1.Internal Page Naming - The more clues you can give to the search engines regarding the content of a page, the easier it is for the SE to rank it.
2. Image Names - There is also benefit in giving descriptive image file names is better than the keywords contained in the image names will not be ignored by the SE's and will usually gain you some additional traction. Search engines now index image files , and it is therefore useful to give all your image files descriptive names. Some traffic will be generated this way, so you might as maximize the opportunity.
3. JavaScript - Bear in mind that pretty much anything contained within JavaScript is ignored by the search engine spiders . A nice JavaScript menu is all very fine and dandy, so by all means use one. However, because the links to internal pages within that menu will not always be seen by Googlebot and other spiders , it is crucial to provide an internal HTML pathway that allows the spiders to index all your content, achieve this by;
Use JavaScript sparingly – every additional word and comment tag within a page diffuses keyword density within that page.
Use an external file and “call” your JavaScript applications instead of adding them to the pages. This is more efficient and, where a change is required, means editing one file instead of dozens of pages .
4. Flash
Do not use it to build a site in its entirety: There is no known benefit and lots of downside. Seriously, Flash animations should only be used where they can serve a key purpose – perhaps to establish a theme, or to tell a story . Images should be kept small, and file sizes less than 200k if possible.
On the Internet, attention spans are short, time is precious, and we want as near to instant page load times as possible. Flash is slow to load, content is not easy to index, and maintenance is more complicated and expensive.
5. FRAMES
Frames are an architecture solution for strictly controlling what the viewer sees on the screen . They are also a disaster from a search engine perspective , as search engines cannot readily penetrate into internal content were search engines able to index internal pages, a viewer directed to the indexed pages would not see that page within the normal context of framed page menus, headers and footers, making navigation a confusing experience. Do not allow your web designer to use frames .
6. Splash Pages
A growing trend on web sites is to have a “splash” page which might have a nice animated “Flash” graphics introduction etc., and looks superb.
Do not permit your designer to use a splash page . It forces your users to “click to enter the site” and this irritates people enough the first time, and really reduces their enthusiasm to return.
A “Splash” page is like the box-within-the-box type of present – really amusing for the guy who cello-taped up the boxes, but bloody irritating for the person trying to get inside to the goodies.
Splash pages are invariably a monument to the designer's graphical and artistic genius, and serve no purpose in the site's function.
7. Databases vs. Text
Try not to use not using databases , as this is generally an awful approach to building a web site from a SEO perspective. For most “ small business web sites ” there is simply no sound justification for a database-driven approach . However, on an e-commerce web site it will almost certainly be necessary to drive your online ordering system via a database, often using extensive JavaScript programming etc.
8. Page Layout
Keep it simple . There are some basic rules to be observed that will ensure best results in search engine rankings. These can conflict with the site designer's view of the world, and you need to make informed decisions when compromises are to be made.
The search engines place greatest emphasis on the top of the page – the 1st heading or title , and the 1st paragraph . Your keywords must be placed prominently there. Use a narrow header holding a company logo, this header could be common to every internal page.
Follow this with a Title/Heading in H1 style to emphasize its importance, and containing the keywords/ key phrase . Follow this with a brief first paragraph , containing the keywords/ key phrase at the beginning, highlighted in bold . If possible, using an iteration of the keywords/ key phrase as the anchor text , add a link to an internal page containing more detail.
Some search engines will look for the first iteration of the search phrase , and include a portion of the paragraph as their results for the search. It's crucial that you control what searchers see by providing good copy.
9. Content
Content is king, content rules. To achieve consistently high rankings, you need good content, able to be readily indexed. Build yourself a dozen or so unique pages with around 400 words apiece, targeting slightly different keywords/phrases on each page. Now you've got some substance for the SE's to work with .
10. Links
Incoming links to your site are a crucial element of the search engine ranking game , and especially important on Google. In fact, its very difficult to get indexed at all on Google if there are no incoming links to your site.
The quality of links and their context are more important than the quantity. Search out all the local business directories in your area of operation. See which ones rank well and get listed on them even if it costs you a few $ annually to do so.
When you have nothing to do, sit down and look for sites that link to your competitors and contact their webmasters seeking reciprocal links.
11. Geographic/Location Searches
These days, most searchers refine their query with multiple words , frequently using location specific search. If you are city or suburb specific, be specific about that, e.g. specify this in page Title, Description, Body text etc. Include city, suburb, address, postal code in the page footer on all pages.
Search engines are also heavily focused on “location” as an indexing element that enables increased relevancy searches, in particular geographic location.
12. HTML Coding Errors
Ensure the designer does produce perfect HTML code . You can easily validate (check) this, but be sure to indicate to the designer that this is a prerequisite. Yahoo in particular will not index a site if there are HTML code errors – and this as a consequence would exclude you to from MSN and many other search engines and portals as well!
13. Maintenance
Site maintenance is a key issue . There will be ongoing site changes – to the links pages, food specials, pricing etc. You need to figure out who will do that for you, and to keep it as simple as possible. Rather than requiring expensive, complex software, file transfers etc, you need a simple maintenance process, no more complex than using a word processor.
2. Image Names - There is also benefit in giving descriptive image file names is better than the keywords contained in the image names will not be ignored by the SE's and will usually gain you some additional traction. Search engines now index image files , and it is therefore useful to give all your image files descriptive names. Some traffic will be generated this way, so you might as maximize the opportunity.
3. JavaScript - Bear in mind that pretty much anything contained within JavaScript is ignored by the search engine spiders . A nice JavaScript menu is all very fine and dandy, so by all means use one. However, because the links to internal pages within that menu will not always be seen by Googlebot and other spiders , it is crucial to provide an internal HTML pathway that allows the spiders to index all your content, achieve this by;
- Content links – provide text links to internal pages from within the Home page. Anchor text that uses primary keywords, linked to an optimized page that has relevant information, will score you lots of brownie points. Pages with direct links from the Home page are also accorded a higher value.
- Site map page – ensure you have a text link on the Home page to a site map page which has a text html link to every internal page. Spiders seldom go deeper than 3 levels, so this tactic ensures all pages are accessible at no more than 3 levels deep.
Use JavaScript sparingly – every additional word and comment tag within a page diffuses keyword density within that page.
Use an external file and “call” your JavaScript applications instead of adding them to the pages. This is more efficient and, where a change is required, means editing one file instead of dozens of pages .
4. Flash
Do not use it to build a site in its entirety: There is no known benefit and lots of downside. Seriously, Flash animations should only be used where they can serve a key purpose – perhaps to establish a theme, or to tell a story . Images should be kept small, and file sizes less than 200k if possible.
On the Internet, attention spans are short, time is precious, and we want as near to instant page load times as possible. Flash is slow to load, content is not easy to index, and maintenance is more complicated and expensive.
5. FRAMES
Frames are an architecture solution for strictly controlling what the viewer sees on the screen . They are also a disaster from a search engine perspective , as search engines cannot readily penetrate into internal content were search engines able to index internal pages, a viewer directed to the indexed pages would not see that page within the normal context of framed page menus, headers and footers, making navigation a confusing experience. Do not allow your web designer to use frames .
6. Splash Pages
A growing trend on web sites is to have a “splash” page which might have a nice animated “Flash” graphics introduction etc., and looks superb.
Do not permit your designer to use a splash page . It forces your users to “click to enter the site” and this irritates people enough the first time, and really reduces their enthusiasm to return.
A “Splash” page is like the box-within-the-box type of present – really amusing for the guy who cello-taped up the boxes, but bloody irritating for the person trying to get inside to the goodies.
Splash pages are invariably a monument to the designer's graphical and artistic genius, and serve no purpose in the site's function.
7. Databases vs. Text
Try not to use not using databases , as this is generally an awful approach to building a web site from a SEO perspective. For most “ small business web sites ” there is simply no sound justification for a database-driven approach . However, on an e-commerce web site it will almost certainly be necessary to drive your online ordering system via a database, often using extensive JavaScript programming etc.
8. Page Layout
Keep it simple . There are some basic rules to be observed that will ensure best results in search engine rankings. These can conflict with the site designer's view of the world, and you need to make informed decisions when compromises are to be made.
The search engines place greatest emphasis on the top of the page – the 1st heading or title , and the 1st paragraph . Your keywords must be placed prominently there. Use a narrow header holding a company logo, this header could be common to every internal page.
Follow this with a Title/Heading in H1 style to emphasize its importance, and containing the keywords/ key phrase . Follow this with a brief first paragraph , containing the keywords/ key phrase at the beginning, highlighted in bold . If possible, using an iteration of the keywords/ key phrase as the anchor text , add a link to an internal page containing more detail.
Some search engines will look for the first iteration of the search phrase , and include a portion of the paragraph as their results for the search. It's crucial that you control what searchers see by providing good copy.
9. Content
Content is king, content rules. To achieve consistently high rankings, you need good content, able to be readily indexed. Build yourself a dozen or so unique pages with around 400 words apiece, targeting slightly different keywords/phrases on each page. Now you've got some substance for the SE's to work with .
10. Links
Incoming links to your site are a crucial element of the search engine ranking game , and especially important on Google. In fact, its very difficult to get indexed at all on Google if there are no incoming links to your site.
The quality of links and their context are more important than the quantity. Search out all the local business directories in your area of operation. See which ones rank well and get listed on them even if it costs you a few $ annually to do so.
When you have nothing to do, sit down and look for sites that link to your competitors and contact their webmasters seeking reciprocal links.
11. Geographic/Location Searches
These days, most searchers refine their query with multiple words , frequently using location specific search. If you are city or suburb specific, be specific about that, e.g. specify this in page Title, Description, Body text etc. Include city, suburb, address, postal code in the page footer on all pages.
Search engines are also heavily focused on “location” as an indexing element that enables increased relevancy searches, in particular geographic location.
12. HTML Coding Errors
Ensure the designer does produce perfect HTML code . You can easily validate (check) this, but be sure to indicate to the designer that this is a prerequisite. Yahoo in particular will not index a site if there are HTML code errors – and this as a consequence would exclude you to from MSN and many other search engines and portals as well!
13. Maintenance
Site maintenance is a key issue . There will be ongoing site changes – to the links pages, food specials, pricing etc. You need to figure out who will do that for you, and to keep it as simple as possible. Rather than requiring expensive, complex software, file transfers etc, you need a simple maintenance process, no more complex than using a word processor.
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