SEO Engine Optimization

By James Middleton - Added 3rd of July 2008

Tips and techniques for improving your page-rank and success with search engines such as Google and Yahoo.

It is worth pointing out that there is no definitive technique to SEO - most of what we 'believe' is purely anecdotal and gathered from multiple developer experiences. There are some factors however, that are taken directly from advice given to website designers from Google:

If a page is worth building to put on a website, then it is worth building with the search engines in mind. Here are a list of techniques (in no particular order) to try in an attempt to influence search engines such as Google and Yahoo.

Keywords and Phrases

Select up to 3 keywords or phrases for a single page. Do some research on which words and in what order people are typing into the search engines. Phrases are more powerful than single words.

Meta data - Keywords

The Keywords tag now has very little importance but is worth retaining as it can be a useful way of keeping a record of what keywords and phrases you have optimized your page for.

Meta data - Description

This may be used by the search engines to provide the visitor with a brief description of page content. There is some evidence that it is also a factor in determining page rank on keywords, so don't forget to add them to the description tag. Primary it should be used to entice the human visitor.

Meta data - Title

The title tag is the most important tag of them all. This introduces to the search engine spider, of what the page is all about. Of course, the spider will then run through the rest of the page to justify the title to ensure that the keywords and phrases within it match the written content.

Page content is key to influencing the search engines. Well written, spell checked content is best, but however your write it, write it with commitment and enthusiasm. This will result in language that is naturally flowing with good quality and a high density of keywords and phrases.

Optimized page content is another fairly important factor in your SEO campaign. If the HTML/JavaScript within your page is poorly written and/or contains errors, the SEO spider may falter during the indexing process and choose not to complete its' analysis of yours page's content. It's always a good idea to follow the advice and validation of W3.

Use header tags

Headers should naturally occur within the content of your copy, so user them and use them wisely. Try to include your keywords and phrases within your header tags and only use <h1> once. All of the others, etc. h2, h3, h4, etc. can be use as often as you like, but don't start writing sentences with them. Use them as headers and headers only!

Bold, Underline, Order list, Unordered list and Italics

All of these can be used to emphasize a keyword or phrase. Again, don't go over board with them as a page full of emphasis will soon look unattractive to the human visitor as well as spread the emphasis for your chosen set of keywords too thickly.

Alt tags and title tags

Use Alt tags within images and include your keywords within them. Also, ensure that links have a 'title' and again include your keywords.

Name files and folders

You should include your keywords and phrases within your file and folder names. Apply this method also to image files. Use '-' instead of spaces. Don't use '_' as this is not recognized by the major search engines as being a substitute for a space and will result in your keywords being squashed together into a single, unintelligible word! Example: /creative-portfolio/graphic-design.html.

Domain names

Ensure that your general keywords are within your domain name. If and when possible, register your domain name for as many years as you can. Google will know that you are not a fly-by-night if you register for more than the mandatory 1 year.

Inbound links

Develop content that will entice people to add links to your site on their sites. 1-way inbound links will be considered as highly value by the major search engines. 2-way link, on the other hand, are not.

Black Hat techniques

Avoid at all costs cheap and dishonest trick to improve page rank. 'Black Hat' techniques will only result in you being penalized and banned from all listings. Don't hide text, produce 'gateways', keyword cram or spam forum or use any other method that detracts from providing your visitors with what them came for.

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Credits & Links

Article written by James Middleton - www.webdesign-4-beginners.co.uk.

Information for Publishers

You are free to republish this article, provided you retain all hyperlinks as active in the above credits.

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