Search Engine Algorithms
Search engines are very complex software programs which filter and rank web pages for display in search results. Search engine optimisation specialists such as Atlas SEO make it our business to understand the elements of search engine algorithms to help our client's web sites rank higher.
An algorithm is a mathetical formula which applies a numerical rating to a document to give its final position in the rankings. The factors that are involved are numerous. Some suggestion that one hundred elements are rated in Google's ranking algorithm. However, some factors (such as Trustrank and title tags) are given priority while others (such as alt tags) barely have an affect on rankings. Each factor is weighted and different factors can be combined. When two factors are combined, it may beat out other pages in the rankings that are actually much higher quality pages.
The algorithm determines rankings. Google uses a different ranking formula than Yahoo and MSN, and web site search engines use a very different formula. Google's algorithm may also take off-site factors into account which may include inbound links, site age in Google's index and length of domain registration.
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SEO Planning
No matter what your goals or budget for search engine marketing are, you are well advised to take a planned approach to search engine optimisation. A strategic, planned approach means you begin with the market - and in this case, the market is the search engine ranking algorithm and your competition. It's great that you want to rank number one, but just how do you plan to beat out the competition who also want the huge revenue that comes from search engine traffic?
Critical to top level search engine optimisation plans is the first stage of discovery. At this phase, you're discovering what your goals should be. What kind of web site, or additional web sites must you have to do well in the search engine wars? How should it be designed and structured? Will your current site ever be competitive? Can you appear to be an authoritative site on a topic for which you only have one or two pages? Which specific keywords hold the best conversion rates? Who will link to your site and why? Can a part time high school student run your SEO campaign?
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