The Axandra newsletter archive

3 March 2003

This week we're telling you how to get top 10 rankings for your keywords (it's disguised advertising for our new unique software program but nevertheless interesting to read :-) and we're bringing you the latest and very interesting search engine news.

The common way to get a top 10 ranking is to go to the search engine and to study the top 10 ranked pages for your keyword.

Then you must apply all findings to your Web site and hope that you've identified and applied all things that influence the ranking.

It usually works like this:

1. You go to the search engine where you want to get a top 10 ranking, for example http://www.AltaVista.com.
   
   
2. You enter the keyword for which you want to get the top 10 ranking, for example "leather shoes", and click the Search button.
   
   
3. AltaVista displays ten Web pages on the first result page. (By the way, only very few users look beyond the first result page, says usability expert Jakob Nielsen.)
   
   
4. You start to study the top 10 ranked Web pages and try to find out what they have in common.

In our example, eight of ten Web pages use the search term "leather shoes" in the document title. Two pages don't. So it could be a good idea to add the search term "leather shoes" to the document title of our Web page.

But why did the other two Web pages get a top 10 ranking? Probably there are other important factors that influence the top 10 ranking.

Maybe they mentioned "leather shoes" in prominent places on their Web page. Or they have a link from a big directory site. Or they used the search term "leather shoes" in their IMG ALT tags. Or it might be a combination of these factors.

The process looks simple but there are two problems:

1. You don't know which factors play a role on which search engine.
2. It's extremely time-consuming.

For example, we at Axandra identified more than 75 factors that can influence the ranking of your Web page.

Of course, it's too time-consuming to check all 75 factors for all top 10 ranked pages. Who has the time to check 750 factors? And what about your other important keywords? And other search engines?

For this reason, we developed a unique software program that is able to automate this process: Internet Business Promoter (IBP), now available in the all-new version 2.0.

It compares your Web page with the top 10 ranked pages for any keyword. Then it creates an easy to understand checklist report that tells you in plain English what you must do to get a similar top ranking.

IBP 2.0 automates the task of checking more than 75 factors on every top 10 ranked page, saving you a lot of time and taking the guesswork out of getting a top ranking. We're proud to say that it's the only software program on the market today that can do that.

Best of all, you don't have to learn anything. IBP 2.0 is exceptionally easy to use. We've put great thought into the user interface so you don't have to.

Getting the checklist report for your keywords is as easy as 1-2-3:

1. Download and install the freeware Lite edition of Internet Business Promoter (IBP), version 2.0. It runs on Windows 98, Me, 2000 and XP.
   
   
2. Start IBP, click the "Top 10 Ranking Optimizer" button, enter the URL of your Web site, the keyword and select one of 250 search engines.
   
   
3. Click the "Analyze" button and you're done.

IBP will create a checklist report that will tell you in plain English what you have to do to get a top 10 ranking for your keyword on the selected search engine.

It's easy and it works. So far, IBP 2.0 has received many awards:

• rated 5 out of 5 by BrotherSoft.com
• rated 5 out of 5 by FileHungry.com
• rated 5 out of 5 by FileTransit.com
• rated 5 out of 5 by SharewareJunkies.com
• rated 5 out of 5 by SofoTex.com
• rated 5 out of 5 by TopShareware.com
• rated 5 out of 5 by Tucows.com
• rated 5 out of 5 by VersionTracker.com
• rated 5 out of 5 by WebAttack.com

SharewareJunkies.com writes about IBP 2.0:

"Let's get another thing straight. Getting a top ten ranking in any search engine is not something any software can do for you at the push of a button. What good software can do is to analyze your website and compare it to the other websites that are ranked high and give you suggestions about how to get in the top ranking.

IBP does this very well. The free download edition will give you a real feel for how it does this. As a matter of fact you are going to be really impressed with the information that IBP gives you with its analysis."

Download the freeware Lite edition and find out how your Web pages compare with the top 10 ranked pages.

* Overture buys FAST's Web Search Unit

One week after it announced plans to buy AltaVista, Overture announces an agreement to acquire the Web search unit of FAST Search and Transfer, including the search engine AllTheWeb.com.

Overture is paying FAST US$70 million this year and up to $30 million over the next three years if certain financial targets are hit. FAST is retaining a larger division that licenses search tools to commercial Web sites.

In comparison, AltaVista processes about 18 million search queries per day, AlltheWeb.com handles about 2.5 million queries a day, but Google tops all other with 150 million daily search queries.

Since the announcement, Overture's market value has plunged by 32% on the Nasdaq Stock Market because the deal will decrease Overture's earnings this year. Overture's management said that the deals should start boosting Overture's profit by mid-2004.

Adding the resources provided by AltaVista and AlltheWeb will enable Overture to provide the Web's most comprehensive search results, predicted Ted Meisel, Overture's chief executive. "We are creating the next generation of search," Meisel said. "We are prepared to play against anyone now." The news story. Espotting commented the deal.

* AllTheWeb.com with new look and new functionality

The search engine AllTheWeb.com (recently acquired by Overture, see above) sports a new Google-like design. Banner ads have been removed.

If you search for common phrases, the phrases will be automatically rewritten with quotes. For example, if you search for the two words real estate, AllTheWeb will search for "real estate" in quotes.

The biggest new feature is the "AllTheWeb URL Investigator", with which you can get detailed information about a specific Web page after entering its URL into the search box. Try it out and enter your Web site URL.

* Google ads appear on Blogger.com pages, new Overture ads

Google announced a new advertising program called "Content-Targeted AdWords" that syndicates Google AdWords listings to Web sites beyond those with which Google has long-term deals.

The listings will appear on HowStuffWorks.com, WeatherUnderground.com and on the Weblog pages of the recently acquired Pyra Labs' Blogger.com services.

"They're claiming that they can analyze any kind of page on the fly and deliver very targeted ads to it without human intervention," said Danny Sullivan, editor of the Search Engine Watch newsletter.


Google's Frequently Asked Questions (FAQ) page.

Questions and answers on the Blogger.com/Google deal.

Some days ago, Overture announced a similar concept called "contextual advertising", where Overture displays advertising text links on related Web pages.

* Google was granted Web search patent

Google was granted its first patent by the United States Patent Office for a method of determining the relevance of Web pages in relation to search queries.

The patent deals with ranking Web pages within a sub-set of pages. The invention could affect other search companies that are building technology to intelligently rank Web pages in relation to search queries.

* Google asks to be removed from dictionary

Google lawyers sent the dictionary site WordSpy.com a letter saying that it wants "to make sure that when people use 'Google' they are referring to the services our company provides and not to Internet searching in general."

Google is trying to defend its trademarks by making it clear that Google is a company and not a verb.

* MSN UK removes banner ads from its search result page

* Kill Spontaneity or Risk Trademark Abuse

Elwyn Jenkins of GoogleVillage.info comments on Google's letters to enforce Google trademarks. GoogleVillage plans to change its name to Microdoc's News.

"Perhaps we all have considered Google(tm) to be our search engine and have taken liberties. By taking steps to ensure that the trademarks of Google Inc., are protected for the benefit of its investors and owners, this is the point where we all realize that it is not ours, and we cannot identify with Google(tm) anymore.

* Test the Top 10 Ranking Optimizer of IBP 2.0

Compare your Web page with the top 10 ranked pages for your keyword with the freeware Lite edition of Internet Business Promoter 2.0 (see above):

http://www.Axandra.com/download-ibp.htm

• How to make your Web site more effective, part 4
  
  
• How to make your Web site more effective, part 3
  
  
• How to make your Web site more effective, part 2
  
  
• How to make your Web site more effective, part 1
  
  
• Frames and the NoFrames tag
  
  
• The importance of robots.txt

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