Search Engines And The Small Business Website Determining Your Target Market Organic Link Building And Link Building Service Providers

If you’re doing any type of business on the internet than search engines like Google and Yahoo! could play a large role in the success or failure of your business. Even though most internet user have experience using search engines, many don’t know how the engines work.

For website owners it is important to understand how, at least at a high level, search engines work so they can take advantage of the website traffic that only search engines can deliver.

Search Engines are special sites on the Web that are designed to help people find information stored on other sites. There are differences in the ways various Search Engines work, but they all perform three basic tasks:

– They search the Internet or select pieces of the Internet based on important words,

– They keep an index of the words they find, and where they find them, and

– They allow users to look for words or combinations of words found in that index.

Early Search Engines held an index of a few hundred thousand pages and documents, and received maybe one or two thousand inquiries each day. Today, a top Search Engine will index hundreds of millions of pages, and respond to tens of millions of queries per day.

Before a Search Engine can tell you where a file or document is, it must be found. To find information on the hundreds of millions of Web pages that exist, a Search Engine employs special software robots, called spiders, to build lists of the words found on Web sites.

When a spider is building its lists, the process is called web crawling.

In order to build and maintain a useful list of words, a Search Engine’s spiders have to look at a lot of pages. How does any spider start its travels over the Web? The usual starting points are lists of heavily used servers and very popular pages. The spider will begin with a popular site, indexing the words on its pages and following every link found within the site. In this way, the spidering system quickly begins to travel, spreading out across the most widely used portions of the Web.

To increase the likelyhood that the spiders find your website make sure you are listed on high ranked websites like Merchant Circle. You can create a free business page and blog that will not only increase your chances of being found but also be another place for potential visitors to find about about your website.

Once the spiders have completed the task of finding information on Web pages, the Search Engine must store the information in a way that makes it useful. There are two key components involved in making the gathered data accessible to users:

– The information stored with the data, and

– The method by which the information is indexed.

In the simplest case, a Search Engine could just store the word and the URL where it was found. In reality, this would make for an engine of limited use, since there would be no way of telling whether the word was used in an important or a trivial way on the page, whether the word was used once or many times or whether the page contained links to other pages containing the word. In other words, there would be no way of building the ranking list that tries to present the most useful pages at the top of the list of search results.

To make for more useful results, most Search Engines store more than just the word and URL. A Search Engine might store the number of times that the word appears on a page. The engine might assign a weight to each entry, with increasing values assigned to words as they appear near the top of the document, in sub-headings, in links, in the META tags or in the title of the page. Each commercial Search Engine has a different formula for assigning weight to the words in its index. This is one of the reasons that a search for the same word on different Search Engines will produce different lists, with the pages presented in different orders.

You can get a customized Page Critic Analysis Report from Webs 4 Small Business that tells you how YOUR webpages should be set up to make sure give the search engines what they are looking for when they review your page.

An index has a single purpose: it allows information to be found as quickly as possible. There are quite a few ways for an index to be built, but one of the most effective ways is to build a hash table. In hashing, a formula is applied to attach a numerical value to each word.

The formula is designed to evenly distribute the entries across a predetermined number of divisions. This numerical distribution is different from the distribution of words across the alphabet, and that is the key to a hash table’s effectiveness.

When a person requests a search on a keyword or phrase, the Search Engine software searches the index for relevant information. The software then provides a report back to the searcher with the most relevant web pages listed first.

Not sure what keywords you should use? Picking the right, or wrong ones, can make or break your chances at online success. Consider getting a customized Key Word Report from Webs 4 Small Business that tells you which keywords you should and should not consider for your site. These keywords are specific to YOUR website not a generic list of keywords.

So, why are search engines important to business website owners? Simple. You need traffic and Search Engines have lots of it. And, their purpose is to drive traffic to sites that they think match their visitors’ needs.

The way to get a portion of that traffic, is to optimize your website (you’ve likely heard of Search Engine Optimzaiton or SEO). That way when a someone searches for a keyword that is relevant to your website, the search engines includes a link to your website in the search results. That puts traffic and potential visitors just a click away from you website.

When you want to market your products or services, the first thing you need to do is to determine your target market. Once target market is determined, you can then use the four P in marketing to decide how to approach your target market. The Four P referred here is product, price, place (distribution) and promotion.

So, why is target market important? The main reason is that company exists for a reason. It needs to differentiate itself from competition in order to survive. For example if you have decided to sell bottled water to the general mass in the urban area, then good luck with that. In the US, Pepsi and Coke has widespread distribution of bottled water consumption through its Aquafina and Dasani brand. If you still insists on selling bottled water, then you need to narrow your target market.

For example, instead of selling to the general mass, your target market for the bottled water can be physically active individuals who avoids thirst quenchers such as Gatorade when they exercise. Once you identify this target market, you would then use the four P to differentiate yourself from regular bottled water. For example, in terms of place (distribution), you can avoid places such as fast food restaurants or lounges. Statistically, people who are exercising, seldom visit these places. You would then concentrate your distribution on places such as the school’s sporting facility.

While choosing your target market seems trivial, it will cost you a lot of marketing dollars if done incorrectly. Let’s assume that you do not decide what your target market is and you are now using the four P in marketing to market your product. You would then distribute your bottled water to places such as convenience stores, gas stations and the shopping mall. Will you capture audiences who are physically more active than the population? Yes, you will. But, the percentage of that audience is small compared to if you focus your distribution on that target market. As a result, you spend large amount of money to capture a small portion of the audience. Worse still, big companies such as Pepsi and Coke are now aware that you are invading their turf. The next thing they’ll do is to bombard the mass media with advertisement and price cut to make your products invisible. If they do it long enough, your survival may be in question. Therefore, choosing your target market is really important before marketing your products.

In the online world, you need to choose your target market too. Once you choose your target market, the four P should reflect this decision. For example, if your target market is individuals who are looking for ways to invest their money, you should not advertise in general audience such as CNN. Your marketing budget will be more effective if you spend your money in financial website such as Yahoo! Finance or The Motley Fool.

Same thing with your distribution channel. If you distribute your content to the general article directory, you will get loads of visitors who may not be interested in your products or services. Furthermore, as discussed earlier, it might attract your bigger competitors thinking that you are trying to take away their lunch. If your bigger competitors are not inept, they will then react accordingly and launch offensive campaigns that will render your marketing campaign useless.

Fortunately, nowadays, there are plenty of niche article directories allowing marketers to publish articles of certain field. Thus, smaller publishers can gain more visibility as niche directories generally have less people submitting their contents. Furthermore, larger competitors are reluctant to publish their contents there. The reason is that they have a larger cost overhead. Focusing on small target market will not do them any good. It is their loss. But you, my friend, should not miss this opportunity. It is one of the most efficient way of using your marketing dollars.

With the emergence of Search Engine Intelligence factor, building links has become a more complex process. The Search Engines detect any kind of inorganic growth of links pointing to a particular website and penalize it. The most important factor for link building is that the links need to grow organically, need to come from diverse C-class IP addresses, should come from a website which is thematically related. Considering the intelligence factor of SEs (search engines), hiring a professional for link building is of utmost importance. Most of the people who look at various avenues to find a cheap link building company or individual are unaware of the harm that can be caused by intermediates in the field.

There is also a debate among experts regarding 1-way, 3-way and reciprocal links. While most believe that only reciprocal links should be exercised, 1-way link building can be extremely helpful to support a website’s SEO process. The best sources for such links are syndicated press releases, PR articles, Blog entries, Forum discussion threads and also Web Directories. Organic link building should be looked upon as a continuous process and not an event as said by an expert. Link building services are provided by millions of individuals and companies and choosing one is a real task. The expertise level of your link building service provider is the most important factor to be considered more than any other. A good link building service will take your website beyond your expectations in terms of traffic generation, SERPs, PR value and above all revenue!!

One needs to consider simply – Is it worth saving a few dollars to put the business at stake ? While most fall into the intermediate services trap, all cheap services are not valueless. The charges will also depend on the country of your link building service provider. Link building companies from low-cost countries can give you high-quality work at much lower rates compared to companies in USA, UK, Australia etc. Surprisingly many of the so-called SEO companies outsource most of their work to low-cost country based service providers.

For more information on improvement of your site, kindly contact the author.

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