Search Engine Basics

Search Engine Basics Understanding what search engines are and how they work is critical to your success on the web. Studies show that 78% of Internet users find websites using search engines and directories with Google, MSN, AOL, and Yahoo leading the pack.

Most people use the term "search engines" to describe what are actually two different search tools: search engines and directories. Understanding the differences between the two and knowing how to prepare and submit for each is the subject of Search Engine Optimization (SEO) and has become a new and exciting science among web professionals.

In this section I will explain the basic properties of search engines and directories and provide some general outlines for having a search friendly site.

Search Engines use programs called "bots" or "spiders" to search the Internet for pages which they index using specific parameters also called search algorithms. Some popular search engines are Google, AltaVista, and Inktomi. Each engine has it's own spider program and publishes information about current parameters.

Directories such as Yahoo! and DMOZ are built by human beings. Each website is reviewed by a person or editor with expertise in a particular subject and either accepted into the directory listings or rejected for lack of quality and/or content. Each directory has strict rules for submission and inclusion into their listings.

It is important to note that most search engines and directories license content from other search indexes in an effort to provide the most current and wide ranging information. For instance, Yahoo now owns Inktomi and will supplement its directory listings with search engine data. For more information about how search engines and directories derive their information see this Search Engine Relationship Chart.

To achieve the high ranking you'll desire, you will need to learn and decide a few things first.

Decide which search engines are most important - Since all engines and directories categorize websites differently, a high ranking in one will often be low ranking in another. To determine which search engine are the most popular use websites such as Search Engine Watch and Search Engine Showdown.
Learn how your target search engines ranks pages - Once you've decided which search engines are the important ones, learn everything you can about the current algorithm. Each engine weighs criteria differently. For instance, one engine may use META tags heavily to generate relevancy while another doesn't look at them at all.
Determine keyword phrases and assign them to pages - When developing a list of keywords, always keep your target audience in mind. Try to think as they would and find the words and phrases they would use in a search engine to find you...the company they never knew existed. Don't forget to include plurals and commonly misspelled words. Be sure to investigate your competitors website and take note of their keyword usage. Try Overture's Suggestion Tool.
Be sure your targeted keywords and phrases are used in critical areas of your pages such as title tags, ALT tags, META tags, Comment tags, Link text, Body text, etc.
Make sure your URL contains at least one keyword. If it doesn't, consider purchasing another domain name and using domain aliasing or URL forwarding.

Things not to do:

BE CAREFUL using Gateway or Doorway pages - These are pages that lead visitors to your site but are not considered part of your website. Given the high measure of competition for ranking, many designers will submit multiple pages with content all the same except for one element. Then results are measured and changes made accordingly to achieve higher ranking. Many search engines frown upon this practice and you don't want to get blacklisted. Be sure to read each engines guidelines for submission.
DON'T use Frames - Frames is a technique that allows the screen to be separated into independent areas. This can be useful when the navigation can remain static in one pane and content can change in another based on user input. Unfortunately, many search engines have difficulty reading content that's held within frames and your site may not index properly, if at all.. If you absolutely need to use frames, and I can't think of a reason you'd have to, be sure to include NOFRAMES content and be sure important content is available on non-framed pages.
DON'T use META-Refresh tags - These tags cause a page to automatically refresh after a certain time limit. Many search engines will not index a page containing this tag.
BE CAREFUL of Flash content - Macromedia Flash is a motion graphics program that allows designers to create rich and interactive content for the web. At this time, search engines can not index this content, so use this technology sparingly. There are work-arounds using CSS style sheets and layers to create indexable content in underlying layers, but this is not compatible with all browsers.
DON'T try to trick the search engines - Some web marketing professionals have tried to fool the search engines using heavily repeated keywords, tiny or invisible text (text color matches the background color), making title changes and resubmitting, or using characters like "A" or "!" to reach first place alphabetical standings. All of these techniques will quickly get your site blacklisted.

Make sure your web professional is well-versed in Search Engine Optimization and Placement techniques and will develop your website with these principles in-mind. Also be sure you listen to them when they tell you that fancy feature you want will hurt your standings. There's always a way to get what you want without sacrificing standings. After all, if you build a cool website but no one can find it, did it ever really exist?

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Helpful Websites
Search Engine Optimization by Bruce Clay LLC
Make Your Web Site Search-Engine Friendly by iBoost Journal
Search Engine Forums - a series of bulletin boards covering subject such as search engine optimization, pay-per-click programs, and internet marketing.
Search Engine Guide - Everything search engine.
Ten Steps to Search Engine Placement by Search Engine Secrets
Search Engine World - Optimization and promotion site.
WordTracker.com - An online tool for determining your keywords and phrases.

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