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Search Engines and Backlinks: What they are and how they impact your websites popularity and web traffic
Search Engines and Backlinks:
How They Work, What They are and
How it Affects the Popularity and the
Search Rankings of Your Website
A Free E-Book Brought to You By:
How Search Engines Work
There are three major components to the Search Engine Software. Having a thorough understanding of
how Search Engines work allow us to stay up to date with the most advanced Search Engine
Optimization techniques in order to provide the best possible service to our clients.
1st Component: Web Crawlers aka Robots aka Googlebots aka Bots aka Spiders
(Different Names for the Same Thing)
Web Crawlers are programs that work for the search engines. The purpose of web crawlers is to collect
information on the content of website and all of websites linking to the one being crawled. Web
Crawlers are always active constantly visiting web pages and collecting information on the site and on
the sites linking to the site being crawled. All the content is taken by the Web Crawlers and copied onto
indexes. The frequencies of the visits by web crawlers to websites depend on the popularity, quality,
size of the website and the number of visitors a websites receives. A website such as Facebook is
“crawled” several times per day, however if we have a website that receives only a few hits per month
the web crawlers may only visit once every few months in order to check for updates.
2nd Component: Indexes
Each Search Engine has indexes which is where the information that the web crawlers collect are
deposited and organized. Think of each website like a book, the web crawler reads all of the information
and writes a “Cliffnotes” or abbreviated version into the search engine index. Every website has its own
separate file within the Search Engines Index, within this file you will find and abbreviated version of the
website along with an abbreviated version of all of the websites that have a link pointed to the website
being crawled. Indexes allow for more efficient processing of information when someone enters a
keyword into the search engine search bar.
The abbreviated version of the site and the links will include only keywords and description of content.
Each site will receive a content score and a popularity score. The content score will depend on the
amount of keywords in the content within the website and in the links that are pointing to the website.
The popularity score will depend on how many websites have links that will lead visitors to your site. The
more popular the website and the more relevant the content the higher your website will rank. Search
Engine software has been programmed to recognize “key word stuffing” in order to make it difficult to
raise irrelevant websites popularity for specific key words.
An Search Engine Algorithm is simply the set of instructions that the search engines will use in order to
determine which websites are most relevant to the person who entered something into the search bar.
The accuracy of the algorithm is what determines how good a search engine is. Google is the most
popular search engine because it has developed algorithms that very accurately determine the most
relevant website for a person searching the web. These exact algorithms are not known by anyone
except the top people of each search engine. What we know is that the most important aspect is how
popular the website is and how relevant the content within the website and links is.
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3rd Component: Query Processor
Query Processor is the search bar where web user input keywords or phrases when they need to find
something on the web. When someone enters a keyword into the search bar the query processor
analyzes the word or phrase and quickly searches the indexed websites that make mention of the words
or phrase and then reports the most relevant websites. Each search engine work a bit differently so
inputting the same keyword on Google and Yahoo may lead to different results.
Search Query Form
Backlinks, LinkSpam and Keyword Stuffing
One of the most important factors in determining a websites ranking on search results is the number of
“backlinks” or the number of websites that have a link pointing to the website which is being optimized.
If we think about it like an election, each backlink would be like a vote. There are several factors that
determine the value of a backlink. Backlinks from authoritative sites on a given topic are highly valuable.
If both sites have content geared toward the keyword topic, the backlink is considered relevant and
believed to have strong influence on the search engine rankings of the webpage granted the backlink. A
backlink represents a favorable 'editorial vote' for the receiving webpage from another granting
Knowledge of this form of search engine rankings has fueled a portion of the SEO industry commonly
termed “linkspam”, where a company attempts to place as many inbound links as possible to their site
regardless of the context of the originating site. As a way to combat this search engines now have the
ability to detect “linkspam” by analyzing the content of the page which contains the backlink. If the
content surrounding the backlink is gibberish or unrelated to the theme of the website being optimized
then there is potential for that backlink to have a negative effect on your websites overall ranking.
Another practice which is commonly employed and penalized by search engines is "keyword stuffing.”
Keyword stuffing is defined as overfilling your content with your targeted keywords/ keyphrases. By way
of example, if you're targeting the phrase "navigation system," then keyword stuffing your content
might read something like "Buying a new navigation system is something most customers do regularly as
their old navigation system often fails to function in the proper way that a navigation system should..."
and so on. It reads like a fourth graders essay, and the search engines pick up on the unnaturally high
incidence of the same phrase being repeated over and over. A safe but effective range might be
considered 4-9% density. This makes sure the search engines correctly categorize your site for the
services you offer, without them penalizing you for blatantly stuffing it with keywords.
The MyBusinessMarketing is content driven, optimizing content for maximum optimization affects while
displaying personality and ensuring that content is enjoyable, engaging and adds value to your business
for those who read it. MyBusinessMarketing keeps in mind the fact that the content released on the
behalf of the client can serve as a way to communicate a message and to give clients insight into the
personality of your business. The content can and should be used to generate interest in the business
not only to improve the search positioning of a website. This will create multiple streams of targeted
leads. Though the bulk of your traffic will come from the effect of having optimized contact available on
top websites, the prospects who take time to enjoy the available content and end up on your website
will convert at a much higher percentage.
A press release is a document issued to media and consumers to announce yourself and your product(s).
A well-written release can dramatically increase your sales, expose your company to the masses, and
greatly enhance the image of your business or products. Press releases need to be written in journalistic
rather than marketing style. It should be objectively written and needs to inform people, not just sell
MyBusinessMarketing will write and distribute optimized Press Releases, specifically designed for Search
Engine Optimization. The primary motivation behind working with press releases will be to create
multiple backlinks and to optimize your website for specific key words. Though search engine
optimization will be the priority, MyBusinessMarketing will also incorporate a human interest story or
try to pepper in a hint of controversy in order to create buzz and generate additional backlinks. Your
press release will be sent to all major media outlets including newspapers, all major news networks and
in some cases journalist will contact you in order to write a news article about your website. Even if no
one calls to write a newspaper article or if no news reporters want to put you on the evening news, a
press release will create permanent, quality backlinks which will increase your websites popularity and
online visibility. The result is increased Search Engine rankings for the keywords which we target.
A web directory or link directory is a directory on the Internet that specializes in linking to other
websites and categorizing those links. A web directory is not a search engine and does not display a list
of web pages based on keywords; instead it list websites by category and sub category. Web directories
often allow site owners to directly submit their site for inclusion, and have editors review submissions
Most of the directories are very general in scope and list websites across a wide range of categories,
regions and languages. But there are also some niche directories which focus on restricted regions,
single languages, or specialist sectors. A shopping directory, for example, would specialize in listing
Web directories are valuable for search engine optimization because the “anchor text”, or the
description or name of the link can be used to target specific keywords. This description will cause
search engine spiders to catalog the website for specific keywords giving your website another “editorial
vote” and improving the positioning on organic search results. There will be very little traffic generated
directly from the web directories, the reason MyBusinessMarketing utilizes it is to communicate to the
search engines that your website should be showing up in the top of the rankings when a user inputs a
specific key word.
Not all directories are created equal. There are over 300,000 online directories many of them are of very
poor quality. If your website is linked to too many low quality web directories, the search engines will
perceive your website as being low grade and your organic search positioning will be negatively
Social Bookmarking Sites
Social bookmarking is a method for Internet users to share, organize, search, and manage bookmarks of
web resources. Unlike file sharing the resources themselves aren't shared, merely bookmarks that
Descriptions may be added to these bookmarks in the form of “tags” so that other users may
understand the content of the resource without first needing to click through for themselves. Such
descriptions may be free text comments, votes in favor of or against its quality, or tags that collectively
or collaboratively become a social tag.
In a social bookmarking system, users save links to web pages that they want to remember and/or
share. These bookmarks are usually public, and can be saved privately, shared only with specified people
or groups, shared only inside certain networks, or another combination of public and private domains.
The allowed people can usually view these bookmarks chronologically, by category or tags, or via a
For Search Engine Optimization Social Bookmarking sites can be an excellent resource for backlinks in
order to maximize website popularity. Since all bookmarks are made by independent users of the
general public the search engines hold the backlinks created through these sites in high regard.
Websites such as Digg, StumbleUpon and Reddit allow users to vote on individual bookmarked sites.
With enough votes the links will show up on the front page of these respective websites. Once on the
front page the websites that are the originator of the popular content will tens of thousands of unique
visitors from these popular Social Bookmarking sites, in a short time frame. The traffic generated from
being on the front page of these popular social bookmarking sites is often untargeted and convert and a
very low ratio. Most people will stop at the website to read the content and leave immediately
Despite this Social Bookmarking sites are very valuable because of the benefit that the backlinks created
have on the organic search engine results. As part of its optimization strategy MyBusinessMarketing
incorporates the top 250 Social Bookmarking sites as a way to gain permanent one way links. Which of
the Social Bookmarking sites are used will depend on the demographic profile of the typical client for
the website being optimized.
These are just a few possibilities…
There are hundreds of strategies to attain high quality relevant backlinks. In order to decide which
strategies will work best for selected keywords a great deal of competitive intelligence must be
completed. Utilizing cutting edge technology it is possible to see exactly how each of the top 10 search
results were able to attain their respective position on search results. If we mimic the steps that they
took then go over and above what they have accomplished we will overtake their spot and the traffic
will be funneled your website instead of the competitions.
Benefits of Search Engine Optimization
Website promotion through search engine Optimization SEO & positioning is the most important part of
a strong online presence. It is not something that is done once and forgotten about it is a continual
process that must be maintained and can be expanded upon for maximum results. Search Engine
Optimization objective for any online business is essential to keep a competitive edge and attain
aggressive steady growth in today’s marketplace. The best way to ensure you capitalize on search
engine traffic is to ensure that you show up on the first page of organic search results.
Studies have shown that 68% of people do not get past the first page of search results after inputting
keywords or phrases into the search engine query. 90% do not get past page 2; if your website is after
page 2 then you’re not even in the ball game. MyBusinessMarketing focuses on keywords and phrases
that are searched from 4,000 to 200,000 times per month and guarantees first page positioning for 30%
of the keywords that are mutually agreed upon. This can translate into thousands of unique visitors for
our client’s websites and with the online marketing being hands off to the business owner they can
focus on maximizing conversion rates and profitability.
Compare to pay per click ads, outsourcing SEO is a bargain. The cost of quality PPC keywords is usually
close to $2.00 per unique visitor or about $10,000 per 5000 visitors. Some keywords will cost well over
that, at times going over $10.00 per click. Once the money is spent, your traffic will go away until you
reload the account. PPC ads are popular because they are easy; they do not require time or effort, you
pay, you get on the first page. Studies have shown that clients trust organic search engine results more
than sponsored results, the intangible effects of SEO such as displaying corporate personality, giving
your client base engaging content and establishing multiple portals to your website make the
comparison between PPC and organic SEO… well, not much of a comparison at all.
Having the ability to put any website on the first page of organic search results is extremely powerful. It
means that we can communicate any valuable message to the world. There are billions of people on the
planet and an infinite number of keyword and phrase combinations. Each keyword and phrase is its own
Take a look at this example: (Data provided by Google)
Keyword Monthly Search Volume Est. PPC Cost
Digital camera store 27,100 $1.75
Digital cameras store 165,000 $1.97
Digital camera stores 5,400 $2.21
Most people don’t take the time to consider keywords. One letter changes everything. For some clients
we will optimize their site for incorrectly spelled words if the monthly search volume justifies it. Using
the number from the examples above let’s compare someone who uses PPC ads to drive traffic for
“Digital Cameras Store” vs. someone who outsourced organic SEO and was able to get on the first page.
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Cost of Pay Per Click
Keyword: Digital Cameras Store
Searched 165,000 per month
We will assume 5% of the monthly traffic will click on each website.
165,000 searches per month X 5% = 8250 Unique Visitors
8,250 Unique Visitors per month X $1.97 Per Click = $16,252.50 per month
$16,252.50 * 12 Months = $195,030.00 Per Year
For less than the cost of one month of these types of results we will
optimize your site for 150 keywords and guarantee 1st and 2nd page
Our firm’s optimization strategy is very content oriented. All content that is created is original and will
have a depth and character that will show many positive sides of your company’s online personality.
Having this quality content will also improve your conversion ratio because the level of comfort and
confidence will be greatly increased. The experience will be Holistic for your customer; your social pages
will all have a similar “feel” as your website. We will attain an understanding of your customers online
and offline experience and devise a theme that will consistent throughout the sales process.
The end result is highly targeted traffic that finds you because they are looking for something that you
have. Consumers show the search engines what they want by inputting keywords, you show the search
engines what you have maximizing the amount of relevant content tailored around each specific
keyword relevant to your product or service.
Thank You for taking the time to read this document. We hope it has been interesting and informative. If
you are a business owner we would very much like the opportunity to discuss how a focused online
marketing strategy can help greatly increase your business revenue. Please visit our website to learn
about the different aspects of our services then contact us so one of our experts can help devise a
strategy specifically for your business and website.