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Designing Your Site For The Search Engines

When you design a website, it's easy to focuswill tend to make your page appear more
on what your visitors are going to see. Whatfocused, although you should be careful not
you have to realise, though, is that you'reto insert navigation links this way if you
going to have another kind of visitor with awant  the  search  engines  to  follow  them.
completely different agenda: they're not
going to be looking at your pretty logo andUse  Meta  Tags.
they're not going to be passing judgement on
your background colour. What they're lookingYes, meta tags are out of fashion, and search
for is the content and structure of yourengines pay no attention to them any more
page.when it comes to ranking your site, but
they're still important in one way: the meta
They're the search engine spiders, and theydescription tag is still often used to decide
are in control of probably the largestwhat text search engines' users see when they
section of your traffic. You need to pleasefind your site in their results! This can be
these spiders if you want your site to bejust as important as the ranking itself -
successful.  Here's  how.write something here that will look useful to
the searcher, and you're more likely to get
Make  Your  Structure  Clear.them to click-through. Don't forget that,
while search engines are just machines and
Resist the temptation to lay your page out inalgorithms, the end result of it all does
non-standard ways: you want it to be veryinvolve a human decision: to click, or not to
clear to the search engine where theclick?
navigation is, where the content is, and
where the headings are. As a rule, putAvoid  Splash  Pages.
navigation first in your page. Always use the
heading tags (h1, h2, etc.) for headings andYou might think it's a great idea to have a
sub-headings.'splash' page displaying a full-page version
of your logo (or an ad) to every user who
Avoid using generic span and div tags andarrives at your site, but search engines
only making things clear to the user throughreally hate that. Using this trick will get
CSS font sizes: instead, use every 'semantic'you ranked far lower than you would usually
HTML tag that applies to your content. Ifbe, so you should avoid it - it's annoying to
you're quoting someone, use the blockquotevisitors  anyway.
tag; if you're posting program code, use the
code  tag.  Search  engines  love  this.Include  Alt  Tags.
Keep  Keywords  Consistent.Any time you use a graphic, include alt text
for it - especially if there is text in the
It's not usually worth deliberatelygraphic. Remember that, as far as search
saturating your content with keywords in hopeengines are concerned, all your graphics
of a higher search ranking - the engines havemight as well just be big black boxes. Test
pretty much wised up to this tactic - but doby removing all your graphics and seeing if
make sure that your keywords appearyour content remains relatively intact. If it
consistently when they occur naturally. Fordoesn't, then you'll be turning search
example, for these articles, I have stuckengines  away.
with 'website' throughout, as suddenly
writing 'web site' instead would bring downFinally,  Write  Great  Content.
my  rankings.
The key with modern search engines (and, at
HTML  and  Javascript.the same time, the thing you have least
control over) is how many people decide to
It's worth noting that search engines readlink to your page from their page. How can
HTML, but they don't, in general, readyou make more people link to you? Make your
Javascript. That means that using Javascriptcontent useful. Make it something they'll
to insert text into your page is a bad ideawant to quote on their blogs. Content is more
if you want search engines to see the text.King than it's ever been, and the best way to
On the other hand, you might want to havedesign for search engines is to make your
just the text in HTML and insert all thecontent really stand out.
other parts of the page with Javascript: this



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