Search engines are the foundation of the Internet. Most users will turn to a search engine as the quickest way of finding the information, or product that they want.
Even well known brands still find that at least 30% of their visitors come via a search engine, rather than typing in the website address of the individual brand. The more obscure your product is, or the less well known your brand is, the more likely it is that you will need to rely on appearing in the search engine results to attract visitors to your site.
The problem is everyone, including your competitors, wants to be top of the list, especially given the number of products that are searched on everyday.
Below are some guidelines which can increase the number of visitors to your site.
1) Your website
• Unless you really need a splash page or Flash to get over key information, you should avoid them as the opening page to your site, because search engines will ignore them and probably the rest of your site as well.
• Lack of content. Search engines work by text and repetition. Minimal text and lots of images may look pretty but search engines may not like it. If you need all the images and a minimal look – keep the text in but put it elsewhere in the site, on an FAQ or library section maybe.
2) Paying to get to the top of search engine results
Known as pay per click advertising, most search engines now offer advertising at the top of search results based on keywords typed in by the user. The more exact you can be with the types of keywords used, the better your results will be. Avoid generic terms such as travel as this often cost more, as you are competing against so many others. You may get lots of traffic, but not quality visitors. Instead, go for keywords that are as close to your product or information as possible. This should lower your cost per click, as there will be less competition. Although the number of visitors may be lower, they are more likely to be the ones who are interested in your site. You can allocate a budget upfront and then state the number of rankings you wish to appear in everyday, giving you complete control over your budget. This will allow you to experiment with different keywords and also to track which search engines return the best results for you.
3) Dynamic websites
Many sites are now dynamically generated, built from a database. You may be able to tell if a site is dynamic by looking for a “?=id” or similar in the url at the top of your browser.
If your site is one of these dynamic or active sites you probably have a problem. Search engines may not see your whole site. Instead they may only visit the home page.
It is not insurmountable, some very clever programming has been developed which allows search engines to read your active pages and genuinely “spider” the entire site.
In tests this has led to increases in traffic by 1000%, on a small site that could mean going from 70 hits a day to 700, or orders increasing from 10 a day to 100.