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Search Engine Submission
Search engine optimization
can only go so far without search engine submission. This is the process
by which you notify the search engines that your website exists. For the
purposes of this discussion, there are three kinds of search sites:
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indexes
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directories
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pay-per-click
We will restrict this discussion to the first two, since the process of
winning in pay-per-click is different from positioning well through search
engine optimization. Learn more about
pay-per-click.
Indexes
An index, such as Google, is a
search engine that sends a "robot" or "spider" out to crawl the Web. This
robot or spider jumps from one website to another via hyperlinks. Along
the way, it collects information about the pages it "reads." That
information is then stored in its database.
Let's say that you just built a website to sell polarfleece coats
online. When a user searches for "polarfleece coats," your website
will appear high up on the page of results - if the spider/robot
found your website on the last crawl - if you
optimized the web site
to contain that phrase at a density and frequency that matches the search
engine's algorithmic determination that your web page is all about
"polarfleece coats" - if your site has enough quality
inbound links to suggest that it is worth
visiting - and if you don't have a better-optimized
competitor jostling you out of position.
In the past, it was important to submit your site to
indexes to ensure their robot or spider would find it. These days, an
inbound link from a frequently-spidered site accomplishes the same goal
faster than submission. Some say that indexes "prefer" to find sites this
way.
If your site has been online for any length of time, it
probably has at least one inbound link. If it is a new site, a listing in
DMOZ or Yahoo directory (read on) will accomplish the same goal.
Directories
A directory, such DMOZ
or Yahoo Directory, is organized
differently, and does not collect information the same way. Instead of
sending a robot or spider out to crawl the Web, it relies on human beings
to submit their websites so that more human beings (editors) can review
those submissions. When a site is accepted for inclusion, the editor adds
it to what they believe is the most relevant category. Your website will
(almost) never appear in a human-edited directory without human
intervention.
To position well in directories, one must select a category and submit
a listing, usually made up of a title, a description, and sometimes some
keywords. Often the directory requires a fee. Whether or not you position well for
key phrases relevant to your website depends upon how well your title and
description and category match the query.
Editors can revise your description and place your website in whatever
category they choose, a factor completely out of any SEO's control. But a
well-crafted submission increases the likelihood of a great listing.
Often indexes and directories team up to provide both types of search
results. For example, Google uses the DMOZ directory to provide
human-edited results along with what its spider has collected in its last
crawl.
If You Are Already (Ineffectively) Listed in
Directory-Style Search Engines
Sometimes people come to me with a pre-existing website that was submitted
to directories long ago by a previous webmaster. Often such a site is also
listed in indexes, but without good positioning.
First, I find out which directories have listed the site. I examine
those listings to find out which need improvement. If they are placed in
the wrong category, I will decide where they would be better positioned.
If the listing could be better keyworded, I use the keyword research
generated in the SEO phase of the job to craft a new description. Usually
the title is the company name, and does not need to be changed. It's rare
that keywords are needed, but if they are, I use the same keyword research
to decide which to use. Once I've done all this, I re-submit the site.
Depending on which directory we're talking about, and what sort of change
is needed, this may require a fee paid directly to the search engine. Or
it may not.
What to Expect Before I Submit Your Site to Search Engines
In my proposal, I will notify you about fees that must be paid directly to
search engines for inclusion, so that you can factor that into the total
you'll have to spend on SEO and submission.
What to Expect When I Submit Your Site to Search Engines
As described above, I research which directories have included you and
which haven't. These days, it doesn't always make sense for smaller businesses to
submit to Yahoo Directory, because they charge a fee of $299/year and the
directory does not provide primary search results. On the other hand, an
inbound link from Yahoo confers
reputability, so it can help with positioning. Part of my job is deciding which directories
are a good buy for you and which are not. For the ones that are, I re-submit improved listings to the directories that have
included you,
and craft a keyworded, well-categorized listing for the directories that
have not.
I do not use automated software to submit you to any
search engine. This can be perceived as spam, and usually results only in
getting you on mailing lists that will bring spam e-mail to you ad
infinitum. If you have engaged such a service, it's a good idea to cancel
it immediately.
What to Expect After I Submit Your Site to Search Engines
Typically, it takes a few weeks or months (2 or 3 reports) to achieve good
positioning. Then it levels off. At that time, you should expect inclusion
and positioning in the following search engines.
The big 3 handle about 83% of U.S. searches:
-
35% - Google
-
32% -
Yahoo! details
-
16% - MSN
Secondary engines handle the rest:
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9% - AOL network (includes Netscape)
-
4% - Excite network (includes iWon)
-
2% - Ask (includes Teoma
details)
Source: Statistics courtesy of SearchEngineWatch.com,
December 2004
Until you achieve good positioning, you may expect, at
three week intervals, detailed reports that show your ranking in the major
search engines. I will deliver each report with a short analysis.
When you entrust your search engine submissions to me, you entrust
them to a person who:
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understands the nuances of positioning well in directories
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will submit your site manually, not with automated software
-
whose practices are spam-free
-
knows which search engines are important right now, and which feed
results to other engines (thus increasing their importance)
-
provides reporting to show results
For search engine optimization and search engine submissions from an experienced search engine
marketing professional,
contact me today.
updated 7/26/05
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