Basic SEO Questions

Basic Search Engine Optimization Questions

What is a Search Engine?
A search engine is an online database of websites that allows Internet users to search for information contained on websites contained in the database by "Keywords". Keywords are words that Internet searches are likely to use when looking for information on a specific topic. For example, the words "grad schools" would likely be used when looking for information on continuing post-secondary education. Each search engine has slightly different behaviors and characteristics.

What is a Directory?
A directory is a search tool much like a search engine but with a few major differences. Directories tend to employ human editors to review and rank websites submitted to their database. Yahoo! is the most well known example of a directory. Most directories catalog websites based on a variety of topic categories such as Business and Economics, or Arts and Culture. Most directories demand payment before assigning a website review to one of their editors.

What is PPC or Pay Per Click?
Several Search tools are now offering Pay Per Click (PPC) rankings. Companies such as Google and Yahoo Search Marketing allow webmasters the chance to purchase placement in an auction system. StepForth has PPC Management services and keyword research services designed to find the best performing keywords to bid on.

Is there a simple solution to top placement?
There is no simple solution to attaining high search engine rankings. Search engine optimization (SEO) is time consuming work and requires current knowledge of the latest search engine guidelines, SEO tactics and web site structures that are most likely to improve rankings.

Are not all search engines the same?
Each search tool has its own unique characteristics. As businesses differ from one another, each search tool has found ways to make its service slightly different from other search tools.

Will my website stay at the #1 position once my website is placed there by StepForth?
Search Engine rankings fluctuate frequently, however, if your site is properly maintained by search engine specialists month to month then it is likely that the movement will be confined to within the top10 positions.

TIP: Step Forth offers a monthly maintenance service which is designed to maintain optimal positioning for existing clientele. Check it out!

My website did not get accepted last time I submitted to the search engines... why?
Search Engine listings are not guaranteed to everyone who posts a website to the Internet. Search engines are for-profit businesses and have the right to refuse to list any site for virtually any reason. At Step Forth we specialize in getting sites listed on search engines. We ensure all bases are covered and all necessary elements are present before submitting the finalized site to the search engines or directories.

How long does it take to see results?
It can take between 2 - 12 weeks to see results, depending on each search engine. StepForth starts tracking your website's performance 14 days after submission. We will forward all results as they come in over time. Ask about our SEO services.

How does the Search Engine find websites?
There are two ways a search engine can find a website to add to its database. The first and most direct method is to accept submissions from website designers and optimizers. Most search engines have a "submit your URL" section inviting submissions from Internet users.

The second, and least obvious method of finding websites is to send a "spider" to follow each and every link on, off, and through a website. New URLs encountered by the spider will be added to the database. In this way, some search engines will grow very rapidly.

What is a "Spider"?
A "spider" is an electronic robot that travels the web examining websites in order to add them to a search engine database and rank them according to the specific ranking criteria for that search engine. Most search engines use spiders to quickly and efficiently canvass the web for information.

What is Search Engine Optimization?
Search Engine Optimization is the process of making websites search engine friendly. The process often involves minor modifications to, or additions of, several standard elements of a website.

What do you mean by Search Engine Friendly?
We use this term to describe a website that has specific elements added or modified to attract and please search engine spiders or live directory editors. Here is a link to an article that will provide you with more information: "Is Your Web Site Search Engine Friendly? Your Personal Checklist" - A StepForth SEO Tutorial

Why might I need to have extra elements added to my website?
A search engine spider is an automated program that electronically probes every URL submitted to its database. As the spider is a computer program, it is designed to look for and rank very specific items on each page it probes. If those elements are present, the spider computes a higher ranking than it would if those elements were not present.

If these elements are so important, why didn't they get added when my site was originally designed?
Most website designers haven't learned the importance of search engine friendly design. In almost every case we've encountered, the site designer is a highly skilled and creative person whose job is to put your ideas on the web. More often than not, the designers have not received any training in search engine optimization and don't think about it while pursuing a cool looking design. Search engines are also constantly changing their ranking criteria. They do this to prevent gross manipulation of their search tools. Often, website designers are not fully up to date with changes at search engines. For an example, ask your website designers about Theme Engines. At StepForth, we spend a good portion of our time studying how search engines work and how any sudden changes might effect our clients.

Why don't I just do the work myself and save money?
You can do the work yourself. You will need to continuously update your knowledge of how the various search engines work and any changes made in the way they work. This shouldn't take you too much time. Once you get the hang of it, search engine optimization (SEO) can be as simple as re-shoeing the brake pads on your car or replacing the motherboard and system bios in your computer.

You should know that if you make a mistake in optimization and submission, it can take months to find the mistake and fix it, resubmit the site and obtain the search engine ranking you desired. Our 10+ years of experience with search engine optimization helps us avoid most mistakes.