Maximising on Google Searches
Wed, 11 January, 2006 – 11:29 pm
Ever heard someone say "oh our web site is in Google, we're in place 3 and 4". I'm sure you've seen it yourself, you do a search on a phrase and in the first 10 results place 1 and 2 are from the same site. This is easily noticeable as Google will indent the second link, and of course the domain addresses will be the same. However look at this from the point of view of a searcher. The results page is showing the first two results are from the same domain, so they click on the link and it's not what they're looking for (for example), so they click back and then they'll most likely bypass the second link and go to the third result. I know I would. So therefore out of say a 50 page web site, 2 pages have been optimised for the same keyphrase and therefore one page is being wasted on it.
When you have 50 pages in a web site, each page is an entrance into your web site. So if you manage to get 2 pages appear on the results per search phrase that will decrease the number of entrances to 25. If you only have 25 ways in then that will equate to less visitors than you could be getting. If you have 50 pages then you need to target each and every page to a different phrase. I realise that due to the nature of some sites this is not always possible. Most business sites will have around 10 typical content pages such as the front page, about us, services etc. So there are 10 entrances that can be optimised to be unique in their own way. Take your subject, business type or niche phrases and use the various tools around such as Wordtracker to determine the best 10 phrases to optimise your site for (Wordtracker Tutorial). If you find more than 10 optimal phrases then see which ones can go conveniently together. I try to limit myself to 2 phrases per page as it's easy to integrate these in to the title, headers and body text.
Once all of this optimising is complete, if you still appear twice for certain phrases take a look at one of the pages and see why and how you can rectify this problem. Of course checking these key phrases in the Search Engines is a little time consuming so create a free account with Digital Point and let it's own software check your rankings in Google for you.
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