In the digital age, businesses are increasingly turning to the internet to market their products and services. However, the question arises - are we truly equipped to harness the full potential of the internet? Do we possess the necessary tools and knowledge to make our web-based businesses thrive? Unfortunately, the answer is often no. This article aims to demystify the world of search engines and provide a comprehensive understanding of how they work, which is crucial for anyone serious about e-commerce.
Statistics reveal that only 16% of all web pages submitted for registration to search engines are actually indexed. Furthermore, 95% of business websites that are indexed by search engines are listed beyond the first two pages of search results for keywords that describe their products or services. This essentially means that your website is invisible to potential customers searching for your products, rendering your online presence ineffective. Without visibility through leading search engines, businesses are forced to resort to other, often expensive and unpredictable, forms of marketing.
One viable solution is to hire a specialist organization to improve your search engine listing or position. While this can be costly depending on the competition for your specific keywords, in most cases, a significant improvement in search positions can be achieved.
A search engine is a software utility or program used to find information on the internet related to a specific subject sought by the user. Users can access a search engine website, such as Google or Bing, and input text related to the subject they are searching for. This inputted text, termed a 'keyword' or 'keyword phrase', is used by the search engines to retrieve web pages with the required subject matter.
For a web page or site to be found by a search engine, it must first be indexed, meaning a record of its existence is made by the search engine in its extensive database of pages. If your site is not indexed by a search engine, it can only be found through direct input of the URL or by clicking a hyperlink or advertising banner that connects directly to the site. To have a site indexed by a search engine, the site URL must be individually submitted to each search engine.
Most businesses establish an online presence to inform others of their products and services. The internet, if utilized correctly, is the perfect medium for attracting prospective customers. The most effective method of generating traffic to your site is through search engines. However, the challenge lies in the volume of search results. For instance, if a user searches for 'surfing in California' and 20,000 websites are returned, the user will likely only view the first 50. Therefore, if your site is not ranked in the top 50, it is essentially invisible.
The type of information that a search engine records from a site varies with each search engine. A working knowledge of what specific search engines look for when compiling their indexes can significantly boost a site's position in the rankings. However, achieving a favorable position can be challenging for sites in popular categories. In such cases, it may be beneficial to contact an expert.
While spamming techniques, such as the repetitive use of keywords or submission of the same pages to the same search engine, could potentially improve your position, the risk is too high. Search engine programmers are becoming increasingly aware of these techniques and will remove your site from their listing if caught.
Successful ranking in search engines can lead to tremendous benefits, including tenfold increases in traffic. If proper attention is paid to targeting the appropriate keywords, most of the traffic will be relevant prospects.
Google's guide to Search Engine Optimization (SEO) and Moz's Beginner's Guide to SEO are excellent resources for further understanding and improving your website's search engine ranking.
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