Natural Search Engine Optimization

What is Natural Search?

"Natural" or "organic" search refers to the unpaid search results that appear in search engines like Google, MSN, and Yahoo. There are two main search classifications: Natural Search and Paid Search. While Paid Search refers to paid advertising (such as Google AdWords), Natural Search refers to all unpaid search results and is based on relevance.

Improving your ranking in Natural Search is a terrific way to drive more traffic to your listings, Store, and other pages. In turn, this can lead to improved sales and conversions for you.

How does Natural Search work?

Search engines like Google, Yahoo and MSN each have a different algorithm to determine how to rank a page for each search query. If you conduct a search for a product on each of the search engines, you will find that the search results differ. While search engines have different algorithms and methods for ranking pages, there are two things that all search engines deem important:

1) Content
2) Linking & Finding

Regarding CONTENT

• Content is king: The content you have on your page is the key to securing high search engine rankings. Search engine spiders don’t read images, so graphics-heavy pages with little content will not rank well. To make images useful for search engine optimization, use alt tags. With these tags, you can insert keywords and tell spiders what the image is about. Spiders love content and that is the most important element they take back with them to the search engine index.

• Identify keywords that are relevant to your business, and make sure they are part of your content. For instance, if you sell digital cameras, make sure that keywords such as "digital cameras", "digicams", "digital photography", "digital photos" etc. are part of your text copy. Remember: Search engines cannot read text embedded in images.

• Place keywords that define your business in important areas of your page, such as your title. The title tag (the text you see on the blue bar of your browser) is one of the most important areas of your page when it comes to search engine optimization. Search engines give more importance to keywords that are in headline tags.
• Repeat these keywords in your description.

• Use keywords as anchor text: Anchor text is the text that describes a link. Instead of saying "click here to read more", use keywords. For example, your anchor text could be, "Canon Powershot digital camera buying guide".

Regarding LINKING & FINDING

Search engines regard links from other sites to your pages as endorsements. The more quality endorsements you have, the more "popular" your page will be considered. Links also help search engines like Google find your pages. Think of these external links like street signs, helping search engines navigate to your web pages.

Here are some simple ways to increase the number of external links to your pages:

• Get links from partner sites, distributors, associates etc.
• Add URLs to directories like the Open Directory Project, which is free: http://dmoz.org/

How can you create content?

There are many free and easy ways to drive Natural Search traffic. Below are just a few examples:

1) Add keyword-rich content to your listings – Repeat keywords in your listing title and description. For example, if you’re selling a digital camera, be specific and say "Canon PowerShot SD700 6 mega pixel" and use those keywords in your listing to reinforce what your page is about.

2) Create an About Me page – If you don't have one, create one today. About Me pages are free real estate for you to describe yourself, instill trust, and link to your other site pages.

3) Write Reviews & Guides –Write Reviews & Guides about your area of expertise. This gives you the opportunity to demonstrate knowledge, convey trust, and link to your listings and site pages. In other words…contribute to blogs.

4) Add content to your web Store - If you have an web Store, add content about yourself and your listings. Repeat the keywords you want search engines to associate with your page.

5) Add relevant links to your other pages and content – Link your About Me page to your listings, Reviews & Guides, Blogs etc. Cross-linking between your pages will also help search engines to find your pages.

Search engines are democratic

If you have an off site blog or webpage, you can link it to your listings, About Me page and other site pages.

How does this help Natural Search?
One of the most important factors influencing your search engine ranking is link popularity. Link popularity is a score based on the number of external sites providing a link to yours. Typically, the more inbound links you have, the more important search engines will deem your site to be.

The quality of inbound links also matter. A link from an authoritative industry portal will count for more than a link from an unknown site. A link from a site that has high PageRank will weigh more than a link from a site that has low PageRank.

Here are some simple ways to increase the number of links to your pages:

• Get links from partner sites, distributors, associates etc.

• Include your URL site in member directories of industry associations.
It is important to remember that search engine optimization is a slow process. If you are a new site, expect a couple of months for your page to show up on search engine results. A little patience can be richly rewarding in the long-run.

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