| Website optimization is the first step in promoting | | | | accurate - that it really does describe the link. It must |
| your website. Those with foresight and deeper | | | | make sense to the common user.Images HTML tags |
| pockets will have a SEO-savvy webmaster (such as | | | | can have an "alt" attribute. It is used to describe an |
| myself) build the website that is optimized from the | | | | image when you put a mouse over it. It is also used |
| start. Otherwise, a website may need a SEO-facelift | | | | for different devices for seeing impaired. Also, it is |
| later to help it be digestible to the search engines - | | | | used when the user decides not to show images |
| and to make it obvious to the search engines that | | | | with the web site. They will see this text instead. (It |
| the keywords you are trying to be found under are | | | | is the "Alternate Text" for the image.) Try to |
| truly relevant to your website. Like any specialty, | | | | incorporate some keywords here too - but keep |
| performing website optimization involves skills, special | | | | with the spirit of being the "alternate text" for the |
| tools, and a willingness to keep up with current | | | | image.If you are using tables, you may even include a |
| changes in the market.Unfortunately, hiring an SEO | | | | table "summary" attribute. The purpose of this |
| expert can be quite expensive. For those who want | | | | attribute is to assist for those with disabilities to |
| to do it themselves, here are the steps.BOOKMARK | | | | understand the contents and structure of a table. |
| THESE TOOLS! YOU WILL need them!The first step | | | | Keep all summary comments within that purpose - |
| in website optimization is to make sure you have | | | | and add keywords only where appropriate. Note that |
| well-formatted HTML. I would encourage you to use | | | | these summary attributes may cause your web page |
| the following tool to check this: Do your best to get | | | | validator to spit up an error - but this is newer item |
| your website as close to conformance as possible.If | | | | that is encouraged.The fifth step is to have a good |
| you use CSS, then use a CSS validator at There is | | | | menu system or a site map. Search engines follow |
| rarely an excuse for having invalid CSS.If you follow | | | | links to find the different pages in your site. If your |
| most of the suggestions for having valid HTML code, | | | | navigation is one of those JavaScript drop-down |
| your web pages will be more digestible for the | | | | menus or Flash menus, the search engines may not |
| search engines, as well as being much more | | | | find all of your pages unless you have an alternative |
| cross-browser compliant. You should also do this | | | | non-JavaScript link path that they can follow. If you |
| after any significant edit of the web page - to | | | | use the fancy JavaScript links, you should have a |
| ensure that it is still compliant.The second step in | | | | hard link to a site map on every page. The site map |
| website optimization is to work on the Meta tags and | | | | should have a real non-JavaScript list of links that the |
| the title tag for each page in your site. These are in | | | | search engines can follow to map out your whole |
| the header of your web page document and need to | | | | site. As a standard policy I tend to avoid the |
| be tailored to attract users who type in one of a | | | | JavaScript links in the menus.OPTIONAL: |
| select group of keywords. There are sevaral free | | | | If you haven't chosen a domain name yet, you may |
| meta-tag generator tools available for those who | | | | strongly consider having your top keyword phrase in |
| need them. Just do a search on "HTML Meta Tag | | | | the domain name, with the words separated by |
| Generator".The title tag:The title tag is, of the three, | | | | dashes. This is an excellent idea, but not always |
| the most important for the major search engines. | | | | feasible. Many companies already have a domain |
| Don't make this too long - normally no more than 6 | | | | name selected, or prefer to use their company name |
| words. But have your most important keywords | | | | as the domain name. This is a business decision left |
| here. Some SEO specialists advise that even the | | | | up to the customer.THINGS NOT TO DO: |
| order of the text here is significant. They suggest | | | | Don't create and market mirror sites though to |
| that if you place your company name in the title, | | | | accomplish this trick either. Sites that are identical in |
| that it should be placed last so the other keywords | | | | content, but have a different domain name are |
| are being considered with greater weight.The | | | | considered SPAM (bad/taboo) by the search engines. |
| meta-keywords tag:This is now of lesser importance | | | | They don't appreciate such tricks, and the ranking of |
| than before, due to abuse by webmasters to | | | | both websites will suffer for it.Also, don't get too |
| achieve high rankings. However, it is still important and | | | | crazy with stuffing keywords where they don't |
| is required by many of the smaller search engines. | | | | belong or by repeating keywords or by having |
| Make sure that you don't repeat any keyword or | | | | keywords in hidden layers. Search engines don't like |
| keyword phrase more than three times. That would | | | | that and will ban your site.SEO SOFTWARE TO BUY: |
| be considered Spam (bad SEO tactics) by the search | | | | I have used SEO Studio to do website analysis |
| engines. Remember, your visitors will see the title of | | | | during my optimization. This has been an invaluable |
| the web page. Make it useful to them as well.The | | | | tool for analyzing how saturated my keywords are in |
| meta-description tag:This is of higher importance than | | | | a particular web page. It is reasonably priced and I |
| the keywords tag. Several search engines use it | | | | have been very satisfied with the performance. It is |
| when they show your listing. It needs to encourage | | | | easy to see such things as keyword density |
| your potential visitors to visit your website. Of | | | | relevance for the whole web page. It also is helpful in |
| course, having keywords in here is important. But | | | | showing where the keywords are not (and can be). |
| keep the primary purpose in mind as you write it. | | | | You will learn a lot about website optimization just by |
| Here too, you should make sure that you don't | | | | using this tool!NOW WHAT? |
| repeat any keyword or keyword phrase more than | | | | After all this "Search Engine Optimization" you need |
| three times.Each page in your website needs its own | | | | to do a human review your website - is it natural |
| tailored title, meta-description, and meta-keywords | | | | useful/helpful for the human visitor? Remember, |
| tag. These need to be focused on the keywords | | | | getting website traffic is only half the game. Your |
| you are trying for. (These are the words or phrases | | | | site needs to quickly convert them into paying |
| you want to be found at when people are doing | | | | customers.Once it is "Optimized", then you need to |
| searches.) These shouldn't normally be the same on | | | | let the search engines know that you exist. Only |
| every page. They should be customized to the | | | | after it is ready should you tell them about it. But this |
| content that is on that page. You should also keep | | | | is a subject for another article. Do a search of |
| your visitors in mind as you write them.The third step | | | | different article warehouse or SEO news sources. |
| is to work on your content - especially on your home | | | | You will find a lot of information on this.WEBSITE |
| page. Ideally you would have between 800 - 1200 | | | | OPTIMIZATION NEWS SOURCES: |
| words of text. It should have your most important | | | | Since there are new quirks in the website |
| keywords at the top, middle and the bottom of the | | | | optimization and website promotion that come out all |
| text. If possible, use an "h1" tag at the top for your | | | | the time - some that apply to all search engines, and |
| title - and have your most important keyword | | | | some that apply to a particular one, it is wise to |
| imbedded in it. Also, have some of your keywords in | | | | keep up to date. I strongly encourage you to join a |
| a sentence or phrase that is bolded. Keep it natural | | | | couple of relevant mailing lists!I really like the news |
| for your visitors to read. If it doesn't look natural, | | | | sources from If you submit a site through them, I |
| you will loose any visitors you have attracted.The | | | | would encourage you to accept their free |
| fourth step in website optimization is to edit your | | | | newsletters. They have great content. place to get |
| links and your images to make full use of the "title" | | | | really great articles on website optimization or |
| and "alt" attributes.Text links can have a "title" | | | | promotion is They also allow you to subscribe to |
| attribute. The content is to more fully describe your | | | | their articles. Do this!If you are serious about keeping |
| link. When you put your mouse over the link, the | | | | up with your website positioning, keep up with the |
| content of the "title" attribute is displayed. I would | | | | news. You will find these resources invaluable!Robert |
| encourage you to tailor the description so that it | | | | Fuess is a veteran website designer who specializes |
| contains at least one of your keywords - but keep it | | | | in making dynamic search engine optimized websites. |