The way to get ranked highly in the Search Engines is by “optimizing” your site. It rarely happens by accident, especially now with so many competing websites, that your site will end up ranking well.
There are certain Search Engine Optimization (SEO) techniques that you must do to increase your chances. We’ll be going over these things in detail now. There’s something that you should know before we continue.
The way that the search engines know how to rank your site is by using what they call “spiders” or “bots.” These spider bots will come and visit your site. While they’re there, they will “crawl” your site, and look for certain relevant information about it, helping them decide where it should be ranked on the search engines.
This all done behind the scenes, usually every 90 days or so in the beginning, and depending on factors such as relevancy, organization, design, and frequency of updates, they will begin to crawl your site more often.
The things that you can do to control how well you get ranked can be done “on page” and there are things that can be done “off page.” I’ll go over the on page techniques now.
Your sites design has a big impact on how well it gets ranked. There are certain things that you must do – plus things that you definitely should not do.
Two of the most important aspects to your rankings will be the keyword placement, and keyword density. Since your site will show up based on keywords that people type into the search engines, you must increase your chances by strategically placing these keywords on your page.
One important place that you need to take note is to place your main keyword in your domain name. Something you’ll also want to do is to show the spiders the added importance of your keywords by Bolding, italicizing, and underlining them.
Don’t go crazy doing this – just a couple of them here and there will be fine. Overdoing it is unpleasant to the eye, and may make it seem like you’re trying to spam the search engines.
Another important place is in the title of your pages. If you’ll notice that when you’re on a webpage, above page (in white text, on the blue background if you’re using Explorer) there is the title of the web page that you’re on.
There’s a little bit of behind the scenes action to getting that text there but it’s easy. In your HTML source section of your editor, near the top your web page will be these tags: .
Put a little using two keywords between these tags like this:
Next is using keywords in headlines and subheadings. As always, you’ll want to use an attention-grabbing headline with your keyword included, hopefully somewhere near the beginning if possible.
Most importantly though, make sure that it’s surrounded by the tags. This is actually pretty easily done right in the toolbar of your HTML editor. If not, take the time and do it in the source code.
There are a few different schools of thought when it comes to keyword density. This is a fancy phrase for how many times you sprinkle your keywords within your text. The theories go from 2% density to (%. It all depends on the algorithms of the search engines basically, and nobody really knows for sure. (Except for the engineers at Google of course).
So the best way is to simply put them in there randomly, yet in a readable way, so that they flow naturally. This kills two birds with one stone, pleasing both the SERPs and the human eyes.
While we’re on the subject pleasing to the human eye, let me just say; don’t ignore Meta Tags. Today they are nearly useless in terms of ranking, however the meta description will be what people read when they find your site on SERPs, therefore neglecting this chance to draw attention to your site would be foolish oversight.
Something that people often pass up when designing their site is the use of ALT text for images. ALT means ‘alternate’ text in place of an image. There are two very good reasons for using ALT text.
First, many times people will surf with their images off, meaning that when there is an image on a page, it won’t be shown – just a box where it would be – and if the designer is smart, an alternate text (ALT text).
The second reason for this is that when the bots crawl your site and see an image the only way for them to know just what that image is, is by the text describing the image.
The structure of your website is also a factor in this game. (Some game right?) Websites are created using a variety of structures, codes, and scripts. Some can be helpful and others… not so much.
Using frames when building websites is a bad idea. Frames let you display more than one HTML document (web page) in the same browser window. Bottom line, Google bots cannot read frames or the content within it, therefore any good use of your keywords will be in vain.
Don’t let this confuse you with using tables to design your site. Tables are fine, and if you want to be strategic about it, you can design your site so that each cell within each table focuses on a different relevant keyword.
One last thing to point out is that using JAVA script on your site may well be useful in some ways, however for SEO purposes it isn’t. JAVA script is completely irrelevant to the Google bots – they ignore it completely.