Why do high search engine rankings increase your sales?
High search engine rankings are the perfect way to get more website visitors, more customers and more sales. Recent statistics show that having high search engine rankings is the key to the success of your business receiving consistent sales, leads and opportunities online and over the phone:
More than 1 billion people use the Internet (Source: Nielsen/NetRatings). Web users spend twice as much time online as watching TV (Source: Stanford Institute for the Quantitative Study of Society). Consumers spend more than $143.2 billion online per year. These people have money, they want to buy and they could be your customers.
Your customers use search engines
Most Internet users find new websites through search engines and millions use search engines every day to find websites. Digital Attraction helps you to make sure that these people will find your website instead of other sites.
These people are interested in your goods and services
Search engine users are some of the most qualified and motivated visitors to your website you will ever have. After all, they have taken the initiative to hunt for online resources on a certain topic. And then they clicked your link to learn more. Digital Attraction helps you to get your website in front of these potential customers. In other words, Digital Attraction helps you to make sure that your website is seen by people who want to buy your goods and services.
Why do you have to optimise your web pages?
Some people think that it is enough to submit a website to as many search engines as possible to get high rankings. Unfortunately, that is not the case. If you do not optimise your web pages, then you won't get high search engine rankings.
Not all websites can have high rankings
There are billions of web pages on the Internet. It's obvious that not all of them can be listed in the top 10 results on search engines. Search engines only list web pages that they find relevant to a special keyword. You must make sure that your website is such a site. If search engines cannot find out that your website is about fishing equipment, they cannot give your website high rankings for that keyword. The process of changing your web pages so that search engines find them relevant is called search engine optimisation (SEO).
Your website must appear on the first result page
75% of searchers never look further than page one (Source: Georgia Institute of Technology). Most search engines display ten results on the first page; and very few searchers click the links to look at the second page.
Marketing expert Nicholas Ricciuti points out: "Users of search engines almost never look beyond the second page of search results. Being listed 11 or beyond means that many people may miss your website." For that reason, search engine optimisation is crucial if you want to be successful with your website. Digital Attraction makes search engine optimisation as easy as possible.
How do search engines rank web pages?
This issue is a bit technical but it will help you to understand how search engines specify the position of a web page in the search results. Search engines use mathematical formulas to determine the rank of a web page. These mathematical formulas are called ranking algorithms. Although search engines don't reveal the exact algorithms, Digital Attraction‘s Top 10 Optimiser strategy will help you to decrypt these algorithms.
All major search engines use the same principle to rank websites. The exact ranking algorithms differ from search engine to search engine but the principle is the same. We'll use the ranking algorithm of Google as an example.
How does Google rank your web pages?
Google explains the ranking algorithm like this: "Traditional search engines rely heavily on how often a word appears on a web page. Google uses PageRank™ to examine the entire link structure of the web and determine which pages are most important. It then conducts hypertext-matching analysis to determine which pages are relevant to the specific search being conducted. By combining overall importance and query-specific relevance, Google is able to put the most relevant and reliable results first."
As mentioned in the quote above, Google uses ‘PageRank’ (which is a mathematical formula and not the same as the green bar in the Google toolbar) and hypertext-matching analysis to rank your web pages.
What does this mean?
You need good links
To get good results for the PageRank factor, you need good links from related pages that point to your site. It's a simple principle: if page ‘a’ links to page ‘b’ then it is a recommendation from page ‘a’ to page ‘b’. The more links point to your website, the better your rankings.
The quality of the links is also important. A link that contains the keyword for which you want to have high rankings in the anchor text is better than five links with the text click here. A link from a website that has a related topic is much better than links from unrelated sites or link lists. Low quality links also won't work. Google doesn't like automatically created forum profile links, forum spam, comment spam, etc. That type of link can get your website in trouble. It is important that the right backlinks point to your website. Digital Attraction’s has a link builder methodology that will help you to get high quality links as easily as possible.
You need optimised web page content
While the linking concept is easy to understand, the hypertext-matching analysis factor is a bit more complicated. Google explains hypertext-matching analysis as follows:
"Hypertext-Matching Analysis: Google's search engine also analyses page content. However, instead of simply scanning for page-based text (which can be manipulated by site publishers through meta-tags), Google's technology analyses the full content of a page and factors in fonts, subdivisions and the precise location of each word. Google also analyses the content of neighbouring web pages to ensure the results returned are the most relevant to a user's query."
As Google analyses the full content of your pages you also have to optimise the full content of your web pages. It is not enough to edit your Meta-tags. You have to optimise all factors that can influence your search engine rankings. The problem is that many webmasters don't know which page factors can be important. That's why we developed Digital Attraction’s Top 10 Optimiser methodology. Digital Attraction’s Top 10 Optimiser method will analyse all important web page factors so that your web pages will be perfectly prepared for Google's hypertext-matching analysis.
One page is not enough