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Search Engine Monopoly
By Michelle L. Collie
Expiry Corp. Staff Writer
October 15, 2002

Ranking high in search engines is like playing a game of Monopoly. The Park Place of search engine positioning would probably be the #1 or #2 ranking at Google.com under your best keyword. Your railroad/utility real estate equivalent would perhaps be a high ranking on several of your quality keywords; and Free Parking could be when you notice that your site is showing up under keywords you had never even thought of! Counting on the Search Engines to deliver highly targeted traffic to your website is a game, and just like Monopoly, it is a game of real estate and making smart moves. As in Monopoly, (in Monopoly, the average player thinks that Park Place is the most valuable piece of real estate, but according to Truman Collins, the best return on investment is putting a third house on New York Ave), your best and most targeted traffic may come from keywords and search engines you may have least expected.

Did you know there are actually people who call themselves “Monopoly Consultants” and can provide players with game probabilities, advice, and game theory? If you were serious about the game of Monopoly and had potential “real” money at stake, chances are you would seek the help of an expert Monopoly player or consultant to help you win the big game.

The same is true with Search Engines. Without the help of a Search Engine expert you may find yourself only dreaming of landing that Park Place extremely high ranking on one of the world’s most popular search engines. You might find yourself buried under pages and pages of other websites. You may notice that businesses that have far less correlation to the chosen keyword are ranked higher than you for your best keywords.

What can a Search Engine Specialist do for you?

1. Choose Keywords for Your Web Pages
Keywords are the word(s) that searchers type into search engines when they are trying to find something on the Internet. If your website utilizes that particular keyword(s), your site may show up in the Search Engine Result.

A Search Engine Specialist has the knowledge to choose keywords that the average searcher would type to try and find a website with information/products/services similar to your own. They are able to research search engine traffic for particular keywords, and the number of websites that are competing for rankings under particular keywords.

The best way to a high ranking is to find terms that relate to your website that are searched for quite often but have a low number of competing websites. Professional search engine specialists are able to look at various probabilities for particular keywords and chose those that will best suit your site.

2. Optimize Your Web Page(s) Content
Once keywords are chosen, they need to be a part of your website content in order to increase your website rankings. A Search Engine Specialist is able to take your existing content and optimize it for search engines by including your keywords, enhancing your titles, and inserting meta-tags (behind the scenes code that is readable by search engines, but is not present on your actual webpage).

3. Maintain Your Rankings and Provide Reports
Once you have achieved your primary ranking goals as determined by you and your search engine specialist, your Search Engine Specialist can maintain that ranking. The rankings within each search engine change on a very regular basis, so without someone on your side working to keep your spot, you could easily and quickly lose your place. Search Engine specialists are also available to provide detailed reports about how you rank in specific search engines and under keywords to help with your website marketing needs.

Search Engine Specialists are in high demand because of their high level and continued of knowledge of how the Search Engines work and what it takes to increase ranking. Simply submitting your site to a search engine may get you listed, but it takes a professional to do the time consuming work to reach your goals.

Expiry Corporation has a dedicated Search Engine Specialist as part of our team of employees. She works with clients on an individual basis to choose keywords, develop and optimize website content, maintain search engine rankings, and develop customized ranking reports. In fact, like with our other services, our staff have developed a continued relationship with many of our Search Engine Services clients.

There are few experts in the Search Engine Optimization field that do it properly; because we follow the rules set forth by search engines, understand how search engines work, and are able to fully research competitive keywords for your business, we have fully satisfied every one of our customers and have a number of others waiting to begin the process to higher rankings.

If you would like more information on Expiry Corporation’s Custom Search Engine Services, please contact our Search Engine Department by emailing Muriel@expiry.com, calling 1-888-764-3622, or visiting our website at www.expiry.com.

Monopoly is a time consuming game – it can sometimes take weeks and months before someone emerges the winner! Just like Monopoly, getting your site listed and found on the Search Engines is a time consuming process. But, with the help of an Expiry Corporation Expert, your site will rise to the top faster, meaning Park Place or New York Ave (High Rankings in a Search Engine) is finally within reach!

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