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There are several hundred search engines, directories,
and link pages on the Internet. However approximately 90%
of users use mainly the major search engines and several major directories. Each of these search engines conducts
their searches in a different manner, and it is important to understand what each of the engines looks for when a user
inputs a search. Based on criteria which each engine had devised, a relevancy rating is determined for the keywords
the user inputted. If a user searches under ‘Promotion’, the search engine will scan its database to determine which
sites are most relevant for that particular keyword search. Using more search terms (e.g. ‘Web Site Promotion’)
will provide a more concise list, which may be entirely different from results generated for ‘Promotion’. The key to
increasing your rankings in the search engines is to know what criteria is used by each engine to determine relevancy,
understand what keywords your potential visitors are searching with, and make the appropriate changes to our web
pages. The major aspects of a web site which search engines use to judge relevancy are:
Meta tags (descriptions and keywords)
Frequency of search keywords within the entire page
ALT tags used for images
Overall popularity of the site.
Each of these criteria, and how to optimize
the your web site for them will be discussed in more detail below.
Although certain techniques will only work on some of the search engines, it is a good idea to optimize the for each
of the above criteria. For example, Infoseek and AltaVista rely heavily on page titles, meta tags, and keyword
frequency. Other such as Excite completely ignore meta keywords and descriptions, but rather index the entire page,
and use their own logic rules to determine what the page’s topics are. To increase the rankings in each of the engines,
it is necessary to use all of the techniques that are given to us. The difference between search engines and directories,
Search engines (i.e. Excite, Hotbot, Infoseek) are different from directories (Yahoo!, Starting Point): Search engines
are large databases which use a technology generally called a spider (also called crawlers or robots) which
automatically visits Internet sites and indexes them based on the criteria mentioned above. Spiders move about the
Internet visiting new and previously indexed sites, looking for additions, changes and bad links. They are completely
automated and can ‘crawl’ upwards of 10 million web pages per day! Directories however, are generally created
manually, with a live person actually visiting Internet sites and determining if they should be listed and in what category
they best fit. The main differences being that directories generally take much longer to add or modify site listings, and
that they do not rank results by relevancy, but rather list them by category, often in alphabetical order within each
category. The most popular directory, Yahoo!, presents a variety of unique challenges to web promotion.
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