DGD Consulting

Search Engines

Search engines build their reference databases by using web crawlers or bots to search the internet. The web crawler will follow links around a website and from website to website, indexing the words on each page they come across. Alternatively you can submit sitemaps to the Search Engines that they can use as start points in their "crawling".

There are companies that specialise only in Search Engine Optimisation, but in truth the key is to use well-written content and check that those words you might expect a viewer to search on are visible in the text. There is no magic bullet that will guarantee your website being the first displayed following a users' search. However, there are some well trodden rules to follow that can help:-

• Links – there needs to be at least one static (permanent) link to every page from at least one other page on the site.
• Site Map- this is useful where there are many pages (25+) for providing the permanent links and for directing “lost” viewers.
• Text – this should be useful and information rich, accurately reflecting the site content. Think about the words users would type to find your pages, and make sure that your site actually includes those words within it. However remember the text should be written primarily for your readers NOT for search engines.
• Images – try to use text rather than images to display words. Web crawlers cannot read text in images. Where images are necessary include a textural description (the ALT key) with the image. This text is displayed when you “mouse-over” the image. Check the text is accurate and descriptive.
• Broken Links – make sure all links actually go somewhere! This can be a particular problem with external links or when the content or the site has been updated. It also applies to images!
• Page Titles – at the top of each page is a blue bar which contains the page title. Create unique, accurate page titles – the title tells both users and search engines what is the topic of a particular page.
• Description - Make use of the "description" meta tag. This is a field that is not visible when when it finds your page – but is the description displayed by the search engine when the your entry is found – the meaningful part needs to be less than 200 characters.
• Keywords – another “meta tag”. A few search engines still use this field for indexing purposes although most ignore it. Select a list of say 10 words that are the most likely words users would include in a search string for the page. Whilst the field is not particularly useful, the exercise is. You can check that your text content contains these words at least once in the text. However do NOT go overboard – a series of important “keywords” forced into your text is a likely turn-off to your reader.

Follow the above, and you should find your site is detected by search engines and indexed correctly.

Other means of finding your website.

Whilst a search engine is one route to your site don’t forget the others:-

• Include your website name on all your literature.
• There are local directory services that will add your website to their website – sometimes for free.
• If you are a member of a trade or other organisation ensures you are linked to on any directory they have.
• Include your web address on your emails – with a short description of what you do.
• Use free tools such as Google Local Business Centre to register your business.