Web and Ecommerce 7.8. Search Engine Optimization and Submission

Search Engine Optimization and Submission

Search engine optimization (SEO) is all about managing words and markup on your pages to maximize your site’s visibility on Web search engines. As you may well know, when a user searches for a Web site by entering search terms or keywords into a search engine form, they typically get back tens of thousands or millions of results. Most users, of course, are only going to look at the first thirty or forty results―a really motivated user might actually burrow deeply and see 100-120 search results. For all practical purposes, if your Web site is not listed in the top thirty or so results for a keyword search, it might as well not be listed at all.

To help influence your position, you can optimize your site for certain search terms, called keywords. You start search engine optimization at the very beginning of your Web project―before any copy is written or any page design is laid out.

Search engine optimization is also an ongoing process. By monitoring your placement on search engines and carefully analyzing your Web statistics to see which search engines are driving traffic to your site (see section 7.9), you will end up tweaking your site regularly to improve placement and site traffic. In addition, the search engines are constantly modifying the formulas they use to rank sites on their search engines. Your optimization strategy has to keep pace.

SEO is the only business activity that you will engage in where you have no control over the results. Your search engine placement depends solely on the rules the search engines use to rank sites relative to keywords. These rules are kept under lock and key, so the best you or any search engine “specialist” can do is guess. So when some SEO consultant or some book claims that it can land you in the top ten search position . . . well, don’t expect a money-back guarantee.

Search engine optimization is a REQUIREMENT for any Web-based business because it translates into real revenue dollars. Ongoing search engine optimization costs the biggest companies literally tens or hundreds of thousands of dollars each month. Online retailers, for instance, don’t just optimize their store for search engines, they optimize each product page. If you search “Shoestring Venture” in Google, Amazon wants their site to come up first.

Search engine optimization has four components:

  • The first starts with a keyword strategy, which is based on keyword relevance and frequency. You cannot get top rankings on search engines for every single word you use on your site. Typically, you’ll choose half a dozen or fewer words as the foundation of your keyword strategy. Relevance is how well those words actually fit what your Web site is about. If you choose words that only distantly describe what you do, then you’ll have a hard time getting good placement. And, even if you do, most people searching the term won’t be interested in your site anyway. Frequency is how many times search engine users employ a certain keyword to find a site like yours. If you optimize your site to highly frequent search terms, you have the potential of attracting a large audience, but you’ll also have more competition from other sites for those terms. Some SEO specialists advocate focusing on less frequently used search terms. Fewer people search those terms, but you have a greater chance to get top placement. What’s important is this: you nail down your keyword strategy and keywords before any copywriting or design takes place.
  • The second involves SEO copywriting and building your keywords into vital positions in your site: the names of files, page titles, headlines, and copy. See section 7.7 on SEO copywriting.
  • The third involves search engine and directory submission. You can always launch your site and wait for the search engines to find you. It’s better, however, to submit your site to as many search engines and Web directories as possible, particularly since your presence in search engines and directories increase your rankings all around.
  • The final step involves building your Web presence through a linking strategy. Search engines use the number and quality of links to your site from other sites to determine how they rank your site for various keywords. For instance, if a search engine sees a link to this book’s home page that is called, “Shoestring Venture,” it will bump up the rank it gives the site for both those words. Linking strategy is part of building your Web presence and your search engine marketing (SEM) initiatives. We discuss it in more detail in Section 8.4.

7.8.1. TopSEOs


TopSEOs is the largest directory of SEO and SEO-related firms and software tools that help you maximize your Web presence, site traffic, and conversion rates. It is a fairly exhaustive directory of both firms and software, so you should be able to conduct most if not all of your SEO shopping through TopSEOs throughout the entire lifecycle of your Web marketing project.

Firms fall into the following categories:

  • Organic optimization (i.e., using a keyword strategy in your Web site copy)
  • Pay-per-click management
  • Press release distribution
  • Link popularity campaigns
  • Search-targeted content
  • Web development
  • Email marketing
  • Web hosting

Software falls into the following categories:

  • Keyword research
  • Optimization software
  • Rankings monitor
  • Click fraud monitoring
  • Web analytics
  • Link popularity
  • Pay-per-click bid management
  • Comparison shopping
  • Search engine friendly e-commerce
  • Informational tools
  • Content management

7.8.2. SubmitExpress


Founded in 1998, SubmitExpress provides affordable services to small- and medium-sized businesses, having served as SEO consultants to 3,200 businesses and a submission agent to over 20,000 businesses. The Patricia Seybold Group named them the top search engine optimization firm in the country. They guarantee top ten search results placement (however, what happens when customer number eleven walks in the door?).

SEO services include:

  • Consultation
  • Keyword research
  • Copywriting
  • Web site redevelopment
  • Incoming link creation
  • Search engine submission
  • Regular results reporting

Fees depend on the frequency of the keywords that are chosen.

Search engine submission includes

  • Automated submission to 1,000 search engines and directories
  • Manual submission to the major search engines
  • Site review and SEO ranking advice before submission

7.8.3. AddMe



Founded in 1996, AddMe runs SearchTerms.com, an automated service that analyzes keywords for frequency. The service tells you how many users search the search term, how many sites are competing for the search term, pay-per-click bid data (see section 8.3), average clicks per day, as well as your site’s and your competitors’ sites link popularity. It also provides a monthly report on your site’s search engine readiness and the density of search terms on your site. You can subscribe to the service for one day ($10), one week ($30), one month ($50), or one year ($300).

You subscribe to the search engine submission service for one year through their site, AddMe. Each month, AddMe submits your site to hundreds of search engines. Features include a keyword suggestion tool, a readiness report, a monthly ranking report, a monthly link popularity report, and a monthly broken links report. A single submission costs $50 and a one-year subscription costs $100.

Other services include:

  • Product feed submission
  • Search engine optimization language (XML tags that describe your site, products, etc.)
  • Pay-per-click search engine submission (see section 8.3)
  • Web traffic statistics (see section 7.12 on Web statistics and analysis)
  • Web design

7.8.4. AddPro


AddPro.com provides search engine submission and optimization for small businesses and Web developers. Services include search engine optimization, link building, search engine submission, and pay-per-click search engine submission (see section 8.3). One-time search engine submission costs $50 and involves the following services:

  • Manual submission to the top search engines
  • Automated submission to 120 of the most relevant search engines
  • Submission report

7.8.5. WebPosition Gold


There are a large number of software packages you can buy to help optimize your Web pages, submit sites to search engines, and help you analyze traffic from search engine pages (see 8.3 below). In the authors’ opinions, the best value for your money―if you choose to optimize your site on your own―is WebPosition Gold. The general consensus among Web developers is that WebPosition Gold is the best SEO and directory submission software out there hands down. One of the authors has used several SEO software packages and has repeatedly come back to this one as the stand-out. The software comes in tow versions: Standard, for $150, and Professional, for $390.

Currently on version 4 as of the date of this book’s publication, WebPosition Gold:

  • Automates top search engine submission
  • Checks your site rankings in the top search engines on a regular schedule that you set
  • Provides automated advice on how to optimize each of your new or existing web pages
  • Creates optimized web pages based on keywords and details you enter about your business
  • Remembers all the optimized Web pages you created, changed, or added.
  • Analyzes traffic to your site and where visitors are coming from, including the search terms they use in search engines
  • Supports up to five different web sites and unlimited domain names
  • Supports unlimited keywords, missions and web pages.
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One Response to “Web and Ecommerce 7.8. Search Engine Optimization and Submission”

  1. Trevor Garfield says:

    7.8.6. WebPosition Gold
    Momoway is a new business searcher and trade platform. The goal of the project is to provide a one-stop shop for business and trade – easing communication and B2B contacts between manufacturers and buyers. All business information is gathered in one place – including supplier products, fairs, accommodation, and flights.

    Momoway, as a trade platform pioneer, uses semantic search based on tags matching queries to context, returning results within that context, thereby improving search accuracy by understanding searcher intent.

    And – what’s even cooler – it’s co-financed by the European Union.


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