What’s Going On With Search Engines . . .
. . . Find Out What The Search Engines Are All About
Having trouble figuring out the search engines and what they are doing? OK, so you’re not looking for a deep technical discussion – understandable, since it can be outrageously baffling? If you don’t know how or what the search engines want, you could be in big big trouble.
3 Big Things To Know
Here’s the three biggest “Key Concepts” to help get you started:
Number One – Relevance
Search engines definitely need to know what your web pages are all about. This is extremely important; without this information the search engines cannot figure out how to use your page in search engine queries. The search engine simply will not know if your page is “relevant” to the search query from a user and your page won’t be “found.” Without relevance, your web page is not useful to the search engine.
What makes a web page relevant?
- Search engines use “Semantic Analysis” to define your content. It is based upon the topical theme of your page, which is predicated upon the words used within the page – these are the printed words primarily. Google especially uses the semantic indexation of your web pages. This is a very sophisticated process base on mathematical algorithms that are the rules of finding relevance.
- The Meta title tag is valuable for each web page because it is the “setup” information telling the search engines what the page is all about.
- Links to your web page contain “Anchor text.” All search engines use this as a guide or label to your pages. Google has changed its rules dramatically so you should no longer simply use “optimized keywords” as anchor text. Mix your links with other text or brand or just the URL to the web page.
- What are the primary themes or topical areas of web pages linking to your web page? A link from one quilting site to a site that sells quilting supplies is an excellent thematic topical link.
- The information on each page should relate to the topic of the web site. If you have a quilting supplies site, your web pages should be about quilting, not car insurance.
- User metrics. If your site is interesting and on topic for your users, people will stay on your site. If people come to your site, then leave within a few seconds, your user metrics will suffer. Search engine result pages, aka SERPS, are the pages that search engines show to people who are searching for a phrase or term. Your web pages need to be both topical and “usable” to remain popular in the SERPs.