26 Mar



This page was written in November 2009, but much of our advice is still relevant today.


One must always be sure to consider the users of search engines when developing your strategy to increase search engine results positioning or ranking.


When people use a search engine, they are looking for web pages containing particular information.  That information varies but search engine users may be searching for a particular product, service, data, information about a city, etc.,  They type in a keyword or phrases into the query box and wait for the search engine to return a list of websites containing the keywords or phrases queried…simple ah?


When determining what keywords to create for your website Webmasters must consider that there are numerous ways to look for information in search engine results.  For instance, when looking for an apartment in Buenos Aires on might use some of the following search terms:  “apartments in BA”, “apartments Buenos Aires”, “housing in BA”, and “lodging in Argentina”.


Therefore, it is important to consider all the different ways you can use keywords and key phrases to ensure your website appears in the search engine page results.  We develop on this topic,  ‘Keyword Strategy Development’ in Chapter 5, but it is important to begin thinking about possible ways people might query information we seek to communicate via search engines results.


Typically, people employ one of two methods of using a search engine. We call the first method “drill down” search and the second, “targeted” search.


A “drill down” search involves starting with a general category and then choosing more specific result fields.  In effect, is to narrow one’s search.  We typically accomplish drill down by using a search engine to find an informational hub, an authoritative site that links to other sites may be.  This makes it important to ensure you list on both the search engines and informational hubs or sites listing products and services relevant to your products or services, we call this search engine marketing.


Please note that not all websites that enable you to link your own work are of high quality and we counsel you to seek out quality websites and not the multitude of poor quality directories that are numerous.


A “targeted search” typically involves a search engine user trying to find a particular person, product, service, or website.  In many instances, a searcher is trying to find a particular site but does not remember the URL.  The proper use of keywords and phrases identifying your particular name, product or service is vital to successfully reaching your target audience.


Once presented with a list of search engine results, it is interesting to note how users determine which sites to visit and which to ignore.  Users will typically first scan the listings reading first the title and then description for the web pages listed.


Pages that are untitled or merely say “Home Page” or “Contact Me” or less likely to be viewed by users than ones that have specific information such as “Free Vacation Rental in Buenos Aires”.  This is not the sort of META Title we would suggest, but you get the drift.  At the same time, the META Descriptions of individual pages must be clear, concise and attractive.


Searchers using a “drill down” approach are more likely to gravitate towards sites offering comprehensive information on a particular subject; including phrases such as “review Buenos Aires top rental agencies” can dramatically increase the amount of traffic to a website.


Searchers are often eager to get away from the random nature of search engines and to move over to a site more specific to their particular needs and interests.  Search engine users tend to seek out quality informational websites, you must ensure your website and your search engine marketing provide that type of online resource.


If you are offering products and/or services, you will likely find that targeted searches are more advantageous for your needs.  In that instance, including items such as product or services reviews or feature comparisons in your listings will help greatly.

How We Use Search Engines Overview

The goal of this chapter sought to acquaint you with how search engines work and how search engine users find your website.  Learning how spiders work, how search engines find you, what is indexed, how pages are ranked, what robots.txt and site-maps involve and how people use search engines is the main science behind Search Engine Marketing and Search Engine Optimization.


Now you understand the basics we can build some real substance into this guide – SEO & SEM Strategies: In 4 Easy Steps.


In the upcoming chapters we will explore: Keyword Strategy Development, Site Structure Optimization, Web Page Optimization, Link Building and Development and follow this up with two additional chapters: Measuring Your Results and Refining Your Strategies.


The last two chapters are of critical importance, SEO and SEM is an ever-changing and ever-evolving process that requires strong housekeeping skills.  More importantly, you might never get it 100% right the first time and should not let it worry you – measure and refine, measure and refine, measure and refine.  Remember, Rome was not built in one day and not all that glitters is gold.

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