Search Engine Optimization Guide - Langley Design Group

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18 Νοε 2013 (πριν από 3 χρόνια και 11 μήνες)

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Courtesy of SiteHatchery.com

INTRODUCTION

Search Engine Optimization is key to ensuring your website will appear higher in Google and other search engine’s
listings. There are two types of optimization we currently use, On-Site Optimization and Off-Site Optimization. What’s
the difference?

On-Site Search Engine Optimization
On-Site Search Engine Optimization is provided by SiteHatchery to ensure your website is filled with readable content by
Google and Bing. We perform the following techniques to ensure your site has a higher ranking than its competition.

￿
Heading Tags
Heading tags are used to define the headings in your page. There are 6 available, h1 set of heading tags being
the biggest and boldest and the h6 set being the smallest. You should use them as you would if you were
writing a book or article and not to highlight text in your page. The H1 tag should include the highest keywords
for your site, to ensure the page is ranked high in search engines.

￿
Title Tags
Title tags are definitely one of the "big three" as far as the algorithmic weight given to them by search engines;
they are equally as important as your visible text copy and the links pointing to your pages – perhaps even more
so.

￿
Graphic Alt Text
An alternative to an image, a bit of text that some people will see instead of the image. Many people never look
at the graphics on your page. They may be using a text-only browser such as Lynx or WannaBe, which never
show graphics. They may be using a standard browser, but choosing the text-only mode for their own sweet
reasons. (Turning off the graphics sure speeds up the action.) Some users need to read web pages with a Braille
or speech program.

￿
Keyword Density
The percentage of times a keyword or phrase appears on a web page compared to the total number of words on
the page. In the context of search engine optimization keyword density can be used as a factor in determining
whether a web page is relevant to a specified keyword or keyword phrase.

￿
Keyword Formatted URLs
Adding major keywords to the URL (www.example.com/cellphoneprovider) so that Search Engines can pick up
on this as a second hit. If the user Searches for “Cell Phone Provider”, they are likely to get this page in a search
engine listing.

￿
XML Sitemap
Using an XML Sitemap Generator, a program that indexes all of the pages within one website, XML Sitemaps can
be submitted to Search Engines so that the engines are aware of every page of content that may be relative to
the site and to the search.

￿
Robots.txt File
Web site owners use the /robots.txt file to give instructions about their site to web robots; this is called The
Robots Exclusion Protocol.

Off-Site Search Engine Optimization
On-Site Search Engine Optimization is not provided by SiteHatchery due to the extensive time it can take to increase
page ranking within search engines. We recommend hiring a seasonal employee to work on some of the following
things that can increase your page ranking with Google and Bing. Google is where everything counts, and basically
being at the top of Google or even the first page of Google is not an easy feat, especially when you’ve got thousands of
competitors who already have a history in the Google search index. It’s basically a popularity contest. The more people
that know about your site, the higher your page ranking in Google will be. Sounds kind of opposite of what you’d expect
from Google, right? Well there are ways to make your page known…more popular…so that Google will recognize it.

￿
Back Linking
Having your website mentioned elsewhere, where you can include your URL (www.example.com) will increase
your popularity. Some great places where you can put back-links are:

o
Get a YouTube Channel and include your URL in your profile information. YouTube is owned by Google,
so Google will recognize your videos.

o
Upload Videos to YouTube and link back to your website in each of the video’s description field

o
Yelp

o
Local Business Listings

o
Google Places

o
Vimeo

o
MySpace

o
Facebook

￿
Blog/ Forums/ Article Writing
Writing on other website’s blogs or posts and linking back to your website is another way to increase your
popularity. Make sure that the website you’re linking back from is somehow relative to your company’s website
as well. You also want to write something relevant to the blog article, otherwise 9 times out of 10, the blog
moderator will not approve your comment. For instance, if you’re company sells body wash and soap products
made of lavender, you will want to visit blogs of other companies that either write about lavender body
products or soaps, or competitor’s websites. You can write something like, “Last year I tried your lavender body
wash product and it was excellent. I’ve been inspired to now create my own line of lavender products. I’d love
for you to come by our website and see what we have to offer. www.example.com.” You probably don’t want it
to be much shorter than the example we’ve just given.

Article writing can be done through your website’s blog or for other blogs. Articles are more detailed and much
longer than a quick blog post like I’ve shown you. You will want your thoughts to be heard, and clearly as
possible. This is an excellent way to increase your websites’ page ranking. It might be best to hire someone with
great writing skills rather than someone fresh out of high school.

￿
Social Network Marketing
Social Networks have never been more popular, especially Facebook. Using Social Network Marketing, and
linking back to your website through profiles and posts via Social Networks, will help increase your page ranking
and popularity. Some of the most popular social networks might be:

o
Facebook

o
MySpace

o
LinkedIN

o
YouTube

o
Vimeo

o
Digg

o
Flickr

o
Blogster

o
Pinterest Mobile
App

o
Friendster

o
Google +

o
Twitter

￿
Press Releases
Having a Press Release section on your website is a great hit. Anytime you write an article, and people comment
on it, or you include keywords that other people may be searching for, will help increase your page ranking. Talk
to SiteHatchery about helping you with a Press Release option on your website if you don’t already have one.

￿
Paid Advertising
Advertising on Google or Facebook or any other major platform will be helpful. This will ensure that your
advertisement is seen when a relative keyword is typed in. Usually the advertising is pay-per-click. For more
information on paid advertising with Google, go to www.google.com/AdWords




CITATION RESOURCES

High Rankings
www.highrankings.com
http://www.highrankings.com/allabouttitles

Quality Web Content
www.webpagecontent.com
http://www.webpagecontent.com/arc_archive/66/5/

Robots TXT
www.robotstxt.org
http://www.robotstxt.org/robotstxt.html

SiteHatchery Blog
www.sitehatchery.com/connect

Web Page Mistakes
www.webpagemistakes.ca
http://www.webpagemistakes.ca/heading-structure-heading-tag/

Wikipedia
www.wikipedia.org
http://en.wikipedia.org/wiki/Keyword_density

Your SEO Today
www.yourseotoday.com
http://www.yourseotoday.com/blog/bid/54875/On-Site-Vs-Off-Site-SEO-Strategies