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Search Engines and Backlinks: What they are and how they impact your websites popularity and web traffic


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An Ebook explaining how search engines backlinks work as well as other information which will help you understand the Search Engine Optimization process with more clarity.

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Search Engines and Backlinks: What they are and how they impact your websites popularity and web traffic

  1. 1. Search Engines and Backlinks: How They Work, What They are and How it Affects the Popularity and the Search Rankings of Your Website A Free E-Book Brought to You By:
  2. 2. How Search Engines Work There are three major components to the Search Engine Software. Having a thorough understanding of how Search Engines work allow us to stay up to date with the most advanced Search Engine Optimization techniques in order to provide the best possible service to our clients. 1st Component: Web Crawlers aka Robots aka Googlebots aka Bots aka Spiders (Different Names for the Same Thing) Web Crawlers are programs that work for the search engines. The purpose of web crawlers is to collect information on the content of website and all of websites linking to the one being crawled. Web Crawlers are always active constantly visiting web pages and collecting information on the site and on the sites linking to the site being crawled. All the content is taken by the Web Crawlers and copied onto indexes. The frequencies of the visits by web crawlers to websites depend on the popularity, quality, size of the website and the number of visitors a websites receives. A website such as Facebook is “crawled” several times per day, however if we have a website that receives only a few hits per month the web crawlers may only visit once every few months in order to check for updates.
  3. 3. 2nd Component: Indexes Each Search Engine has indexes which is where the information that the web crawlers collect are deposited and organized. Think of each website like a book, the web crawler reads all of the information and writes a “Cliffnotes” or abbreviated version into the search engine index. Every website has its own separate file within the Search Engines Index, within this file you will find and abbreviated version of the website along with an abbreviated version of all of the websites that have a link pointed to the website being crawled. Indexes allow for more efficient processing of information when someone enters a keyword into the search engine search bar. The abbreviated version of the site and the links will include only keywords and description of content. Each site will receive a content score and a popularity score. The content score will depend on the amount of keywords in the content within the website and in the links that are pointing to the website. The popularity score will depend on how many websites have links that will lead visitors to your site. The more popular the website and the more relevant the content the higher your website will rank. Search Engine software has been programmed to recognize “key word stuffing” in order to make it difficult to raise irrelevant websites popularity for specific key words. An Search Engine Algorithm is simply the set of instructions that the search engines will use in order to determine which websites are most relevant to the person who entered something into the search bar. The accuracy of the algorithm is what determines how good a search engine is. Google is the most popular search engine because it has developed algorithms that very accurately determine the most relevant website for a person searching the web. These exact algorithms are not known by anyone except the top people of each search engine. What we know is that the most important aspect is how popular the website is and how relevant the content within the website and links is. The remainder of this page has been intentionally left blank.
  4. 4. 3rd Component: Query Processor Query Processor is the search bar where web user input keywords or phrases when they need to find something on the web. When someone enters a keyword into the search bar the query processor analyzes the word or phrase and quickly searches the indexed websites that make mention of the words or phrase and then reports the most relevant websites. Each search engine work a bit differently so inputting the same keyword on Google and Yahoo may lead to different results. Search Query Form Backlinks, LinkSpam and Keyword Stuffing One of the most important factors in determining a websites ranking on search results is the number of “backlinks” or the number of websites that have a link pointing to the website which is being optimized. If we think about it like an election, each backlink would be like a vote. There are several factors that determine the value of a backlink. Backlinks from authoritative sites on a given topic are highly valuable.
  5. 5. If both sites have content geared toward the keyword topic, the backlink is considered relevant and believed to have strong influence on the search engine rankings of the webpage granted the backlink. A backlink represents a favorable 'editorial vote' for the receiving webpage from another granting webpage. Knowledge of this form of search engine rankings has fueled a portion of the SEO industry commonly termed “linkspam”, where a company attempts to place as many inbound links as possible to their site regardless of the context of the originating site. As a way to combat this search engines now have the ability to detect “linkspam” by analyzing the content of the page which contains the backlink. If the content surrounding the backlink is gibberish or unrelated to the theme of the website being optimized then there is potential for that backlink to have a negative effect on your websites overall ranking. Another practice which is commonly employed and penalized by search engines is "keyword stuffing.” Keyword stuffing is defined as overfilling your content with your targeted keywords/ keyphrases. By way of example, if you're targeting the phrase "navigation system," then keyword stuffing your content might read something like "Buying a new navigation system is something most customers do regularly as their old navigation system often fails to function in the proper way that a navigation system should..." and so on. It reads like a fourth graders essay, and the search engines pick up on the unnaturally high incidence of the same phrase being repeated over and over. A safe but effective range might be considered 4-9% density. This makes sure the search engines correctly categorize your site for the services you offer, without them penalizing you for blatantly stuffing it with keywords. The MyBusinessMarketing is content driven, optimizing content for maximum optimization affects while displaying personality and ensuring that content is enjoyable, engaging and adds value to your business for those who read it. MyBusinessMarketing keeps in mind the fact that the content released on the behalf of the client can serve as a way to communicate a message and to give clients insight into the personality of your business. The content can and should be used to generate interest in the business not only to improve the search positioning of a website. This will create multiple streams of targeted leads. Though the bulk of your traffic will come from the effect of having optimized contact available on top websites, the prospects who take time to enjoy the available content and end up on your website will convert at a much higher percentage. Press Releases A press release is a document issued to media and consumers to announce yourself and your product(s). A well-written release can dramatically increase your sales, expose your company to the masses, and greatly enhance the image of your business or products. Press releases need to be written in journalistic rather than marketing style. It should be objectively written and needs to inform people, not just sell them something. MyBusinessMarketing will write and distribute optimized Press Releases, specifically designed for Search Engine Optimization. The primary motivation behind working with press releases will be to create multiple backlinks and to optimize your website for specific key words. Though search engine optimization will be the priority, MyBusinessMarketing will also incorporate a human interest story or try to pepper in a hint of controversy in order to create buzz and generate additional backlinks. Your press release will be sent to all major media outlets including newspapers, all major news networks and in some cases journalist will contact you in order to write a news article about your website. Even if no one calls to write a newspaper article or if no news reporters want to put you on the evening news, a
  6. 6. press release will create permanent, quality backlinks which will increase your websites popularity and online visibility. The result is increased Search Engine rankings for the keywords which we target. Online Directories A web directory or link directory is a directory on the Internet that specializes in linking to other websites and categorizing those links. A web directory is not a search engine and does not display a list of web pages based on keywords; instead it list websites by category and sub category. Web directories often allow site owners to directly submit their site for inclusion, and have editors review submissions for fitness. Most of the directories are very general in scope and list websites across a wide range of categories, regions and languages. But there are also some niche directories which focus on restricted regions, single languages, or specialist sectors. A shopping directory, for example, would specialize in listing Ecommerce Websites. Web directories are valuable for search engine optimization because the “anchor text”, or the description or name of the link can be used to target specific keywords. This description will cause search engine spiders to catalog the website for specific keywords giving your website another “editorial vote” and improving the positioning on organic search results. There will be very little traffic generated directly from the web directories, the reason MyBusinessMarketing utilizes it is to communicate to the search engines that your website should be showing up in the top of the rankings when a user inputs a specific key word. Not all directories are created equal. There are over 300,000 online directories many of them are of very poor quality. If your website is linked to too many low quality web directories, the search engines will perceive your website as being low grade and your organic search positioning will be negatively affected. Social Bookmarking Sites Social bookmarking is a method for Internet users to share, organize, search, and manage bookmarks of web resources. Unlike file sharing the resources themselves aren't shared, merely bookmarks that reference them. Descriptions may be added to these bookmarks in the form of “tags” so that other users may understand the content of the resource without first needing to click through for themselves. Such descriptions may be free text comments, votes in favor of or against its quality, or tags that collectively or collaboratively become a social tag. In a social bookmarking system, users save links to web pages that they want to remember and/or share. These bookmarks are usually public, and can be saved privately, shared only with specified people or groups, shared only inside certain networks, or another combination of public and private domains. The allowed people can usually view these bookmarks chronologically, by category or tags, or via a search engine.
  7. 7. For Search Engine Optimization Social Bookmarking sites can be an excellent resource for backlinks in order to maximize website popularity. Since all bookmarks are made by independent users of the general public the search engines hold the backlinks created through these sites in high regard. Websites such as Digg, StumbleUpon and Reddit allow users to vote on individual bookmarked sites. With enough votes the links will show up on the front page of these respective websites. Once on the front page the websites that are the originator of the popular content will tens of thousands of unique visitors from these popular Social Bookmarking sites, in a short time frame. The traffic generated from being on the front page of these popular social bookmarking sites is often untargeted and convert and a very low ratio. Most people will stop at the website to read the content and leave immediately thereafter. Despite this Social Bookmarking sites are very valuable because of the benefit that the backlinks created have on the organic search engine results. As part of its optimization strategy MyBusinessMarketing incorporates the top 250 Social Bookmarking sites as a way to gain permanent one way links. Which of the Social Bookmarking sites are used will depend on the demographic profile of the typical client for the website being optimized. These are just a few possibilities… There are hundreds of strategies to attain high quality relevant backlinks. In order to decide which strategies will work best for selected keywords a great deal of competitive intelligence must be completed. Utilizing cutting edge technology it is possible to see exactly how each of the top 10 search results were able to attain their respective position on search results. If we mimic the steps that they took then go over and above what they have accomplished we will overtake their spot and the traffic will be funneled your website instead of the competitions. Benefits of Search Engine Optimization Website promotion through search engine Optimization SEO & positioning is the most important part of a strong online presence. It is not something that is done once and forgotten about it is a continual process that must be maintained and can be expanded upon for maximum results. Search Engine Optimization objective for any online business is essential to keep a competitive edge and attain aggressive steady growth in today’s marketplace. The best way to ensure you capitalize on search engine traffic is to ensure that you show up on the first page of organic search results.
  8. 8. Studies have shown that 68% of people do not get past the first page of search results after inputting keywords or phrases into the search engine query. 90% do not get past page 2; if your website is after page 2 then you’re not even in the ball game. MyBusinessMarketing focuses on keywords and phrases that are searched from 4,000 to 200,000 times per month and guarantees first page positioning for 30% of the keywords that are mutually agreed upon. This can translate into thousands of unique visitors for our client’s websites and with the online marketing being hands off to the business owner they can focus on maximizing conversion rates and profitability. Compare to pay per click ads, outsourcing SEO is a bargain. The cost of quality PPC keywords is usually close to $2.00 per unique visitor or about $10,000 per 5000 visitors. Some keywords will cost well over that, at times going over $10.00 per click. Once the money is spent, your traffic will go away until you reload the account. PPC ads are popular because they are easy; they do not require time or effort, you pay, you get on the first page. Studies have shown that clients trust organic search engine results more than sponsored results, the intangible effects of SEO such as displaying corporate personality, giving your client base engaging content and establishing multiple portals to your website make the comparison between PPC and organic SEO… well, not much of a comparison at all. Having the ability to put any website on the first page of organic search results is extremely powerful. It means that we can communicate any valuable message to the world. There are billions of people on the planet and an infinite number of keyword and phrase combinations. Each keyword and phrase is its own niche market. Take a look at this example: (Data provided by Google) Keyword Monthly Search Volume Est. PPC Cost Digital camera store 27,100 $1.75 Digital cameras store 165,000 $1.97 Digital camera stores 5,400 $2.21 Most people don’t take the time to consider keywords. One letter changes everything. For some clients we will optimize their site for incorrectly spelled words if the monthly search volume justifies it. Using the number from the examples above let’s compare someone who uses PPC ads to drive traffic for “Digital Cameras Store” vs. someone who outsourced organic SEO and was able to get on the first page. The remainder of this page has been intentionally left blank.
  9. 9. Cost of Pay Per Click Keyword: Digital Cameras Store Searched 165,000 per month We will assume 5% of the monthly traffic will click on each website. PPC Client 165,000 searches per month X 5% = 8250 Unique Visitors 8,250 Unique Visitors per month X $1.97 Per Click = $16,252.50 per month $16,252.50 * 12 Months = $195,030.00 Per Year For less than the cost of one month of these types of results we will optimize your site for 150 keywords and guarantee 1st and 2nd page positioning. Our firm’s optimization strategy is very content oriented. All content that is created is original and will have a depth and character that will show many positive sides of your company’s online personality. Having this quality content will also improve your conversion ratio because the level of comfort and confidence will be greatly increased. The experience will be Holistic for your customer; your social pages will all have a similar “feel” as your website. We will attain an understanding of your customers online and offline experience and devise a theme that will consistent throughout the sales process. The end result is highly targeted traffic that finds you because they are looking for something that you have. Consumers show the search engines what they want by inputting keywords, you show the search engines what you have maximizing the amount of relevant content tailored around each specific keyword relevant to your product or service. Thank You!! Thank You for taking the time to read this document. We hope it has been interesting and informative. If you are a business owner we would very much like the opportunity to discuss how a focused online marketing strategy can help greatly increase your business revenue. Please visit our website to learn about the different aspects of our services then contact us so one of our experts can help devise a strategy specifically for your business and website. Direct 786-512-4354 Phone: 888-228-0766