Search engine placement refers to the methods used to place your website at the top of the organic or natural search engine results pages of major search engines such as Google, Yahoo and Bing. Natural search engine results are non-sponsored results and therefore you cannot pay a search engine directly for your business to appear in the search engine results pages.
What does Search Engine Placement Involve?
Search engine placement involves two basic components. The first component is search engine optimisation of your website, sometimes referred to as onsite SEO. Onsite SEO is where your individual website is enhanced or modified to become visible to the search engines for specific and targeted key search terms that are related to your business, but more importantly the keywords or phrases your prospective clients would be entering into the search engines when they need your service.
The second component of search engine placement involves getting other websites to link to your website. This is often referred to as Offsite SEO. Other offsite search engine optimisation factors that affect the search engine results pages include but are not limited to:
- The age of your site.
- The age of the actual content of your site.
- The age of the links pointing to your site.
- The number and relevance of those links that point to your site.
Search engine rankings take into account how your content is regarded by others. Google’s algorithm includes the number and quality of links to your website. So write content that is link worthy (sometimes that means writing something that is attention grabbing, or sharing data in order to make a point) and cultivate links directly.
Link building is a real art form in the SEO world, largely because links guide the way that the search spiders think about then organise the way they see your website. Link building is specialized and steady work. It involves developing relationships with other websites, cultivating linking opportunities, and developing tools to promote the website’s marketing message.
External linking is probably the most important factor for getting better search engine placement for competitive terms. Credibility is based on how many websites links to your website, especially if those websites are authoritative sources that are related to the content or theme of your website.
In human terms, if you are looking for a product or service, let’s say SEO Altrincham, if someone you know were to recommend that company to you then you would instantly trust them more and are much more likely to contact them as opposed to a firm that you find in the yellow pages.
The same is true on the internet.
Every time a website links to another website, they are effectively “recommending” that website. So the more recommendations (or links) that a site has, the more trusted it becomes. Simple.
How does this result in better search engine placement?
To get a better search engine placement then you need to get links to your website from other websites including directories, related websites and industry resources. Try to get links from those other websites with anchor text containing keywords relevant to your website. (Anchor text is the words that you click on when you click a link – an example would be;
Popular places to get links from
- Major pay directories: the Yahoo! Directory
- List in free directories: DMOZ
- Search for websites that related companies and ask them for a link. Offer the opportunity to them to link back from your site.
- Seek relevant blogs within your niche where you can contribute a guest blog. Where relevant include keyword or phrase rich anchor link text.
- If you are a member of an organization see if it is possible to get inks from the organization.
- Syndicate or write articles that link back to your websites with keywords.
- Use existing business relationships to solicit links
- Do you have something to share? Write and distribute a Press releases!
- Add your link to your profile on social media
If you want to get better search engine placement for your website then first and foremost make sure the content is link worthy and start looking for ways that you can attract links.
The higher you position your business in the search rankings, for targeted search terms, the greater impact it will have on your business.
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