Super Seventies RockSite's Infobank - 'just the facts, ma'am'    Share this site - Email/Facebook/Twitter/Pinterest

Super Seventies RockSite! -

Traffic & SEO

videos bullet icon  Traffic & SEO Videos

What Is Search Engine Optimization?

Search Engine Optimization is a process of choosing the most appropriate
targeted keyword phrases related to your site and ensuring that this ranks your
site highly in search engines so that when someone searches for specific phrases
it returns your site on tops. It basically involves fine tuning the content of
your site along with the HTML and Meta tags and also involves appropriate link
building process. The most popular search engines are Google, Yahoo, MSN
Search, AOL and Ask Jeeves. Search engines keep their methods and ranking
algorithms secret, to get credit for finding the most valuable search-results
and to deter spam pages from clogging those results. A search engine may use
hundreds of factors while ranking the listings where the factors themselves and
the weight each carries may change continually. Algorithms can differ so widely
that a webpage that ranks #1 in a particular search engine could rank #200 in
another search engine. New sites need not be "submitted" to search engines to
be listed. A simple link from a well established site will get the search
engines to visit the new site and begin to spider its contents. It can take a
few days to even weeks from the referring of a link from such an established
site for all the main search engine spiders to commence visiting and indexing
the new site.

If you are unable to research and choose keywords and work on your own search
engine ranking, you may want to hire someone to work with you on these issues.

Search engine marketing and promotion companies, will look at the plan for your
site and make recommendations to increase your search engine ranking and website
traffic. If you wish, they will also provide ongoing consultation and reporting
to monitor your website and make recommendations for editing and improvements
to keep your site traffic flow and your search engine ranking high. Normally
your search engine optimization experts work with your web designer to build an
integrated plan right away so that all aspects of design are considered at the
same time.

The Importance of Search Engines

It is the search engines that finally bring your website to the notice of the
prospective customers. When a topic is typed for search, nearly instantly, the
search engine will sift through the millions of pages it has indexed about and
present you with ones that match your topic. The searched matches are also
ranked, so that the most relevant ones come first.

Remember that a prospective customer will probably only look at the first 2-3
listings in the search results. So it does matter where your website appears in
the search engine ranking.

Further, they all use one of the top 6-7 search engines and these search
engines attract more visitors to websites than anything else. So finally it all
depends on which search engines the customers use and how they rank your site.

It is the Keywords that play an important role than any expensive online or
offline advertising of your website.

It is found by surveys that a when customers want to find a website for
information or to buy a product or service, they find their site in one of the
following ways:

* The first option is they find their site through a search engine.

* Secondly they find their site by clicking on a link from another website or
  page that relates to the topic in which they are interested.

* Occasionally, they find a site by hearing about it from a friend or reading in
  an article.

Thus it's obvious the the most popular way to find a site, by search engine,
represents more than 90% of online users. In other words, only 10% of the
people looking for a website will use methods other than search engines.

All search engines employ a ranking algorithm and one of the main rules in a
ranking algorithm is to check the location and frequency of keywords on a web
page. Don't forget that algorithms also give weightage to link population
(number of web pages linking to your site). When performed by a qualified,
experienced search engine optimization consultant, your site for high search
engine rankings really does work, unless you have a lot of money and can afford
to pay the expert. With better knowledge of search engines and how they work,
you can also do it on your own.

How Do Search Engines Work - Web Crawlers

It is the search engines that finally bring your website to the notice of the
prospective customers. Hence it is better to know how these search engines
actually work and how they present information to the customer initiating a

There are basically two types of search engines. The first is by robots called
crawlers or spiders.

Search Engines use spiders to index websites. When you submit your website
pages to a search engine by completing their required submission page, the
search engine spider will index your entire site. A 'spider' is an automated
program that is run by the search engine system. Spider visits a web site, read
the content on the actual site, the site's Meta tags and also follow the links
that the site connects. The spider then returns all that information back to a
central depository, where the data is indexed. It will visit each link you have
on your website and index those sites as well. Some spiders will only index a
certain number of pages on your site, so don't create a site with 500 pages!

The spider will periodically return to the sites to check for any information
that has changed. The frequency with which this happens is determined by the
moderators of the search engine.

A spider is almost like a book where it contains the table of contents, the
actual content and the links and references for all the websites it finds
during its search, and it may index up to a million pages a day.

Example: Excite, Lycos, AltaVista and Google.

When you ask a search engine to locate information, it is actually searching
through the index which it has created and not actually searching the Web.
Different search engines produce different rankings because not every search
engine uses the same algorithm to search through the indices.

One of the things that a search engine algorithm scans for is the frequency and
location of keywords on a web page, but it can also detect artificial keyword
stuffing or spamdexing. Then the algorithms analyze the way that pages link to
other pages in the Web. By checking how pages link to each other, an engine can
both determine what a page is about, if the keywords of the linked pages are
similar to the keywords on the original page.

Tips to Get Repeat Web Traffic

1. Update the pages on your website frequently. Stagnant sites are dropped by
some search engines. You can even put a date counter on the page to show when
it was last updated.

2. Offer additional value on your website. For affiliates and partners you can
place links to their sites and products and ask them to do the same for you.
You can also advertise their books or videos, if these products relate to your
industry and are not in competition with your own product.

3. You can allow customers to 'opt in' to get discounts and special offers.
Place a link on your site to invite customers to 'opt in' to get a monthly
newsletter or valuable coupons.

4. Add a link to your primary page with a script 'Book Mark or Add this site to
your Favorites'.

5. Add a link 'Recommend this site to a Friend' so that the visitor can email
your website link, with a prewritten title, "Thought you might be interested in
this", just by clicking on it.

6. Brand your website so that visitors always know they are on your site. Use
consistent colors, logos and slogans and always provide a 'Contact Us' link on
each page.

7. Create a 'Our Policies' page that clearly defines your philosophy and
principles in dealing with your customers. Also post your privacy policy as
well so that clients know they are secure when they visit your site.

8. Create a FAQ page which addresses most of the doubts and clarifications
about your product or your company that are likely to be asked. This helps to
resolve most of the customers doubts in their first visit to your site.

8. Ensure that each page on your website has appropriate titles and keywords so
that your customer can find their way back to your site if they lose the book

9. Never spam a client, who has opted for newsletters, with unsolicited emails.
Later if they decide they want to 'opt out' of the mailings, be sure you honor
their request and take them off the mailing list. They may still come back if
they like your products. But they will certainly not come back if you continue
to flood their email box with mails they no longer wish to receive.

Tips to Increase Ranking and Website Traffic

It is worth cataloguing the basic principles to be enforced to increase website
traffic and search engine rankings.

* Create a site with valuable content, products or services.

* Place primary and secondary keywords within the first 25 words in your page
  content and spread them evenly throughout the document.

* Research and use the right keywords/phrases to attract your target customers.

* Use your keywords in the right fields and references within your web page.
  Like Title, META tags, Headers, etc.

* Keep your site design simple so that your customers can navigate easily
  between web pages, find what they want and buy products and services.

* Submit your web pages i.e. every web page and not just the home page, to the
  most popular search engines and directory services. Hire someone to do so, 
  if required. Be sure this is a manual submission. Do not engage an automated
  submission service.

* Keep track of changes in search engine algorithms and processes and
  accordingly modify your web pages so your search engine ranking remains 
  high. Use online tools and utilities to keep track of how your website is 

* Monitor your competitors and the top ranked websites to see what they are
  doing right in the way of design, navigation, content, keywords, etc.

* Use reports and logs from your web hosting company to see where your traffic
  is coming from. Analyze your visitor location and their incoming sources
  whether search engines or links from other sites and the keywords they used 
  to find you.

* Make your customer visit easy and give them plenty of ways to remember you in
  the form of newsletters, free reports, reduction coupons etc.

* Demonstrate your industry and product or service expertise by writing and
  submitting articles for your website or for article banks so you are 
  perceived as an expert in your field.

* When selling products online, use simple payment and shipment methods to make
  your customer's experience fast and easy.

* When not sure, hire professionals. Though it may seem costly, but it is a lot
  less expensive than spending your money on a website which no one visits.

* Don't look at your website as a static brochure. Treat it as a dynamic,
  ever-changing sales tool and location, just like your real store to which 
  your customers with the same seriousness.

Website as Storefronts

A customer walks into the store, browses through products and shelves, picks up
items, inspects, considers the prices, chooses a product and takes it to the
cash register to pay. Now if you want to sell your products online, then your
site must be enabled for e-commerce, where you must have the following features:

You need to provide plenty of content and product description like sizes,
dimensions, colors and comparisons with other similar products. It must allow
the customer to choose a product, get a clear pricing and shipping costs on the
product, complete the transaction and get an order number, and/or invoice
confirmation via email. Allow your customer to choose a shipping method.

You must tell the customer if the item is in stock or delivered against order.
Ideally, you should have an email contact or live help if the customer has a
question. Most importantly you must respond immediately! If you want to provide
your own live chat and help desk services on your website, specialized softwares
are available for purchase.

Be sure your customer service links are large and clearly marked, so your
client does not have to dig around to find information.

Provide an 'about us' section or a section about your policies. If you have
privacy statements and customer satisfaction policies, your customer will feel
better about shopping in your store.
You probably want to have customer quotes and references on the storefront
page, as well, to let your prospective client know that others are happy with
your service.

Provide an FAQ with information about your return-back policies, guarantees,
shipping prices and insurance charges if any.

If you are so inclined, you can offer a print catalogue if the customer prefers
to order one from your storefront and shop in the privacy of their homes.

Do not annoy your customers by presenting products that are marked 'sold' or
pages that say 'under construction' or 'coming soon'.

Do add new content frequently, so your returning customers will not be bored by
seeing the same products they saw four months ago.

If your site has got a date tag or has current references, be careful to change
these references frequently so you don't give the perception that nobody is
attending or reading your site.

Keyword Density

Keyword density is an indicator of the number of times the selected keyword
appears in the web page. But mind you, keywords shouldn't be over used, but
should be just sufficient enough to appear at important places.

If you repeat your keywords with every other word on every line, then your site
will probably be rejected as an artificial site or spam site.

Keyword density is always expressed as a percentage of the total word content
on a given web page.

Suppose you have 100 words on your webpage (not including HMTL code used for
writing the web page), and you use a certain keyword for five times in the
content. The keyword density on that page is got by simply dividing the total
number of keywords, by the total number of words that appear on your web page.
So here it is 5 divided by 100 = .05. Because keyword density is a percentage
of the total word count on the page, multiply the above by 100, that is 0.05 x
100 = 5%

The accepted standard for a keyword density is between 3% and 5%, to get
recognized by the search engines and you should never exceed it.

Remember, that this rule applies to every page on your site. It also applies to
not just to one keyword but also a set of keywords that relates to a different
product or service. The keyword density should always be between 3% and 5%.

Simple steps to check the density:

* Copy and paste the content from an individual web page into a word-processing
  software program like Word or Word Perfect.

* Go to the 'Edit' menu and click 'Select All'. Now go to the 'Tools' menu and
  select 'Word Count'. Write down the total number of words in the page.

* Now select the 'Find' function on the 'Edit' menu. Go to the 'Replace' tab
  and type in the keyword you want to find. 'Replace' that word with the same
  word, so you don't change the text.

* When you complete the replace function, the system will provide a count of
  the words you replaced. That gives the number of times you have used the
  keyword in that page.

Using the total word count for the page and the total number of keywords you
can now calculate the keyword density.

Some Essential Features Your Web Site Must Have

Just don't focus on the home page, keywords and titles.

The first step to sales when customers visit your site to see the products they
were looking for. Of course, search engine optimization and better rankings
can't keep your customer on your site or make them buy. The customer having
visited your site, now ensure that he gets interested in your products or
services and stays around. Motivate him to buy the product by providing clear
and unambiguous information. Thus if you happen to sell more than one product
or service, provide all necessary information about this, may be by keeping the
information at a different page. By providing suitable and easily visible links,
the customer can navigate to these pages and get the details.

Understanding Your Target Customer

If you design a website you think will attract clients, but you don't really
know who your customers are and what they want to buy, it is unlikely you make
much money. Website business is an extension or replacement for a standard
storefront. You can send email to your existing clients and ask them to
complete a survey or even while they are browsing on your website. Ask them
about their choices. Why do they like your products? Do you discount prices or
offer coupons? Are your prices consistently lower than others? Is your shipping
price cheaper? Do you respond faster to client questions? Are your product
descriptions better? Your return policies and guarantees better than your
competitor's? To know your customer you can check credit card records or ask
your customer to complete a simple contact form with name, address, age,
gender, etc. when they purchase a product.

Does your website give enough contact information?

When you sell from a website, your customer can buy your products 24 hrs a day
and also your customers may be from other states that are thousands of miles
away. Always provide contact information, preferably on every page of your
website, complete with mailing address, telephone number and an email address
that reaches you. People may need to contact you about sales, general
information or technical problems on your site. Also have your email forwarded
to another email address if you do not check your website mailbox often. When
customer wants to buy online provide enough options like credit card, PayPal or
other online payment service.

Some other Keyword Research Tools

One need to choose those keywords that are frequently searched for and which is
in high demand, but not being already used by many other websites and
competitors, and thus has low competition. There are a number of keyword
research tools that can help you find them.

Apart from the Wordtracker which was already discussed in an other article, we
have some more equally important research tools like the Overture, Google
AdWords Keyword and Guidebeam.'s keyword suggestion tool is free and much quicker to use than
Wordtracker. It works more like the Wordtracker but doesn't tell you how many
websites are targeting each keyword phrase. For example if you type 'Computer',
the Overture search suggestion tool will tell you that during the last month the
word 'Computer' was searched, say for example 459550 times at Overture.Com.
Similarly 'computer game' was searched 302210 times. Also, given one word it
will tell you all relevant combinations of that word, which are based on actual
searches done by people. If the word you keyed in is not a common search term
then you will not get any results. It means that very few people have actually
searched for that word during the last month.

Even Google Keyword Tool generates potential keywords for your ad campaign and
reports their Google statistics, including search performance and seasonal
trends. Features of this tool include, sorting the results of your desired 
keyword search by popularity, past performance history within the AdWords system, 
cost, and predicted ad position.

Easy keyword manipulation where you can select a few keywords here and there or
add them all at once.

Searches for keywords present even in any webpage URL specified by your search.
It can also expand your keyword search even further to include those pages that
are linked to or from the original URL page.

More keyword results are generated based on regularly updated usage statistics
database. This helps you to get new keywords or phrases.

Guidebeam, at, is an interesting resource. Type in a phrase
and it will suggest a large number of related searches. The numbers generated
against each phrase are Guidebeam's estimation of how relevant that phrase is.

These softwares are useful for researching how people search the web and then
optimizing your own web pages so that more people find your web site.

Submitting Your Website to Search Engines

If you have a web-based business or if a significant portion of your business
is done on the web through your website, then the best advertising and
marketing is done by submitting to a search engine. No amount of press release,
newspaper or radio ad, banner ad, spam email or newsletter will achieve the same
results, although, maybe effective in a small proportion.

Beware of companies that promise automatic submission of your website to
hundreds of search engines which are but only false promises. The best way to
submit your website for search engine ranking and inclusion is to do it
yourself or to hire an expert to do it manually, by contacting the search
engine companies and directories.

Before you begin to submit your website to search engines ensure your websites
are thoroughly designed to the professional quality using the right key words,
good graphics and pictures and the relevant content. Don't submit websites that
are incomplete. While submitting to a search engine, make sure to provide
information about your website, keywords and any other information that may be
pertinent, including the name and contact information of your business.

Mere submission to search engine companies does not guarantee that your site
would be immediately listed and the ranking will be high. Because there are
thousands of new websites coming up every day and it may take quite sometime
before they take up your site for review by human editors. One important factor
to remember while submitting site is to include a site map of your website which
makes the crawling easy for the web robots. Search engines like
'' hardly considers submissions without sitemaps.

There are many online companies that accept search engine submission services.
You can choose to do it yourself with a software package and service like

Or you may want look into professional SEO asssitance. But don't use the 
automatic submission services.

Here is a list of the most popular Search Engines and directory companies:

Search Engines

- AltaVista
- Google, HotBot
- Excite/Webcrawler


- AOL Search Inktomi
- Lycos Open Directory
- MSN, Yahoo!
- LookSmart Snap

Apart from the above there are thousands of search engines and directory
companies, where you can submit your website to as many companies as possible.
The following links gives info on other search engines and directories:

The Importance of Referrer Logs

Referrer logging is used to allow web servers and websites to identify where
people are visiting them either for promotional or security purposes. You can
find out which search engine they used to find your site and whether your
customer has come from a 'linked site'. It is basically the URL of the previous
webpage from which your link was followed.

By default, most hosting accounts don't include referrer logs but may be
subscribedd for an extra monthly fee. If your web host does not provide a
graphic report of your log files, you can still view the referrer logs for your
website by logging into the host server using free or low-cost FTP software,
like these:

- FTP Explorer:

- LogMeIn:

- SmartFTP:

- FTP Voyager:

The log file is available on your web server which can be download into your
computer later. You can use a log analysis tool, like those mentioned below, to
create a graphic report from your log files so that the files are easier to

- Abacre Advanced Log Analyzer

- Referrer Soft

- Log Analyzer

You can view the files using Word, Word Perfect, txt or WordPad files even if
you don't have the right tool. This information is very crucial to your
business and marketing plans and is not advisable to neglect it.

In addition to identifying the search engine or linked site from where your
visitor arrived, referrer logs can also tell you what keywords or keyword
phrases your client used for searching.

As referrer information can sometimes violate privacy, some browsers allow the
user to disable the sending of referrer information. Proxy and Firewall
software can also filter out referrer information, to avoid leaking the
location of private websites. This can result in other problems, as some
servers block parts of their site to browsers that don't send the right
referrer information, in an attempt to prevent deep linking or unauthorized use
of bandwidth. Some proxy software gives the top-level address of the target site
itself as the referrer, which prevents these problems and still not divulging
the user's last visited site.

Since the referrer can easily be spoofed or faked, however, it is of limited
use in this regard except on a casual basis.

Tools to monitor your website

You can't just put your website on the net with right keywords and all the
right touches and expect your traffic and ranking will remain constant. As the
web is an ever changing landscape, you have to keep track of your own web
results like what is happening with the competition and also the best and
highest ranked sites. There are many useful tools to help you find out what
exactly is happening.

1. A tool which you can use to test your own website links or other websites
   for broken links:

2. With this tool you can check search engines for the number of back links to
   your URL i.e. other web pages linking to your site:

3. It sometimes becomes important to know where the servers of your hosting
   company are physically located. Because, some search engines like Google 
   have the ability to filter search results based on their physical location 
   called geotargeting. This could be used to determine why your site is 
   showing in only a certain country. This link can also be used to research 
   the country location of a particular competitor's website:

4. In order to track the location of the visitor or a customer to your website:

5. In order to check the Yahoo! web ranking of your's or your competitor's
   website use:

6. Here is a link to check the web ranking of a website using a Mac or Apple

7. You need a Google AdSense account for using this. This link provides you
   with charts and reports which will help you analyze traffic, clicks, and
   results from your AdSense advertising:

8. If you have an AdSense account, you can analyze your website address or
   another website address to see what Google ads will be displayed when 
   the customer selects certain website names or keywords:

9. This link will take you to a cooperative advertising network where you can
   join to display and share your ads with other website owners:

10. You can add the Search Functionality on your website which uses Google.
    This works only if your site is listed in the Google Index.

11. Here are some links to free website counters which you can use on your
    website to track your traffic and hits:

Use Keywords In Page Titles

It is recommended to use keywords in page titles itself. This title tag is
different from a Meta tag, but it's worth considering it in relation to them.
Whatever text one places in the title tag (between the  and 
portions) will appear in the title bar of browsers when they view the web page.
Some browsers also append whatever you put in the title tag by adding their own
name, as for example Microsoft's Internet Explorer or OPERA.

The actual text you use in the title tag is one of the most important factors
in how a search engine may decide to rank your web page. In addition, all major
web crawlers will use the text of your title tag as the text they use for the
title of your page in your listings.

If you have designed your website as a series of websites or linked pages and
not just a single Home Page, you must bear in mind that each page of your
website must be search engine optimized. The title of each page i.e. the
keywords you use on that page and the phrases you use in the content will draw
traffic to your site.

The unique combination of these words and phrases and content will draw
customers using different search engine terms and techniques, so be sure you
capture all the keywords and phrases you need for each product, service or
information page.

The most common mistake made by small business owners when they first design
their website is to place their business name or firm name in every title of
every page. Actually most of your prospective customers do not bother to know
the name of your firm until after they have looked at your site and decided it
is worth book marking.

So, while you want your business name in the title of the home page, it is
probably a waste of valuable keywords and space to put it in the title line of
every page on your site. Why not consider putting keywords in the title so that
your page will display closer to the top of the search engine listing.

Dedicating first three positions for keywords in title avoiding the stop words
like 'and', 'at' and the like is crucial in search engine optimization.

Web Hosting Companies

With thousands of web hosting companies in the market it can be difficult if
not impossible to know which web site hosting companies truly provide an
excellent hosting solution at an excellent price. When you have an established
domain name with a good web hosting company, you can get reports on your
traffic and which of your pages your customers are visiting most often, as well
as many other statistics.

Your web host will charge you a fee for monthly service that ranges from $10 or
$20 to the more expensive $50.00 per month. Plan to pay between $300 and $500
per year to your web host.

Always avoid free or very inexpensive web hosting services, because you may
experience bouts of server downtimes and you are likely to have significant
limitations in storage, number of email addresses, FTP upload etc.

Be sure your web host can accommodate e-commerce and storefronts, wireless
capability, bogs, forums, chats, online interactive helps and anything else you
want to add onto your site.

Estimate what your growth needs are and ensure that this web host can serve you
as you grow. The last thing you want to do is change host mid way unless you
absolutely have to do so.

Check your bandwidth capability to be sure that, if your website traffic grows
rapidly, your customers will not have to wait to download or view information.
Three things to look for in a web hosting company are:

1. Excellent Customer Support: Your hosting provider should be there for you
24/7 and give you instant access to the technicians you need to solve your
problem. Ask them how long it takes for them to typically respond to your
problem. A good test is to call them in the mid night to check if you get to a
live, level 3 support.

2. A Sound Infrastructure: Check whether they offer a multi-homed network
powered by multiple bandwidth providers to ensure redundancy. Some offer a 100%
guarantee on its network availability or network uptime.

3. Financial Stability: If you're running very critical operations, you can't
afford to be with a hosting company that may not be in business in a few months.

Web hosting Services and Domain names

Choosing an appropriate domain name is very important. First and foremost, when
it comes to domain names, try to stay away from the silly, stupid, ridiculous or
clever. Keep your domain name simple and make it something your customers can
remember if they lose the link to your business website.

Take note that, while your domain name on Geocities or AOL may seem like the
least expensive way to go, it may also get you dropped from certain search
engines. Some search engines ignore domain addresses that reside on these 'free
servers' or on the 'cheap' servers.

Even if your site is recognized and considered by search engines, a
professional domain name that uses your primary company name or associated
words is likely to get more attention and be considered as a stable business by
your prospective customers.

Purchasing domain names are not that expensive which cost about $100 and there
are many companies that can register the name for you, provided it is available
and has not already been used by another company.

Using one of your keywords in your domain name can increase your score on some
search engines. For example, could be more effective as, if that domain name was available.

You might also choose to establish more than one domain name using keywords and
then link your 'doorway' domain sites to your primary site. But you will have to
pay for each of the domain name and also the monthly hosting fees. It all
depends on the type and size of your business and your competition.

Keep in mind that some search engines disregard 'doorway' sites. So put at
least a page of content on the doorway site with some useful information and
then link it to your primary site. But don't design it as an empty page. The
other reason being, you can have one, three, five, or even more email addresses
that all contain your business name, and give your business a professional feel.
When customers get emails from they feel as if
they are dealing with a stable, professional business operation.

No need for customers to understand how you manage all your email boxes on your
domain. They just need to feel your business is dependable and reputable.

Peace Icon  InfoBank Intro | Main Page | Usenet Forums | Search The RockSite/The Web