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How to Make a Website Score Better in a Search

Find out how to make a website score better in a search and increase web traffic quickly.

Search engine optimization will help a Web site score better in a search. [© Shutterstock, 2010]
© Shutterstock, 2010
Search engine optimization will help a Web site score better in a search.

Many people and businesses with Web sites strive to attract as many people as possible to their sites. To learn how to make a Web site score better in a search, one needs to understand search engine optimization, or SEO. SEO involves using the right techniques to design Web pages so that search engines notice them. Read this article for helpful tips on making a Web site score better in a search.

Read Search Results

Anyone can create a Web site to sell a product, deliver content or sell services, but the Web site won't be a success unless people visit it. According to PC World, most Web users who conduct a search look only at the first 30 Web sites that result. If a Web site doesn't appear in the top 30, chances are nobody will find it. That's why a Web site needs to be optimized to score better in a search.

Search engines like Google and Yahoo! find and index Web pages. When someone conducts a search using a search engine, the engine looks for the search terms in its index and then delivers the relevant Web sites.

Google, for example, uses three methods to deliver its search results. The first is crawling. To find new Web pages to add to its index, the search engine's computers crawl through billions of Web pages to find links.

Then the search engine indexes the Web pages it has crawled, using the pages' keywords and the content from the pages' tags and attributes. When someone does a search for a particular word or phrase, the search engine looks in its massive index for the Web pages that match. The matching pages are ranked in importance based on how many incoming links each page has. Finally, the resulting Web sites are presented to the person who conducted the search.

Below are tips for making a Web site score better in a search.

Use Keywords

The most important technique for making a Web site score better in a search is the strategic use of keywords. Carefully consider the Web site's target audience and how that audience will search for the product or service the Web site provides. Using the same keywords prospective customers will use is essential to yielding high search scores. If a Web site is selling dinnerware, for example, consider whether potential buyers will search for "dinnerware," "dishes," "china," and so on. Whenever possible, stick to one word or just a few words. In general, shorter keywords, or keyword phrases are more successful.

When deciding on the keywords to use, determine which keywords past visitors to the Web site have used by checking the Web site's referer log. Also, look at which keywords the competition is using to draw visitors to their sites. It might be a good idea to test the chosen keywords by conducting a search for them and examining the results.
For help in determining the best keywords for a Web site, check out Wordtracker.com, which offers a free keyword suggestion tool, or Google Trends.

Once the right keywords have been determined, include them near the beginning of the Web page's title and heading. Most search engines are more likely to pick up keywords that are near the top.

Write Meta Descriptions

Some search engines also use a Web page's meta description tag to index search results, so make sure that the meta description has the appropriate keywords to draw visitors to the Web site. Meta descriptions are usually one or two sentences that provide a preview of the Web page's content when displayed in search results.

Add Links

As discussed earlier, Google ranks a Web page according to the amount of links it has from other sites, so include links from other Web sites whenever possible — especially those from authoritative sites.

Applying this advice can help make a Web site score better in a search, and draw the right visitors to the right products or services.

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