How Do I Improve My Site's Google Page Rank?

One of the best ways to drive traffic and attract customers to your Web site is to improve your Google page rank. While a search engine optimization strategy won't ensure top billing for your site, it will increase the likelihood of higher exposure.

Google uses automated programs known

as "spiders" or "webcrawlers" that scan the Web regularly and rank Web sites according to a number of factors. Although much of the process is veiled in secrecy, here are some of the things that factor into your site's page rank.

• Links from other sites. Google spiders move from site to site across the Internet by following hyperlinks. The company's proprietary PageRank algorithm tallies "votes" for sites by counting the number of links a site has pointing to it from unrelated sites. Therefore, increasing the number of links to your site should elevate your ranking. All votes are not equal, however. Google gives heavier weight to votes from sites it deems as more important, so make sure to register your site with directories such as Yahoo and the Open Directory Project.
• Internal links. Make sure your site is well-organized and easy to navigate. A site map will help visitors — and Google spiders — navigate your site. Google recommends that if any of your pages, including the site map, have more than 100 links, you should break your pages into more digestible portions. Also, make sure you don't have any broken links. Spiders don't like dead ends.
• Meta tags. Meta tags are hidden HTML directions for Web browsers or search engines. They include such important items as the title of each page, relevant keywords describing site content, and the description of the site that shows up when a search engine returns a search. Make sure your meta tags accurately describe your content.
• Keywords. Consider likely words or phrases that users might type into search engines to find your site. Make sure your content contains those words or phrases and include them in your meta tag information. Simply blanketing a page with one key phrase, however, will not work. Google robots are smart. They can determine whether or not you're using a key phrase in context or in an attempt to sneak your way up the Google ranking charts.
• Search engine optimizers (SEOs): Businesses often enlist the help of SEOs, companies that specialize in improving the visibility of their clients' sites. Among other things, they'll register your site with major search engines, list it in the appropriate directory, write optimized content for the site, and recommend changes to your site architecture. Do your homework when choosing a company, however, and avoid those who promise the world.

Optimizing your site according to these guidelines should help your page ranks. Google claims, however, that its uses more than 100 factors to determine page ranking. Its Web site has a lot of important tips that will give you insight into their process. It also includes some essential advice on tactics to avoid popular SEO scams.

In your eagerness to improve your Google page ranking, it's easy to lose sight of your customer. Don't sacrifice the user experience by focusing on luring spiders. Remember, the goal is to draw users to your site and keep them coming back.

Be patient once you have optimized your site. It may take up to eight weeks for you to see any meaningful progress.