Web Marketing Tools

Make Your Web Site Visible

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Google your Site:

The first step in evaluating how visible your web site is to search queries is to understand a little about how search works. When searching “the internet” the user is really searching an index compiled by a search engine. A search engine runs a program called a Spider to "read" these web pages and build an index. Its the search engines index that is queried in a search portal. The Spider finds new pages through a link on a page it has indexed or through direct submission of a URL. Search engines are very good at finding new pages and keep looking for new URL’s to index. The datacenters maintained by companies like Google are immense and represent an enormous investment.

The results you see on the “Search Engine Results Page” (SERP) contain both paid “Sponsored Links” and free Organic results. The Sponsored Links are generally at the top, right and bottom of a page with the Organic results in the middle. The organic results rely entirely on how relevant the page is to the search query, with the paid results ordered by a paid auction process.

Hundreds of millions of web pages are contained in the datacenters indexes, however showing up in a (SERP) is dependant on how the SE assigns relevancy to a search term. The process of Search Engine optimization is making pages present to the search engine relevancy and authority for selected search terms.

The detail of how a search engine operates is proprietary and closely guarded by the companies. To illustrate how closely guarded this information is Google has an amusing response to a query of how their engine works called Pigeonrank.

Link popularity comparison tool:

In the search engine world you are judged by your peers. These peers express themselves by placing links to your pages. Search engines keep track of the number and quality of links to your page. Just as your peers in real life all are not equal, associating with the right crowd is important to your ranking.

The Link Popularity tool will indicate how many pages are linked to another page. You can assess the number and quality of links to a page with this tool. More on links in the (FAQ) links.

Find where your competitors rank on the web:

Here is a tool that gives you valuable information on how our competitors have made it into the “Search Engine Results Pages” (SERPS). The objective is to position well with the same search terms as the competition. The search engine owners provide some help here by giving some more details on the pages in their index.

Enter a number of search terms likely to be used in a query for your product. The tool allows for several search terms for each submission. A table is generated with the following information;

The total number of pages with the query in the text body, the link anchor text, the title of the page, and both the title and anchor text.

Select the numbers returned links to see the actual pages in a Google (SERP). The pages with the query in all of the categories will be the most focused for the respective search term. Select the key competitor’s pages and optimize your page to outrank them. See the FAQ pages for more detail.

Compare how your pages look to a search engine:

Select the URL’s from the competitor’s pages that you have found in your competitor search. The competitor’s we are interested in are those who have ranking pages. Those who compete in your business and have web pages that don’t show in the results may be interesting however they don’t compete on the web. Copy and paste the entire URL for the pages that return in the (SERP). The search engine indexes pages individually and returns a specific page in response to a search.

Examine the Meta data contained in the pages Title, Description, Keywords, and the text body. The pages that rank well are designed with a narrow theme which matches with the search query. The page in order to rank at all must first be seen as relevant to the search query. There are many factors that are considered when ranking competing pages outside the page itself. These will be considered once a page is first considered relevant. If the terms are not in the page text it will never show up in the results. Don’t go overboard real people still have to find the content worthwhile. (See keyword stuffing in the FAQ).

Now you have a good idea where to start with your LeadsLander page. You have a good idea how the competitors rank from their page data. You also have seen that the prettiest sites are not necessarily the ones that rank well. Keep in mind that once you get someone’s attention you want them to respond to your message. In most cases you want them to give you contact information.

Detailed view of your page:

A detail view of your page will give you an idea what the search engine has to work with. The page title and the Meta data are show followed by details of the page text. Note that sites with graphical navigation, many links to internal pages are not at all visible to the search engine. Review both the appearance and the utility of each page. They must complement your LeadsLander™ page in order to convert the traffic generated to potential sales. Your new traffic can be directed to these pages rather than build an entirely new navigation structure.

LeadsLander™ pages can revive the utility of your existing web site investment. Optimizing an existing site for search engine marketing can be a very expensive proposition. The graphical designers who authored the web site will often lack the expertise for the task. Having a new firm rework another designer’s web site is a difficult task often leading to a completely new web site. LeadsLander™ pages are the perfect solution.

Develop keywords and phrases for your pages:

Analyze the competitive pages for keywords used. The important point to get here is that you are only competing with the pages that have high ranking. Selecting key phrases that have enough search volume to be worthwhile. There are many niche products where the search volume is considered low to the search engine and still significant to your business. An effective strategy is to aggregate several pages each focused on a search term that yields results. This will produce more results as in a more crowed market where the search terms tend to grow long tails.

Look at a popular term for your product with its search volume, then add the suggested terms until they out number the top term. Generating pages that match these terms and rank on the first page can yield than a third page rank for the top terms. LeadsLander™ pages are ideal for this strategy.