Search engine marketing 101: What search engines see when they visit your web site
Search engine marketing 101: What search engines see when they visit your web siteby Robin Nobles
If you have a Web site, have you ever wondered what a search engine sees when it visits your site to add the site to its index? Do you know that it doesnt see the beautiful graphics or the fancy Web design? Do you know that it only sees the source code, or the "skeleton" of your Web site?
Do you realize that knowing this little tidbit of information and doing something about it can make a huge difference in your search engine rankings and, ultimately, the success of your online business?
One very important thing that you need to remember is: the search engines like simplicity. The simpler your Web site is, the easier it is for the engines to determine what your Web site is about. And, if the search engines can determine exactly what your Web site is about, you have a better chance at top rankings under the keyword phrases that are important for your online business.
Lets look at this concept in action with a page I recently created for one of my online businesses: Search Engine Workshops.
As you can see, its a very plain, simple page that was not created to be the "main" or "home" page of a Web site. Rather, it was created to pull in traffic through the keyword phrase, "search engine seminars."
What I really want you to see is the source code of the page. So, when viewing the page, click on View on the top menu bar, then Source or Source Code.
The most important part of a Web page is what appears at the very top of the page. Why? Because a search engine starts at the top of the page and begins moving down as it indexes.
So, what appears in the
Lets look at the
There are only three tags in the
Notice that in the title and keyword META tag, the important keyword phrase (search engine seminars) appears as the first words in the tag. In the description META tag, the keyword phrase is still toward the beginning of the tag, as opposed to the end.
In other words, where you place your keyword phrase in the tags and content of your page is important. If you place your keyword phrase toward the beginning of all of your important tags and toward the beginning of the contents, youre "proving" to the engines that the page is really about that particular topic.
Ive mentioned one reason why the title tag is important, but theres another reason too. The title tag is important because it almost always appears as the title of the site in the search engine results. Your description META tag may appear in the search engine results as well and is considered important by some of the engines. So, when you create your title and description tags, remember two things: put your keyword phrase toward the beginning of the tags, and make the tags captivating and designed to pull in traffic.
Think of it this way. If your site is #10 in the search engine rankings, but if the sites above yours havent gone to the trouble to create appealing titles and descriptions, a search engine user may skip over those sites to visit yours.
Now, lets go back to the source code. Look for this tag,
which isnt far from the
This is the image, or graphics, tag for the Search Engine Workshops banner that appears at the very top of the page. Notice that the engine doesnt "see" the graphic itself. It sees the name of the graphic (banner3.jpg), and it sees the ALT text that describes the image. It sees the width and height of the graphic. But, it doesnt see the graphic itself. So, the engine doesnt know that the graphic says, "Search Engine Workshops."
Next, look for this tag, which directly follows the image tag:
Now, look for this tag in the source code:
This is where the contents of the Web page begin. Look on the actual Web page and find the text: "Is your Web site achieving the success that..." Notice that the keyword phrase (search engine seminars) appears in the first paragraph..
In other words, with all of these tags and the placement of our keyword phrase in the pages contents, were proving to the engines that the page is really about "search engine seminars."
So, lets visit your site on the Web. View the source code.
Whats in the
How many graphics do you have before the actual contents of your site? If you have a lot of graphics, navigation bars, or buttons before the contents of your page, the engine has to sort through all of that source code before it gets to the actual keyword-containing content.
Are you using a heading tag that contains your important keyword phrase toward the very top of your page? Is your keyword phrase used in the first paragraph of the page? Is it used in several places throughout the page?
Look back at my page. Notice that the keyword phrase, search engine seminars, is used as link text to describe several links. Are you using your keyword phrase to describe links that are leaving the page? If not, try to do so.
Study your own site carefully, and apply these guidelines to your pages.
Doing whatever you can to push your important keyword phrase toward the top of the page and toward the beginning of your tags is the first step toward having a successful Web site thats ranked in the top of the search engine rankings.
Achieving top rankings for your Web site does not have to be an impossible goal as Robin Nobles has outlined above. The tips she's given will certainly help move you in the right direction.
Unfortunately, most keywords are competitive enough to require additional page refinements in order to break into the top 10 listings. Moving your page from position #936 to position #48 may be a remarkable improvement, but unless you are in those top 10 to 30 positions, you'll receive little to no search engine traffic.
Fortunately, WebPosition Gold 2 gives you the extra competitive edge required to push your rankings to the top. Its Page Critic module analyzes your page and gives you specific advice custom-tailored to your keyword, page, and targeted search engine. It eliminates the guess-work and the need to remember all the many "rules" and "to do's" of search engine optimization.
Please visit our web site to learn more about WebPosition Gold .
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