Internet Marketing - Matt Bailey [58]
Figure 5-11 is the Wikipedia page for “Tinnitus.” You will see that there is an extraordinary amount of well-developed content organized in specific subject areas with citations to many other health and research related sites, as well as other pages within Wikipedia. The content uses markup to distinguish headings, subheadings, and topics within the content of the page. This markup is consistent throughout the site and for every one of the topics contained on the Wikipedia domain. The code shows that the headline Tinnitus at the top of the page is contained within an
tag. The next level of headings is contained in tags, and tags are used for subcontent within the headings. Although on their own the heading tags will not be the magical key for rankings, they provide a specific order and architecture to the content of the page, which provides support to the major ranking factors.
tags are used for subcontent within the headings. Although on their own the heading tags will not be the magical key for rankings, they provide a specific order and architecture to the content of the page, which provides support to the major ranking factors.
Figure 5-11: Wikipedia page for “Tinnitus”
In addition to all the on-page factors, the off-page factors support this as an authority site. A quick search on the number of links coming into this page shows Google counting more than 21,000 incoming links from other websites and Yahoo! reporting just more than 6,300. The number of sites linking to this page, the types of sites linking to this page, and the well-structured content and keywords throughout the text of the page create ideal conditions for a consistently high ranking in the search engines.
For a product search, such as cool science gifts, the more detailed the search phrase, the more specific the results will be. The sites in these results have to implement some sort of optimization to show up for a search that is this specific (see Figure 5-12).
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Figure 5-12: (a) Bing results for cool science gifts; (b) Google results for cool science gifts
Again, there are sites showing up in both the Bing and Google results. There are some slight variations in the results that are based on nuances in each search engine. For example, the result for CoolStuffExpress.com is a page in Google’s rankings but the domain in Bing. Google tends to put more emphasis on specific pages that are more relevant within the domain, rather than the domain itself.
In examining the ranking page in Google for CoolStuffExpress.com (Figure 5-13), a similar structure is evident. As an ecommerce site, there is less content, but the navigation and content structures within the site reinforce the keywords and content of cool science gifts. Although the specific phrase may be used only once on the page, the words can be easily found independently on related product names, navigation, and product descriptions.
Figure 5-13: SEO on CoolStuff Express
Specifically, look at the page title for Cool Science Gifts. In the search engine results pages in Figure 5-12, there were only a few, if any, sites that had this exact phrase used as the title link to the website. This is the power of the page title. By using a specific phrase that matches the search query, you can increase both your rankings and your click-throughs. A quick check on back-links shows that Google estimates around 50 incoming links to that specific page on CoolStuffExpress.com and more than 1,700 to the entire domain.
Compared to ScienceMuseumGifts.com, CoolStuffExpress.com ranks ahead in Google but a few spots behind in Bing. This happens frequently, because not all search engines will match up rakings. There are nuances in the algorithms that account for these minute differences in rankings across the engines. Consistency of rankings within a few rankings, such as 1–4, is the best goal to strive for in rankings, because things change frequently.
ScienceMuseumGifts (Figure 5-14) provides a different navigation style but only an infrequent use of the word cool when compared to CoolStuffExpress. CoolStuffExpress uses the word cool frequently in the navigation elements and products displayed, whereas ScienceMuseumGifts