for Rankings - What to Do and Avoid.
Search engine optimization is a much-debated topic
and there is a lot of different on the net. Let's cut through
the muck and discuss things you should and shouldn't pursue to get
Before blasting into the subject, we need to define
optimization. It simply refers to the manipulation of a site
to gain top rankings on the three search engines that dominate the
search traffic on the net - Yahoo, Google and MSN. If you do a search
on Google, the optimized listings are found in the large section
on the left hand side of the page. These are often referred to as
organic rankings since you don't pay for placement. Of course, you
manipulated the page for optimization, but we will stick with organic
as a name.
The first optimization tip is the
most basic and the one many people screw up. Pick the
correct keywords for your site! The correct keywords are not what
you personally think based on your knowledge of your service or
product. They are not the phrases returned in the Overture inventory
tool. The only place you will find the exact keyword phrases you
should use are in Wordtracker. The site gives you an analytical
tool that provides the exact keyword phrases being used by your
prospects, how often they are being used and which are easiest to
get high rankings on. It costs a whopping $8 for a single session,
but you will want to get a year subscription so you can pick up
different cycles of keywords. Your prospects will search for different
things in summer compared to winter.
The second thing to consider is the isolation
keyword strategy. Many people will try to cram as many keywords
into a page as possible. The accepted standard is 10 to 15 words.
This is an old approach that works, but it will take much longer
to get high rankings. Instead, you should develop a list of as many
keyword phrases as possible. A single page should be made for each
keyword phrase. You should never have to pick one keyword phrase
instead of another for your site. Instead, you should make individual
pages for each phrase.
A major third optimization tip is interlinking. The
links from one page of your site to another matter a lot. When you
create a link, make sure the link is the anchor text for the page
the prospect will be going to. Anchor text is simply the keyword phrase
on that page.
Turning to things you should avoid in optimization, well,
there are a lot. Do not put your site name in your meta title, the
search engines will list you high without it. Do not skimp on text,
you need at least 250 words per page. Do not put database parameters
in your urls because spiders have problems reading them. Stick to
a single subject per page, to wit, do not wonder around like a drunken
web designer! For the love of God, do not use frames. Finally, keep
your html code streamlined so search engines can read it with ease.
The list of things to do and avoid is nearly endless.
Follow these simple steps, however, and you will see marked improvement
in your rankings.