Search Engine Listings

If you don’t publicize your site, no one will know about you. This covers the basics for search engine positioning etc.

The World Wide Web is indexed through the use of search engines, which
are also referred to as spiders, robots, crawlers, or worms. These search
engines comb through the Web documents, identifying text that is the basis for
keyword searching.


Each search engine works in a different way. Some engines scan for
information in the title or header of the document; others look at the bold
headings on the page for their information. The fact that search engines gather
information differently means that each will probably yield different results.
Therefore, it’s wise to try more than one search engine when doing Web
searching.


Below we’ve listed several search engines. There is a link to the search
engines main page where you may conduct searchs or a link to their submission
page where you may add your URL if you have not already.


AltaVista
Submit to
AltaVista


AOL
NetFind

Submit to AOL NetFind


Excite
Submit to
Excite


Google
Submit to Google

HotBot
Submit to HotBot


Infoseek
Submit to
Infoseek


Internet
Explorer

Submit to Internet Explorer


Looksmart
Submit to Looksmart


Lycos
Submit to Lycos

Magellan
Submit to
Magellan


Go2Net
Submit to
Go2Net


Netscape
Submit to Netscape


Northern
Light

Submit to Northern Light


Snap
Submit to Snap


WebCrawler
Submit to
WebCrawler


Yahoo
Submit toYahoo

Now that you have your web site listed,click here
to find out how to get a better listing.



Search Engine Positioning


So tell me, exactly how do the search engines rank pages? How can I
get my pages at the top?


Search engines use complex and proprietary algorithms to rank web pages
according to a variety of factors. The search engine companies keep their
algorithms very secret for competitive reasons, and to prevent people from
making pages that spam them. By reverse engineering it is possible, but
difficult and very time consuming, to come very close to knowing exactly how a
particular search engine ranks pages and thus be able to make pages that rank
extremely well. It is not possible to know with 100% accuracy the exact formula
used by a search engine because:



  1. To do so would require that you reverse engineer using several 100%
    perfectly scoring web pages, which do not exist!

  2. Other factors beyond your control or HTML design also play a small
    role in search engine positioning.


The good news is that you do not have to be 100% accurate to score well
and you do not have to reverse-engineer the search results yourself! You can
use existing resources to make pages that will score in the top 10 positions,
or at least in the top 30. AND THAT’S GREAT FOR YOUR WEB SITE! The pages that
are created specifically to rank highly on search engine results are commonly
known as doorway pages (or gateway, entry, or bridge pages).


What factors go into the calculation?


Ranking criteria varies from search engine tosearch engine. Most
calculate page rankings based on these elements:



  • Prominence of the keyword searched in the viewable text

  • Frequency of the keyword searched in the viewable text

  • Site Popularity

  • Weight of the keywords

  • Proximity of keywords

  • Keyword Placement

  • Prominence, frequency, and weight of keywords in the tag(s)

  • Prominence, frequency, and weight of keywords in the

  • Prominence, frequency, and weight of keywords in the

  • Keywords in or other headline tags

  • Keywords in the link tags

  • Keywords in ALT tags

  • Keywords in comment tags

  • Keywords contained in the the hidden form tag

  • Keywords contained in the URL or site address,e.g.,
    http://www.keyword.com/keyword.htm

  • Grammatical correctness and natural-sounding word patterns

  • Absence of formatting, repetition, and word arrangement that could be
    considered as spam.


Each engine has lower and upper limits or thresholds for each variable
and criteria. This protects it against spammers and that is why simply
repeating keywords will not work.


Doorways: A solution to a dilemma


All said, you need to have pages designed specifically to rank highly in
search engines. A doorway page is simply a page that has been created for the
sole purpose of ranking higher in the search engines for a particular keyword
or set of keywords. These pages act as doorways to the real content of your
site, without having to redesign or modify content in your current web site’s
pages. A doorway is designed for the search engines, to make the search engines
happy. The doorway page then links to your main site and takes your visitors
there.


A web site is designed for people, to make people happy, to fill a need,
make money, whatever. However, what is good for people is not always good for
the search engine. If, for example, you have a web site that has a lot of
graphics and hardly any text, or one that runs on a database and creates
dynamically generated pages, or one that is in a highly competitive area, or
even one that deals with a wide variety of general topics, chances are that
your pages will rank very poorly on search engine rankings.


This creates a serious dilemma: how to make web pages that are both
pleasing, useful, and logical to humans, and at the same time super-friendly to
search engines.


Doorway pages help you solve these troubling dilemmas. You can keep your
current web site as it is and create dozens of doorway pages, each optimized to
rank well for a different keyword in a different engine. Typically, when
targeting 10 keywords, across 5 search engines, you will end up with 50 pages
pointing to your home page or other section on your site. Do not worry as this
is not unusual, and search engines will not penalize you as long as your
doorway pages are professional and honest, and so is your submission. You will
want your Web site to be found under several keywords that your prospects are
likely to search by. For this reason, you will want to create separate pages
that emphasize each of those keywords/phrases and rank well for each search
engine. On average, to cover all possibilities, you need to make doorways for
about 50 keywords or phrases related to your product or service, for each of
the top search engines. That is extremely powerful online marketing!


I am concerned. Are doorways ethical? Are they considered as spam by
the search engines?


Before getting started on using doorways to improve your search engine
ranking, you need to know a little about spam and spamdexing. Spamming the
search engines (or spamdexing) is the practice of using unethical or
unprofessional techniques to try to improve search engine rankings. You should
be aware of what constitutes spamming to avoid trouble with the search engines.
Generally, it is very easy to know what not to do to avoid being called a
spammer. By following a few simple rules, you can safely improve your search
engine rankings without spamming the engines.


What constitutes spam?


Some techniques are clearly considered as an attempt to spam the
engines. Where possible, you should avoid these:



  • Keyword stuffing. This is the repeated use of a word to
    increase its frequency on a page. Search engines now 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.

  • Invisible text. Some webmasters stuff keywords at the bottom
    of a page and make their text color the same as that ofthe page background.
    This is also detectable by the engines.

  • Tiny text. Same as invisible text butwith tiny, illegible
    text.

  • Page redirects. Some engines, especially Infoseek, do not like
    pages that take the user to another page without his orher intervention, e.g.
    using META refresh tags, cgi scripts, Java, JavaScript,or server side
    techniques.

  • META tags stuffing. Do not repeat your keywords in the META
    tags more than once, and do not use keywords that are unrelated to the content
    of your site.

  • Unrelated keywords. Never use keywords that do not apply to
    the content of your site.

  • Too many doorways with similar keywords.Do not create too many
    doorways with very similar keywords.

  • Duplicate submissions. Do not submit thesame page more than
    once on the same day to the same search engine.

  • Identical pages. 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.

  • Code swapping. Do not optimize a page for top ranking, and
    then swap another page in its place once a top ranking is achieved.

  • Doorways to directories. Do not submit doorways to directories
    like Yahoo They are only good for use with search engines and not with
    directories.

  • Oversubmission. Do not submit more than once per month as a
    general rule.


Gray Areas


There are certain practices that can be considered spam by the search
engine when they are actually just part of honest web site design. For example,
Infoseek does not index any page with a fast page refresh. Yet, refresh tags
are commonly used by web site designers to produce visual effects or to take
people to a new location of a page that has been moved. Also, some engines look
at the text color and background color and if they match, that page is
considered spam. You could have a page with a white background and a black
table somewhere with white text in it. Although perfectly legible and
legitimate, that page will be ignored by some engines. Another example is that
Infoseek advises against (but does not seem to drop from the index) having many
pages with links to one page. Even though this is meant to discourage spammers,
it also places many legitimate webmasters in the spam region (almost anyone
with a large web site or a web site with an online forum always has their pages
linking back to the home page). These are just a few examples of gray areas in
this business. Fortunately, because the search engine people know that they
exist, they will not penalize your entire site just because of them.


What are the penalties for spamdexing?


There is an inappropriate amount of fear over the penalties of spamming.
Many webmasters fear that they may spam the engines without their knowledge and
then have their entire site banned from the engines forever. That just does not
happen! The people who run the search engines know that you can be a perfectly
legitimate and honest web site owner who, because of the nature of your web
site, has pages that appear to be spam to the engine. They know that their
search engines are not smart enough to know exactly who is spamming and who
happens to be in the spam zone by mistake. Therefore, they do not generally ban
your entire site from their search engine just because some of your pages look
like spam. They only penalize the rankings of the offending pages. Any
non-offending page is not penalized. Only in the most extreme cases,
where you aggressively spam them and go against the recommendations above,
flooding their engine with spam pages, will they ban your entire site. Some
engines, like HotBot, do not even have a lifetime ban policy on spammers.


As long as you are not an intentional and aggressive spammer, you should
not worry about your entire site being penalized or banned from the engines.
Only the offending pages will have their ranking penalized. Our doorways are
created with all the current rules in mind to ensure that you can safely
position your site better on the engines.


Is there room for responsible search engine positioning?


Yes! Definitely! In fact, the search engines do not discourage
responsible search engine positioning. Responsible search engine position is
good for everybody – it helps the users find the sites they are looking for, it
helps the engines do a better job of delivering relevant results, and it gets
you the traffic you want!