Search
engine optimization is a marketing discipline. It is not a standalone function.
Before any
specific optimization activity is undertaken it is essential that two areas are
non-search areas are appraised. In web design and development Service it is
mandatory work or you can hire freelance web developer.
On Page Optimization:
1)
Writing Meta Tags
There is
much debate about the current value of meta tags. I still find them very
effective – both as an end in themselves and also as a guide to producing
better and more search friendly content. Although Google apparently ignore their
contents, MSN and Yahoo both still utilize the site title and description meta
tags in their search algorithms. MSN’s newly launched web site still makes
reference to the value of the key words meta tag.
Meta tags
are so called because they sit above the site – in the “Head” section – and are
not visible to the casual site visitor. The Meta tags can be found between the
<Head> and </Head> lines of HTML code, as the description suggests,
at the top of the page.
Meta Tag Priorities:
1) The Site Title Meta Tag
The site title tag is the most
important meta tag. The site title meta tag is still read and indexed by all
the major engines. How do we know this? Because it appears at the top of each
organic search entry in the search engine results pages.
The HTML tag should contain no more
than 64 characters, including spaces. There is nothing physically stopping you
exceeding this limit. I have seen some major sites with 150 characters in this
tag. However the typical, browser can only show 70 or so characters and
secondly, and with more characters, the impact of keywords within the tag is
progressively diluted.
From my experience the keywords in the
early part of the tag carry more weight. I personally prefer a limit of 50 to
55 characters. Checking the quality of the title meta tag is the quickest way
of assessing whether a site has been optimized.
A key debate, given the character
limitations, is whether you should include the organization’s name in the title
Meta tag. Much depends on the names length and whether it includes desired
keywords. My view is that with limited space, you are wasting a valuable resource
if you use your organization name here.
2)
The Site Description Meta Tag
The site description is the second
most important meta tag. It is read by the engines Yahoo and MSN and still
plays a significant role in their searches. The site description should tell
the engine about the niche of the web site. It is recommended that this is done
in no more than 300 (Google Update nov 2018) characters including spaces. It
should be presented using good grammar and avoiding repetition. The site
description should include relevant keywords.
3)
Keywords Meta Tag
Keywords meta tag is ignored by most
of the search engines. So, if the spiders do not take them that seriously, why
do we still have them? In my opinion the main role they perform is one of internal
guidance and discipline for the web master. If you know what keywords you are looking
for it is easy to test your content to ensure there’s a match.
2)
Writing Content
Content is deemed to be increasingly
important by many in the SEO field. This is apparently because with all the
spamming and other optimization techniques becoming 10 increasingly
sophisticated, only content can give the search engines a true indication of a site’s
content. There are some general rules, amongst them is the more copy the better
– aim for 300 words. Secondly look to use the keywords in two or three word
phrases.
3)
Content Location
Where should content with keywords be
located? High up on the first page is the general rule. Certainly get keywords
into the opening sentence or paragraph. The latest MSN engine picks out and
uses a selection of text from the opening paragraph in their site description.
This implies that the MSN algorithm is placing additional emphasis on this text.
Keywords should then be spread throughout the first page and the rest of the
site.
4)
Content Relevance
Keywords and their surrounding copy
should be relevant to one another. Certain words and combinations of words go
together and the search engine algorithms know this. So advertising goes with
marketing. Food with drink. Photographs with film. Also derivative words with
different utilization go well. So market and marketed with marketing etc.
5)
Content Density
There is much debate about density.
Too little and the keyword or phrase won’t be picked up. Too much and your site
may fail the spamming test. Some SEOs suggest repeating keywords no more than 7
times on any one page. Density is always measured in relative terms. A page
with a lot of copy will have more word repetition than one with few words.
6)
Titles
Text within title tags has a greater
weighting than ordinary copy. Within HTML code titles are marked up <H1>,
<H2>, <H3> etc. Therefore whenever a paragraph title is used it is
wise to use a keyword or keyword phrase.
7)
Alt Tags
Search engines can read the alt tags
that accompany JPEG, and GIF images. Every relevant image should have an alt
tag and this tag should be written to comply with your keyword objectives. The
text in an alt tag is believed to be given additional weight.
8)
Bold and Cursive Script
Both bold and cursive script is given
extra emphasis by the search engines. A subtle use of bold or cursive script,
when using a keyword, will enhance its presence.
9)
Internal Links
Inbound links are important for two
reasons. Firstly, their content is highlighted with a hyperlink and this is
given special emphasis by the search engines and secondly it is a way of
ensuring the engines can navigate and deep crawl into a site.
10) Outbound
Links (Forward)
These are apparently growing in
influence as the engines realize that inbound links (IBLs – see below) are
being widely spammed. Rather link internal links, external links provide the
opportunity to include keywords in the hyperlink text.
11) Site Map
Engines respond positively to site
maps especially on larger sites with several levels. The site map is also a
useful way of aiding the navigation of a spider for deep crawl purposes.
12) Content
Change
Engines apparently respond positively
to a degree of content change – this is why some blogs appear high in the
rankings. Apparently, Google responds positively towards “fresh” web sites and
negatively towards “stale” web sites. If content has changed between crawling
cycles it signals to the spider to return again at more frequent intervals.
13) Business
Address and Telephone Number
It is believed that engines give an
additional weighting to sites that carry an address and telephone number. In
many categories there are a large number of searches made using a national
discriminator in the search term, so include your country in the address.
14) Technical
Issues – Site Design and Construction
This section is about avoiding the
technical mistakes or pitfalls that may hamper search engine visibility.
15) HTML Code
As has been explained previously,
search engines were originally designed to read via HTML code or code related
to it such as XHTML and PHP.
16) Speed of
site
Do not make your opening page too
large. Even if an engine can read your site many internet users are still on a
dial up connection. If your page load time is high then it’s not good for SEO
perspective.
17) CSS Format
CSS stands for Cascading Style Sheet.
It is a way of compressing HTML code, allowing
a site to load faster and, in the SEO
context, improves the density and priority of
keywords.
Woah! This is such a detailed and descriptive post. I have to share this with everybody. Also, my aunt is planning to start a coffee shop and with the help of SEO services and Pay Per Click Advertising, it will be possible to promote and make her famous amongst people.
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