Digidaze understands that getting to bottom of why your website is or is not performing the way that it should, can be a frustrating process. In this article we will help you understand the information about your site that can be uncovered in a website analysis, and how you can use that information to increase your website’s performance.
What Search Engines Look For
The job of any good search engine is to return to its searchers the most relevant sites for the search terms entered. In order for search engines to serve up the right sites for those terms, it must compile a massive database containing billions of sites and their content. Computer programs called ‘search engine robots’ or ‘search bots’ for short, scour the internet reading and cataloging sites to later serve up to hungry searchers. The bots are looking for relevant information to serve up, and it seems as though they are fairly particular in how they want it structured. Sites that are well-built with the a search-friendly structure and a good amount of relevant content will likely be served up higher in a search engine’s organic rankings than those with a lower quality construction.
The first step in creating a search-friendly site is have a website structure – or foundation – that is conducive to search bot cataloging. Pages and code should be well-organized, properly named, and housed in easy-to-understand folders for maximum searchability.
A website analysis is much like a home inspection. Where a home inspector is checking a home’s foundation and overall construction quality, a website analysis checks a site’s basic foundation. Is it well-built with clean code and a sound site structure? Does it contain information relevant to its intended audience? Does it stay on point, or does it send the search bots – and it’s intended audience – off in another direction?
Key Words and Phrases
When someone searches for something on the internet, he or she types words or phrases into the search area hoping to narrow down the results. These terms are considered ‘key words’ or ‘key phrases’ to search engines. In order to properly build your website with your target audience in mind, you must first try and determine which key words and phrases they will be using most to find you. For instance, if you are a landscaper in Austin, Texas, people searching for your services would likely type in phrases such as: ‘landscaper austin’, ‘landscaping Austin tx’, or simply ‘landscaping’. In order for your site to be served up when someone searches those key words and phrases, your site must have those key words in place. Key words and phrases should be strategically used in things like the site structure itself (page names and folders), page titles, meta data, and within the page content.
Through a website analysis, the key words and phrases most relevant to your business are used to check your site and page structure. Key word relevancy can be weighed, and if there are opportunities to improve search results through key word and key phrase optimization, recommendations can be made.
PageRank and Inbound Links
Obtaining a high PageRank for a website is a priority for every search engine expert. PageRank is a link analysis algorithm, named after Larry Page, used by the Google that assigns a numerical weighting to a website with the purpose of “measuring” its relative importance.
Google defines PageRank and its role in search results as follows:
“PageRank reflects our view of the importance of web pages by considering more than 500 million variables and 2 billion terms. Pages that we believe are important pages receive a higher PageRank and are more likely to appear at the top of the search results.
PageRank also considers the importance of each page that casts a vote, as votes from some pages are considered to have greater value, thus giving the linked page greater value. We have always taken a pragmatic approach to help improve search quality and create useful products, and our technology uses the collective intelligence of the web to determine a page’s importance.”
So what does that all mean? It means that Google has its own ways of determining which sites are most relevant, however it does disclose that PageRank in part is determined by outside links into your website. The more outside links – particularly those which Google finds of high value – the more likely your site is to rank higher.
A website analysis will determine your website’s numeric PageRank, and whether or not it is necessary to alter the site’s pages, or create additional inbound links, to help achieve better search results.
A complete website analysis and search engine improvement recommendations are available through Digidaze’s Digital Marketing Consulting services. Contact Digidaze at 1-855-DIGIDAZE, or visit our website at www.digidaze.com.