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Firms using “long tail” keywords on their websites are likely to achieve better search engine placement, it has been revealed.
Good search engine optimisation (SEO) can help breathe fresh life into businesses websites and selecting the correct keywords is integral to for achieving high rankings.
However, according to entrepreneur Dawn Gibbins MBE, the first keywords that spring to mind “may not be the most useful”.
Writing in Real Business, the 2002 Verve Clicquot Business Woman of the Year explained: “Rather than single words, it can be much more effective to weave whole phrases through your site.
“These are known as ‘long tail’ search terms.”
Google’s new keyword tool, Google AdWords, offers businesses the chance to see which keywords are searched for the most on the search engine.
However, as Google points out, there are no guarantees for success with even the most widely used keywords.
As Ms Gibbins remarks, there are other factors – such as fresh content and developing inbound links – that determine SEO success.
Is there an optimum number of different keywords a website should have?
Business Feet deliver targeted results through search engine optimisation
IMAGINE having to find a phrase that someone used in a YouTube video clip.
| THE WINNERS: (Clockwise from top) Mr Neo Shi Yong, Mr Li Haojie and Mr Victor Goh. |
Today’s search engines, which depend on words, will be able to find the clip only if it has been transcribed into text.
Similarly for a photograph, it can’t be found if it has no caption.
To help encourage the next generation of multi-media search engines that are not based on text, the Agency for Science Technology and Research (A*Star) recently held a 10-month-long international competition to look for bright sparks.
And the winner of the contest, which ended last month, turned out to be a three-member team from the National University of Singapore.
They beat teams from China, France, Japan and USA in the finals, which were held in Fusionopolis, to walk away with the top prize of US$100,000 ($150,000).
All five finalist teams had gone through three increasingly difficult challenges before the finals.
The first challenge was a voice search to be completed in two days based on around 20 hours of broadcast audio database.
Tasks included finding a particular phrase regardless of the language spoken.
The second challenge was a video search to find similar images and clips, while the third challenge involved voice and video searches using 10 hours of multilingual database.
The finals saw the teams doing voice and video searches using 15 to 20 hours of database in four languages. Results had to be submitted in two hours.
It was a close race.
Accuracy
Dr Neo Shi Yong, 28, from the NUS laboratory for media search, said: ‘We only moved to the first position in the last 10 minutes of the competition because our strategy was to spend time refining our results, checking them for accuracy. That’s why our submission was much better.’
Team-mate Victor Goh, 28, who is also from the same lab said: ‘We are absolutely elated to win the Star Challenge! We would like to thank Professor Chua Tat Seng and all who have supported us.
‘We are pleased with the end results as well as honoured to be up against so many worthy contestants.’
Prof Chua is from the department of computer science in NUS.
Professor Charles Zukoski, chairman of A*Star’s Science and Engineering Research Council, said: ‘This competition has brought together highly talented young people from all over the world not only in the spirit of competition, but also in the spirit of exchange and friendship.
‘Who knows, one day, we may find that some of these young people have collaborated together to give us the next multi-media search engine!’
The contestants included search engine enthusiasts as well as a few of the world’s top laboratories.
All of the contestants own the intellectual property to their technologies.
So what will the winners be doing with the prize money?
Dr Neo said: ‘We might be starting a company to do multi-media searches. It will take a lot of resources to develop the technology until it can be used by the public like Google.
‘It took 20 years for text searches to be developed. It’s going to take at least five years for multi-media searches to be widely available.’
Source: newpaper.asia1