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Key Concepts for Search Engine Ranking (Part 2) Cyndalie
Understanding how the search engines rank pages and how algorithms work will help you understand the importance of varying the way you optimize pages and why coding tricks are important. Algorithms are basically controlled variables search engines use to detect relevant pages and score them.
The most common variables are Meta Tags. Meta tags consist of specific information used for varying purposes and are contained in the section of the HTML document. There are Meta tags for everything; information for the browser, information about the author, language, expiration date, and more. Most common are Meta tags that are intended for search engines. Title, description, revisit, index tags and more. There is no rule in the books saying you need Meta tags to get ranked. Sometimes they can work against you! Especially if they contain too many keywords or keywords repeated too many time, irrelevant keywords, trademarked keywords, and other misuses. Engines may or may not "look" at them when scoring a page. Some pages rank better without them. So get over the Meta tags and open up to the rest of your code!
Other variables algorithms are known to use when scoring pages are: relevancy, density, popularity, meta tags (title, description, keywords) including number of characters, page size (k), placement of visible text on the page, comment tags, form tags, alt tags, and more.
Rell-O-Vent-See
Relevancy can be measured in several ways. How relevant is the content of the page to its Meta tags? How relevant is your page in comparison to the other pages of your site? How relevant are the incoming and outgoing links to and from your page or website?
Popularity, the number of sites pointing to your website, does help support the relevancy of your site and can often get your ranked even when keywords or optimization is lacking. Achieving good relevancy extends beyond optimizing a web page; it is built thought the Internet marketing and promotion of your site with other webmasters. Create relationships where both parties benefit. Adding a few outgoing links never hurt, visible or otherwise. More importantly are the intralinking efforts within your website pages that tie them together as a unified site to allow successful spidering.
Dent-City
Having good content with keyword phrases integrated into the text of your page provides the best means of achieving good ranking. Engines may scan the top, mid, or lower portions of the code for visible text to pull as a description when listing the page or to score certain parts of the page for keyword density. Seem like a big guessing game? Welcome to the club! Being smart when designing your site and writing your content is half the battle. Many people don't know that oftentimes fighting the density of the CODE, such as huge JavaScript's on one side of the coin, to frames on the other, can be challenging. Inefficient code can throw off the entire weight of your page. When you keep pages and code short by using a smart design not only decreases loading time, it makes it easier for the engines to index the page, allowing the spider to crawl deeper. This is one reason I think promo or "doorway" pages work so well when used properly. Prominent keywords in specific places throughout the page allow for easy scanning.
What is a What?
Ok, so we have Meta tags, relevancy, and density. As engines get smarter you will find that it is not a matter of how many times you repeat your keyword, its how you use your keywords. If what was where, where would what be now? What was where before what was here. Have fun with your words and use them in different ways. The only way you're going to rank for a specific keyphrases is to use them consistently with varying 3rd and 4th word phrases and you can hit on keyphrases galore - adding that much more value to your page! The keyword pyramid in Part One can provide you with hundreds of keyword phrases your page could possibly rank for. Research the most common and build around them. One of best tools I have found for choosing keywords and identifying common search phrases is Wordtracker.com. Creating these sentences with usage variations that reflecting the context of normal human speech is a great start to develop promotional keyword content. Now where else can you stick this content to counter code and keyword densities?
Other Places to Stick It
Here are some tricks I know of that can't hurt and sometimes help when used within reason. These are meant simply as options to enhance your code for search engine ranking, not as primary tool or trick to get ranked. Please don't try using them all at once or on every page. You do not want to be suspected of keyword spam (which will result in the ban of your domain) so keep it light and make it count. I suggest using Macromedia's DreamWeaver 4 when coding some of these tricks.
Alt Tags: Alt tags appear when an image is moused over. These are great for identifying buttons where text links cannot be used.
Comment Tags: Who hasn't tried the comment tag trick? Ever try it using your primary keyword or keyword phrase outside of the or tags? Comes in handy every now and then. Comment tags used where code is heavy, such as in tables, is helpful. Engines have a hard time indexing heavily nested tables. You can help get around this by inserting some of your promo content from above in this situation or by repeating the heavily nested text. The engines may or may not look at <--! Comment tags --> this algorithm but it's worth a shot.
Form Tags: Search engines index form tags. Lists, buttons, you name it, it can probably read it. Here is a tag I use every now and then when my code gets a little dry of keys:
Hidden Text: Now this is one of the oldest tricks in the book and when done incorrectly, the most common reason for banned domains. Be smart when attempting this trick. Make a background image the color you desire for your page approximately 50x50 pixels and make the image your background source. The actual page background should be a color different from the text you want to hide. Make your text is the color of the background image and you should be OK. The engine looks for matching color tags but it cannot detect actual colors of images. This goes for hiding text links as well.
Layers: Layers containing text and links can be indexed and spidered by the engines. I do not know if this technique has been ruled out or analyzed by algorithms yet. Dreamweaver is good tool for inserting layers and moving them off screen so they are not visible to the user. I'd try it but I wouldn't overdo it.
In fact try not to over-do anything! Get inventive with your code! As long as it functions who cares if you just made up an HTML tag? You may get some funny looks from your designers or programmers, or you could get some great ideas.
My advice to those looking to generate traffic and business in the search engines? Have a plan; be consistent in your efforts. Don't expect and don't promise overnight success, and don't give up if it doesn't happen right away. Patience and persistence is key. Be imaginative when making promo pages and conscious when designing a new site or writing content. Try not to copy densities or pages currently ranking. Get a good idea of what they have in common and build on it, don't mimic it. By the time you get indexed something new will be working. And most importantly, SUBMIT you pages MANUALLY to the search engines! If you are going to spend all that time optimizing it's worth the 5 minutes. Do not submit more than 2 pages per domain per day per engine. A search engine submission guide can be found at Http://AdultChamber.com/members/searcheng.htm for more submission rules of thumb.
Farming it out: If these steps seem to be more than you want to handle yourself, there are companies that promise to perform the work in exchange for money. My experience has shown me that very few individuals truly understand SE marketing and many resort to using automated software solutions such as submission or page generation instead of pounding away the hours to get it done right. Be careful when selecting an SE Marketing company and be sure to understand the methods they use to provide you with targeted traffic. A professional firm will optimize the actual pages of your web site for ranking, submit them manually, and then provide ranking reports to you so you will know how your money was spent. We at Online Technologies, the developers and operators of AdultChamber.com, take on only 3 clients at a time for this type of work. It's not cheap, but when done properly, it does work and it pays off for a long time to come.
Look for more SE optimiztion tips in the near future!
