Site Development Secrets To Success-PT II

OK, I'm not a real big fan of all the 'secret search engine positioning' hype. I do believe that there is a definite place for the strategy, its just something that's not going to happen overnight. So, my belief is simply this: discover your best key-phrases, optimize your site accordingly, and let time take its course. The more content rich pages you add, the longer your site remains in the search engine's database and you keep acquiring quality reciprocal links the better your rankings will become.

Anyway...

So, you've found your keyword phrases using Overture and Word Tracker, now lets strategically place those in your web pages in a manner that pleases search engine spiders.

Domain Name

Choosing your domain name is one of the most crucial aspects to improving your Internet presence. Why? Because search engines apply greater weight to your domain URL, be sure to have your most relevant key phrases in it. Unless you're a big company like Ford or IBM, don't use your company name as your domain.

Ex: Your company may be ABC Inc, so you use your company name as your dot com name also. Many people wouldn't know what to expect from a domain that has some obscure title. A better choice would be to use a descriptive keyword of your product or service as your domain name.

Title of Pages

No long discussions. Place related keywords inside your title tags. Make sure its in a coherent sentence, and not keywords listed without meaning. There are two primary reasons to place importance on title keyword placement. First, some search engines look for your sites relevancy in the title first. Second, your title is listed whenever someone performs a keyword search on
different search engines.

Note: The square brackets should be replaced by left and right arrow brackets.

Ex: yes: [title]Internet Small Business Marketing[/title]

not: [title]small business website Internet search engine positioning[/title]

The second example is considered keyword stuffing, a search engine no-no.

Meta Tags

At one time, this was one of the 'secrets' that was a sure fire solution to obtaining top positions. I must admit that I did use this strategy to get top ten ranking on HotBot, Excite, and Altavista. Of course, this was late '96-early '97. But there is still a good reason why you should use meta tags. Meta search engines such as Dogpile and MetaCrawler use meta tags to determine the relevancy of your page to what's being searched on their site.

There several different tags one can use, but only two that we're concerned with: Description and Keywords. The content tag is where you'll place a description of your site. This is where you should be sure to use your USP. The keyword tag is self explanatory. Search engines usually limit the characters that they will catalog at approx. 250. These tags should be placed between the [head][/head] tags.

Ex: [meta name = "description" contents="Enter description of your site here, but sure to place your USP inside here, if appropriate"]

[meta name = "keywords" contents = "Enter your keyword phrases (separated by commas), and no keyword spamming. Like this: Internet marketing, Internet marketing, Internet marketing"]

Other Tips

Place keywords in your [h][/h] heading tags. Also take advantage of the comments tag [!--Some Comments--]

Again, you can spend a lot of time trying to 'beat the engines', and come up empty. Your best bet is to use this basic info to optimize your site, get quality links, and let your site 'marinade'.

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