Ranking Your Site
If you are an entrepreneur or business executive with a Web site search engine, rankings must be a priority. It is these search engine rankings that determine how many consumers are going to find and use your Web site for their purchases and how many are going to go to your competitor’s site.
If a consumer searches for any product or service online they’ll use a search engine. The search engine almost instantly begins to sort through many millions of Web pages for the keyword topic you’re searching. It finds those Web pages that match your topic and then ranks them so that you first see the ones that are most relevant to the topic of your search. While these search engine rankings are not flawless, and some sites that you don’t consider relevant may appear in the results, it is due to the misinformation deliberately written into the site rather than the search engine’s faulty functioning. For the most part, search engines – especially the top 30 or so – do an amazingly accurate and informative job.
Search engines that are based on crawling determine relevancy with their own proprietary set of rules. This set of rules in the search engine’s ranking system is none as an algorithm. Each search engine keeps its algorithm secret, although most search engine rankings are based on two primary factors. These factors are location and frequency. What the search engine is looking forward as part of its rankings are the location of the keywords used in the search and the frequency with which they appear on the sites.
The closer the keywords appear to the top of the page, and the more frequently they appear on the site, the higher that site’s search engine ranking will be. That only makes sense. If, for example, you are looking for a sofa sleeper, you are more likely to find a better selection on a site that starts out by saying we specializing in sofa sleepers. We have six foot sofa sleepers, 7 foot sofa sleepers, sofa sleepers that are new and those that are used. If, however, the site’s home page says “we offer all kinds of household furniture including living room furnishings, kitchen furnishings, bedroom furniture and so forth. We have couches, tables, chairs, desks and bedroom sets. We also have sofa sleepers.
Which site do you think is going to give you, the consumer, the better choice of sofa sleepers? The first, of course. It has a higher search engine ranking for sofa sleepers than does the second site. This, in a nutshell, is what search engine rankings are all about.
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