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* CYBERSPACE *
* A biweekly column on net culture appearing *
* in the Toronto Sunday Sun *
* *
* Copyright 1999 Karl Mamer *
* Free for online distribution *
* All Rights Reserved *
* Direct comments and questions to: *
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So you built a fancy web page, did you? Now what? Obviously
you want people to visit it. How are you going to do that?
The first step, of course, is to register with a search
engine. There are over a dozen major search engines out
there. Visiting each one and finding the submission link on
an increasingly busy intro page can be a time consuming
process.
There are sites that will charge you for promotion services
but I'm skeptical as to the cost/benefit. Luckily a number
of pages that will do the work for you for free.
The @FREE Website Promotion site at websitepromotion-
12600.hypermart.net is a quick and handy site that will fire
off your URL to ten major engines, including a couple of
"second generation" sites like Northern Light
(www.northernlight.com) and Google (www.google.com).
Once you submit your site, the search engine's "crawler" will
eventually explore your site and index it. Be warned, it
could take weeks or months for a crawler to visit. Even
worse, it could take months for the crawler to revisit your
site and update it. So, before you submit your URL, make sure
things are about as complete as possible. You may only get
one shot at it.
One of the closest guarded secrets on the net is the formula
a search engine uses for ranking sites. Your site may come up
in the top ten on Hotbot but Lycos lists it after 30 porn
sites that have nothing to do with your page about Korean
cuisine. Search engines can only differentiate themselves
through the completeness and accuracy of searches.
You can improve your chances of a satisfactory ranking in a
number of ways. Make sure your page's title (e.g., the text
between the tag) is as descriptive as possible. If
your page is about Korean cuisine, don't title your page "My
Page".
Using meta tags is a complicated but primary way of helping a
search engine index your page. Too many people, however,
think meta tags are the only solution and try to load up
their tag. Putting "playboy" 900 times on your page
might backfire. Search engines have a policy against these
overt attempts at "spamming" the index and will remove your
URL altogether.
Most modern HTML generating tools like FrontPage provide an
option for generating meta tags like and
. The page at vancouver-webpages.com/META/mk-
metas.html generates the proper HTML for those tags plus a
wide range of more obscure tags like (which tells a
search engine when to remove a page) and (which
tells a search engine if a page should or should not be
indexed).
I find one of the best ways to promote a page is find related
pages that come up in a search engine's top 10 and email the
web masters asking them if they can put a link to your page.
I find when I'm looking for sites on a particular topic I'll
visit the highest ranked sites and then explore their
collection of links. Naturally place a link in exchange.
Another trick is join related newsgroups or mailing lists,
take part in the discussions, and include your web site
address in your sig line. It's a good way of generating
impulse visits.
Once you've got people to visit your site, you probably want
them to come back. A page that's frustrating to use or
crashes browsers won't see much in the way of repeat traffic.
There's a cool utility called SiteInspector at
siteinspector.linkexchange.com. You can punch in your URL and
it will report back interesting facts about your page like if
your meta tags are readable. A more complete (and picky) HTML
validator can be found at validator.w3.org. The site will
visit your URL and report back errors or non-standard HTML
coding.
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