Applying The Fundamental Concepts Of
Search Engine Optimization
Focus on two primary factors. Establish strong content relevancy to a targeted search query. And gather high quality incoming links that are related to the content of your website. It’s that simple. That’s essentially what "Search Engine Optimization" is all about.
Make your website “naturally search engine friendly” by making it easier for spiders to detect and apply positive “search engine ranking criteria”. Basically it’s a matter of placing keywords in locations and with form and frequency that’s most appetizing to a search engine spider.
Applying the pillar foundation of “search engine optimization” is the route to “higher search engine ranking”. Thereafter it is continuous process of fine-tuning adjustment and building “link popularity” to gain greater website prominence. Search engines continually change ranking algorithms, therefore the order of ranking importance of the following recommendations are also subject to progressive change.
Basics Of On-Page Search Engine Optimization
1. Search Engines Prefer Simple Code
The simpler the code, the better potential for higher search engine ranking. Spiders begin “reading” at the top of the page and like to discover relevancy quickly. Minimize graphical elements and try to avoid JavaScript code, which pushes html content farther down the source code. Html navigation links always perform best.
2. Keywords In The Body Text
Use a matching keyword phrase early at the top of the viewable page. Intersperse keywords throughout the middle text area with frequency that is reasonable and supportive of good content flow. Close content with a matching keyword phrase within the final 25 words. A strong closing summary that reinforces relevancy strengthens search engine ranking potential.
3. Keyword Treatment
Search engines seem to reward keywords in larger type, bold type and italic type with additional ranking value. Where appropriate to context of messaging, incorporate those keyword treatments particularly in web page headlines and paragraph heads.
4. Web Page <Title> Tags
Other than html viewable content, keywords in the <Title> are the most impacting to higher search engine ranking. The earlier keywords appear in the Title, the stronger the ranking value. An exact word-for-word phrase match to the search query carries greater ranking value. Although a search engine may display fewer words, most will consider at least 10 words. Avoid “wasted words” such as “and”, “of” and etcetera, which consume valuable space with no contributable value.
5. Meta Description
Search engines display a summary description with each search result. Some will present the meta description. Google will sometimes use the meta description, an on-page snippet or a combination of both. Keywords must be included in the description to maximize the potential.
Keywords used earliest carry more ranking value. An exact word-for-word match to the search query contributes greater ranking value. Write meta descriptions in natural sentence structure not to exceed about 40 words. Do not merely list a consecutive string of keywords. Remember also the compelling strength of a well-written description is necessary to entice click through to your site.
6. Keywords In The URL
Keywords in the URL provide ranking value if the words are separated by a “dash” which is treated as a space. The URL of www.keyword1—keyword2.com carries greater search engine ranking strength than www.keyword1keyword2.com (without dashes). However, consider the branding value of a domain that’s easy to remember versus one designed only for higher ranking.
7. Meta Keywords
Although quite miniscule, there is evidence that meta keywords provide some ranking value such as possibly establishing related theme continuity across a website. Always create meta keywords because one never knows when a search engine may resurrect a stronger importance of its ranking contribution. When designing keywords, never repeat a keyword more than three times and arrange them to form multiple keyword phrases. This could be a good place to insert common misspellings of particular keywords.
8. Graphic Alt Tags
Search engines do not “read” graphical (non-html) elements. Therefore always apply alt tags to describe graphics because some search engines consider keywords used in those alt tags. Alt tags must accurately describe the particular graphic. Don’t just repeat keywords, particularly if they are not related to the graphic. Keep alt tag descriptions very brief. Search engines encourage the use of alt tags for several reasons. Some users turnoff graphics so that web pages load quickly, voice-output screen readers (benefiting the blind) will not “read” a non-text element and some older browsers can’t reproduce animations or use applets.
9. Keywords In URL Extensions
Also see item Number 6. Internal web page URL extensions should also incorporate targeted keywords for that specific page. Always use dashes to separate individual keywords. Example…www.mydomain.com/keyword1—keyword2.com.
10. Keywords In Picture Names
Apply a maximum of two words to accurately describe the image.
11. Interlinking Internal Web Pages
Internal web pages transfer link popularity, which is significantly important to higher search engine ranking potential. Interlink web pages in a manner that delivers the greatest number of links to the pages targeted for ranking. Link every page to the home page and minimize linking to unimportant pages. Always create a Site Map that provides a link to all pages and link to the site map from the home page.
Use targeted keywords in navigation links and anchor text links. This is of prime importance.
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