The key objective of any web site should be to attract visitors and before you build your web site you should have an understanding of how you are going to attract visitors. Whether your website is commercial or not then sooner or later you are going to want to attract visitors. You should be focusing the majority of your efforts on getting your visitors from the search engines. If you are just starting out there is no better form of traffic than the type that comes from the search engines as it wont cost you a penny and it very targeted.
Search engine incomes are directly related to the number of relevant results they present to their users. Searchers will return over and over again to a search engine that delivers the most relevant results. The more often the searchers return the greater the search engines fortunes. Your task is to work to achieve similar goals for your web pages.Make your users experience your number one priority so they return to your web pages time and time again.
So how do you do this?. There are two methods that you can use. You can create and publish great content and persuade other web site owners to link to it or you can advertise on the search engines using PPC (Pay Per Click).
From a search engines perspective there are only keywords and key phrases without these content on the Internet simply doesn’t exist. Searches always begin with the entry of a keyword or phrase into the ‘search box’. The search engine goes and looks in its vast index of web pages and selects the most relevant web pages and then returns them in a list that is ordered in terms of relevance and authority. All search engines determine what will be returned in the SERPs (Search Engine Results Pages) by using two measures authority and relevance.
Relevance means the page contains the keywords and authority means the page has back links to it from other web pages. The search engines determine the order in which web pages are indexed on the results pages by the number of back links to the page and their respective authority.
Back links are the most important factor in optimising your pages for the search engines.
Back links have two major functions – routing traffic to your web pages and helping the search engines determine the ranking of your web pages in the results returned by a user search. Browsers who discover and click on back links containing keywords associated with their interests will be directed to your web pages. The technical term for text associated with a back link is “anchor text” and this play a role in the value attributed to every back link discovered by the search engines. Whilst all back links are of value some are more valuable than others.
Web pages with back links from authoritative pages acquire authority in the eyes of the search engines.The higher the authority of the web page ‘sending’ the back link the more authority is likely to received by your web pages.
