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A
short excerpt from The Ultmate Website Promotion Handbook
Search engine optimization
One of the reasons I decided to put this book together after so
much time procrastinating is that I feel now that there are no
real secrets anymore, just tried and tested ideas that few people
are prepared to discuss. Sometime ago I felt like I knew stuff
nobody else knew but then sometime later, it became apparent that
many people who put in the same diligent hours figured it out
too. So you may be asking why this course is different from any
other. Well firstly, I don't believe there is one course out there
that concentrates on all the pertinent details in one easy to
understand document. I've read many many convoluted articles that
haven't always measured up or haven't included important material
that they should have. Secondly, even though others may know these
secrets, few are divulging the way I am here. Search engine optimizers
are extremely protective about what they know and they are hardly
to blame for that. They are in an extremely lucrative business,
after all. However, doing it the DIY way makes for hard work.
The hours put in are so rewarding though, that you will be very
glad you put them in. The really good news is that I have spent
the last few years perfecting these strategies so you can take
the advantageous position of making them work for you instantly.
Let's have a look at how a search engine works in its simplest
form.
Search engine crawling and indexing
A search engine spiders your website by following links from its
point of entrance. It recognizes this:
<a href="webpage.html">text
link here</a>
It reads the html of your web page. It does NOT see how beautifully
designed your page may be, the way a visitor will view it. It
has no interest in aesthetics because it is programmed to find
pages that are linked from one page. So consequently you could
have a horribly simple, poorly designed page with unattractive
fonts and get to the top of the search engines, if the page obeys
all the rules. This is very often the case, actually, and a bone
of contention with many webmasters. Now, this is why it is so
important to study the art of linking and, trust me, it is an
art! If you are not properly linked, it means two things:
1) your website cannot be found.
2) all your hard work is in vain!
A website that is incorrectly linked is like a tree falling in
the forest. It could be the most beautiful tree in the world but
nobody will know or care. Now, there are two types of linking:
a) internal and b) external. Your internal links (links to pages
within your domain) should be all connected together so a spider
can get anywhere from any point wherever it starts from! Your
external links (links from other websites pointing to you and
your reciprocal links pointing out to them) should also be set
up correctly. Don't worry, we are going to get into all this in
detail.
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