Search Engine Ranking - 'Getting It Right From
The Start'
There are many ways that you can improve the
probability of achieving higher search engine
rankings for your web site. For most of us who
already operate web sites, it can be a painful
and costly process.
Applying 'search engine ranking' techniques
retrospectively can mean dissecting web pages
and trying to add new elements to the page
without 'upsetting' the visual appearance of the
site. Having your web pages 'picked-apart' by
'search-engineers' is not a pretty sight!
For those just considering a new web site, or
those considering an
overhaul to their existing sites, you have a
great opportunity, so
don't waste it.
Most issues that adversely affect search engine
ranking are built-in
during the design, and are more difficult, often
impossible to remove
once the design is complete. If you are
fortunate to be at the design
stage of planning a web site, or preparing to
rework your existing
site, then there are a few simple things you
should do.
Talk with your designer and ask them what steps
he or she will
implement to ensure your site is 'search engine
friendly'. If you
pre-arm yourself with a little knowledge of the
subject, you can
easily gauge from their reaction just how search
engine friendly
your site will be. Intervene if you think it
necessary and take
corrective actions before the fundamental design
elements are
The basic elements you should review are:
Include all the important Meta tags on all
pages.
Keywords, Description and Title tags
should be included as a minimum, and each should
be set to focus on the content of the specific
page, remaining where possible within the
'theme' of the site.
Add 'robot instruction' tags indicating which
pages should be indexed by the search engines
and which should not. If you have pages that
detract from the overall theme of the site, use
the robot exclusion tag META NAME="robots"
content="noindex,nofollow" within the opening
HEAD /HEAD, to exclude search engines from
visiting those pages.
Avoid using 'Meta Refresh' tags that
automatically direct the viewer to a different
page. If you must use 'refresh' set the time
to a minimum of 15 seconds, or use the robot
exclusion tag described above.
Design a navigation structure that allows
search engines to crawl the important content
pages from the home page. This can be done
easily using transparent image files and setting
them as hyperlinks. Remember that using Java,
Flash software or 'Frames' to facilitate
navigation, can often present a 'closed door' to
search engines, preventing key areas of your
site from being indexed.
Use the alt-image attribute and name images
descriptively. Some search engines read the
alt text and it can help, though marginally.
Name pages using keywords. Instead of
'page2.html' use
'american-ginseng.html', if your site is about
herbal products!
If your site uses 'Frames' there are important
techniques to
consider. Many search engines cannot navigate
through the Framed section of a site, unless the
Frames are prepared in a specific way.
As a minimum, ensure your designer includes a
detailed description
about your business, products or services on the
'noframes' page, and ask them to research
specific information about Frames and search
engines. If the site design uses dynamic content
pages as with ASP, consider designing additional
pages that use static HTML. Having an about us'
page in HTML is always a good strategy when
using dynamic content or 'active server pages'.
If your designer is using Macromedia Flash
software, to enhance the visual appearance of
the site, make sure that your descriptive text
is not created within 'movie' files. This is
true for text within any kind of image file, the
search engines cannot read it.
Consider having two paths through the site
'Flash' and 'non-Flash'.
Ensure your site has a good deal of descriptive
content. This is the
most important aspect for search engines and
also for your visitors.
Content-rich sites invariably fair much better
than those with
minimal text content. These are some of the
basics to consider
when designing or re-designing your web site.
Careful design and consideration to the basics
is often enough to
secure good page rankings with some of the
leading engines. If your
site design follows the above guidelines, it
will be much easier
to 'fine-tune' pages at a later stage if
necessary.
If your site is already online then the above
techniques can still
be applied retrospectively, though making
changes is always more
difficult than getting it right the first time.
SK Kor
Internet Marketing Consultant
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