SEO is only the beginning to online marketingSearch engine optimisation has a purpose. Keyword targeting lets search engines link their users to your website when they look for your keywords. They will not do this satisfactorily without optimising your site with proper web design techniques. Unfortunately, however, it is more complicated than that. Have you ever wondered why Google will almost always place Ebay on the first few pages when anything is entered into the search field accompanied with the word buy? The word buy has been targeted from more sites than you could count so what makes Ebay special. For example, take the word bike. If a person uses Google by searching for the string 'buy bike', a page from Ebay will usually be listed before any of the major bicycle makers. It goes without saying that any of the major bicycle dealers have spent a great deal more time targeting keywords related to bikes than a site that manages hundreds of thousands of different products. The answer to this problem is the nature of this article. Can my website compete? The answer is to increase the importance of your site in the eyes of the major search engines. Ebay gets searched before many other sites because it has been decided by the search engines to be more popular with internet users. So what I am offering the little guy is a way to do what Ebay and the other 'big dogs' have done to become popular. The world of search engines boil down to the stereotypical high school hierarchy. Search engines pay more attention to those that are popular. In high school, teens usually become popular by having popular people associate with them. The online world is no different. But how do search engines know that popular sites are associating with you? That is an easy one - they link to your website. The three biggest search engine players all crawl the web indexing links to and from all the websites that they have found. They create a ranking system based on many factors, but the most substantial one is how many sites link to you. It could be argued that an optimised site is key, and my opinion expressed here is based on the assumption that your site has been built with proper design techniques. It is also assumed that you have well written content based on your main products or ideas. If you feel that your website does not currently qualify as well written or properly designed, I recommend that you rectify these issues before attempting to build your popularity as it may turn out to be a waste of time. Do not jump right into getting links There are many tempting ways to get other sites to link to you that are very unsavory. I choose to address these first. These include:
- sites that promote linking as a primary activity.
- sites that have illegal or inappropriate content.
- sites that are entirely unrelated to your target market
- Ezine articles
- Field related forums
- Banner/Link exchanges
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