What are search engines really looking for?

Jul 9, 2012

  • Great content which is current
  • User friendly wireframes
  • Rich keyword content
  • Relevant inbound links

Great current content:
Write great content which is current.  News as it happens is always a great place to start.  Write as if the search engines don’t exist and you’ll be creating better content and be more creative in the process.
For an example, if you sell shoes, find out what the latest trend in shoes is and write about that. Don’t choose boring content that no one has an interest in. Shoes may seem boring but in fact, all of us wear them. Find out what might attract new shoe buyers whether it might be a new shoe designed just for campers, a new walking shoe which might protect the wearer from the elements, or perhaps a high heel for women that will give that special look the younger woman might want while offer comfort as well.
User friendly wireframes:
When your site is user friendly, this goes a long way with search engines. As you meet with your site designer spend time going over the wireframe of the website making sure that the user as well as the search engine crawlers will have no trouble finding information on the site.  Carefully plan the menu so that users and crawlers from search engines have no problem navigating from page to page within the site.
No one wants to spend time on a site trying to determine how to contact you, how to ask for help, how to understand your services, etc. You have only a few moments to capture the interest of your visitor.  As for search engines, if your site is not designed to be easy to scan and eash to crawl for the search engine spiders you will have little chance of being indexed.  How many of us have viewed a site only to wonder where the menu was or how to find the information we came there to search for?
All of us at one time or another have been to websites which are a complete mess and wondered who in the world designed this site and how could the site owner not know how hard it was to navigate the site? This is why we always insist on wireframes for each site laid out in detail and keyword rich to make it easier for search engines to crawl and index the site. Additionally, by adding a site map we make sure that users and search engines have a way to navigate easily.
Rich keyword content:
Of course you will use rich keywords throughout your pages or within your article or post. However, beware of getting focused entirely on keywords alone.  Write for your audience and their entertainment and education.  Use keywords in a creative and cleaver way for the best results.
Relevant In-Bound Links
When we say “relevant links” we mean for you to add those that educate your viewers, elevate your site to one of importance and increase your ranking popularity.  If you do this, your site will be known as an authoritative site and will receive higher praise.
A word of caution:
Be careful … I find that many of my clients have been relying on tactics to trick the search engines such as spamming by repeating keywords, or attempting to hide key words within the page layout by using a color which they think won’t be seen by users but will be crawled by search engines. This is a quick way to get your site banned from search engines. All spammers sooner or later are found out and the risk is not worth the efforts to deceive. Spend your time creating memorable content which real live people would love to read.
Hurry back,
Jean Holland-Rose
Chief Creative Officer
Inside Design Orlando


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