Optimizing Your Web Site
For Top Search Engine Placement
© 2001 Viki Nygaard and Al Mierau
You are free to reprint this article
in your publication as long as the resource box located at the
end of this article is included.
Part 1 of 2 - Optimization
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.
Part 2 of 2 - Submissions &
Maintenance
This article may be reproduced, in
part or in whole,
provided proper credit is given to the authors and the authors'
web site
In part one of our series, we discussed the all-important task
of optimizing your Web site in order to obtain search engine placement.
We'll continue now with strategies on submissions and maintenance.
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!
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!
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