Google’s SEO system

You may be asking yourself, why do i position well in yahoo and msn, but not in Google?

Well your probably getting penalized for something that you have implemented into the search engine marketing of your site. Different search engine use different algorithms and each search engine weighs different parts of a site differently.

• Google are the primary UK & US search engine, Google focuses on the sites age and link based authority and popularity, they are the industry leaders and seem to have the best system for determining the Good sites from the poor sites, spammers and aggressive optimisers.
• Yahoo! focuses more on the page content side of thing, but while still relying on a large decent link base.
• MSN is easier to manipulate, by using low-quality links, aggressive anchor text and high population of keywords, getting a higher position becomes more possible.

Tweaking a pages internal optimization is very time consuming and the effect is mostly un-noticeable once a decent standard has been set, your better off trying to research quality links that have value and are from a industry site related to you.

Page Rank importance in Search Engine Optimisation

Google now offers a page rank measuring tool built into their free downloadable tool bar, available for all popular browsers.

The Google Page Rank tool, provides a logarithmic scale to mimic the link popularity of pages and websites themselves. By looking at a page rank you can automatically see how important Google rates the web site or web page. Creare Communications currently has a page rank of 3/10, but with constant link building this will rise and is almost certainly a 4 now. (just awaiting Google to re-score the web sites – this usually happens 4 times a year, but this is not set into stone.)

Google would like you to believe that their Page Rank system is the core of their search engine optimisation system, this is simply not true and there are many other factors which improve the returned results which Google supplies.

Many webmasters and developers exchange links with as many sites as possible, but this isn’t necessarily the right thing to do. As you can image there are good links and bad links, which are available to exchange with on the web. Google has the intelligence to sort the good from the bad, this increases the risk of swapping and adding links to every site possible.

“When you link to the wrong circles, you run the risk of being associated with them”
Aaron Mathew Wall, (http://www.theseobook.com)

Google’s page rank is only a single component of the Google search engine algorithm. A better optimised site with a lower page rank will feature above a competitor with a higher page rank in the results of a keyword search in Google.

Search Engine Optimisation tips and Implementation from Creare Communications

Which Key Phrases to use Search Engine Optimisation

You couldn’t expect to get on the first page of google with a general single word search term, for example if you typed in ‘buy’ you would recieve over 100 million returned results. Thats over 100 million people trying to use the word ‘buy’ to send traffic to their sites.

Now ‘buy’ is probably relevant to millions of sites out there and who are trying to sell something, but is too general for any internet user and they would never find what they are looking for.

Key phrases in Search Engine Optimisation  should be specific to your site and be obvious to what a user might type in to find what you sell or your site, for example if you sold ‘wool carpets’, you would want your key phrases to include such terms. (buy quality woolen carpets).

SEO of a Website

A common question we get is can you only optimise the Home page of a website.  I can understand why people think this as the Home page is the most important page of the site but the answer is YES you can and should optimise the other pages of a website.

When you are optimising the other pages of a website you should remember:

- You should use text based navigation.

- If you use graphics then remember to use the ALT tag.

- Use a site map to allow google to spider your whole site.

- Deep link to related articles and content from within the articles and content of your page copy.

- Use CSS.

At Creare Communitions apply this to all our optimised sites.

Google’s Sitelinks

In the natural or organic search engine optimisation listing within Google, you sometimes see Google displaying several links to pages within a site underneath the main link. It is difficult publish this in a listing within the search engine, as google has an automated algorithm which controls the functionality.

Usually it is aimed towards the larger of web sites and usually appears in relation to searches that involve a company name (your company) or specific pages from a web site other than the homepage. Rumor has it backward links containing the company name and therefore attracting a lot of visitors via Google is a main reason that Google applies these to your listing. Most probably Google will have a threshold for the amount of keyword rich links you need before supplying your site with a ’sitelink’.

The sitelinks can be taken from any area within your site and Google does not restrict this to your main navigation, The speculation behind the theory of ’sitelinks’ within the search engine optimisation listings is that it is directly related to the highest search phrase volume on a site.

Are Paid Links Worth Less?

The algorithm that Google uses to position sites for key phrases has changed (as it always is).

The most recent change is to devalue a link from a website that is a paid link.

We at Creare Communications keep abreast of all changes to the Google Algorithm and can rest assured we have taken the appropriate action regarding this.

Optimisation Fee’s

Many people often wonder why all credible Search Engine Optimisation companies charge on going fees, I mean what else is there to do once the sites position has been achieved for its keyphrases?

The answer of course is that it takes a lot of effort to get a site listed for a competitive key phrase and just as much effort keeping it there.  Not many non optimisers are aware that Google continually changes its algorithms and that it is continually revaluating a sites relevancy and trustworthiness to appear for the phrase it has been optimised for.  In short a lot of work has to be done to keep a site listed for its key phrases. The thing most people don’t understand is that that most work that is done to keep a site listed in Google can not be seen within the site.  Without the skills of an optimisation company no site will keep it’s position for long if it just has a one off effort for optimisation and is why ongoing optimisation fees pay dividends in the long run.