Het belang van zoekmachines voor uw website

16-12-2007 - door Sint Smeding (Smeding Concepts)

Uit diverse onderzoeken blijkt dat bijna iedereen regelmatig gebruikmaakt van zoekmachines bij het opzoeken van informatie. 90% kijkt meestal alleen naar de eerste drie resultaten van een zoekopdracht. Conclusie: aandacht besteden aan de vindbaarheid van uw website in zoekmachines is een must.

Elk bedrijf dat iets op het internet doet heeft hiermee een bepaalde visie voor ogen. Of u nu alleen in het kort iets wilt vertellen over uw dienstverlening en portfolio, of het e-business wilt integreren in uw verkoopactiviteiten; als de mensen u niet weten te vinden, missen uw inspanningen hun uitwerking. Bij dat gevonden worden zijn zoekmachines dus erg belangrijk.

Wat wilt u van een zoekmachine?

U wilt graag gevonden worden, het liefst zo goed mogelijk. En het liefst in Google, want dit is veruit de populairste zoekmachine (bereik sept. '07 95%).

Als u een timmerman in Amsterdam bent, wilt u bovenaan verschijnen bij iedereen die zoekt op "timmerman amsterdam". Of, beter nog, waarom niet in de top-3 staan bij alleen zoeken op het woordje "timmerman"?

Als mensen u makkelijk kunnen vinden in zoekmachines betekent dit meer bezoekers op uw site en waarschijnlijk ook meer zaken en meer omzet.

Wat wil een zoekmachine van u?

Dit lijkt een vreemde vraag. U wilt goed gevonden worden. Maar welk belang heeft een zoekmachine hierbij? Er zijn honderden timmermannen in Amsterdam, net als dat ook uw bedrijf concurrentie heeft, dus keuze genoeg.

De eerste prioriteit van een zoekmachine is relevante zoekresultaten tonen. Resultaten die 'kloppen' leveren de meest tevreden gebruikers op.

Zoekmachines trekken niet bepaalde sites voor, maar proberen de inhoud van een site op waarde te schatten. Hierbij maken ze gebruik van hun complexe algoritmes.

Dit is de reden dat Google zo veel trouwe gebruikers heeft: ze hebben flink geïnvesteerd in de technologie achter hun zoekmachine. Door op dit gebied voorop te lopen konden ze de beste zoekresultaten bieden en hebben ze in veel landen bijna de gehele markt in handen gekregen.

Waar houden zoekmachines van

Als u beter vindbaar bent in Google dan uw concurrent, dan zullen meer mensen uw website aanklikken. Andersom kan een slechte positie in zoekmachines u omzet kosten. Hoewel de zoekmachine onpartijdig is, kan zijn beslissing een bepaalde site op 1 te zetten grote gevolgen hebben, zowel positief als negatief.

Zoekmachines doen geheimzinnig over hoe hun techniek precies werkt. Enerzijds om te voorkomen dat andere zoekmachines hun technologie gaan nabouwen, anderzijds omdat ze willen voorkomen dat webmasters hun algoritmes en filters bewust gaan misleiden om zo beter gevonden te worden.

Op basis van de informatie die wél wordt vrijgegeven en ervaringen uit de praktijk is toch aardig wat bekend over de werking van zoekmachines. Zo is op de website van Google een hele sectie te vinden met informatie over de werking van Google.

De volgende twee punten zijn bepalend voor de uiteindelijke positie van uw website in de resultaten:

  1. De inhoud van een website: Hieruit bepaalt de zoekmachine waar de website over gaat en op welke woorden een website gevonden zou kunnen worden. Zoekmachines kijken ook naar de links binnen uw website en welke titels en kopjes u gebruikt.
  2. Links naar de website: Als er vaak gelinkt wordt vanaf externe websites, betekent dit dat een site op zijn gebied een hogere autoriteit geniet en dus 'beter' is. Ook geldt: hoe populairder een website, hoe waardevoller de link.

Dit zijn de voornaamste factoren. Hier aan verbonden zijn een groot aantal andere eigenschappen, zoals de omschrijvingen van van links binnen en naar uw site, of uw teksten wel onderscheidend zijn, hoe vaak uw site wordt vernieuwd. Eigenlijk alles dat er te weten valt over een internetsite; alles heeft in meerdere of mindere mate invloed.

Wat u hier mee kunt

Als u weet waar zoekmachines van houden, kunt u uw website hier op afstemmen. Dit noemen we zoekmachineoptimalisatie, ook wel aangeduid met SEO, de afkortig voor Search Engine Optimization.

Google zal het sleutelen aan uw website om beter gevonden te worden niet afkeuren, zolang dit in het belang van de gebruiker blijft. Zodra u zoekmachines gaat foppen, kan dit worden afgestraft, waardoor u misschien helemaal niet meer gevonden wordt.

Met dit artikel wil ik vooral duidelijk maken dat het belangrijk is om goed gevonden te worden en dat het mogelijk is om op een positieve manier gebruik te maken van zoekmachines. Wat u zoal zou kunnen doen om uw website te verbeteren, laat ik graag aan de orde komen in volgende artikelen.

Sint Smeding, eigenaar Smeding Concepts, 16 december 2007

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