Search Engine Facts You Need to Know
To achieve any goal, you first need to know
everything there is to know about your goal and
the variables that influence it. That way you
can formulate a plan of attack that will work,
and avoid time-wasting activities that will not.
This applies to everything: running a business,
waging a war, winning a race, and of course,
marketing your web site. Information is power.
Today we will focus on some interesting facts
about search engines and the Web. We'll see how
we can use these facts to promote our sites
through the search engines more effectively. Of
course, there are many more ways you can market
your web site, but the most effective both in
results and in costs is getting included in the
search engines and getting a good rank in
searches for your products or services. That's
because getting listed in a search engine is
free, and if you are placed well, the traffic
from an engine will literally feed you. Search
engines are the most popular tools that web
users use to find new information on the Net.
General Facts
Forrester Research estimates that there are 500
to 600 million pages on the Internet and that
number is growing fast. However, the largest
search engine, AltaVista, only has about 150
million pages indexed (about 27% of the Web),
with Excite and Lycos at only about 50 million
indexed (about 10% of the Web)! From September
1996 to September 1997, none of the search
engines increased in size significantly, despite
the fact that the web continued to grow! To a
webmaster, these are shocking statistics! Why
are relatively few pages are indexed? (1) The
Web is growing faster than the engines can keep
up with, and (2) many webmasters do not know how
to design and submit their pages correctly.
Getting and staying indexed well in a search
engine takes a little more work than most people
assume. You need a four-step approach.
The first thing you need to do is make
sure all your web pages can be reached from your
home page within three clicks. Most engines will
only crawl three levels deep when indexing your
site. Also, make sure all your pages have TITLE
tags and META description and keyword tags, as
most engines now use these. It is also highly
advisable to have META category, language, and
robot revisit tags, and ALT tags on all your
images.
Don't just slap these into your pages. Put some
thought into them. For example, the text in the
TITLE tag for a particular page should start
with a word that summarizes the entire page (a
keyword). Say you have a page that mostly has
information on vacations in Cancun, Mexico. Your
TITLE tag should read something like 'Cancun
vacations, tours, and travels in Mexico.
Packages include diving...' The word 'Cancun'
starts the sentence, and the rest of the
sentence is made up of keywords that are related
to the content of the page. This goes a long way
toward getting you better rankings; same thing
with the META tag text.
If you use frames on your site, make sure you
use good NOFRAMES tags since not all major
engines support frames. If you don't, your pages
simply will not be indexed by those engines. If
you use image maps, make sure you have a text
links navigation bar somewhere on the same page,
as not all major engines support image maps
either. Quick note: the TITLE tag text should be
at most 200 characters long, with the first 80
characters being the most important, as these
are the ones most engines focus on in ranking
and results display. Do not simply repeat
keywords in the title tag. Make some grammatical
sense out of the sentences but ensure that the
keywords feature early and are not diluted by
too many 'junk' words.
The second thing to do is submit only
your home page and perhaps one other major page
and then let the engines crawl your site. I will
explain this in depth below. (The only exception
is Infoseek. Infoseek does not crawl so you must
submit every page on your site to it manually.)
Because the engines are so overwhelmed, you need
a third step - you must monitor your
submission and re-submit your home page every
couple of weeks. The engine may have taken your
submission but dropped it later (this happens a
lot with Excite), gone to your site and found it
unavailable at the time, or just not indexed
your site due to a technical error on its part.
Resubmitting and checking on your submission
every two weeks will ensure that you will
eventually get in and stay in the index.
Fourth,
you need to get as many people linking to your
site as possible. Visit related sites and ask
for a link to your site. There is a trend by the
engines to increasingly use link popularity and
traffic as an indicator of relevancy. What this
means is that the more people link to your page
relative to your competitors' pages, the more
highly you will rank on the engines. Not only
will getting many incoming links get you a
better rank on the engines, but it will also get
you a lot of traffic (following links is the
second most popular way people find new sites).
Furthermore, on Excite, HotBot, and Lycos, link
popularity also determines whether the engine
will crawl deep into your site and index more
pages or not. Do not ignore this fourth step, no
matter how hard it sounds!
For the major engines, do not leave the
submission process to automated programs and
services. The major search engines are too
important and the automated services sometimes
do it wrong. You are only submitting the home
page and one other major page to
Excite,
Lycos,
AltaVista,
Infoseek and
HotBot - that is not much work to do
manually every two weeks!
About Spamdexing
Because the search engines are so overwhelmed,
they are coming up with more ways to make their
job easier and weed out pages they feel are not
worth indexing. One of the new developments is
that most engines now insist or highly recommend
that you only submit your home page to them and
let the engine crawl through your site and index
the pages it finds. If you decide to go against
this recommendation and submit a whole bunch of
pages through the online submission forms, you
will risk being tagged a "spamdexer" (index
spammer).
There is also an indication that engines like
AltaVista give a higher ranking to crawled pages
than submitted pages. So for your own interests,
you want your pages crawled so that they have a
higher score. Other engines like Excite will
take the same amount of time to add your pages
to their index whether you submit them manually
or let it crawl to them from your home page. So
not only will you be wasting your time
submitting each and every page you have to
Excite, but you will risk spamming that engine.
Conclusion: submit only your home page and one
other major page and let the engines crawl your
site. The only exception is Infoseek. Infoseek
does not crawl so you must submit every page on
your site to it manually. You can make a list of
URLs to your pages and email that to Infoseek if
you have more than 50 pages you wish to submit
(see their submission page for more details).
There are a few other things to watch for to
avoid having your pages excluded from the
engines. The following make an engine tag a
particular page as spam and therefore not index
it. Make sure that none of your pages has any of
these.
1. Keyword stuffing.
This is the repeated use of a word to increase
its frequency on a page. Search engines have the
ability to analyze a page and determine whether
the frequency is above a "normal" level in
proportion to the rest of the words in the
document.
2. Invisible text.
Some webmasters stuff keywords at the bottom of
a page and make their text color the same as
that of the page background. This is also
detectable by the engines.
3. Tiny text.
Same as invisible text but with tiny, illegible
text.
4. Page redirects.
Some engines, especially Infoseek, do not like
pages that take the user to another page without
his or her intervention, e.g. using META refresh
tags, cgi scripts, Java, JavaScript, or server
side techniques. If you use redirection, it
should have a delay of about 7 seconds.
5. META tags stuffing.
Do not repeat your keywords in the META tags
more than 1 to 3 times, and do not use keywords
that are unrelated to the content of your site.
6. Do not submit the same page more than once
on the same day to the same search engine.
7. Do not submit virtually identical pages
i.e. do not simply duplicate a web page,
give the copies different file names, and submit
them all. That will be interpreted as an attempt
to flood the engine.
Below are several useful facts and tips for each
major search engine that you can use to improve
your search engine marketing.
AltaVista Facts
Pages in index in millions: 150 Time it takes to
index a submitted page: 1-2 days Time it takes
to index crawled pages (may take longer than
indicated): 1 day to 1 month
How to check if your page is on the index:
In the search box, type: '+url: yourcompany.com/yourpage.htm'.
How to check how many pages link to your site:
In the search box, type: 'link:yourcompany.com'.
You can narrow your search to a particular
directory or page like: 'link:yourcompany.com/ourpage.htm'.
To eliminate from the results all the pages
within your own domain that link to each other,
use the -url command: 'link:yourcompany.com -url:yourcompany.com'
Supports frame pages: Yes
Supports image maps: Yes
HotBot Facts
Pages in index in millions: 110 Time it takes to
index a submitted page: 2 days to 2 weeks Time
it takes to index crawled pages (may take longer
than indicated): About 2 weeks
How to check if your page is on the index:
Select the advanced search options and enter
your page's URL. How to check how many pages
link to your site: In the search box, type: 'linkdomain:yourcompany.com'.
To eliminate from the results all the pages
within your own domain that link to each other,
use the -domain command like: 'linkdomain:yourcompany.com
-domain:yourcompany.com'.
These methods get you all the pages linking to
your domain. To find the links to only a
particular page, enter your URL into the search
box, then choose the "links to this URL" option.
Supports frame pages: No
Supports image maps: No
Infoseek Facts
Pages in index in millions: 75 Time it takes to
index a submitted page: 1 day for pages
submitted online, 7 days for email submissions.
Time it takes to index crawled pages (may take
longer than indicated): Rarely spiders, if it
does then 1 - 2 months
How to check if your page is on the index: In
the search box, type: 'URL:
http://www.yourcompany.com/page.htm'.
How to check how many pages link to your site:
In the search box, type: 'link:yourcompany.com'.
You can narrow your search to a particular
directory or page like: 'link:yourcompany.com/ourpage.htm'.
To eliminate from the results all the pages
within your own domain that link to each other,
use the -url command like: 'link:yourcompany.com
-url:yourcompany.com'
Supports frame pages: No
Supports image maps: Yes
Excite Facts
Pages in index in millions: 55 Time it takes to
index a submitted page: About 2 weeks Time it
takes to index crawled pages (may take longer
than indicated): Up to 6 weeks
How to check if your page is on the index:
In the search box, type in the full URL of the
page.
Supports frame pages: No
Supports image maps: No
Lycos Facts
Pages in index in millions: 50 Time it takes to
index a submitted page: 2-4 weeks Time it takes
to index crawled pages (may take longer than
indicated): 2-4 weeks
How to check if your page is on the index: Not
available.
How to check how many pages link to your site:
N/A
Supports frame pages: No (limited)
Supports image maps: No
Yahoo!
Facts
Yahoo is the most popular directory on the web.
Many people have problems getting their site
listed. A rough estimate is that only 1 out of
every 10 submissions gets listed, if that.
Moreover, it takes an estimated 4 to 15 weeks to
be listed for those who actually get listed!
Those who got listed had to resubmit their site
an estimated 4 times over several weeks or
months before getting listed (resubmitting often
is spamming, by the way).
One thing is for sure - you must get into Yahoo!
Yahoo actually brings some sites over 50% of
their business. By the way, Yahoo now has an
express submission service whereby you pay $199
for a response to your submission within 7
weeks. It doesn't guarantee that you will be
listed with them, but at least you get to know
within 7 days whether you are in or if not, why.
Watch out for our next article on "How to
successfully get listed on Yahoo?"
SK Kor
Internet Marketing Consultant