Business Marketing

What is PageRank?

By Jakob Jelling www.sitetube.com

Chances are you have been on the Internet and have been surfing in and out of websites looking for valuable information pertaining to a favorite topic or researching a subject for school or work. As you type in keyword(s) you match the information you are searching for on Google, you come up with 10,000 pages of information. It’s virtually impossible to go through every one, so you refine your search by adding more exclusive keywords. Voila the number of pages reduces to around 1,000. Still this is a lot of pages, but you start looking through the information to find what you want.

As you go through the first 10 links on the page, WHAM! The information you needed to find was in the first or second in order of PageRank. You wonder how did they get such a high rank on Google? You may think it was very expensive to get that site at the top of the heap. The funny thing is, with a little know how and about $75 you too can go for the top.

Search Engine Optimization or “SEO”, has become a standard in the web design industry, every customer of a good web designer wants to be number one in their keyword and may be willing to pay the extra money to get there. A good web designer will dress up a web sites home page to match the requirements of their client on specific keywords. The client will also pay more for the exclusivity to remain there untouched. SEO has become a niche for a lot of web companies. They know if they can get the company to the top fast, the word of mouth will be helpful toward their business.

Through specialized META tags (hidden group of keywords) the web designer will strategically place keywords multiple times in the title bar, keywords, and even as hidden text. Some search engines have figured these tricks of the trade out and have banned certain websites from their indexes. Google has become the engine of choice for a lot of people today. There is a different logic Google uses to calculate page rank and keywords is only a portion of it.

Google actually uses a specialized mathematical equation to place your site in a predetermined order. First things first, if your website is a keyword, that does not automatically give you a top spot. It will take time to move up the ranks and you should register with Google as soon as possible to drive your rank upwards. But just having the right URL (Universal Resource Locator) doesn’t guarantee the top spot either. You must also be swapping or reciprocating links with other Google users. The more you use Google websites that are indexed the faster and higher your site will go in the ranks.

A Google robot will visit your site frequently so continue to modify your code and keep checking its rank and status. Eventually, your site will drive up the ranks and land on top. It may take time and work, but you will get the hang of keeping it there once you employ the right mix of keywords with links. Some companies can charge up to $1,000 for the top spot, they employ the same techniques, even though they don’t want you to know this. Keep your META tags, title, keywords and content in line with your keywords and continuously look to optimize them. Under no circumstances take another persons keywords off of their code; this is potentially dangerous as you could be violating copyright laws.

Good Luck!!!

About the Author

Jakob Jelling is the founder of http://www.sitetube.com. Visit his website for the latest on planning, building, promoting and maintaining websites.

What is PageRank?   by Jakob Jelling

Swinton Acquires Budget Retail Branch Network

Annual income now over £500m, with 442 branches and over 2m policies.

Swinton Group, the UK’s biggest High Street insurance chain, today purchased the high street insurance intermediary business Budget Retail from the Budget Group.

The deal continues the growth strategy of Swinton, giving the company an annual income of more than £500m and consolidating its position as a leading UK insurance intermediary.

Swinton’s existing 350 high street branches (including those of its brand Colonnade, acquired in 2002) are now joined by 92 Budget branches offering home insurance, car insurance, travel insurance, pet insurance and most other forms of personal and life cover.

The Budget Retail brand will be maintained for 12 months, after which the branches will trade under one of the Swinton brands.

Patrick Smith, Chief Executive of Swinton, says: “This deal means that we have over three times the national coverage of our nearest competitor. We are within easy reach of almost everyone in the UK. This gives us a huge advantage over our major competitors who only offer telephone or internet contact.”

“Research shows that when customers need assistance with their insurance impersonal interactive voice response is strongly disliked by most people. Our professional teams, working right across the UK, give us a great opportunity to capitalise on our personal service operated through local branches either face to face or on the telephone. Our successful growth has shown the clear benefits of providing this personal service.”

All Budget branch staff will remain employed by Swinton. The total number of Swinton employees is now 3,000, made up of staff working in the branches, call centres and head office functions.

As part of the deal Swinton will also take over Budget’s taxi and motor-home units based in Warrington and Coventry respectively.

Around 230,000 policies will be added to the Swinton database and the combined operation will hold more than 2m insurance policies.

Patrick Smith added: “We have strategic plans to continue this growth and enhance our current business capabilities by increasing our customer base through further improvements in direct marketing, increasing our diversification of product and enhancing the relationship between our branches and our online business.

“We intend to keep all the new branches open as we believe that Budget’s coverage is complementary to our existing network and the increased capacity will allow Swinton Group to handle our planned growth and further service our customers’ requirements.

“Our model has great capacity for expansion and we intend to take on the giants of our industry and show that, by caring more for our customers, we can become the leading provider in the personal insurance market.”

Last year Swinton had a gross premium income of £440m and expects premium income to grow to more than £600m next year following today’s purchase. The company has made over 250 broker acquisitions during the past five years.

Cobbetts LLP acted as legal advisors and Swinton received advice from Ernst & Young.

For more information and for interviews with Swinton Chief Executive Patrick Smith, contact Andrew Spinoza or Jaime Markey at SKV PR 0161 236 9909,

Swinton Acquires Budget Retail Branch Network / Swinton Group

Swinton Group was acquired by its parent company MMA Insurance in May 2001. http://www.swinton.co.uk/

 

Drive Traffic To Your Website Using The Right Keywords

Search engines are the #1 tool people use when shopping for products, services or information online. Optimize your website with the proper keywords or keyword phrases for your content and watch your traffic explode. If you gain an understanding of how to properly promote your website your efforts will reach it’s full potential.

To rank relevantly within search engine results, each website must be considered relevant to a particular search algorithm for a given keyword or phrase. Keyword selection can be a challenge to both experts and neophytes. While anyone can come up with various words that may be used when searching for their product or service, these words may not be the ideal mix for search engine ranking. Why? If a marketer chooses a popular keyword phrases, he or she and a million other businesses compete for top placement. Top SERP placement is dense, searchers typically giving up after the first three pages. To succeed, one must use relevant keywords that are not being used by everyone else and that are searched for quite often. This may include misspellings and other alternative data. After finding relevant keywords and phrases, the results must encourage conversion or success based on each business’ criteria. For example, while it may be possible for a DVD rental firm to get top listings under the search criteria “free DVD rentals”, the person who visits is looking for free merchandise and will leave if its not found.

For optimal search engine rankings, a page will be optimized for only one to two popular but non-competitive keywords or keyword phrases.

Keyword Coding

HTML coding are two words most people never want to hear, especially in a learning environment. But it’s important to understand the basic web page header structure and where the search engines look to find key words for search engine ranking pages (SERP).

Sites rank highest when each page is optimized separately. For instance, a business may have one website with unlimited interlinking pages. The top page must be named “index.HTML.” While each sub-page may be named according to the designer or programmer’s preference. Ideally sub-pages are named according to the strongest keywords or phrases for each business. Both the domain name and the URL or complete web address string, are important factors in determining search engine relevancy

Three important META tags are on each individual HTML page located between the “head” tags: description, keywords and title. The webpage description is the short sentence that displays after the listing name is the SERP’s. The keywords are not viewed by the casual surfer, but offer a clear-cut description of what is found on the website or who’s behind it. The title is the most condensed of all metatags. The title should repeat the top 1-2 keywords and describe what the site is about.

We can take the keyword theme as far as necessary, yet success through search engine optimization is not a 100% guaranteed way to gain top rankings and can often dilute the site and information quality by becoming a string of repetitive keywords, not value-added information. Some of these tactics include adding pages of keyword-rich articles solely to rank high. Another is developing a mini-empire of interrelated sites not for expert information, but solely to make the sites appear more important and relevant to the main site focus.

To ensure a small 30-page website is optimized, it must first renew keyword use each month to find the most popular terms for the three major search engines, Yahoo!, Google and MSN. Each page must be optimized for different but interdependent terms to strengthen the site as a whole. This involves new keyword research and website content for each page every month.

An example of a good ecommerce site using paid advertising instead of keyword optimization is buy http://automotive.com. Notice the content is relevant to the visitor entering and seeking the product. In contract, auto http://anything.com, a competitor site, relies heavily on keyword content, uses text that has no purpose and confuses the visitor with too many navigation links and useless words meant for search engines alone. Though this may gain rankings with work and keyword saturation, it can also damage a business reputation and ultimately lead to less sales.

Needless to say there are far more aspects to choosing the right keywords than I can cover in this article but the information provided here should give you a good insight into understanding how important it is to design a website that is keyword friendly.

Let’s face it, there is no magic bullet when it comes to successfully promoting your online business. There are pros and cons to almost everything you do. If you never develop a plan and put that plan into motion, you’ll never know if that’s the plan that will ultimately be the “magic bullet” that launches your online business to new found success.

Do give up! If at first you don’t succeed, TRY, TRY, AGAIN! There is a lot to learn when starting a online business. Give yourself a break and don’t set unrealistic goals. Contrary to popular beliefs, having a successful, profit making, online business doesn’t happen overnight.

So, Good Luck, Make Money and Have Fun Doing It – Shirley Kelly

Drive Traffic To Your Website Using The Right Keywords / ShirleyA Kelly

Shirley Kelly is a full-time internet marketer who has written over 200 articles in print and published 5 ebooks. To read her latest book, “The Newbies Guide To Internet Marketing” visit her at http://www.websitemarketing2.com