Search Engine Rankings
Search Engine Rankings are the key to
generating traffic for your web site, particularly for small and medium
sized businesses without a brand name or easily found corporate domain.
We use a combination of software tools, technical know-how and personal experience to help you achieve good positions for
your site. There is no point in investing in a web site for your business
if nobody can find it. It would be like having a stunning shop display
behind boarded up windows.
We can help you attract new business on the internet by making sure
that your web pages are designed to meet the ever-changing criteria
required for high positions. We can also help you develop your internet
profile so that you attract the kind of people looking for your services.
The internet is a huge market, but a very different market from any
that exists now or has ever existed in the past. It offers unprecedented
opportunities for small businesses to have the edge over much larger
businesses if they know the rules of the game. That is where we can help
you.
Search Engine Rankings are calculated in different ways by different
search engines like Google, MSN and Webcrawler. Each
engine has its own algorithms and weightings for different factors
on a web page to decide how 'relevant' particular phrases and
keywords are to that page.
Because the algorithms are all different,
and constantly changing as they are refined by their owners, pages
that rank highly on one day may not on the next. Rankings may also
vary considerably from one search engine to the next.
This is why you need to know how to construct pages that suit
the search engines for the phrases and keywords under which potential
customers might access your site.
Our Method
The method which we use is to set up the content of each page in a way that will give good rankings for particular keywords for the major search engines over a period of time.
The pages do not need much maintenance, and this has been a successful approach for Ardis Books. For example, on Google we appear on page 2
for ‘Secondhand Books’ and ‘Book Collecting’ (very competitive keywords) and on page 1 for some of our core business products (‘Folio Society’ and ‘Giles Annuals’ for example).
This method works because although the criteria for high rankings are constantly tinkered with within search engines, the underlying principles (keyword use,
page relevance) remain stable.
This method is in contrast to some companies which target specific search engines very proactively, requiring constant maintenance of pages in an attempt to gain high
rankings for all keywords and search engines. They also tend to target a lot of search engines, and create separate pages for all of them, whereas we tend to rely
only on the largest, as this seems to give the best return on the investment of time and money. If you are looking for guaranteed high rankings (with penalty clauses
if these are not met) then this is available at a price, but is not our line of business.
We would normally conduct an initial assessment of the pages of your site, and make a list of recommendations for each page which you could then pass to your site developers.
Alternatively we can do the changes ourselves. We would need a list of keywords for which you would like to have high rankings. These would be matched to appropriate pages
which would then be modified to give the page a good chance of ranking highly.
In addition to the page modifications to make the site search engine friendly, we would strongly recommend the use of Google adwords to promote the company. These
keywords can be purchased for a fixed price ‘per impression’ from Google and show a link to your company on the right hand side of the Google search page
if the relevant keywords are entered in a Google search. You only pay any money if the browser clicks through to your website. We invest a modest monthly
sum in these and find them very helpful and we could set up an appropriate Google campaign for you if you were interested.
Email us now for more details about search engine rankings.
'Routine, in an intelligent man, is a sign of ambition' - W. H. Auden
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