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High Tech Communications www.CarltonCollins.com on this list, not to mention being number 45,757? It's useless. To yield top results, your customers must be able to find you. In my opinion, here are the common mistakes web stores make which prevent them from being found. •
Lack of Understanding How Search Engines Work ‐ Search tools like Google and Wisenut visit billions of web pages and index every word on each web page, including the file name, title, and embedded keywords. When readers use these search engines to search for say "toasters", the search engines quickly find every web page that remotely mentions the word "toasters", and then scores each web page on its relevance to the word "toasters". A web page that contained the word "toasters" in its key word list, its title, and in the body of the web page, would score higher, and therefore would be ranked higher than another web page that simply mentioned the words "toasters" in the body of the page. Based on what I've seen, it appears that many web stores don't understand this simple concept. Further, both Google and Wisenut use algorithms that will rate your web page more highly when other web sites link to you using the search phrase. The only real way to get other web sites to link to your web site is to offer a truly stellar web site. If for example you published the definitive toaster web site, other toaster enthusiasts would link to your site, and you would fair far better in Google and Wisenut searches. •
Lack of Keywords ‐ To rank high, you must add keywords to your web store. Doing so is very easy, here is an example of the line of html code you add to your web page: <meta name="keywords" content="tennis, tennis elbow, racket, racquet> Adding this line of code will not ensure that you rank high, but omitting it will almost always assure that you don't. If you are an astute individual, you may have noticed a slight problem here. If a web store sells hundreds of items, wouldn't they need hundreds or even thousands of key words in their web page? The answer is yes, they would. Unfortunately, many top search engines actually penalize web pages with a lower score for excessive key word use. (To learn how to mitigate this problem, please refer to my article entitled Web Impressions.) •
Improper Page Title ‐ Most search engines award "brownie points" to your web page when the search term is part of the page title. For example, if the person is searching for "toasters", then Billy Bob's Toaster Museum page will receive more "brownie points" than the Wal‐Mart web site. Herein lies a fundamental problem with large web sites that offer thousands of products ‐ they can't include all of the product names in their keywords and page titles. In this case, the advantage goes to the little guy. Like keywords, the title of a page is embedded into the page's programming code via a command line as follows: <TITLE>Accounting Software: []</TITLE> Copyright April 2010, J. Carlton Collins, CPA (all rights reserved) 123