Even if the
search engine crawls your site today, it could be several
weeks before the new content that it retrieved is updated
in its search database. This time is greatly reduced
based on your search ranking. A powerful website could
have content updated daily, where a smaller less active
site could take 6 months or more.
The search engine has limited
resources and spends its time working the more active
websites and wont spend precious time indexing 5
pages sites that have no valuable content or relevance to
its users. With billions of pages to index the search
engine will choose the pages that have better content
based on their own personal opinions (also know as search
The search engine knows to check
your website as soon as you register your domain. You do
not need to submit the website to the search engine;
however you can suggest the site to each search engine if
you think it will help. You may also want to submit your
site to industry specific searches that do not use the
whois database. For example if you make aircraft parts
you may want to find searches that only deal with
aircraft and aviation. In those instances you will need
to submit your site to that search.
Search engines try to sort through
billions of pages to bring relevant results on searches
to the users. That means that every time you do a search
it has to check the data on over 100 billion pages. The
trick is to be number one of those 100 billion pages.
To accomplish this task the search
engines use over 100 parameters to rank your website
among the 4 billion others. The actual formulas and
parameters are kept secret and change as much as the
weather. This is done to prevent exactly what you want to
accomplish, getting that top listing.
If it was easy, the only sites that
would come up would be the companies that spend millions
of dollars building their websites and would know the
best formula for getting placed highest. Your website
would never have a chance to be placed in the results.
But that is not the case, so even
experienced teams of high paid webmasters and
statisticians are kept confused. So you do not have to
feel like you are at a disadvantage, its intentionally
confusing to make the playing field more equal for the
small website with relevant content. But this means no
one will ever understand exactly how the search engine
However, there are known parameters
that will contribute to a higher ranking and move your
results closer to the top. This is not public information,
it is data compiled by e-commerce-inc through years of
development and observation that we are sharing with our
customers. Everyone has their own ideas about what works,
so every article you read will likely be telling you
something different. If you read enough of them, one will
tell you want you want to hear, or you can believe what
you read here. We are not selling you any search services,
so we do not benefit from our explanations. Many sites
explain how the searches work and then try to sell you a
service to get you traffic. In our opinion that is a
major conflict of interest and is nothing more than a
Top 10 Features that contribute to
- Content - the
actual text in all the pages of your website.
- External Links
- linking to sites outside your own that have
similar or relevant content.
- Update Frequency
- how often your pages change.
- Outside Links
- the number of sites that link back to you.
- Page Title -
the title of the page.
- Number of Pages
- the number of pages on your website.
- Page Length -
the amount of information is on your page.
- Content Relevancy
- how content on each page relates to the overall
- Total Page Size
- the average page size in Kilobytes
- Age - the
time the domain been registered and active online.
There are at least 100
other parameters that are weighed and calculated by the
search engine. But in the interest of keeping
this lesson brief I will concentrate on only those top 10
keys to search engine placement.
To help explain this, we will use a
sample product the "Squiggle Bot". It will be a
plastic 12 inch tall pose able action figure made out of
the cool stuff Stretch Armstrong was made of. Our website
will be http://squigglebot.com hosted on our own network.
When finished we will search the
web "Squiggle Bot" and see what our placement
is in the search engines.
Content is the number one factor in establishing your
place in the search engine. The content is defined as the
actual TEXT in your pages. That means the words that are
actually typed into the pages. That does not include
pictures or text on images.
The names on your menu bar or title
space are images, so they can not be read by the search
engine. If you have a picture of The Squiggle Bot on your
page, the search engine will not know it from any other
picture. It wont be able to tell if the pic is of
the Squiggle Bot or a Barbie Doll. To make sure the
search engine will find your page when they are searching
for "Squiggle Bot" you will need to include the
words "Squiggle Bot" in the page.
So lets add the sentence
"This Squiggle Bot is $19.95." to our page. Now
we have the key words in the page that we are looking to
maximize. Now anyone can find us? Wrong! Keep reading!
2) External Links
Linking to other sites is critical to establishing
content. The search engine compares your site to the
sites you link to from your pages. So we will want to
link to quality websites that offer similar products.
Since our "Squiggle Bot" is a fictitious
product we will link to other sites that offer pose able
On our links page we will include:
This is only a small sample of
content relevant links. Don't stop at 4 links, having 50+
is better. Having over 100 on the page will begin to
detract from the ranking.
If you link to a large number of
websites that have content related to another field, such
as used cars, the search engine will think your site is
about used cars. Since you will not have any content
about used cars on your website you will not rank very
high in a search. So try to keep the sites relevant to
your products or services.
3) Update Frequency
This is in our opinion the third most important factor in
placement and updates. If your pages are not updated
often the search engine will not come back to check it.
If your site is updated daily, the search will come back
each day to check for changes.
This is extremely important when
you make changes or add new products and want them listed.
Normally it takes 3 months for a website to be updated in
the search. If you make a change, it will be at least 3
months before the change is relevant to the search or a
new product page is added.
Updating your page daily is not the
only factor in having the site crawled by the bots but its
a big one. A static site could be showing pages as old as
1 year even though it has been recently updated. If it
was not updated in the past, the search engine will stop
checking for updates.
The best feature about our system
is that the pages are dynamically generated. This means
they are assembled by our software when the search engine
robot accesses the page. They see this as just being
updated when they got there and will come back as soon as
possible to look for new updates.
One of our main sites is so active
it is crawled several times an hour and the search cache
is never more than a 24 hours old. This is how the news
websites such as CNN.com can get the info out fast. But
your website wont be as active as cnn.com and will
not be checked as frequently.
On average,our network hosted
website are crawled by google every 1 to 2 weeks, greatly
improving your chances of having your content updated
quickly. However we do see sites that have been set up
and unused for several months. Those sites tend to get
back ordered and once they get started the search engine
may have set them on a 3 or 6 month rotation.
All of the other subjects we cover
also affect that search rotation, so having a more
relevant site in all areas is also necessary to get that
daily crawl. Every factor has an impact on the other
factors. If you are serious about search placement you
will have to consider all factors when making any changes
or updates to your website.
4) Outside Links
It is important that other sites link back to you. Since
search engines are for the most part overwhelmed and not
perfect they will not be able to count every website with
a link to yours. So you want as many links back to you as
Power sites like ebay.com have
millions of links back to them and have total power in
that realm, but you still need links back to yourself to
get noticed and to pump up that search ranking.
You should trade links with other
websites, add your site to webrings and FFA (Free For All)
Links pages and posting boards. This will help establish
and build your outside links value. Keep in mind, linking
from sites that are not relevant to your product could
hurt you as much as linking to irrelevant sites. So stick
with boards with topics relevant to your product or
5) Page Title
It is crucial to have a page title that reflects your
content. It is always tempting to have the page title as
your business name, but people are going to search for
"Squiggle Bots" and not our company "My
Company Name Inc".
Page titles over 50 characters will
count against you. Keep is short, simple and accurate.
For our page we will have "Squiggle
Bot Pose able Action Figure, Squiggle Bots" as the
title. We have repeated "Squiggle Bot" with the
plural version "Squiggle Bots" to cover both.
If someone is searching for Squiggle Bot the page will
not necessarily come up if it says only "Squiggle
6) Number of Pages
The number of pages in your website is the most
overlooked feature in placement. People continuously
build 5 pages and wait for traffic. If your website is
under 50 pages the search engine sees it as an ant
climbing a mountain. It will not see you as being
important since the content is limited and most of your
pages are trying to sell something.
Think of it as you looking to buy
household items. You can drive 5 minutes from your home
and go to 7-11 or wal-mart. You would choose wal-mart
because they have more choices and you know you will get
what you want.
The search engine uses the same
thought process, when someone is searching for household
items, they tend to ignore the 7-11's and the 5 page
websites and send people to the wal-marts because they
know it has what the person is looking for. So having
more is always better.
Populating your shopping cart with
hundreds of items is going to greatly improve your chance
of being found. Keep in mind, every page will be indexed,
so having 100 pages rather than 5 is better. It is
similar to buying 100 lottery tickets with 4 billion
possible combinations. Not great odds, but better.
But having 1000 pages that relate
to your content will help you get a strong search ranking
and contribute to the overall results you desire.
7) Page Length
Having 1000 pages is good, but you need to have
strong content on those pages.
Previously we put "This
Squiggle Bot is $19.95." in our page. This is poor
content. The text is shorter than the title of the page,
its over shadowed by the images on the page and shows a
week page and will likely not be included in the index.
The descriptions should be long and
complete. Remember, every word in the page is searchable.
So lets include lots of keywords in the page. Our
keywords are "Squiggle Bot", so our new
description will be:
The awesome Squiggle Bot
poseable action figure is now available in 5 colors. The
yellow squiggle bot is a banana color. The blue Squiggle
Bot is a dark navy color. The action figure is also
available in red, green and white. New pose able joints
allow quick posing of the plastic action figure. The
squigglebot is sure to become a collectible just like the
Notice how we have repeated the
words "Squiggle Bot" though the description.
Having the words repeat too much will hurt you, but
having it sparsely scattered through the page will help.
Pages under 500 words tend to be
viewed by searches as not very important and not even
indexed. So to be effective our text will have to be 3 or
4 times what we have shown as our sample.
Make sure you have LONG Accurate
descriptions and text or your site will not even be
included. The search engine robot will check your site,
see it as undeveloped and schedule it to be indexed next
month assuming you are still adding more content. After a
few of these rotations, if the site is not added to, the
time between crawls will get longer and longer,
eventually not checking back at all.
8) Content Relevancy
The search engine will count the number of times the
keywords appear on each page of your website, and then
calculate how many words overall are on the website.
Eventually generating a number used to rank the relevance
of keywords in your overall website.
It will also look for relevance
matches. For example if you sell candles you should have
words such as wax, wick, holders, flame and so on
contained in the pages. The search engine is using a
database derived from a thesaurus and comparing words to
find out what the site is about overall. This allows the
search engine to determine if you are making candles,
selling candles or using candles for decorating. Anyone
searching for either of those subjects does not want
results for the others.
We advise using a thesaurus to get
keywords and use them in your pages to make it clear to
the search engine exactly what your site offers.
For example a website that is
telling the history of squiggle bots will rank higher
than a website that just has one squiggle bot for sale.
By having words relevant to squiggle bots.
So to insure that we have "Squiggle
Bot" relevant content we will add a history page to
our website and make up some stories about the evolution
of the squiggle bot and so on.
9) Total Page Size
For some reason the search engines seem to ignore big
pages. That is pages that are over 500K in size.
It makes sense since most people
are on slow dial up connections and wont wait 10
minutes for a page to load. The robot crawling your
website will not wait long. If it takes too long, they
move on to the next website.
So it is important to keep the
content (page pictures and art) at a minimum. Our system
will automatically impose limits on page sizes and will
resize pics for maximum efficiency. So you really don't
need to be concerned about this. But understand that
there are specific reasons for all the systems and part
of our goal is to keep your pages search and user
So with our sample website we wont
have to be concerned with this parameter.
The age of your website is also an important feature.
New websites are not seen as being highly relevant.
Having a website more than 1 year seems to be the magic
number. Since most sites are registered for 1 year and
non successful sites go unpaid and cancel. But sites that
have some value or have some success go beyond that one
year range and search rankings seem to improve for those
websites beyond that 1 year mark. So keeping the site
open and active for 1 full year will also be important to
build your search ranking.
Most new websites are not even
indexed for 3 months. That is because when you register a
domain, it takes time to build the website. At some point
they decided 3 months was a good time to see if the site
had any value. If your site is not open when the search
engine comes to crawl it you could be waiting another 6
months before it will check again.
You can not control the age of your
website, but keeping it open for as long as possible will
contribute to the search ranking. If the site is taken
offline the search rank will decrease. You will often see
ads for "Domain Parking", this is one method of
keeping you site alive online. However, it does more for
the company parking it than you. We do not recommend
parking your domain, unless you get it free or get paid
for traffic it generates for the parking lot.
Search engines are also concerned
with their results. If you are on a 3 month crawl and the
site closes, the search engine does not want to send
people to a page that is not there. So they tend to stick
with older established sites to insure their results are
Search Results Comparison
for our Sample Website
Let us now take a look at the search engines and see how
our sample website places.
[ Click to Search Google ]
Remember, search engines are their
own business and you have no voice with them. The do
things that help them make money. They are not there to
serve you, nor do they have to list your website. You are
at their mercy and have to play by their rules. There is
no guarantee you will ever get one hit from a search
engine. But if you follow our tips you can see some
traffic in time.
But first do the math. 250 million
searches daily. 150 million of those are for "Brittney
Spears, Paris Hilton or some other Sex or Porn website
content". That leaves 100 million searches to be
divided between 4 billion pages. If everyone gets a fair
share and that is truly the goal of the search engine
that would be one page hit every 40 days.
That is certainly not enough
traffic to build a business. By tweaking your pages you
can increase that number and take traffic away from other
pages. But even good pages will not get huge volumes of
traffic without outside advertising.
Websites such as CNN.com and Wal-Mart.com
get traffic from existing customers and their extensive
advertising campaigns. The amount of search traffic they
get is negligible, but they are successful businesses in
spite of the lack of search placement. They opt to keep
the sites more commercial than concentrating on their
placement and search ranking.
Other sites such as amazon.com were
built on search engine traffic; however the competition
for traffic was much lower 6 years ago. You could build
page, submit the page and see traffic in 2-3 days. But
those days are over and if you missed the early days of
internet traffic, there is no going back. Companies got
big fast, but those big opportunities are not available
Search Placement VS
In summary, if you have about 2
years to learn how to build a maximized website you could
probably place well for several key search words. Or if
you want to spend $20,000.00-$40,00.00 to have your site
maximized for 2 or 3 key words, you also have that option.
We do not recommend either.
The problem with search engine
maximization is that no one knows for sure what will work
and it takes months to find out if pages do work and how
they will be placed. Then the search algorithms could
change any day and you could be at the bottom again and
starting all over with new pages.
The worst part is that a page that
is good for a search is not necessarily a page that would
be a good page for selling your product. To maximize a
page you will have to sacrifice content and often say
things not relevant to a product. You are also limited in
what you can say about your product. You may also have to
redirect customers to other retailers to get link
relevance, giving away your customers free to your
So which do you value more? A few
hits a day from a search engine? Or an effective website
and sales tool?
Today, you can buy search traffic
for as little as $0.05 per click. So for a few dollars a
month you can get more traffic than you would by spending
$40,000.00 having your site maximized for SEO.
There are 2 main programs for
buying traffic http://google.com/adwords/, http://advertising.microsoft.com both are good programs run on google and
msn/yahoo. The results could be displayed on hundreds of
thousands of content sites or the search results pages.
But you can control, where, how and how much.
What Not To Do
Do Not - Use Meta Tags. Meta Tags
were something that has gone the way of the Model-T. They
are tags placed in the page to tell the search engine
what the page is about. However, you can put anything in
the tag. So adding "Brittney Spears & Paris
Hilton" (the #1 search terms for the last year)
should allow you to get placed in those searches. But the
tags do not have to be relevant to the page, and with all
the cheaters out there the tags were eliminated by all
the searches. Having Meta tags that the search does not
see as relevant to your site will get your site excluded
from the search engine.
Do not repeat keywords over and
over again in the page. This technique is seen as
spamming and will cause your website to be excluded from
the search engine.
Another popular Spam technique is
to have keywords in the page the same color as the
background so they are invisible to the viewer but read
by the search. This will also get your site excluded from
the search engine.
Do not use automated submitting
services or software. The search engine will see that as
an automated attempt to Spam the search and will often
exclude your website or put it on a long term crawl often
exceeding 6 months.
Do not submit more than 1 page to
the search engine. You only need to submit the main
domain. The search engine will crawl the entire website
to get all the pages. If you submit multiple pages you
could be risking exclusion from the search engine. They
see it as an attempt to trick them into listing pages as
Its very easy to be excluded
and very hard to be included, so keep the site honest,
avoid the tips and trick you read about online. Just
because you have read it, does not mean its true
and could have been posted to intentionally get you
banned to cut competition.
To make matters worse, google.com
provides 80% of the search results online. They provide
services for AOL, MSN, AltaVista and several others. If
you are excluded by google, you are for the most part
finished and will have to build a new website if you want
search engine traffic.
People should be able to find your
website through the search engines. That is not always
Search engines only display 200-400
results out of millions. Your website could be from 401
to 1 millionth. Granted, 401 is great out of 1 million
results, but not good enough.
Everyone expects the search engine
to bring huge amounts of traffic and make them rich.
Everyone wants to hear that they will get this magical
search traffic. But the truth is, you wont. You
missed that opportunity by several years and we have to
work hard to make it in todays internet. The number
of sites competing with you is too big to print, each
site competing the same traffic. To get traffic on todays
internet you have to be a serious player with a powerful
and massive website.
Evaluating A Simple Search
Lets evaluate a simple search
to see how a website can be found. We want to buy a
"Bird House made by Fred Smith". That is pretty
specific and should be easy to find, right? Not
We search google for "Bird
Houses" and get over 3 million results. None of the
400 shown are for Fred Smith. The results range from
homes built on bird street to sites about birds and a few
sites that sell bird houses.
So we narrow the search to "Bird
Houses by Fred Smith", you are already thinking that
no one will know to search for Fred Smith. And your right,
but to make it worse, the search yields 120,000 results.
How can this happen unless there
are 120,000 Fred Smiths selling bird houses? And why isn't
Freds website #1.
The search is looking for websites
that have all the words in your search Bird
Houses By Fred Smith.
The results include many sites such
as the following:
... Big Book of Bird Houses
& Bird Feeders by
Thom ... of the Mid-Atlantic (Smithsonian
Handbooks) by Fred J.
Alsop III; ... Therapy and Training for Your Pet Bird
The keywords that were searched for
are in bold. You can see this text clearly matches all
the words we searched for but this website is more
relevant in the world of bird houses than Freds
backyard workshop. And there are more than 400 others
that are also more relevant. This makes finding Freds
website almost impossible unless we search for something
more specific such as his phone number or actual URL.
It does not appear that we will
find the site we want even though we are very specific.
Just think of it like this. Take
one page and put your name on it. Then stack in a pile of
4 billion pages, a stack that will reach beyond the moon.
Now what is the chance of finding your page in that stack?
I have been told by customers that
if they list their business in the phone book they will
get calls when someone looks up their type of service.
That is true, but imagine a phone book that is 500 miles
long and the section for your business is 1 mile long.
The odds of the person reading that book and finding your
phone number are slim.
You have to remember that the
internet is made up of every business in the world. When
you build a bookstore on a city block, people will walk
by and stop in, but online they have millions of doors to
choose from, why choose yours? Just as in the storefront
scenario you can dress up the window, put up sale signs
and so on. The internet is no different. Use good
business sense, advertise and build your business, don't
look for the business to build itself.
If someone has specific enough info
they can find your website, but you can't expect the
flood gates to open when you open the website. It takes
time, patience and lots of luck. Follow the tips we have
given you and you will improve the traffic you get. But
if you are counting on search traffic, you could grow old