Web Visibility The Facts

Posted on 10. Nov, 2009 by Pete Hollier in Search Optimization, Social Media

Web Visibility Be Seen Be Found

A definition provided by Dictionary.com which I like for visibility is: “The relative ability to be seen under given conditions of distance, light, atmosphere, etc.: low visibility due to fog.” I like to take this definition and consider the Internet conditions which must be overcome to obtain web visibility.

In the past how well your web site did for keywords in the Search Engine Results Pages was one of the primary methods of obtaining web visibility, and provided and indication of the effectiveness of your Organic Search Engine Optimization Program. Although this is still a good indication of keyword optimization performance, additional factors do influence your web visibility.

The Changing Face of Search

The factors determining which Internet user, will be delivered which Search results has become increasingly complex. No longer can being ranked in the Top 10 or 20 solely be used to determine your web site’s search visibility.

There are numerous factors which impact which web pages are included in the Search Results.

1. Geographic location from where the search was initiated.
2. The use of Advance Search functions.
3. If search terms are considered by Search Engines to have Local implications, Search results may be delivered accordingly.
4. Search options provided to users at time of Search such as time and file formats.
5. Search results delivered to match user’s interests based on their web searching and surfing history.

All these factors affect the where and when of your web site’s visibility in Search Results, and must be managed to improve overall web visibility.

Being Visible

Although the Search Environment constantly offers new challenges, in most cases these challenges can be analyzed. A review of special search conditions imposed on a Search assist in the identification of solutions which can be used to leverage the special Search criteria to improve your web site’s visibility.

The impact of user specific search on your Organic Search Engine Optimization Program increases the importance of ensuring the web site is developed in a Search Engine friendly manner. It is also important to complete On Page Optimization including the selection, use and integration of keywords and improve Off Page Optimization methods primarily link building to assist in your efforts to achieve visibility for your web site in various search results.

Social Visibility

There is more to web visibility than Search alone, increasingly visibility in the Social Media environment is necessary to increase awareness of your web site and business services.

Social Media provides businesses with an effective tool to increase the awareness and visibility of your business’s web site. Social Networking discussion forums, Micro Blogging and Social Book marking are some of the Social Media Tools available to improve your business’s web site web presences and visibility.

The Last Word

Web Promotion tactics must evolve along side the changing face of Search and how individuals use the Internet to find the products, services and information they require.

However, as tactics change some things do remain constant and that is those sites which do put the effort into their web site program generally see the benefits. To do nothing is not an option, a good program and attention to the finer points will be what puts one site ahead of others.

Written by: pete@seowizardry.ca a Search Engine Optimization Consultant

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