If you’re standing in a crowd of a few thousand people and someone is looking for you, how will they find you? In a crowd that size, everyone blends together.
Now suppose there is some system that separates groups of people. Maybe if you’re a woman you’re wearing red and if you’re a man you’re wearing blue. Now anyone looking for you will have to look through only half of the people in the crowd.
You can further narrow the group of people to be searched by adding additional differentiators until you have a small enough group that a search query can be executed and the desired person can be easily found.
Your web site is much like that one person in the huge crowd. In the larger picture your site is nearly invisible, even to the search engines that send crawlers out to catalog the Web. To get your site noticed, even by the crawlers, certain elements must stand out. And that’s why you need search engine optimization.
By accident your site will surely land in a search engine. And it’s likely to rank within the first few thousand results. That’s just not good enough. Being ranked on the ninth or tenth page of search results is tantamount to being invisible. To be noticed, your site should be ranked much higher.
To achieve a high position in search results, your site must be more than simply recognizable by a search engine crawler.
Some of the criteria by which a search engine crawler determines the rank your site should have in a set of results include:
- Anchor text
- Site popularity
- Link context
- Topical links
- Title tags
- Keywords
- Site language
- Content
- Site maturity
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