|
Optimizing Your
Web Site For Top Search Engine Placement
Teacher: Viki
Nygaard
There is a common misconception
that in order to achieve rankings on a search engine you simply
need to submit your Web site to them for indexing. Unfortunately,
it isn't that easy. A Web site needs to be optimized to meet
specific criteria.
Let's go through the three phases
involved in achieving search engine rankings. As we do, you'll
learn various ways to make your Web site search engine compatible.
Optimization
Contrary to popular belief, optimization
is ideally done before and during the creation of a Web site.
Each individual search engine
has specific criteria that it's looking for when deciding whether
to rank a Web site. Because each search engine has unique requirements,
it is often best to choose one or two search engines that you
would like to see your Web site ranked highly on and then optimize
your Web site based on their requirements.
To determine a specific engine's
indexing criteria, visit the home page of the search engine
and look for information on how to submit your site. In this
section, you will normally find information that the "spiders" and "robots" are
looking for when they "crawl" through Web sites. Basically, "spiders" and "robots" are
programs that look at your site. The process is called "crawling".
A more convenient way of learning
how to optimize your Web site for a search engine is by using
a software program that offers this capability. Two that we
know of are Web Position Gold and Search Engine Optimizer.
These programs can analyze your current Web site and give you
specific suggestions on how to improve your chances of getting
a high ranking on 10 or more of the major search engines.
Finally, you could hire a Search
Engine Positioner to do the work for you. These professionals
are highly trained to analyze your site, develop a strategy,
make the changes necessary to optimize your site, and submit
it to the search engines for indexing. A professional also
has a much broader range of knowledge than what we can cover
in this article. They keep up to date with the rapidly changing
search engine criteria.
We have compiled into a list
some very basic search engine optimization tips for you. Keep
in mind that each search engine is unique so the tips are NOT
universal.
- Keywords and key phrases-
Determine what keywords and/or phrases would most likely
be typed in by a 'Net surfer on a search engine to find your
site. Then narrow the results down to one main keyword or keyword
phrase. Optimization of your Web site will focus on that main
keyword or keyword phrase. Including your keywords/phrases
in every aspect of your site development is crucial.
- Domain name-
When choosing a domain name, try to choose one that
contains, preferably begins with, your major keyword.
Try to avoid using
the words "and" or "the" in the domain name. A domain
name is your Web site address, such as http://www.mountevansdesigns.com.
- Title tag-
This is one of the most important tags to include keywords
in. The title is always located at the top the Web document
in the HTML programming, so it is always one of the first things
a search engines will see. Although you don't see the title
directly on the Web page, it is what is displayed on the blue
title bar of your browser window and also is what is displayed
when somebody bookmarks your site.
- Header tags-
Adding header tags to text makes the text large and
bold. How large and how bold depends on the number that
is assigned
to the header tag. For example, <h1> assigns the number
1 to the header and is the largest and boldest of all header
tags. <h6> assigns the number 6 to the header tag
and is the smallest and least bold of all the header
tags. Many
search engines require the use of keywords in the header
tags.
- Alt tags-
Alt tags are the little pop up boxes that appear when you
move your mouse over an image. Some search engines look at
the alt tags of a Web site when searching for keywords.
- Links-
Links are simply the hyperlinks (clickable text) which
allows a visitor to jump to another page on your Web site or
to someone elses Web site. Many times, search engines look
at links for keywords. Some search engines also rank a Web
site based on link popularity. That is, they look for Web sites
that have a lot of links pointing to other Web sites with related
content. They also check for other Web sites that have links
directed back to your site.
- Meta tags-
There are several different types of Meta tags. Meta keywords
contain a listing of your main keyword or phrase followed by
several other keywords that a surfer might type in to find
your site. Meta descriptions are short descriptions of what
your Web site is about, again, using an appropriate amount
of keywords. At this time, the relevancy of Meta tags seems
to be decreasing.
- Copy or text-
Not only are the keywords contained in the copy (text)
of a Web site of importance to the search engines, but
many also have a preference as to how many words are
displayed on
the page. We highly recommend a professional copywriter
to write the verbiage for your home page at the very
least. A
professional is trained to write copy that discreetly
contains the delicate balance of keywords that are recommended
to get
a site ranked on the search engines, keeping careful
track of word count. The bonus is that it is also written
with your
target audience in mind, is interesting to read and gets
your visitors attention. KT & Associates is one such
company that offers Web site copywriting services.
- Design and layout-
The design and layout of your Web site can affect your
search engine positioning. This varies greatly among the engines,
but it has been thought that some search engines balk at certain
features such as Web sites that use frames, animated gifs,
Flash movies, javascript and image maps.
Next in our two-part series,
we'll discuss submission strategies and maintaining your rankings
once you've gotten where you want to be.
Submission:
You've worked hard to optimize
your Web site, now it's time to submit it to the engines.
It is important to note that
the majority of the major search engines are now offering two
forms of submission. For speedy results, you can pay a fee
along with your submission. At this time, submission fees seem
to be averaging around $200.00 US. Be aware that even though
you are paying a fee, the search engine still expects your
site to be optimized according to their standards. A fee will
ensure a quick review of your Web site, but does not always
ensure that you will receive any rankings of your Web site.
Be sure to carefully read the information that is given and
understand it before you submit your Web site in this manner.
You can also do a submission to a search engine at no charge,
but the results are often slow and there is no guarantee that
your site will be indexed.
As with optimization of your
Web site, you have several choices when it comes to submitting
your Web site to the search engines. You can do it yourself
by visiting the home page of each search engine, looking for
submission information and following the instructions given.
You can use specialized software
that will do all the work for you. Web Position Gold will submit
your site to the major search engines with a single click.
(Note that Web Position Gold does not submit to open directory
services such as Yahoo Directory. Open directory services are
reviewed by humans rather than computers and robots and require
a rather lengthy submission application to be filled out.)
And finally, you can hire a Search
Engine Specialist who provides this service in addition to
optimization services.
Maintenance:
If several months have gone by
and you do not have the rankings you desire, you will probably
want to review your Web site and re-optimize it for the desired
search engines. Criteria is constantly changing. That means
that even though your Web site was optimized a few months ago,
it might not be optimized today.
Once you have achieved your desired
rankings, carefully watch them. Maintaining rankings is an
ongoing process and sometimes, a full-time job! Once you have
high rankings with a search engine it is recommended that you
NOT make major changes to your home page. Also, don't panic
if your rankings fall a few notches, often times they will
climb again in the future.
When you develop a plan of action
for your Web site, you can easily include search engines in
the mix now that you know how to optimize, submit and maintain.
Although it can take several months for engines to rank a site,
with a little patience you might find yourself sitting at #1.
Soon after, you'll see your hit counter spinning and the business
heading your way!
About the teacher:
Viki Nygaard is
President of Mount Evans Designs specializing in professional
Web design. For those businesses who insist on quality but must
maintain a budget, visit http://www.mountevansdesigns.com today.
You'll be thrilled with the exceptional designs and the affordable
rates!
|
