SEO Corner - What Can I Do To Optimize My Web Site For Search Engines?
By Shari Thurow
SEO specialist and author Shari Thurow takes on your search engine questions!
Do you have a search engine question? Send it here.
Question: What can I do to optimize my web site for search engines?
Shari's Answer:
5 Do Tips
(1) Learn how to write your web site using targeted keywords.
Keywords, or more appropriately called keyword phrases, are the words and phrases
that your target audience is typing into search queries. The most important thing
to remember is target. You want to target the words and phrases that will get
your company the best ROI.
"Payroll accounting software" is a good
example. If your company tried to target the general term "accounting software,"
the company would spend a lot of money because the term is too general. One of
the tips I like to use is to ask the question, "What kind of _________?" It forces
people to be specific. What kind of accounting software do you offer? Payroll
accounting software is very different from general inventory accounting software
or income tax accounting software. Most search engine marketers will try and target
three- to seven-word phrases because those phrases tend to get the best ROI.
(2) Use these keyword phrases in your title tags, visible
HTML text (headlines, introductory paragraph, product descriptions, conclusion,
calls to action), meta tags, alternative text, and anchor text. But don't overdo
it.
(3) Make sure one of the navigation schemes on
your web site is search-engine friendly. Most often this means having text links
on your site. They can be embedded text links or a set of links that correspond
to navigation buttons, or both.
(4) Make sure your
site is not just a brochure. It should have quality content that people want to
read and to link to. Glossaries, how-to tips, conversion charts, FAQs (frequently
asked questions) and a good links/resources section are examples of content people
tend to link to.
(5) Submit your site to the major
directories since all of the search engines measure popularity. Then submit to
the search engines.
Since all of the major crawler-based search engines (Google, FAST Search, Teoma,
etc.) measure popularity to determine relevancy, the quickest way to get site
popularity is to get your site listed in the major directories (Yahoo, LookSmart,
Open Directory, Business.com).
One warning about directories, though. Generally speaking, it is very difficult
to modify a directory listing once it is accepted. So be sure to hire a search
engine specialist to assist you with directory submission. Search engine specialists
know how to write factually accurate descriptions using keyword phrases.
5 Don't Tips
(1) Don't try to hide
text or hide links from the search engines. Anything you put on your pages should
be written and designed for human viewing.
(2) Don't
participate in Submit your "Site to 1 Million Search Engines." There aren't a
million search engines. The top 10 or 20 will deliver the best return-on-investment
(ROI).
(3) Do not make a Flash page introduction, also
known as a splash page. They do not help in the search engines. In fact, they
hurt more than help.
(4) With very few exceptions,
do not redirect people from one page to a different page. If you must direct people
from one page to another, do not submit that page to the search engines.
(5) Avoid companies that make doorway pages, gateway pages,
doorway domains. Avoid automated software that generates hundreds or thousands
of pages for you. Quality web content always has a human touch.
About the Author:
Shari Thurow is Marketing Director at Grantastic Designs, Inc., a full-service
search engine marketing, web and graphic design firm. This article is excerpted
from her book, Search Engine Visibility (www.searchenginesbook.com)
published in January 2003 by New Riders Publishing Co. Shari can be reached at
shari@grantasticdesigns.com.