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It is the search engines that ultimately fetch your website to the discovery of the potential customers. Therefore it is more favorable to recognize how these search engines really function and how they deliver information to the customer starting a search.

There are fundamentally two types of search engines. The first is by robots called spiders or crawlers.

Search Engines utilize spiders to index websites. When you submit your website pages to a search engine by filling out their required submission page, the search engine spider will index your entire site. A ‘spider’ is an automated program that is run by the search engine system. Spider visits a web site, read the content on the existent site, the site’s Meta tags and also adopt the links that the site connects. The spider then returns all that information back to a central depository, where the data is indexed. It will visit each link you have on your website and index those sites too. Some spiders will only index a certain number of pages on your site, so don’t create a site with 500 pages!

The spider will periodically return to the sites to check for any information that has changed. The frequency with which this happens is determined by the moderators of the search engine.

A spider is virtually like a book where it contains the table of contents, the actual content and the links and references for all the websites it finds during its search, and it might index up to a million pages a day.

Example: Excite, Lycos, AltaVista and Google.

When you ask a search engine to locate information, it is actually searching through the index which it has created and not in reality searching the Web. Different search engines produce different rankings because not every search engine uses the same algorithm to search through the indices.

Among the things that a search engine algorithm scans for is the frequency and placement of keywords on a web page, but it can as well discover artificial keyword stuffing or spamdexing. Then the algorithms analyze the way that pages link to other pages in the Web. By checking how pages link to each other, an engine can both determine what a page is about, if the keywords of the linked pages are similar to the keywords on the original page.

It is recommended to use keywords in page titles itself. This title tag is different from a Meta tag, but it’s worth considering it in relation to them. Whatever text one places in the title tag (between the <title> and </title> portions) will appear in the title bar of browsers when they view the web page. Some browsers also append whatever you put in the title tag by adding their own name, as for example Microsoft’s Internet Explorer or OPERA.

The actual text you use in the title tag is one of the most important factors in how a search engine may decide to rank your web page. In addition, all major web crawlers will use the text of your title tag as the text they use for the title of your page in your listings.

If you have designed your website as a series of websites or linked pages and not just a single Home Page, you must bear in mind that each page of your website must be search engine optimized. The title of each page i.e. the keywords you use on that page and the phrases you use in the content will draw traffic to your site.

The unique combination of these words and phrases and content will draw customers using different search engine terms and techniques, so be sure you capture all the keywords and phrases you need for each product, service or information page.

The most common mistake made by small business owners when they first design their website is to place their business name or firm name in every title of every page. Actually most of your prospective customers do not bother to know the name of your firm until after they have looked at your site and decided it is worth book marking.

So, while you want your business name in the title of the home page, it is probably a waste of valuable keywords and space to put it in the title line of every page on your site. Why not consider putting keywords in the title so that your page will display closer to the top of the search engine listing.

Dedicating first three positions for keywords in title avoiding the stop words like ‘and’, ‘at’ and the like is crucial in search engine optimization.

To your success,

Scott F. LaPlante