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Why and How Small Businesses Should Be Doing SEO pg2

For those of you running a local business there's another type of search algorithm that can go [inaudible 07:25] incorporate and it's designed to be more relevant to local businesses. And this is basically the local results and what they are doing is they are starting to place on their local maps different restaurants that are relevant to the area.

The different strategy involved if you have one or two physical locations and your goal is to get someone into the door. You can actually start to work on building out your local results and getting on the Google maps page and trying to get on very relevant local sites like Yelp and Merchant Circle that will really help to drive traffic. So that when someone types in a keyword that's relevant to your business, not only are you showing up on the search engine itself, but actually your location is showing up and you're actually able to drive relevancy for people that potentially will come in to your actual store.

So a real quick overview of how search engines work. A big factor is how search engines determine relevant websites. How is just linking and indexing. What a search engine does is they go out and they crawl the web and they see these sites and they try to determine what is relevant to the specific term in the specific area. What happens is, if you're site has a bunch of sites linking into it for really specific terms or really highly relevant sites, the engine's going to go out and see this site is very relevant for the type of search that we're looking for.

A big factor in trying to get your rankings up is trying to get relevant sites that would benefit from linking to you to actually want to send traffic to your site. And so not only will people potentially find your site on other similar type of websites, but the search engines will then go out and see your site as more relevant in the grand scheme of the internet.

That is a big factor and it's important to know that linking [inaudible 09:31] a search engine is going to be much more likely to find you and much more likely to determine that your site is very relevant for the type of searches they want to do and their entire business model is based around relevancy. The more relevant your sites look to the search engines, the more likely they are going to want to send traffic to you.

Here's another thing that I tend to emphasize, is a lot of businesses come to me and they want to know, "Should I set up one main domain for my entire website, or should I set up different domains for the service that I offer?" and my answer is, with one domain you can have a lot more impact on the type of traffic you can drive to it. And you can set up different sub-domains that speak to your different locations or your different services, all within one main page. By doing that, when you start trying to build out a link strategy and trying to get sites to really point traffic to you, you can do it all to one main site and your efforts go much further than if you were to break up your website into different domains.

I don't want to go into too much depth here it's a bit technical, but just to look at some components of Google's ranking algorithm. It's important to note that Google keeps their ranking algorithm very secretive and that's because they don't want businesses to go out and try to manipulate these algorithms. That's how they essentially build their relevance models and that's how they essentially build their business model.

But, with an interview of a bunch of different SEOs being surveyed this is kind of the credence that they gave in terms of what the search engines value and the three big one that they gave, or the four big ones are just, the authority of the domain, so just building out the trust and the credibility of the type of site you're doing. The link popularity, so again, as the amount of links coming in to your site and how many sites are actually wanting to point traffic to your site specifically. The anchor text, so this is basically whenever you set up a link and you have a key word that is relevant to that link, the text that the link happens to display, that's the "anchor text".

Then the on-page keyword usage. So, for example, if you were running a tax service company and you didn't mention tax services anywhere on your home page, it would be very difficult to rank for that type of keyword.

Those are four of the biggest areas that we see in terms of what can impact how the search engines value your site and the type of credibility they give to driving traffic to your site.


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