Improving Search Engine Ranking Results

October 1, 2012 by  Filed under: SEO 


Studies have revealed that 90% of Internet users find websites through search engines and out of those users, 85% do not go past the first 30 results displayed. With this in mind it is easy to see why it’s important for your website to rank high in these results. Your website must be displayed within the first 3 pages of search engine results.


Search Engine Results Pages, or SERP for short, are the pages you see after you type in your keyword query into the search box of a search engine. Ninety percent of internet users query search engines to find what they are looking for.


The most important elements first seen by users in SERP’s are the page title, the page URL and the page description. So it makes reasonable sense to optimise those elements with keywords that are relevant to the content of the web page, are present in the page title, page description and are part of the page URL. Simple right.


The Search Engines Result Pages can be broadly divided into two categories:

  • Non paid organic listings sometimes called natural listings
  • Paid Advertisements sometimes called Pay per Click or PPC.

Clicks on organic listings account for approximately 80% of all traffic. Organic lists are free and attract the vast majority of clicks and are the overwhelming reasons why is it important to get your site to rank naturally in the search engine result pages. Website owners need to follow a process to get their websites to rank higher.


Search Engine Optimisation (SEO) is the process of engineering your website so it can be properly read by the search engine spiders. A useful blog post to read is called “Levels of Web Page Optimisation”.


Search engines are programming systems that analysis text and only text. If your webpage is full of images and no text your site will be crawled but not read and not indexed by search engine simply due to no text on the page. You need text on the page, you need to target each keyword/phrase on the page. So if you want to target the search terms “web marketing agency” you need to have one page with the title “web marketing agency”, a URL with “web marketing agency”, page description with “web marketing agency” and lots of content about “web marketing agency” plus all the page elements (H1 – H6 headings, Alt image tags, Bolded words and Links).


However it never makes sense to call a home page “home” or have their business name on the title of every single page of website. This is great for corporate branding but useless for other purposes. The owners probably search for their business and are pleased when it comes up first in Google. This is only good for the customers that know your company name or brand which is fine for large brands but if you’re trying to get customers from internet users you need to optimise your text for keyword or keywords phrases that internet users are using and searching the web with.


Other aspects of getting higher rankings for your website are trust, authority and link building. The trust you get is via good link building and meeting algorithms. requirements. The more links you get from already established trusted (authorities) sites the more Google will trust you. It makes sense really, because a good website will not link to a rubbish or an irrelevant website.


It is important to understand that the value of link juice transfer to your website is the page rank of the web page divided by all the inbound, internet and outbound links on the page plus yours times a damping factors. For example if you get a link from a website with a Page Rank of 4 this and this web page has 250 other links pointing to other websites the value of link juice transferred to your website is calculated as: the standard weight of a page PR 4 is 625 divided by the total of links plus 1 (yours or 251) times a damping factor of 85% equals 2.117 which is added to your webpage page rank.


Another aspect of trust is by executing your link building strategy within accepted good practice and search engine guidelines. This means building links naturally, creating keyword rich anchor text, pointing links to relevant pages and not using keywords excessively on your page. Adding an unreasonable number of pages to your website in one day is not a natural progression. Search engines like websites to expand naturally, anything else and your website comes under the radar and possibly get penalised/banned.


So the only way to obtain high SERPs is to stay within search engines guidelines and accepted practice. This means building websites that are easy to navigate (so users and the crawlers can find every page easily),have lots of good relevant interesting content and plenty of trusted links. Make your website the best site on the internet in your chosen niche and you shouldn’t go far wrong.

Vincent is CEO of SEO Synovation, an expert SEO consultant and writer of articles and blogs. There are many resources, tips, articles and blog references on his website. There are two post particulary relevant to this article on his blog which users should read and if appropriate comment upon. The posts are:
1. Levels of Web Page Optimisation –
2. How to Calculate the Page Rank Weight of a Link

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