Benefits Of Website Optimisation

By Cindy Craig

Like other promotional strategies, Internet marketing has its own set of do's and don'ts. Failing to optimise for search engines is one of the blunders of online marketing. People rely on search engines every time they research, look for products they want to buy online and even when they want to connect with people who are miles away from them. That is why the most frequently used search engines are the closest friends online entrepreneurs should have when they want to gain online visibility.

The first thing that an online entrepreneur should take note about search engines is that they have a different way of perceiving web content compared to how human brains do. Search engines can perceive only textual characters, numbers and symbols. Search engines make us of software that crawls throughout web pages, searching for texts that will serve as their guide in classifying and indexing web content.

Given the fact that search engines work by relying on texts, it is easy to conclude that SEO concerns figuring out how online users choose their texts- those keywords and phrases- in performing searches. It is also important to take note that spiders are incapable of recognizing non-textual elements of web pages, a condition that greatly affects how web pages are ranked by search engines.

Spiders cannot read photos, pictures, videos, animations, and password-protected content. No matter how useful the information that these items carry in relation to what a person is seeking, the pages on which these are displayed will not appear in the results simply because engines cannot recognize any other type of communication medium other than texts.

Professional web developers are knowledgeable on how to structure websites in such a way that the sites receive spiders on certain pages and then reject on others- particularly those loaded with non-visual elements. This technique of selective crawling, one of the many approaches in engine optimisation, increases the chance of websites to get high rankings.

Search engine spiders carry out several activities to deliver Internet marketing results, aside from crawling. Other activities that spiders perform are the following: indexing, calculating relevancy, and retrieving. Indexing means classifying web pages depending on words or key phrases that best describe the website's content. Processing such a huge amount of data and information might seem impossible, but not with spiders. Even a spider cannot fully comprehend the meaning of texts, it helps if the website is optimised.

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