So in pay-per-click there’s a system known as a quality score. It used to be, especially in other search engines like Yahoo!, etc, up until very recently, the more you paid the higher your position. Now you can pay a lot of money but not have the top position. You’re only going to have a top position if you have a quality score. In other words, the site relates to the search term and Google can see that it does and gives you a score accordingly.
And as visitors cost money in any case and the price per visitor is going up, as more and more people are using search systems – especially pay-per-click – then it’s more important that you grab the customer or the visitor and satisfy them straight off because it cost you three or four times as much or cost you a lot of money and simply lose that visitor to someone else.
NJ: How important is the design of a website in terms of optimisation? DW: We want to separate the design, the content and the functionality and a lot of this, like the https is automatically done for us. But there are further steps that we can go in deliberately separating content from design. So we’re not saying ‘forget design’; you can actually have the design that you need and that you want. But bear in mind search engines require words so what we do is we effectively float the words on top of the design. So it means what the search engines sees when it spiders a site is a page full of the text and it’s not obliterated by the design.
NJ: For those beginners out there, have you any tips for getting started? DW: Find out how many links you’ve got, find out how many links your competitors have, find out who they have linking to them. And start to work out who’s got the biggest page rank, do the search in Firefox or add the page rank tools, the SEO tools, so you can actually see the page rank in the listing of the sites that link to you. That way you can just choose the site of the highest page rank.
28 HIT ME! HOW TO GET YOUR BUSINESS TO PUNCH ITS WEIGHT 0NLINE
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