Posts Tagged ‘On-page SEO’

There is so much incorrect floating through the internet regarding SEO, it’s important to throw some light on a few common mistakes and thoughts. The following list highlights some of the most thoughts issues involved in determining the success or failure of a web site marketing strategies.

1. Not Clearly Defining Action Points

Another mistake that is repeated quite is often is the failure to clearly define what the objectives of a web site are. What are the main goals of a site? Who will the primary audience be? What actions are desired of the site’s visitors? If these questions aren’t answered prior to designing a site they will reflect a poor user experience in the final result. Action points or calls to action are a terminology handed down from the traditional marketing world. They serve to define a desired action and are often supported by persuasive sales copy. Though the basic concepts are the same as traditional marketing, calls to action can take many different forms on the internet. Often they appear as links or as part of a shopping cart. The nature of a web site determines its type of action point. The most important thing to consider is that without them, viewers have little or no idea what the purpose of your site is. Imagine an infomercial running a half hour long advertisement on television, yet the commentator says nothing during the whole ad, just stands there holding a cardboard box, you are left trying to guess what’s inside, the advertisement offers no explanations or means of contacting the company involved. Pointless isn’t it? This is exactly what a web site without clearly defined points of action accomplishes; nothing. It’s an exercise in futility.

2. Lack of “Search Friendly” Content

Every week I review web sites with no real search engine index able content. Web pages Created mostly of with graphics, flash and other bells and whistle are commonly over-looked by the search engines. Search engines determine what content is value for web page based on the text used on that page. A truly optimized site should contain at least 200 words of keyword dense text. There is some debate among experts on exactly how many words should be used. As a point of reference this paragraph contains about 200 words. It is equally important for text content to contain keywords that match the page titles.

3. Insufficient Link Popularity

Search engines make every attempt to qualify the results which are displayed in search results. One of the ways that they do this is by tracking the number and quality of the incoming links to a web site. A site with a large number of incoming links from quality sites is given a higher ranking in search results. This is an important consideration that is sometimes over-looked by those attempting to market web sites. Services that promise to link your site to thousands of other sites are far from productive; in fact they can sometimes do more harm than good. Most search engines these days consider services like this to be spam, so called “link farming” and often give sites with these types of links a low ranking or drop them all-together from the search results. Incoming links to a site that compliment it and are relevant to the site contents are golden and can greatly boost a site’s ranking. Google’s page ranking system is a good example. A site with a page rank of 1 if given a link from a site with a page rank of 8 can see its page rank boost to 4! Link popularity is one of the most time consuming and difficult aspects of search engine optimization. It’s no wonder that many of the search engines give so much importance to this web site measurement.

4. Lack of Keyword Research

So, you have a web site. Do you know what pages in your web site are generating the most interest? Do you know what terms people are searching for that result in them finding your site? Probably not. Let’s use the peanut butter analogy again. You own a web site that sells peanut butter. You spend some money on paid search advertising, logically; you assume that the key phrase “peanut butter” is a prime candidate to target. What happens? usually one of two things, one, the term peanut butter is such a popular search term that thirty million other web sites are competing for the same key phrase. Two, the term peanut butter is so unpopular that it’s unlikely that it’s searched for more than once in this lifetime. Proper keyword research can solve these problems. Let’s say for the sake of argument that keyword research is performed and that it is determined that a significant number of people are searching for “organic peanut butter”. It just so happens that our peanut butter company manufactures a whole line of organic, all natural peanut butter. We have discovered a niche. The right amount of people searching for the specific product that we want to sell. It’s the perfect match. So, what must be done to capitalize on our findings? First we optimize our web pages for our target keyword, we change the title, and the content so that they include the term “organic peanut butter”, then we scrap all of the paid search advertising that wasn’t working and focus on targeting our “organic peanut butter” market. The point is, successful search engine marketing relies on constant research and updates the internet is fluid and evolving. What works today might not work tomorrow, we have to be able to identify strengths and weaknesses in our internet marketing campaigns and must be prepared to research, update and adapt.

5. Designing First, Optimizing Later

I have seen this mistake repeated hundreds of times. Even experienced web designers fail to consider the results of design decisions on search optimization until it’s too late. What is the point of spending thousands of dollars for a well “designed” web site if nobody ever sees it? Consult a search engine specialist early in the design process. Even if your web site marketing strategy relies heavily on paid search advertising a consultation with a professional optimization expert may expose flaws in your site’s layout. Points in the flow of information that tend to cause users to lose interest or become confused may become apparent, better to address these issues early on.

6. Graphics Used For Text Links

Web designers often use graphics to represent a link in a web site. There are many reasons for this choice. Unfortunately for web designers, the major internet browsers display web pages in different ways. Since fonts display differently on individual computers and in different browsers, it is a much simpler proposition for designers to create graphic links than it is to attempt to create cross-browser text links. The downside to this work-around is that search engines have no idea if a graphic link relates to a specific web page or a link to download the latest Britney Spears MP3. For search engines to understand what a link is truly representing, they need to find words in plain, good old fashioned text. If a web site must use graphics for navigation it is important to include a set of plain text links somewhere on the web page, usually at the bottom of the page.

7. Use of Frames

Search engines have a hard time indexing sites that are created in frames. Framed sites use several html files to display one page. Search engines are often confused by the frames method of creating web sites, usually only indexing the first html file within the framPages that aren’t indexed will never show up in search engine results. Also, many people that use the internet regularly for research and purchases, so called “power users”, tend to avoid sites built with frames, especially those sites which require the user to scroll content in separate frames. Simply put, frames are bad.

8. Splash Pages

Entry pages that instruct the user to “Enter”, usually decorated with a large graphic or a flash animation. The index page of a web site is the one that search engines read first. More often than not the only readable content on this type of page is a link that says, “skip intro” Splash pages lack indexable content, usually contain no links and often contain a “redirect” to the real home page. Search engines do not like redirects, they want the real thing. Avoid splash pages unless you aren’t serious about being found by search engines.

9. Submitting To 10,000 Search Engines

I sometimes have a difficult time believing that these services are still making money, more importantly that people still think that they work. The fact is that a handful of search engines account for about 90% of all the web traffic generated and the rest comes from people typing in a web site’s URL indirectly into their browser’s address bar. The amount of viewers generated from these Mega-Search Submittal services is so negligible that it’s hardly worth consideration. Don’t waste your time or your money.

Tags: Search Engine Optimization, SEO, Website Search Engine Optimization, SEO in India, SEO in Chennai, Search Engine Optimization in India, Search Engine Optimization in Chennai, India, Chennai

You can determine your page’s keyword density using the following procedure:

  • View a webpage in your web browser.
  • Right click on your mouse and select “Select All” to highlight the text. Right click again and select “Copy” to copy the text to your clipboard.
  • Open your text or Word editor. Copy the text to the document.
  • Select the “Word Count” option (Most text editors have it). In Microsoft Word, the option is under “Tools > Word Count…”
  • Run a find and replace procedure by putting your keyword phrase in both the find and replace area. The select “Replace All.” In Microsoft Word, the option is under “Edit > Replace…”

The program will search for your keyword phrase entered in the “Find” input box and replace it with the keyword phrase in the “Replace” input box, which in our case will be the same. It will tell you how many times the keyword has been replaced.

  • Divide the keyword replaced count by the total number of words on your page to determine your page’s keyword density. For example, if your keyword replaced count is 3 and there are 100 words on the page, your keyword density ratio is 3 percent.

Keyword density is the ratio of targeted keywords contained within the total number of indexable words within a page.

For example, if a page has 100 words in total and of those 100 words 3 words are your targeted keywords, then the keyword ratio is 3% (3 divided by 100).

In general, I suggest using a keyword density ratio in the range of 1-3%. For specific search engines, it depends on which search engine you are targeting, as different search engines have different preferences regarding keyword density.

Search engine optimization (SEO) should play a major part in the planning of any website. The sooner you incorporate SEO into your website, the better. All too often, people only think about SEO after they have built and launched their site. By then they would have lost a lot of SEO time and may have made decisions that are detrimental to their SEO efforts.

So what part does SEO play in the planning stage of a website?

Website Domain Name

Search engines do take into account keywords in the domain name. So I highly recommend registering a domain name containing your most important keywords. However it is also important that the domain name is memorable and brandable. Please avoid domain names like, “AAA1-Cheap-Domain-Names-Registrations.com.”

Website Structure

A website should be structured for optimum usability and linkability.

The usability of a website is essential to the success of a website. It doesn’t matter how great your content is, if your visitors have problems or get frustrated trying to find the information they’re searching for. Typically, the usability of a website is managed by the web designer.

Linkability refers to the internal linking structure of a website. It is vitality important that webpages are linked in such a way that it maximizes the Google PageRank of each webpage, because the rankings of each page depend on it.

This is why I recommend employing search engine optimization strategies as soon as you start planning your website.

Website Navigation

Site navigation is one area that few web designers worry about, with regards to search engine optimization.

For example, some search engines don’t crawl deeper than the top two or three levels of a website. So unless you use SEO techniques to help the search engine spider go deeper than the top levels of your site, your lower level pages may never get indexed.

For exp:

http://dir.yahoo.com/

Search engine spiders that don’t index more than the top 3 levels will not index pages starting with level 4 downwards.

The best way to getting all your pages indexed is to lead search engine spiders to all the major areas of your site. To do this, use a site map. Visit the “What Are Site Maps?” section for more information.

Website Categories

To attract the most number of targeted visitors, you must offer products, services and content that people want or need. That’s obvious right?

So you must choose the right topics to target when creating your site. Split your site up into the wrong categories, or not knowing what categories to target, could cost you a lot of potential visitors and customers.

For example, let’s say your website sells baby products. Did you know that more people search for baby names than baby products?

With this knowledge you should create a resource to attract these people. After all, if someone is interested in baby names, there’s a good chance they will also be interested in baby products, right?

Good topics include major product categories, as well as major brand names. Some people may search for a digital camera by entering “digital camera” into a search engine. Whereas others may know of the brand they want and enter the brand name, such as “Canon digital camera.” You should create categories that cater to both these types of search engine users.

Webpage Content

The content of a page is the most important aspect of search engine optimization. It is the keywords contained within the page content that makes or breaks a page’s chance of top search engine rankings. Let’s take the two extremes.

  • • A webpage has no text whatsoever, as in the case of some Flash pages. Search engines will not find any keywords to index.
  • • A webpage contained lots of text, with dozens, even hundreds, of different keywords on different topics. Search engines would find it difficult to categorize the page, as there are simply too many competing keywords.

As you can see, not only is the content of a page is important, but the amount of content as well.

The inherent problem with web designers is that they generally don’t understand, or even care about, the importance of creating a search engine optimized website. After all, they’re web designers, not search engine optimizers.

So it’s up to you to make sure your website designers produce a site that offers a balance of aesthetically pleasing design and search engine marketability.

Links (Also known as Hyperlinks)

After the contents of a page, links is the most important aspect of search engine optimization. Some would argue that links is more important. Maybe, but we could argue that issue all day.

Search engines, such as Google, base their ranking system on the link structure of websites. In general, the more links pointing to a site, the higher it should appear in the search engines. But this isn’t always the case.

The link text is just as, if not more, important as the link itself. But web designers would rather use aesthetically pleasing graphic buttons, than plain, simple text links. The problem is that search engines cannot associate keywords with such links, as it doesn’t have any link text to