During the first few seconds of meeting someone, our human senses rapidly absorb and assimilate information about the person. Within moments, we have usually categorized the person into broad and narrow groups with summary descriptions. The same is true of internet search engines like Google, Yahoo, and MSN. Their brisk analysis of your website will determine its ranking for users looking for related information. Although Search Engine Optimization (SEO) has grown to a detailed industry, here are some common guidelines in providing a good first impression to the search engines. And, like face-to-face communication, all of these recommendations are rooted in how you express your message—both obviously and subtly.

First, uniforms and name badges quickly identify us by expressing the organization we represent and the type of task we perform. In hubs of activity like airport terminals, they allow us to efficiently differentiate between pilots, security officers, and concession workers. Search engines also make broad, sweeping judgments by evaluating high-visibility items, such as the website’s domain name and the title of each web page. As such, avoid lengthy web page titles or non-descriptive web addresses. Make your message clear and concise in these critical areas.

Second, when speaking with others, we generally start with generalities and drill-down to specifics. We segue to varying topics of conversation as information is acquired. The same is true with search engines. Therefore, architect your website to present information in logical layers. Because search engines seek to traverse each page, your website must have a consistent navigational system with unbroken links.

Third, in speaking we emphasize or repeat certain words or phrases. Listeners pick up on these as clues to better understanding the topic. Search engines do the same. Bold text, or words in headings are considered more important than the surrounding words. Therefore, judiciously include keywords in well-written content and descriptions of graphics.

Fourth, we typically speak in short paragraphs. Those who speak in uninterrupted monologues are typically “tuned out” by listeners after only a short while. Search engines operate with the same curtness by only examining a brief portion of a web page before moving on. Subdivide lengthy web pages into smaller, focused web pages. Make each one logically linked to other web pages and rich in textual content.

Finally, your companions at an initial meeting can have a significant impact on first impressions. (Do you imagine people would notice if you sauntered into a business mixer sharing a joke with your buddy Bill Gates?) Search engines also display the same partiality; links from other websites will improve your website's ranking. Therefore, look for opportunities to exchange website links with other related organizations.

By making a good impression with search engines like Mr. Google and Ms. Yahoo, you can improve your ranking in result pages. Moreover, you improve the usability and quality of your website for human eyes.

Tom Urbanowicz is the owner of DataDesignIT, helping businesses operate efficiently and communicate effectively. Tom can be reached at tom@datadesignit.com or at 530.513.1691.