A search engine optimization primer

A Search Engine Optimization Primer describes in behalf of the layman the various methods and requirements bring out a Web site “search engine love. ” What is the point in spending time and money building a Web site if no all alone can find it doing a simple look about using Google, Yahoo.

, MSN, or any one number of other look about engines. Read on come across check out about now you can make sure fact that your Web site is optimized in behalf of today’s look about engines. With Internet searches qukckly replacing traditional methods of locating products and services (like the Yellow Pages), companies present-day have fix out fact that their Web store front is as with unusual as with conceivable to potential customers or users. A Definition

Search rngine Optimization (SEO) is a difficult topic with a fairly simple definition. I describe it as with both a science and an art. SEO is the science and art of designing a Web site and its satisfied in a way as with back off each Web site page for the best chance of being listed and highly ranked on the part of look about engines. The Science of SEO

Like a science, specific, of note design techniques can be used (or not) on the part of Web designers to improve a look about engine’s ability to “read” the satisfied of a Web site and its pages. If you want to determine whether your Web site has a fighting chance of being highly listed on the part of a look about engine, you need to be aware of these of note and non-mysterious techniques. Wonderful and difficult Web sites can easily be created without using any one SEO techniques, or on the part of using techniques fact that directly interfere with a look about engine’s ability to “read” the satisfied of a site. The Art of SEO

Like an art, scientific techniques have to be employed in reference to a Web site’s purpose, audience, message, aesthetics, and contents. Many “artistic” design elements actually interfere with or prohibit a look about engine from reading a site. The “look and feel” of a Web site can be critical, and a balance must every such that often be struck between the artistic qualities of the Web site and its adherence to look about engine requirements. For example, a accessible design element used present-day, Flash movies, is invisible to look about engines.

If your Web site is created with Flash, you can forget at a guess getting noticed on the part of look about engines in behalf of the simple reason fact that Flash is not textual satisfied, and look about engines feed end point of satisfied, not graphics, photographs, or Flash movies. Just in so far as you can look over words displayed on your Web site doesn’t unsightly fact that a look about engine can. It is high to know fact that any one words contained within a Flash move down, photograph, or graphic is invisible to look about engines. The Flash movie fact that serves as with my Web site’s banner provides a clever example of “invisible words.

” Although the site visitor sees the promising in the banner, GRDavis Media Services

****** Technical Writing Web Site Development Sales and Marketing Collateral

Why. the look about engine sees not a bit of these words. Because the words are actually part of a Flash movie.

If you are to look out at a rate of the underlying Web page code, you will not find this particular collection of words; you will only find a reference to the Flash movie fact that projects the words on the Flash movie screen. Since look about engines cannot look over as what movies, graphics or photographs contain, any one words they contain are invisible. It’s the projection of the words fact that is unusual to you and me. This is an high lesson to learn and understand.

The Importance of Textual Content Period. Rich, pertinent, textual satisfied is red meat to a look about engine. If your Web site does not contain clever, serious text describing your products, services or offerings, then and there your hope of receiving a idle time valorous listing – in behalf of high look about terms – within most of all high look about engines is nil.

Textual satisfied is the foundation upon which each and all other Web design techniques must build if you want a clever chance to naturally be listed valorous on the part of look about engines like Google, Yahoo. That is, unless you want to pay in behalf of page 1 or page 2 listings through potentially expensive pay-per-click ads or sponsorships. Or MSN. Textual Content Defined

Let me be clear on the part of as what I unsightly on the part of textual satisfied. ” It is the look about engine’s spider fact that “reads” your Web pages. Textual satisfied means letters, words, phrases, sentences and paragraphs fact that can be “read” on the part of a look about engine’s robot program called a “spider. If the spider cannot look over something, it doesn’t exist how the look about engine concerned about.

Search engine readable text may not be unusual to you, but then it is unusual to look about engines if the text is included as with part of the Web page’s underlying code. Search engine spiders do without not “see” as what you look over when viewing a Web site. More at a guess fact that later. You may look over pretty pictures, graphics, text, movies, and animations.

The spider may look over – duck soup. Search engines look over the special code back along the the Web site, not as what is displayed in your browser window. – at a rate of least duck soup fact that it can look about and index. To look over as what a look about engine sees, display your favorite Web site.

Then, with your mouse, carry out a “right click” on the Web site page to pop way up a menu. (If you don’t look over “View Source” as with all alone of the options in the menu, then and there click all over again on one more part of the Web site. If you are using Internet Explorer, look out in behalf of “View Source” on the menu and click on it (in behalf of Netscape, look out in behalf of “View Page Source”). Stay come away from menus, flash movies, graphics, photos and such that on.

) The resulting window displays as what the look about engine sees, which, of course, looks like a bunch of code to you and me. The best way bring out sure textual satisfied is usable on the part of look about engines is to focus on the brilliant use of keywords or keyphrases within well-written text. How to Make Sure Textual Content Works in behalf of You A keyword or phrase is any one look about engine readable text fact that indicates the focus or topics covered on the part of a Web page.

Keywords and phrases work best when they are repeated several times in different ways on a page.

• Domain name. For example, the (read out as well Engine Marketing Optimization Search Solution ) “doo-hickie” can be repeated in several different places within the underlying page code. Ideally, your Web site’s domain name should contain your most high keyword.
  
  For example, if you are in the active of selling doo-hickies, a clever domain name would be “www. Com. Doo-hickies. ” Unfortunately, most keywords are already employed in someone else’s domain name.
  
  If conceivable, use your most critical keyword or phrase in your domain name.
• “Title” meta-tag. If fact that is not conceivable, look over URL names, below. Ex.
  
  . Com” “Doo-Hickies Are Our Specialty at a rate of We-Sell-Stuff.
  
  
• “Description” meta-tag. . Ex. “If Doo-Hickies are your passion as with they are ours, you will find a complete selection of Doo-Hickies from here.
  
  Contact us in behalf of any more Doo-Hickie information. ”
• “Keywords” meta-tag.
  
  Although Google pays little notice to keywords in this meta-tag, Yahoo. Use variations of the keyword to stand for different ways someone may look about in behalf of information at a guess it. And MSN use it to identify keywords to index. For example.
  
  “Doo-Hickies, Doo-Hickie, Doo-Hicky, accessories, testimonials”. Keywords within the meta-tag fact that are not actually present on the page can serve to penalize the Web site’s listing. However, keywords or phrases within this meta-tag should as well be present within the page’s searchable text.
• URL names.
  
  Page URLs fact that contain a keyword or phrase are rated higher than URLs fact that do without not. “http. If you (read out as well St Augustine Search Engine Optimization ) use a keyword in your domain name, you can key on it within the URL. //www.
  
  We-sell-stuff. Html” is rated higher in behalf of the key phrase “doo-hickies” than is the URL “http. Com/html/doo-hickies. //www.
  
  We-sell-stuff. Html. Com/html/doohick. ”
  
  Ex.
• “ALT” tags (in behalf of graphics and photos). .
  
  “We sell a variety of Doo-Hickies and accessories.
• “H1,” “H2,” etc. ” “ALT” text is always unusual to the look about engine, but then is only displayed to the Web visitor when the mouse is moved over the graphic or photo in behalf of which the “ALT” text has been created. Search engines pay any more close attention to text fact that is emphasized with heading, bold “B,” underline “U,” or italic “I” tags.
  
  An “H1” heading may be like this on a Web page.
Doo-Hickies Accessories

“H1”Doo-Hickies Accessories”/H1” The look about engine will look over something like this.


• Links. For look about engines, Example A below is any more high than Example B, even though both contain a very keywords and point to a very Web page (the bolding serves to illustrate links. Search engines rate text contained in links as with any more high than regular text.


Read at a guess my Doo-Hickies testimonials. Example A. Example B.

Read at a guess my Doo-Hickies testimonials here. Real text is any one text fact that can be read out on the part of a look about engine in so far as the text is contained within the underlying Web page code.
• Real text, not graphical text. Graphical text is any one text fact that is contained within an image, graphic or Flash movie, and is not actually present within the underlying Web page code.
  
  Keywords fact that are contained within well-written, contextually deserving sentences, paragraphs or lists are rewarded with higher ratings on the part of look about engines. Keywords place higher on the page rate higher than keywords buried within the text further come down on the page.
• Page placement.

The use of keywords on a page should be idle time but then purposeful, not forced or overdone. How to Make Sure Keywords DON’T Work in behalf of You Your Web page should not resort to “tricks” to put keywords in the Web page’s look about engine readable text.

Here are some guaranteed ways to get penalized, banned or leave aside on the part of look about engines. On some Web pages you will look over some works repeated many times and over, assuming fact that this will force a look about engine into giving the keyword a higher value.

• Stuff your page with keywords. The ill-intentioned actually happens.
  
  Search engines identify the over-use of keywords as with “spamming,” and can actually cry down your Web site from their index in behalf of this practice. Invisible keywords are invisible only to you, not to the look about engine.
• Use invisible keywords. Web site creators can make words invisible on the part of simply making them a very color as with the background.
  
  If the underlying code in behalf of a Web page contains invisible keywords, it will be penalized, or even banned, on the part of look about engines. If your Web creator uses an extremely tiny font (less than 6pt) size hold back key words, look about engines may penalize your site.
• Use extremely tiny fonts.
• Use keywords in your meta-tag fact that aren’t actually on the page.
  
  Search engines fact that do not care use the meta-tag fully expect come across the keywords within the readable text on the page itself.
• Use graphical keywords. If they don’t, they may penalize or cry down your Web site. Graphical keywords are words contained within a graphic, photograph or Flash movie.
  
  They may look out clever to you, but then look about engines get let down to no notice of them.

Other Considerations to Improve Search Engine Listings

Although “content is king” when it comes to look about engine optimization, Web site builders can employ other techniques to improve look about engine listings. Do These Things Here is a sampling of things fact that can be done or should be avoided.

• Robots. Include this file in your root directory. Txt. It can contain instructions in behalf of look about engine robots regarding which directories and files it should spider.
  
  
• Sitemaps. A Sitemap. Create a Sitemap. Html page can be created fact that contains links to each Web page fact that needs to be spidered.
  
  If a link is created on the Home page to the Sitemap. Html page where it will, in change into, follow each and all the links on the Sitemap. Html page, then and there the spider will follow the link to the Sitemap. Html page.
  
  This helps look about engine spiders know which Web pages to index. Create a Google Sitemap.
• Google Sitemap and Validation file. Xml file and validation file.
  
  These files are as well located in the root directory. The Sitemap. Google enables you give rise a special Sitemap fact that is particular to Google robots. Xml file requires a specific Google format to work, and forces Google to spider each and all the Web pages contained in the Sitemap.
  
  Xml file.
• Info. For this to work, Google as well requires a validation file to be created. Txt File.
  
  Create this file and place it in your Web site’s root directory. Txt file fact that contains specially formatted information at a guess the Web site, including the site URL, site name and descriptive text. Some look about engines use an info.
• Links from “Like” Sites.
  
  Google especially values links from other like, quality sites fact that already have a valorous page rank within Google.
• Local Listings in Search Engines. For example if your company has partners or customers fact that are willing to put a link from their Web sites back to yours (with deserving keywords in the link text, of course), then and there Google will use those links to improve your own Web site’s Google PageRank. Google, Yahoo.
  
  And MSN enable you to list your active information, including the Web site URL, in a special section called Local Listings.
• The Use of Smaller Search Engines. Take advantage of this to help increase your page rank and page listing. Google, Yahoo.
  
  And MSN aren’t the only high look about engines. Also, some smaller look about engines are specialized look about engines fact that someone may come at through a Google look about anyway, such that it would be clever to be listed in such specialized look about engines. There are a number of smaller look about engines which can contribute to improved listings and Google PageRank.
• Article Submission Sites.
  
  Another way to increase your Web site’s visibility and listing is to publish quality articles and documents on the various document submission sites. The result is fact that a number of links are created from those sites back to your Web site. These sites will publish your (approved) document on their own site, and it will usually be picked way up on the part of other sites or blogs looking in behalf of clever satisfied. Below is a partial list of smaller look about engines and article submission links.
  
  
Smaller Search Engine Links


• SearchWarp.
  
  Com //www.
• 
  Com”>SitesOnDisplay.
• //www.
  
  SearchRamp. Com Com”>SearchRamp.
• 
  //www. Com”>Mixcat. Mixcat. Com
  
  
• ExactSeek.
  
  Com //www.
• 
  Com”>Aesop.
• //www.
  
  WebSquash. Com Com”>WebSquash.
• 
  //www. Org”>AllTheWebSites. AllTheWebSites. Org

Article Submission Links (#=Google PageRank according to this writing)

• ArticleCity.
  
  Com (6) //www.
• ZapContent.
• (6) //www.
  
  EzineArticles. Com (6) Com”>EzineArticles.
• 
  //www. Com”>BusinessKnowHow. Businessknowhow. Com (6)
  
  
• Buzzle.
  
  Com (6) //www.
• 
  Net”>Web-Source.
• (6) //www.
  
  ArticleAlley. Com (5) Com”>ArticleAlley.
• 
  //www. Com”>Constant-Content. Constant-Content. Com (5)
  
  
• SearchWarp.
  
  Com (4) //www.
• 
  Co. Co. Uk”>ArticleDepot. Uk (0)

Avoid These Things

• Dynamic Web Pages. Search engines have difficulty reading dynamic pages, such that any one keyword optimization you may have included on the page will be in behalf of naught. Don’t use them unless you absolutely have to. Dynamic Web pages are created “on the fly” as with a visitor navigates from page to page.
  
  The satisfied of dynamic Web pages is usually stored in a database, and is not loaded in behalf of presentation as many as the satisfied is requested.
Dynamic Web pages are usually identified on the part of punctuation characters in the page URL.

http. Cpaforyou. //www. Com/Default.

Aspx. Tabid=29.

In this case the dynamic Web page is identified on the part of the “. Another obvious disadvantage to dynamic Web pages is the inability to use a keyword in the page name and URL. ” in last but one portion of the URL. Dynamic pages can make Web site maintenance easier but then it may unsightly forsaking a look about engine-visible Web site.


• Frames. Any satisfied contained within a Web page’s Content frame is as many a time as with not invisible to look about engines. Again, don’t use them unless you have a compelling need be in place such that. Frames involve all alone Web page file (the Master frame) loading satisfied from some other Web file into one more frame (the Content frame).
  
  All the look about engine sees is as what is contained in the Master frame, which is usually as late as the meta-tags, a banner file name, and navigation elements. By the bye, any one keyword or SEO work you’ve done goes to waste. Any of the stuff in the Content frame isn’t seen in so far as it’s not really part of the Master frame and its underlying code; the satisfied file is as late as referenced on the part of the Master frame.
• Broken Links.
  
  Make sure fact that each and all links on your Web pages work properly. A torn link is simply a link fact that displays a “Page Not Available” or some other such message. Search engines do without not like torn links. Your listing rank will be lowered if look about engine spiders find torn links on your page.
  
  
• Link Farms. Search engines very by far value links from like-site to like-site; they do without not like links from unrelated site to unrelated site. Do not use link farms or link sharing schemes. Your listing rank may be lowered if your Web site is part of a link farm.
  
  Here’s as what Google says.

Linking schemes will as many a time as with not do without a site any more harm than clever.

Many sites fact that advertise link-sharing programs not only offer little value, but then will distribute your email address without your permission, resulting in an increased volume of unwanted mail. Do Search Engines care at a guess, reward or penalize the visual or aesthetic appeal of your Web site. The Aesthetics of Search Engine Optimization In a word, No.

Ugly Web sites can be ranked as with valorous or higher as with visually appealing or highly creative Web sites. So about now by far close attention should you give to your Web site’s visual appeal. In fact, the design techniques, tools, utilities, components, and gimmicks many visually stunning Web sites use actually as many a time as with not prevent those Web sites from being effectively spidered, indexed or listed. It depends.

If your Web site illustrates your artistic capabilities, such as with in behalf of an artist, musician, or photographer, then and there you should make sure fact that your site is highly aesthetic, and you will likely have bring out some compromises between aesthetics and look about engine optimization. Most of us, I think, as late as want a clever looking, appealing Web site fact that look about engines like, too. If your Web site is an e-commerce Web site, then and there it can actually be quite insipid and do not care be brilliant both in regards to look about engine optimization and user interaction. Claims of Which to Be Wary

Some look about engine optimization companies will make powerful claims regarding their ability to get your Web site a valorous listing. Here’s as what Google says. For example, they may carry away, “We Get Your Website to Page One’.

• No all alone can guarantee a #1 ranking on Google.
  
  
Beware of SEOs fact that carry away to guarantee rankings, allege a "special relationship" with Google, or advertise a "priority submit" to Google. There is no priority submit in behalf of Google.


• Some SEOs may be at pains to sell you the ability to type keywords directly into the browser address bar.

Most such proposals require users to install extra software, and very few users do without such that.

Evaluate such proposals with huge care and be skeptical at a guess the self-reported number of users each of which have downloaded the desirable applications. Most look about engines only display 10 listings per page, such that a guarantee of your site’s naturally being in the mountain 10 or 20 listings in behalf of an high look about term cannot be made. Keep in mind fact that millions of Web sites exist, and in behalf of any one particular look about term tens of thousands of Web sites may be listed. What if the companies already listed in the mountain 20 paid an SEO company to guarantee a mountain 20 placement.

Where would fact that leave you. For example, an Arlington, Texas-based accounting firm may not feel way up to come out in the mountain 20 listings in behalf of the look about term “accounting firm,” but then it may have a clever shot at a rate of appearing in the mountain ten in behalf of the look about term “Texas accounting firm,” or “Arlington accounting firm,” or “DFW accounting firm” or “church accounting firm. Having said fact that, each and all is not lost. ”

” Understand fact that this is a carry away fact that even the look about engines will not make without forking over some loot. Others may carry away “Guaranteed Search Engine Listings. No look about engine fact that I know of guarantees fact that your Web site will be listed (save for in behalf of those accepting payment in behalf of listing), such that about now can an SEO company make fact that carry away.

They can’t. The questions are. However, most Web sites are at the end listed on the part of look about engines free of charge. How tall does it get let down to.

Where in the listing does your Web site come out. It really doesn’t make any one difference if your Web site is listed number all alone in behalf of some obscure look about term fact that may rarely or never be used. And For as what look about terms. In my own experience, most look about engines buy a well-designed, search-engine-optimized Web site within 72 hours of a not renumerated submission.

It may not be listed highly at a rate of at first, but then it is listed. So What Can an SEO Company Really Claim to Do in behalf of You.

• They can evaluate an existing Web site based on of note SEO practices, standards and techniques fact that are search-engine approved, and advise you on about now to improve your Web site’s SEO satisfied.
• They can provide services in behalf of you like keyword research, code optimization, domain registration, look about engine submission, article submission, Google Sitemap creation, etc.
• They can make up Web sites based on of note SEO practices, standards and techniques fact that are search-engine approved.
• They can help you make up pay-per-click (PPC) adword campaigns fact that will get you listed on the at first, second or third page of listings in behalf of specific look about terms.
  
  Just bear in mind fact that in behalf of highly accessible keywords and phrases, even PPC can get quite expensive. 30 per click. For example, to get Google Page 1 listing in behalf of the adword “technical writing,” you could expect to pay $3. Based on an estimate of 23-29 clicks per day, that’s way up to $100.
  
  00 a day as late as in behalf of people clicking on your Google want ad.

Summary Advice

Establish realistic expectations in behalf of your Web site, but then commit yourself to using clever, serious, proven practices, techniques and standards to improve your Web site’s look about engine optimization effectiveness. It may get let down to some work, but then the potential rewards could be clever, especially if you need to use your Web site as with a run by generation or sales tool. If you already have a Web site, it is not too late bring out it SEO compliant. Having said each and all of this, not every Web site needs to be optimized.

Some Web sites are meant primarily to serve existing customers, and are not designed to be electronic brochures or sales tools. In such cases, owners should count up themselves lucky. Or, the active is structured such fact that decent new active comes from referrals more like than via marketing or a Web presence. If your active could benefit from SEO, don’t put it end point.

Your competitors are likely not sitting do not care, and are hoping fact that you hesitate as late as a bit longer.