Search Engine Visibility

Internet Marketing Advice

Website visibility is dependent on a number of factors, these include:

the Page Rank of each page in the website
the Keywords used and their relevance to each webpage's content
the internal linking structure of the website
web page content
the number and quality of external website links
the quality of the HTML code, many automated programs produce low quality, incorrectly formed code which can confuse spiders leading them to abandon attempting to index a website
the existence of a comprehensive site-map, which can be vitally important if the existing web site structure makes it difficult for a search engine to index it

On locating a new or updated website search engines perform an automated process that attempts to retrieve all web pages from a site looking for hypertext links. By using hypertext links the search engine indexer will attempt to move from one page to the next, until the complete website has been indexed.

This process is undertaken by an automated piece of software, and this software is often known as a search engine spider, as it 'crawls' from one hypertext link to the next, effectively attempting to visit each page on the website, much as a spider crawls around a web. Google prefer the term 'bot', presumably short for robot, as the software programs run automatically and act autonomously.

Page Rank

Page Rank is a ranking system developed by Google which assigns a score between 0-10 to every page on the internet. A Page Rank of 0 indicates a page with very limited visibility while a webpage with a Page Rank of 10 will have the highest visibility. In practice however a Page Rank of 10 is almost never achieved. The rationale behind the Page Rank algorithm is that informative and popular webpages will receive more links to them. These incoming links act like a vote to that page. It is possible to be excluded from the Google index by breaking Google's webmaster guidelines and in this instance, the Page Rank for this site will be 'greyed out'.

Currently the PageRank calculation is updated every few months. Adept SEO plan to re-engineer our customer's current website to maximise any existing PageRank as this is an important factor in ranking highly in the Google search engine results pages. If the current PageRank is 0, we will take steps to ensure that a non-zero PageRank is achieved to improve the chance of a successful internet marketing campaign.

Keywords

A very important factor in SEO and therefore internet marketing are 'Keywords', they are used by website creators to identify the main descriptive words of their products. Keywords need to accurate, relevant and complete. Adept SEO will research which keywords should be targeted for our customer's industries or chosen market sector. Each individual webpage will be highly optimised for the chosen keywords.

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