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Search Strategy
Search Engine Help, Phoenix


Get your website listed on as many GOOD directories as possible (the higher the PR, or page rank of the directory, the more weight it'll carry).  Links from other related websites are a necessity.  You get more weight if you have a one-way link (a link from another website to your website without your site linking-back to the other site), but most other website owners want to “swap” links, which means that you would have to link-back to their website.  Tip: You can create a separate site (URL) for links to make all your incoming links one-way and use the other website (URL) to link-back (I've used a program called Links 2.0).  To get higher rankings on Google searches, a website needs good back-links.  Links from link building schemes don't always work and can get you in trouble and make it even harder for your site to rank.  You have to get the right kind of back-links to succeed, so do it right the first time and, more importantly, keep Google happy!
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Text link example:
Text link: Vodavi Phones
Not text link: http://www.mysite/Vodavi-Phones.htm

However, you need to diversify your links...meaning don't make the anchor text the same -- shake it up a little!  .




How do I find my back-links?  Log into your Google account and download a list in Webmaster Tools by doing the following:

1. Click on your site at
2. Click on "Your site on the web" and then "Links to your site".
3. Under "Who links the most," click "More".
4. At the bottom of the page, click on "Download more sample links".

If your business is regional in nature, don't forget to submit your website to regional directories.

List of Directories

Regional/Specific Subject

Look for and list your site with generic business directories and business-related directories, using your company name and a good, descriptive, keyword-rich and readable description. 

Google Local (for local companies):

If you're a local company looking for local business, make sure you list your site with Google Local.  You will need to log into your Google Account or create one to get a listing.  If you don't have a Google account, you can create one at Google Accounts; then go to Business sign up .



Content is nothing more than text about that page and your other pages, written with the same keywords and keyword phrases.  Add as much content as you can and make it readable, informative and keyword-rich.  These keywords and keyword phrases can also be used as text links to other pages within your website.  Do not copy text from other sites -- make it your own.


  1. Determine which keywords and keyword phrases your customers will use when searching for the service(s) your website offers.   
  2. Incorporate the keywords in your page titles.
  3. Make your alt tags match your keywords for your pages.
  4. Get incoming links from relevant websites (sites within your industry).
  5. Add keyword-rich content within your different pages.
  6. Submit your site to directories.


Google's Algorithms:

Google uses many algorithms and that is why you might see your website in slot # 3 one day and then slot # 6 the next day in search results.  Google also changes the algorithms from time-to-time and only Google knows when (and how).  So, if you’re ranking in one of the top slots, don't make any radical changes because you think you've fallen.  It could be because Google just changed the algorithm. Your website may look good under one algorithm, fair under another and terrible under a third.  Just keep that in mind before you make any drastic changes!  There may have also been updates introduced which have de-valued your site for whatever reason. Try and find out what happened before making changes.

Search tip:
Google uses “personalized search results” when you’re logged into Google through either Google Mail or Google Tools or any other account you may have with Google.  It will show you results that you have visited based on your Google “history.” You can do a search for a keyword and you see your site #1, but that's not what the rest of the world sees.  To make sure you’re seeing good results you can go to or append &pws=0 to any search query. This will show you the true SERPS.

Additional Ranking Information:

  • Optimizing one page.  Many website owners utilize the SEO process for their site’s home page and think it’s unnecessary for the other pages on their site.  All pages within your website should be optimized.
  • Redirect links.  The “301 re-direct” should be used to re-direct visitors to other websites, links or domains owned by your company.  Any other way could harm your search result rankings. 
  • Burying web pages.  The most important parts of your website should be front and center on your site.  Any pages that are buried may appear unimportant to a search engine and, therefore, “invisible” to it.
  • Using JavaScript.  Java Script is NOT search-engine-friendly when it comes to navigation.  In fact, using it causes your website’s pages to become “invisible” (or not navigated to at all) and leads to them not being indexed with the search engines.
Duplicate web pages.  If the same relevant content on your website can be found through different URLs, Google may think (in some cases) that your website’s “home page” has two URLs, which can lead to neither of those pages getting indexed at all.  (Example:  your site’s home page can be reached via, but also via (





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