Improve your search engine rankings

Improve Search Engine Rankings

Last updated: 11 Sep 2007

By Michael Briggs, November 2005

Often you will find that through improving your Search Engine rankings your online business can become a far more profitable enterprise. Simply getting people to your site from low searched keyphrases where the competition is not as high as for other terms you can gain vistor levels and sales quickly.

How to Improve Search Engine Rankings?

Firstly think of your site in two seperate ways: Site focus and page focus. The site focus, referred to as the document corpus focus, is the overall focus of the site. For the most difficult terms you should concieve these as being your document corpus focus. For example if you are an online gifts retailer selling mutiple lines of gifts. You sell photo frames, toys, wedding presents etc all of which are 'gifts'. The term gifts should be seen as being the focus of your document corpus. This means that every page should reinforce this term to differing degrees. Your page focus as a result stems from the general focus, 'gifts', and into the specific , the actual product. This means that you have , at least, two goals when writing every page of Content to express the product as a stand alone item whilst also enforcing the general theme of the site.

Improving your Document Corpus Rankings in the Search Engines.

As a gifts retailer the links pointing to your site; whether domain, Index page or product page, should incorporate the term gift or gifts in the anchor text. This will aid the overall relevancy of the website. Note that here we are talking about all links and talking also about enforcing internal pages of the site by using links. Linking to internal pages from external sources will improve the focus of your document corpus and will help to 'push' up the site from the foundations. This is opposed to the linking systems often promoted by Search Engine Optimization companies where all the links are directed at the domain or the home page where the aim is for the page to 'pull' up the rest of the site. This will often be explained in terms of page rank flow from the homepage to the subsidiary pages, if you have a Google™ PageRank of 4 on the home page internal pages are likely to have a 3, due to the way page rank will flow internally to the site. When a pagerank update happens, an over glorified event if ever one was to be observed, and the pagerank on the homepage increases so will the internal pages and it will 'pull' up the importance of these pages. Often this will be shown as a sign that the site is becoming stronger. In fact only one page is becoming truly stronger the rest are feeding on the scraps. So by getting links pointing to internal pages to the site as well as the domain the whole site has strength which can be shared evenly and the entire site can share in an even expression of importance.

Improving Specific Page Rankings in the Search Engines.

Onscreen content is the best way of improving the rankings of specific pages to begin with. By focusing your meta data: Title, Meta Description and Meta Keywords Tags, more acutely you can increase the focus of the page and make it more relevant. By then adjusting your text correctly the re-focusing of your pages will be done and you will find that their search engine rankings should increase. When the content is synchronous with the links on a page it will be seen as even more relevant.

Conclusion

Increasing the rankings of a web document and/or site is a two stage focus. Improve your corpus relevancy at the same time as you improve page specific relevancy and you will see your rankings in the search engines increase. When this methodology is combined with attacking simple to break markets first you will see the benefits to your site in stages.

If you would like to discuss a complete Internet Marketing Strategy, Search Engine Optimisation or Promotion for your business simply contact us on 0871 900 8407.

Related resources

Internet Consultancy - A web design service from Oyster Web to help you with your Internet strategy.

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