SearchEngineOptimisation
Search Engine Optimisation & Natural Website Promotion
To put it simply, search engines are databases full of information about different websites. These databases are filled with information harvested by Robots & Spiders that trawl the internet following links from page to page and site to site gathering information about your site as they travel.
When you do a search using Google, what you are actually doing is searching Google’s database for the information you require. Once the right information is found and displayed, you click on it and are taken to the website where the information was originally gathered.
When you type a particular phrase into a Google search box, Google wants to show you pages that ‘IT’ thinks you want to see. It uses a complicated algorithm to do this which it keeps a closely guarded secret. It is up to us a Search Engine Optimisation experts to keep track of what works and what doesn’t when it comes to second guessing how Google’s algorithm really works.
To add to the confusion, Google changes this algorithm regularly just to keep everyone on their toes. This is one of the reasons why your site may appear in the top 20 one week and the next you’re down at number 60+.
Another reason why your site may go up and down the listing like a yo-yo is because your competition is changing the look and content of their websites on a regular basis, knocking you down valuable positions in the results pages all the time.
The solution to this problem is to have your entire site optimised for specific keywords or phrases and keep it regularly updated and maintained to the highest standards possible.
Once you’ve had your site optimised, it doesn’t stop there! You need links to your site from other sites on the internet, you need regular traffic, you need to change the content of your site regularly, you need people to talk online about your site and generally behave online as you think would please Google. If Google’s happy, you’ll go up the listings, if not then it can practically switch off your website like a light bulb!
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