Search engines make it extremely easy for anyone to locate information on the Internet. A user types in a word or a phrase, and the search engine comes up with pages and pages of related Web sites. How many users look at all the results pages? Probably none. In fact, pages 4 and beyond are rarely viewed. In order for your Web site to achieve a ranking that lands it on the first three pages of a search, you need to make sure you follow a few simple rules.

Increase your Web site’s incoming links

Search engines use mechanisms called spiders to scan the Web. These spiders analyze the Web site information they find and rank the sites according to established algorithms. Spiders interpret incoming links as compliments to your Web site. Incoming links are one of the top priorities for spiders, and Web sites with more of these links are likely to win a higher search page rank that those with few links. Make sure your incoming links are from quality sites, though. Spiders will deduct ranking points if you’re linked to spam sites. Add your Web site address as part of your signature on industry and community blogs. Contact businesses you deal with and work out a “link swap:” you will add them as a link from your site and they will do the same for you. You can even link all the pages of your Web site to each other.

Do your research before choosing your site’s keywords and phrases

You will want to select keywords that Internet users will actually type into the search bar. Instead of using a keyword, try using a phrase. Many Web searches are conducted with a string of three or four words. You might also want to try using secondary keywords and phrases. You can find out the most popular keywords and phrases for Web searches by checking Google Trends . Avoid overusing your keywords and phrases in your site content because this can make the writing seem forced and awkward and will lower your search engine ranking.

List your Web site with online directories

These online directories are a great way for people to find out that your Web site exists. One of the most popular and reputable online directories is DMOZ Open Directory Project . This directory has sixteen categories, such as Sports, Business, and Computers, with numerous sub-heading for each category. Entries in Open Directory Project are screened before their approval for posting in the directory. If you’re a member of a professional organization, check to see if their Web site has an online directory. A link to your Web site from a nationally known organization will help improve your search engine ranking. You might be tempted to post your Web site on one of the many “link farm” directories, but don’t do this. These link farms are only Web site listing services and do not have much credibility with search engines. Being associated with one of these link farm directories will lower your search engine ranking.

Have any tips or tricks you’d like to share? Leave a comment!

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