Get found on the web. Optimize for it.
What is a "search engine" and what does it do?
Google, Yahoo and Bing are all examples of search engines. This is where most people go to find new web sites on the internet, and if you want to compete for those precious top spots on the search engines, you have to be prepared. To understand why search engine optimization helps, you first need to know how the search engines work.
- Search engines use automatic programs called "spiders" that follow links from page to page and site to site reading all the content and code on the web.
- They analyze the words on each page and determine what it is "about", ie. which words are used more than others.
- They build databases that rank pages in order for different words and phrases.
- The process is repeated every few days to a month to check for changes.
- The rank of a page is affected by other factors such as how many other sites link to it, how long it has existed, etc.
All of this adds up to determine which sites (and in what order) are displayed when you perform a web search. Each search engine has its own methods of ranking sites, so the results on each are not quite the same.
How do you optimize for that?
Although some of the factors involved are beyond our control, the two big ones: content and inbound links are within our reach.
Your content is the first place to start when optimizing, and it begins with knowing what the most important keywords and phrases are that you want visitors to find you with. If being #1 on Google for "Nanaimo plumber" was your goal, you'd want to use those words as frequently as you could throughout your text. Keywords used in page titles and headings (big fonts) are also highly regarded by search engines. Since the spider programs can't view your page, but rather they read its code, having clean well written code behind your web site also helps as there is less "junk" code to dillute your important keywords.
Inbound links means having other web sites link to you. Think of it as someone "vouching" for you, where "clout" has effect as well. If, for instance, a highly regarded site like the City of Nanaimo were to link to your site, the search engines see that as someone important vouching for you, and you get points for that. The more of these you have, the more important your site appears to be and this will positively affect your ranking. Having related content also helps with inbound links. Using the previous plumber example, if some important plumbing standards council were to link to you, thats even better!
These are just a couple of examples of how the ever changing world of search engine optimization works. It can be performed in varying degrees from standard title and keyword optimization to extensive continuous campaigns. What's clear is that its important in establishing your online presense and bringing in traffic that convert to paying customers.
Going after a local market?
One benefit that small local businesses have is that the addition of a local keyword such as "Nanaimo" immediately separates you from competition with similar businesses around the world. If you were a local Nanaimo leather clothing store and wanted to be found for "leather clothing", there is no way you could compete online with the big names in this niche. Its just not possible. But targetting the local market, such as BC, the island, or even better - Nanaimo, narrows the focus drastically. Add "Nanaimo" to your phrase for "Nanaimo leather clothing" and with a little work you could easily take the top spot on Google. A good example is that I am brand new to Nanaimo and currently occupy the 2nd spot for "Nanaimo web design". Local SEO can be a great investment - you found my web site didn't you?
Drupal & SEO
Out of the "box" Drupal was developed to be very search engine friendly. Its code follows strict industry standards, it uses search engine friendly page addresses, and it can be extended with features that enhance SEO and even make it easier. This is one of the many reasons it is my development platform of choice.
Need help getting noticed?
Get in touch with me and I'll give you a free analysis on how you could improve your site's ranking and get more traffic.
