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You Have More Web Sites Than You Think You Have: The Importance of Deep Submission
By Donald Nelson
If I ask you how many web sites do you have? You may say "One, yes it is
www.mycompany.com " or "two" in case you have a second organization or
company. When I first began promoting my web sites I was, like most people,
only thinking in terms of one web address, the url of my main page. And I
thought that this main page was a difficult one to promote because it was
the index page of a magazine that covered a wide variety of fields
(environment, arts, science, politics, spirituality, etc). How could I
optimize a page for so many keywords, which market could I focus on?
It was only after discussing the subject with another web master, who had a
similar site, that I learned that the diversity of all the inner pages of my
site was a huge asset. Each of these pages was like a mini-website, and
capable of attracting a multitude of visitors using a variety of keywords.
Part of my ignorance at that point was due to a lack of accurate tracking
data. I had a simple tracker on the main page that told how many visits that
page was getting, but I had no idea of what was happening deeper inside the
site. Then I was able to get access to the raw access logs of the site and
using a log analysis tool I began to see the real picture of what was
happening.
I saw that the main page was getting one third of the total traffic of the
site. I found out that one article, "The Causes of Tropical Deforestation"
was a big hit and consistently getting a lot of traffic. Other articles were
also quite popular, but covering completely different subjects. It was then
that I realized that I had not one web site, but more than 100 web sites.
What does all this mean in terms of design, optimization and submission? It
means that one has to realize that people may well enter your site through
the "side door" or the "back door" and you have to prepare accordingly.
For design, it means that the structure of your pages and navigation system
should invite the people who enter from the inner pages, to make it to your
important pages (about us, main page, or your order page!). For optimization
it means that you should take more care about the placing of keywords,
description and title tags on all the pages. Have you ever seen websites
where the blue line at the top of the browser is showing the title of the
page to be "New Page"? Even very good designers become a little bit sloppy
on the inner pages, and though they do usually manage to put a proper page
title on those pages, they seldom take the trouble to write separate meta
tags for the keywords and descriptions. But as I learned, these pages are
an asset and can be optimized and promoted to gain more traffic.
The first thing that I did was to redesign my navigation system to take
advantage of this traffic and make sure that those who entered through the
back door would visit the important departments of the magazine. I also put
a newsletter sign-up form on all the inner pages, and to this day these
pages are bringing in a steady stream of subscribers to the magazine's
e-mail bulletin. The next thing I did was to make sure that the inner pages
had proper meta tags, and finally I did a deep submission of the whole site.
What is a deep submission and why is it necessary? When you submit the main
page of your site to a search engine, the search engine sends a "spider" to
look at your page and put the data on that page in the search engines index.
Sometimes the spider will follow the links on your main page and also pick
up some of the inner pages (Google, for example is very good at this) but
sometimes they don't go deep enough into the site and only one or two of
your pages are indexed. To get the other pages indexed you have to submit
them all separately, just as if they were other web sites. However, if you
have 100 pages you can't submit them on the same day to one search engine.
That would be regarded as spamming. If you submit one url per day per search
engine you will not get into any problems.
So, think about your site more deeply. Your inner pages are mini-websites
and if prepared and promoted properly they could increase your traffic and
your sales dramatically.
About the Author
Donald Nelson is a web developer, editor and social worker. He has been
promoting web sites since 1995 and now runs A1-Optimization
(http://www.a1-optimization.com) a company that provides low-cost search
engine optimization and submission services. He can be reached at
support@a1-optimization.com
Copyright 2002, Donald Nelson, all rights reserved.
