Search Engine Optimization (SEO)

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18 Νοε 2013 (πριν από 3 χρόνια και 8 μήνες)

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Search Engine Optimization (SEO)
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Search Engine Optimization

(
SEO
)


The most important thing to know about search engines is that
SEARCH ENGINES
ONLY INDEX TEXT.

They don't index images well, and they don't index Flash
well. Although there are some exceptions to that rule, as search engin
es are becoming
more intelligent and more able to index files such as PDFs and the captions of graphic
files, and some of the text in a Flash file


The pages you want to optimize are the pages you want people to find


those pages
with content about your s
ervice or product
--
whatever you are selling.

Pick a Good Web Hosting Company

This can be very important to the search engines. Free website hosting is usually bad
for search engine rankings, for several reasons.

The most important factor is that your
websi
te should have its own "static" IP address.

Figure Out Your Key Word Phrases

For each page you should wind up with a list of no more than two key word
phrases, each less than three or four words long.

Longer phrases are less effective.
Single words are oft
en useless. The word "Software" for example, is ignored by many
search engines
-

it is what they call a "stop" word, like "the" or "a"
-

they just ignore it
when you search for it, unless you put it inside quotation marks or otherwise make it
clear it is p
art of your search.

Set up your Meta Tags

There are several "tags" that go into the HTML code for a page of a website. These
tags are placed between the <HEAD> and </HEAD>. These are invisible to the
average person browsing the site but are used by the sea
rch engines when they come
crawling through your site and index the pages
--
a process called "spidering". These
tags should be present on every page of the website. The most important tags are:

Set up your <Title> Tag

<title>Alfa Romeo Alfetta Accessories<
/title>


What we put in here is based on the key word phrases we figured out above. It should
contain our main key word phrase

The <title> tag must contain the main keyword
phrase for which you are optimizing that page. Google in particular places heavy
e
mphasis on what is in your page's <title> tag. So does Bing.

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Set up your Meta Keyword Tag

The <meta> keyword tag will contain our key word phrases for the specific page we
are on:

1.

Don't make this more than about 250 characters long.

2.

Don't use the same ke
y word more than twice in it.

3.

Vary the capitalization.

4.

Don't use all capital letters unless the word is an acronym, like "
SEO
", which
is short for
Search Engine Optimization
.

5.

Don't use words in it that don't show up in the body text on the page.


Set up

your Meta Description Tag

The <meta> description tag is a description of the page. It should contain our key
word phrases for the specific page we are on:

<meta name="description" content="Alfa Romeo Alfetta accessories, blah, blah,
blah">

We won't repea
t individual key words more than twice in any one meta tag because
that can get a site banned from a search engines for something called "spamdexing",
which is "spamming" the index of a search engine. It's also known as "keyword
stuffing";

Put Key Words in

Headings

These "headings" make your browser display the text larger and set it aside from the
rest of the text, on its own line. Search engines will look for and index our headings
when they index the pages on our site, so our headings should ALSO contain

the main
key word phrases for our site, like this:



<h1>Alfa Romeo Alfetta</h1>



<h2>Alfa Romeo Alfetta
-

Hood Ornaments</h2>



<h2>Alfa Romeo Alfetta
-

Maintenance Manuals</h2>



<h2>Alfa Romeo Alfetta
-

Floor Mats</h2>



and so on through as many headings (in
this case our products for sale) as we
can think of that we want to include on that page.

Headings like that are weighted heavily in the search engines
--

many of them use a
formula that LIKES the key words in headings more than elsewhere in the site. Don'
t
neglect these. Use them to set off areas of text, in the same way this page you are
reading is divided up by headings.

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H1 headings should be used for branding of your site. H2 tags should be used for
keywords, to help outline what's on the page visually.

Don't use more than one H1 tag
on a page.


Use Key Words in Your Text

Our optimized page would contain TEXT of at least 250 words, with the key word
phrase "Alfa Romeo Alfetta" occurring several times near the beginning of the text. If
a page doesn't con
tain at least 250 words, some search engines won't bother to index
it. It's preferable to have 500 words or more if possible, on a page. You'll get better
results from the search engines if you have more text.

Put Key Words in Alt Tags

Pictures on a websit
e can and should contain a little text description that only shows
up when you move your mouse over the picture. That little description is called an
"ALT tag" ("ALT" is short for "alternate").

Hold your mouse over the picture on the
right for a couple of
seconds and your browser will display the ALT tag for the
picture in most browsers.

Some search engines index those ALT tags, so we will make sure we label every
picture with an ALT tag
--
every last picture.

Put Key Words in Anchor Tags

Hypertext links on y
our site usually look something like this:


<a href="floor
-
mats.html">. Those are called "anchor tags"


that's what the "a"
stands for. You can put some other information in there, which will show up when
one mouses over the link. It would look like this:


Sample Anchor Tag:


<a href="blah.html" title="Alfa Romeo Alfetta floor mats"> Alfa Romeo Floor Mats
</a>

Is a Robots Tag Necessary?

In our experience, a Robots meta tag with instructions to index and follow the links on
the page is simply ignored by the

search engines.

<meta name="robots" content="index,follow">


It might have done some good a few years back
-

in today's world it can safely be
omitted.


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Use a
robots.txt

file

Make an empty file. Name it "robots.txt". Put it in the root directory of your s
erver;
usually this is the same directory where your index.html file is kept. (But not always
-

sometimes your index.html file is in a sub
-
directory. In which case, make sure you
have a copy of the robots.txt file in the root directory
-

usually the root d
irectory is as
high as you can go in the directory tree on your server.

While it is possible to set up a "robots.txt" file to exclude some or all of the search
engine robots, what you probably want it to do is to allow every robot that comes
along to index

your site. If you do want to exclude specific robots from indexing
certain directories or certain files, you will have to put some commands into the
robots.txt file.

The
Robot Exclusion Standard
, also known as the
Robots Exclusion Protocol

or
robots.txt p
rotocol
, is a convention to prevent cooperating
web crawlers

and other
web robots

from accessing all or part of
a
website

which is otherwise publicly
viewable. Robots are often used by
search engines

to categorize and arch
ive web
sites, or by webmasters to proofread source code. The standard is different from, but
can be used in conjunction with,
Sitemaps
, a robot
inclusion

standard for websites.

Examples

T
his example
allows all robots

to visit
all files

because the wildcard
*

specifies all
robots:

User
-
agent
:

*

Disallow
:

This example keeps
all robots out
:

User
-
agent
:

*

Disallow
:

/

The next is an example that tells
all crawlers

not to enter four directories
of a
website:

User
-
agent
:

*

Disallow
:

/cgi
-
bin/

Disallow
:

/images/

Disallow
:

/tmp/

Disallow
:

/private/

Example that tells
a specific crawler

not to enter one specific directory:

User
-
agent
:

BadBot
# replace the 'BadBot' with the actual user
-
agent of the bo
t

Disallow
:

/private/

Example that tells
all crawlers

not to enter one specific file:

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User
-
agent
:

*

Disallow
:

/directory/file.html

Note that all other files in the specified directory will be processed.

Example demonstrating how comments can be used:

# Com
ments appear after the "#" symbol at the start of a line, or after a directive

User
-
agent
:

*
# match all bots

Disallow
:

/
# keep them out

Validate your HTML code
.

Everybody knows that robots, in general, are not too smart. The search engine robots
which ga
ther information from your site can really only do two things: 1. Read text. 2.
Follow links. That's all.

for example if you have complicated nested tables, any of which aren't closed
--

then
that may be the point where the search engine robot gives up try
ing to read your site.
To validate your site, use this link:

http://validator.w3.org/
. This will tell you where
your HTML code is "busted" and needs to be fixed so you don't confuse the
search
engine robots.


Register by Hand with the Search Engines and Directories
.

As soon as the website is finished and up on the web, it should be submitted to
(registered with) the search engines (like Google and MSN) and directories (like
Yahoo! and the

ODP). Most of these are free
--

some of them charge up to $300 for
submitting your website. Don't scrimp here. If people can't find your site it is doomed.

Neglected Opportunities to Place Better in the Search Engines

1. Neglected Headings

Headings from <
h1> right on down to <h6> are often entirely missing from websites.
Text within such headings is given very high treatment in the search engine
algorithms in a search for those keywords.

At the very least you should put in ALT tags (containing keywords, of

course!)
describing those graphics so that someone cruising with his browser set to turn the
pictures "off" (you can do this by changing a setting on your browser)

2. Neglected Text

The text on the pages of your website must also contain your keywords. It

also helps
if you repeat those keywords *several* times at different places in the text. Some
uninformed web designers try to "spam" the search engines by making really, really
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tiny text that just repeats the keywords many times, or by making a decorative

design
out of repetitive keywords, or hiding overly repetitive keywords as white text against
a white background. This is not good design because it is considered "spamdexing"
and the page will be kicked out of the search engine sooner or later.

3. Neglec
ted ALT Tags

Put ALT tags on all the pictures on a website. Wherever possible, put KEYWORDS
in the ALT tags.

Get Links Pointing To Your Site

After our website is created and put up on a server and registered with the search
engines, we would then go out an
d find as many other websites as possible that might
have an interest in linking from their site to ours, contact them and convince them to
set up such links.


The rule is:
The more links there are to our site, the more relevance it will have in
some searc
h engine results and the better placement it will get.

Page Rank and Links

Page rank is Google's way of measuring your rank in terms of links to your site from
other sites, based on both quantity and quality. Google page rank varies from 0
(terrible) to 10

(ideal). If you have lots of links from sites with low page ranks, they
will mean very little to your page rank, whereas even a few links from other sites with
good page ranks can make a difference. That doesn't mean you should cancel existing
links
--

th
ey still have value.


SEO Summary

1
-

Words Matter

2
-

Title Matter

3
-

Links Matter

4
-

Words in Links

5
-

Reputation