| Webconsuls began in 1999 as a web positioning specialty company; positioning on major Search Engines and Directories is still our primary activity primary today. The vast majority of our clients approached us for assistance because their web sites were not being found and accessed.
Web marketing is about Search. Small and intermediate size companies rarely have the financial ability to promote their web address using print and electronic media campaigns. For this reason, they need their web site to be highly positioned on the first or second page (normally positions one through twenty) of the most popular engines and directories, for appropriate keywords and keyword phrases most often searched by people desiring their products or services. Positioning means accessibility and visibility.
Search engines determine positioning through the use of crawlers, spiders, robots, guided by algorithms. These algorithms are simply a set of procedures or rules that programs the crawler to perform certain steps and to look for certain information. In the case of major search engines, the specific algorithms are proprietary; however, experienced web marketing specialists have a fairly good idea as to those factors that positively impact positioning. The methods used are also important as there are even "White Hat" and "Black Hat" practices that affect rankings and can even result in "blacklisting" in extreme cases.
The list of considerations affecting web site positioning is quite long, but as a general rule, the following are major components:
- Text Content.
- Effective Meta Tags.
- URL / Domain Name and Domain age.
- In Bound Links - Quality /Quantity (Relevance and reputation factors)
- Keyword selection, frequency, density, prominence.
- Quality and uniqueness of information.
- Anchor text
In the final analysis, how a web site is designed and built goes a long way towards achieving a high keyword ranking. A poorly designed site will rarely be effective, as search engines want people to use their resources. The best way to achieve that goal is to place the best sites near the top for every keyword, so that searchers find the right information quickly. Since so many aspects of that determination are subjective, the algorithm needs to be continuously honed and modified. This is one of the reasons that search engine marketing maintenance is a process, given the rate of algorithmic modification and re-indexing. The system is dynamic.
Search engines are always trying to quantify the components they use to determine positioning. In the case of link analysis, PageRank (a Google Trademark) was developed. PageRank has evolved into a very complex mathematical formula, and is probably less important than originally thought. However, it highlights the fact that the quest for the "perfect" quantifiable or numerically-weighted algorithmic tool will be continued by companies like Google, Alexa and others.
Webconsuls remains a leader in Keyword research and positioning and we design our new web sites with "Search" and "positioning" enhancements always in mind.
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