Methods of Web Site Promotion in Search Engines and Web Site Optimization

Methods of Web Site Promotion in Search Engines, and Web Site Optimization/

Promotion of web sites in search engines includes activities which maximizes traffic to the site and provide a prominent listing for the site in search engines, based on profile queries.

Promotion of site in search engines includes:

1. Making up a keyword list*
2. Defining site's visibility
3. Making site ready for indexing
4. Improving site's page rank (PR)
5. Supporting site's search positions

1. Making up a key word list

In understanding what a keyword list is one should primarily speak of profile queries that are sorted by Google AdWords. Profile queries are compatible with the site's subject and include queries made by Google users.

The keyword list is a set of the most significant profile queries. It mostly implies the upper part of the profile queries catalog (list) arranged in descending order according to popularity, although this may not always be the case. The number of profile queries making up a keyword list may vary from 5 to 30 items.

A keyword list is usually sorted out by a search engine optimizer and agreed upon by the customer. After the profile queries catalog and the keyword list are defined, Ingate estimates the potential site's attendance which may be achieved as a result of the promotion effort.

2. Defining the web site's visibility

The visibility of the website is characterized by the number of links to this site in search engine results, based on profile queries. This is why promotional activities are aimed at gaining the maximum visibility in search engines. The primarily considerations are that the site becomes more visible as more users choose it from the search engine results. Thus the goal is to move the web site into the top ten sites for that query. This is checked monthly. The rating of the web site according to queries from the key word list is monitored weekly.

3. Making web site ready for indexing

The Ingate approach is to optimize all the properties of the site used by search engines to index the site, given the keyword list and the ranking results of queries.

4. Improving site's page rank

To improve site's citation the following may be used:

• Registration in catalogs
• Link exchanges
• Research of competitors' sites citation.

Registration in catalogs

A site can be registered in both general and specialized catalogs. While this may appear to be simple, it is important to give an appropriate name and description in these catalogs.

Link exchanges

Ingate singles out sites with appropriate subjects for potential link exchange, prioritizing such specialized projects as Internet portals, information resources and so on. At a later stage, experts will develop a page to house links to friendly sites.

Research of competitors' sites page ranks

External links are the most essential factors to determine a site's rating in search engine results. The quality of these links are considered, not merely how many exist. One method of identifying sites where link exchanges will result in effective promotion is to research links to the competition's websites. Ingate selects leading sites in the segment needed and sites to which links will be most suitable.

The choice of sites is made as follows:

1. Site frequency: how often the site is given in the lists of referring pages, showing whether the site's owners are inclined to exchange links with other projects;
2. Approximate link effectiveness: considers the significance of the site and the page with the link located, the number of links in the page and other characteristics as well.

When this procedure is completed, contact is made with webmasters or administrators of the most suitable projects and the terms of links exchange are determined.

5. Supporting site's search positions

It is not enough to help the site reach the top positions in search engine results according to profile queries; what is even more important is to get the site anchored in a high position as long as possible. A site can gain or lose its rating very quickly.

A site is likely to lose its position when:

• New pages or sites, added into the search engine, are more relevant than the site being promoted;
• There are sites and projects that are better optimized to the search engine;
• More useful and high-grade content of other sites become more popular with users and, consequently, results in an increase in traffic;
• Search engine algorithms are changed and the new rules re-evaluate the site page as "uninteresting" and irrelevant.

When promoting a site in search engines, Ingate permanently keeps track of site search positions and its usage statistics. While involved in the optimization of the site, our experts expand the content and elaborate wording and sources in existing pages, which helps boost the number of links to the site. Users' preferences while visiting the site are monitored and search engine query statistics are researched. All this enables Ingate Company to track the most effective pages and target queries.

*
Keywords are words that are related to the goal, product, service or subject of the web site as a whole. They are words which we can all agree will be entered into a major search engine, such as Google (Google calls effective keywords AdWords).