SEO Questions and Answers

What is a Search Engine?

A search engine is an online database of websites that allows Internet users to search for information contained on websites listed in the database by "Keywords" and “Keyword Phrases.” Keywords and Keyword Phrases are words or string of words used when looking for information on a specific topic. For example, the words "grad schools" would likely be used when looking for information on continuing post-secondary education. Each search engine has slightly different behaviors and characteristics. Search engines use a robot spider that patrols the Internet through navigation links looking for new websites, web pages as well as new content on websites. The robot spider has been programmed with an algorithm based on established ranking factors which is used to index the new information properly. It is best to be positioned within the top (3) pages (top 30) on the search engines Free, Organic or Natural search listings. Research shows that over 60% of searches take place on the Natural listings versus the Pay Per Click (PPC) or paid listings. Google is the largest and most well known Search Engine.

What is a Directory?

A directory is a search tool much like a search engine but with a few major differences. Directories tend to employ human editors to review and rank websites submitted to their database. Yahoo! is the most well known example of a directory. Most directories catalog websites based on a variety of topic categories such as Business and Economics, or Arts and Culture. Most directories request payment before assigning a website review to one of their editors. Payment will also expedite the review process.

What is (PPC) or Pay Per Click?

Major search engines and directories offer Pay per Click rankings. Google Adwords, Yahoo Search Marketing as well as other major search engines allow webmasters and website owners the chance to purchase placement through an auction system, bidding on keywords and keyword phrases. The average cost for a click through is about $1.45. Depending on how many bidders want a particular keyword or keyword phrase the cost per click could be more or less. Also a maximum amount per month can be established so the customer doesn’t spend more than their budget allows. It is also suggested to attach a stats program to track the click thru’s, such as Google Analytics.

Is there a simple solution to top placement?

There is no simple solution to obtain high search engine rankings. It is desirable to be listed with the top (3) pages (top 30 listings) in order to get the best visibility. Search engine optimization is time consuming work and requires a healthy knowledge of how the Internet functions and how search engines operate. The basic elements of top placement include longevity of the site at about 10% / proper optimization of the website and prominent web pages 30% / linkbacks from high traffic, high ranked, related website 60%. It also takes a long period of time, sometimes months before favorable listings can be seen.

Are not all search engines the same?

Each search tool has its own unique characteristics and criteria. As businesses, each search tool has found ways to make its service slightly different from other search tools. For example Google uses over 200 ranking factors to decide where a website should be indexed.

Will my website stay at the #1 position once my website is indexed there?

Search Engine rankings fluctuate frequently, however, if your site is properly maintained by search engine specialists, month to month, then it is likely that the movement will be confined to within the top10 positions. Periodically the search engines reindex the listings in their database, with the latest information, to keep the listings fresh, up to date and relevant. Also the search engines periodically change their algorithms to reflect new criteria used to index sites. The famous “Google Dance” is known for “shuffling the deck,” changing website positions to reflect the latest information and algorithm changes.

My website did not get accepted last time I submitted to the search engines... why?

Search Engine listings are not guaranteed to everyone who launches a website on the Internet. Search engines are for-profit businesses and have the right to refuse to list any site for virtually any reason. If done properly most sites can get listed on search engines. It is important to cover all bases and all necessary elements are present before submitting the finalized site to the search engines or directories. That is why new websites should be reviewed by SEO professionals before being launched.

How long does it take to see results?

It can take between 2 - 12 weeks or longer to see results, depending on each search engine. Sometimes it can take longer if you don’t follow industry standard SEO procedures. To get in the top (3) pages (top 30 listings) requires proper optimization along with extensive link building which can take months if at all.

How does the Search Engine find websites?

There are two ways a search engine can find a website to add to its database. The first and most direct method is to accept submissions from website designers, optimizers or website owners. Most search engines have a "submit your URL" section inviting submissions from website owners. The second method of finding websites is that search engines send a "spider" to follow each and every link on, off, and through websites which in turn link to other websites. If you have links from other sites then your site eventually will be found.

What is a "Spider"?

A "spider" is an electronic robot that travels the web examining websites in order to add them to a search engine database and rank them according to the specific ranking criteria for that search engine. Most search engines use spiders to quickly and efficiently canvass the web for information. The spiders will periodically come back to your site once indexed in their database. That is why it is important to constantly refresh your content, because the spiders will stop coming to your site if your content remains the same. One should add new content as frequently as possible as well as refresh their websites at least every six months to a year.

What is Search Engine Optimization?

Search Engine Optimization is the process of making websites search engine friendly. The process often involves minor modifications to, or additions of, several standard elements of a website such as: keyword rich content, meta tags, alt tags, header tags as well as robot .txt files and site maps.

What do you mean by Search Engine Friendly?

We use this term to describe a website that has specific elements added or modified to attract and please search engine spiders or live directory editors. In other words don’t structure your site to obstruct the ability of the search engine robot spider to navigate your site such as: frames, flash pages, splash pages with no relevant content, “dirty URL’s,” no site map or Google site map, not using proper programming code and not using good web page format.

Why might I need to have extra elements added to my website?

A search engine spider is an automated program that electronically probes every URL submitted to its database. As the spider is a computer program, it is designed to look for and rank very specific items on each page it probes. If those elements are present, the spider computes a higher ranking than it would if those elements were not present. Each page needs to be properly optimized to have the best possible chance for a favorable listing.

If these elements are so important, why didn't they get added when my site was originally designed?

Most website designers don’t know or have the experience to properly optimize the web pages. Also they don’t want to charge you extra dollars to take the time to properly optimize each page because you may decide the project is too costly. In most cases the site designer is a highly skilled and creative person whose job is to put your ideas on the web. Again more often than not, the designers have not received extensive training in search engine optimization and don't think about it while pursuing a cool looking design. Search engines are also constantly changing their ranking criteria. They do this to prevent gross manipulation of their search tools. Often, website designers are not fully up to date with changes taking place with the search engines. It is critical that if you are using website designers to create your site that you bring in SEO professionals during the development stage to save you time and money. It would also be to your benefit to find a design firm that also understands and knows SEO practices, so all the necessary elements can be factored in the beginning.

Why don't I just do the work myself and save money?

You can do the work yourself. You will need to first get a good understanding of SEO practices and procedures then continuously update your knowledge of how the various search engines work and the constant changes in the way they work. This is time consuming and takes a lot of time. You should also know that if you make a mistake in optimization and submission, it can take months to find the mistake and fix it, resubmit the site and obtain the search engine ranking you want. It is also possible to get banned from a search engine if you use the wrong SEO techniques.