The search engine optimisation (SEO) method consists of designing, writing, and coding net pages to extend the chance that they will seem at the top of search engine results for targeted keyword phrases. Several therefore-called SEO consultants claim to have reversed designed search engine algorithms and use strategically created “doorway pages” and cloaking technology to take care of long-term search positions. Despite all of those claims, the fundamentals of a successful search engine campaign haven’t modified in all the years we have provided these services.
To induce the best overall, long-term search engine positions, three elements must be gift on a internet page:
Text component
Link component
Popularity element
All of the foremost search engines (AltaVista, FAST Search, Google, Lycos, MSN Search and alternative Inktomi-based mostly engines) use these components as a half of their search engine algorithms. Sites that have (a) all of the parts on their web pages, and (b) have optimal levels of all the parts perform well in the search engines overall.
Text part
Since the search engines build lists of words and phrases on URL’s, then it naturally follows that so as to do well on the search engines, you want to place these words on your internet pages in the strategic HTML tags.
The most important half of the text element of a quest engine algorithm is keyword selection. In order for your target audience to seek out your site on the search engines, your pages must contain keyword phrases that match the phrases your target market is typing into search queries.
Once you’ve got determined the simplest keyword phrases to use on your web pages, you may need to place them among your HTML tags. Search engines don’t place emphasis on the same HTML tags. For example, Inktomi reads Meta tags; Google ignores Meta tags. Thus, so as to try to to well on the whole search engines, it is best to put keywords in all of the HTML tags attainable, while not keyword stuffing. Therefore no matter what the search engine algorithm is, you know that your keywords are contained in your documents
Link part
The strategy of putting keyword-wealthy text in your net pages is useless if the search engine spiders have no approach of finding that text. The means your pages are linked to each alternative, and also the manner your internet site is linked to other net sites, does impact your search engine positions.
Even though search engine spiders are powerful data-gathering programs, HTML coding or scripting can stop a spider from effectively crawling your pages. Examples of web site navigation schemes that can be problematic are:
1. Poor HTML coding on all navigation schemes: Browsers (Netscape and Explorer) can show web pages with sloppy HTML coding; search engine spiders are not as forgiving as browsers are.
2. JavaScript: All of the main search engines cannot follow links embedded within of JavaScript, together with but not restricted to mouseovers, arrays, and drop-down menus. Note: Although reputable designer resources claim search-engine friendly scripts exist, many of them are untested and unproven.
3. Dynamic or database-driven internet pages: Pages that are generated via scripts, databases, and/or have a?, &, $, =, +, or % within the URL can present spider “traps.”
4. Flash: Currently, not one of the search engines will follow the links embedded in Flash documents.
Thus, to ensure {that the} spiders have the means to record the data on your web pages, we tend to suggest having 2 varieties of navigation on a internet page: one that pleases your end users, and one {that the} search engine spiders will follow.
Popularity element
The recognition component of an enquiry engine algorithm consists of multiple sub-components:
Link popularity
Click-through popularity
Net page popularity
Attaining an optimal popularity component isn’t merely getting as many links as potential to a net site. The quality of the sites linking to your website holds additional “weight” than the quantity of websites linking to your site. Since Yahoo is the most frequently visited website on the internet, a link from Yahoo to your web web site carries so much additional “weight” than a link from a smaller, less visited site. Different outstanding sites which will help generate excellent popularity are LookSmart, the Open Directory, and About.com. Non-competitive, trade-specific sites (like javascript.com) are also glorious link development resources.
Obtaining links from different sites isn’t enough to take care of optimal popularity. The most important search engines and directories are measuring how typically end users are clicking on the links to your web site and how long they’re staying on your site (i.e., reading your web pages). They are also measuring how usually finish users return to your site. All of these measurements represent a website’s click-through popularity.
The search engines and directories live each link popularity (quality and amount of links) and click on-through popularity to determine the general popularity part of a internet site.
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