Getting Found On Search Engines

We are often asked about search engine placement and ranking. While there is no clearcut answer in this continually changing arena, here are a few tips. Please note that Cape.Com does not guarantee search engine placement or ranking for particular keywords in any way.

Google Dominates

The best way to ensure front page listing on Google is to buy keyword advertising. Sad but true. This is not the same thing as ranking high. There are specific areas of the page which are strictly devoted to advertising -- they are usually segregated or highlighted in some way to differentiate them from the ranked listings. If it is utterly important for your business to show up under certain keywords, then you should consider advertising with Google. This is the ONLY way to guarantee placement.

If there's no money in the budget for keyword advertising, then you will need to devote some serious time to get your website ranked under particular keywords. Although there are many search engine optimizers out there, none can guarantee placement and you should be wary of any that do. Google and the smaller search engines all maintain specific algorithms when ranking sites. These algorithms are all uniquely different and considered trade secrets. For Google, it is believed that titles, content and links to your site are considered to weigh heavily. For other search engines, it is the meta tags and key word descriptions which determine placement. There is no foolproof way of knowing, and just when you think you've got it all figured out, chances are the algorithms will change.

For more information on Google's search engine placement, see:
http://www.google.com/webmasters/seo.html

Since each search engine uses a different method to determine which sites to list first, a combination of tactics is needed to position your site. These include:

Direct Submissions:

Google and some smaller search engines allow you to enter information about your website including such things as company name, URL, and site description directly. To add your site to Google, see: http://www.google.com/addurl.

To add your website to other search engines individually, do so at that particular search engine (see list below). To submit to several search engines at once for free, try Submit Express. It is believed that submissions done individually and directly at the search engine sites themselves work better than the free all-at-once submissions, but there is no absolute proof of this.

META Tags:

As your site is developed, site specific information can be embedded within the body of your web files using HTML META tags. This information is hidden from view, but still used by certain search engines to catalog your website. It's always good to include them if possible, and at the very least, on your home page.

Of the top Internet directories, a handful accept Direct Submissions for inclusion in their database and the others utilize automated programs (spiders) that comb the net for new sites and process META tag information.

Some of the Top Internet Directories:

• http://www.google.com
• http://www.yahoo.com
• http://www.aolsearch.com
• http://search.msn.com
• http://www.hotbot.com
• http://www.askjeeves.com
• http://search.netscape.com
• http://www.lycos.com
• http://www.altavista.com
• http://www.dogpile.com
• http://www.alltheweb.com
• http://www.looksmart.com
• http://www.scrubtheweb.com

Because many search engines and directories frequently change their names and the way they catalog websites, it's important to track these changes and modify your submission procedures accordingly.

Today's most popular web browsers (Netscape, Internet Explorer & Firefox), hard code Internet directories and search pages within their programs. Be sure to submit to these "Default Search Pages" and modify your submissions as new ones are added.

Given the fact that Internet directories and search engines directly control who gets listed first, and the fact that everyone wants to be listed first, no one can guarantee a particular placement position.

Ongoing website promotion and marketing is key to establishing and maintaining a successful website on the Internet. While you should utilize the methods described above to publicize your website, you must also be prepared to complement your efforts with more traditional promotions. Employing the services of a traditional marketing firm, adding your URL and email address to your company letterhead and business cards, exchanging links with related sites, and, using traditional forms of advertising like newspapers, magazines, and, radio and television stations, will aid in the promotion and ultimate success of your site.

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