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In the long history of web design practices, the use of style sheet languages such as Cascading Style Sheet, or CSS, have greatly revolutionized the way professionals create and design websites. It didn’t only made designing easier, it also made it easier for web professionals to edit their web pages efficiently and systematically. However, before style sheet languages became popular, the use of tables and spacers were known to be the only way for graphic artists to control every element found in a website.

The start of website design

The Internet weren’t always the medium for mass media which we have grown to know. Internet in the past were used for the sole purpose of exchanging information and research notes simultaneously all over the world. However, when the Internet expanded to accommodate a more wider media, particularly in advertising and marketing, people sought ways on how to control the elements found in the website, to make it look more inviting from a user’s perspective.

One of the many methods used by graphic artists to control the elements found in the a web page is through the use of tables. Tables and spacers, which are usually transparent single pixel GIF images with explicitly specified width and height, have been heavily used in web pages to control its visual appearance. However, although it made websites more inviting and organized, the use of tables and spacers caused several problems with a website’s accessibility.

Unlike in today’s Internet connections, which could go to as high as 45Mbps, Internet speed in the past could only go as high as a dial-up does. The use of tables and spacers made it harder for people to open websites because tables made websites larger. Many Web pages have been designed with tables nested within tables, resulting in large HTML documents which use more bandwidth than documents with simpler formatting.

According to many Web design Philippines experts, when a table-based layout is linearized, for example when being parsed by a screen reader or a search engine, the resulting order of the content can be somewhat jumbled and confusing.

Eventually, the use of the World Wide Web steadily decreased, and people now sought ways on how to manipulate the elements within a web page without having to use tables. This is also the time that tableless website design became a popular idea.

The introduction of the style sheet language

Style sheet languages were then introduced into the market that promised to offer a way for graphic designers and web professionals to create websites without having to use tables and spacers. Before CSS was introduced in the market, several other computer languages were used, such as the DSSSL and FOSI.

DSSSL or Document Style Semantics and Specification Language is a computer language firstly used for specifying stylesheets for SGML which was eventually converted for XML. SGML contains information in a machine-readable but not very human-readable format. A “stylesheet” is used to present the

information stored in SGML in a more pleasing or accessible way. This is the reason why it was eventually used in XML as an alternative to the use of tables. And similar to DSSSL si FOSI. FOSI or Formatting Output Specification Instance is also a computer language used for SGML which was also eventually used for XML.

Although DSSSL and FOSI became popular as an alternative to tables and spacers, many people still saw it unfitting. Eventually, CSS was introduced into the market which gave more effective means for controlling a web page’s visual appearance. The advantage of using CSS over DSSSL and FOSI is that CSS allowed a document’s style to be influenced by multiple style sheets.

According to Web design Philippines specialists, one style sheet could inherit or “cascade” from another, permitting a mixture of stylistic preferences controlled equally by the site designer and user. CSS is the only style sheet language called as the “Tableless website design”.

Other style sheet language used in the market

Other than CSS, DSSSL, and FOSI, there have also been other style sheet languages introduced in the web. XSL, CSS’ main competitor in the market, is also one of the most popularly used style sheet language in the market. Similar to CSS, XSL is also a standard style sheet language, along with DSSSL. However, although CSS is known as the most popular style sheet language used today in the market, many have said that XSL holds features which is not found in CSS.

Advantage of XSL from CSS

XSL or Extensible Stylesheet Language is a term used to define a family of style sheet languages. Some of its most popular style sheet languages are the XSL-FO or XSL Formatting Objects and the XSLT or XSL Transformations.

According to many Web design Philippines experts, when these two types of XSL, the XSLT and XSL-FO, are combined, it creates a powerful styling language. XSLT, being a Turing language, demonstrates a power and flexibility not found in CSS. And lastly, XSLT is capable of creating content, such as automatically creating a table of contents just from chapters in a book, or removing/selecting content, such as only generating a glossary from a book.

Another is that compared to CSS, XSL-FO document stands alone. CSS modifies a document that attached to it, while the XSL-FO document contains all of the content to be presented in a purely presentational format. It has a wide range of specification options with regard to paged formatting and higher-quality typesetting.

Disadvantage of XSL from CSS

However, although the combination of XSLT and XSL-FO creates a powerful styling language, many found it much more complex than CSS. The complexity of XSL-FO is also a problem. This is because implementing an FO processor is very difficult. CSS implementations in web browsers are still not entirely compatible with one another, and it is much simpler than writing an FO processor.Visit http://www.myoptimind.com for more info.

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You have heard the phrase LOCATION LOCATION LOCATION. But wait, this is online! You don’t have to worry about location… or do you??!! Location is everything! Let’s take a moment to really think about this. You need to find something. What do you do? Most people will go to their favorite search engine and input what they are searching for. They will type in a few words that describe what they are looking for. The Search Engines come back with the most relevant websites for your search. However, your search for a keyword can result in thousands of links (if not millions).

So now you begin the task of clicking one by one on these links to find the information or service you need. You may go through page one to find what you are searching for, you may go through all of page two, but did you get to the website on page 10? If you are shaking your head No (who has that kind of time?) then you have realized how important LOCATION LOCATION LOCATION is to your website. We need to get your site located on the first page.

The quick and easy answer to this problem is of course PPC (Pay Per Click Advertising such as Google Adwords or Overture). But this is not the smartest way to solve your problem and the cost can put my small business owners of out business. We have found that most website owners state their largest expense is advertising. Imagine if you could cut your advertising in half! Imaging if you could eliminate your advertising cost all together and still achieve the same sales (if not more)!

Search Engine Optimization for your site is the answer.

Everyone wants to be listed in the number 1 spot. But most companies do not get listed under any of their keywords because they do not know how to implement search engine optimization (SEO). SEO is really not as hard as it sounds and most will find that once they understand how it works, it is actually quite simple.

A few

things to keep in mind when starting your SEO Journey:

1. Make sure you use HTML Links. Some designers want to use beautiful image map links from their home page. Although this looks great, it does not help you with the search engines. Place links on your pages to the various pages to help not only the search engines find your pages but your visitors as well.

2. Frames…Well this is a hard one. Not only can some people not see frames, the search engines have a hard time with them as well. Also, what if your customer stumbles into one of the pages and does not see the frames? Just stay away from them all together.

3. DO NOT SPAM. Let me repeat this again. DO NOT SPAM. Spamming in any form is wrong. Most people consider spam as only used with emails. Wrong again unfortunately. Spamming will backfire on you. If search engines pick up on the fact that you are spamming, they have and will penalize your site.

Here are two examples of spam. a. Content Spam Data within a part of a Web resource designed for humans where that data is designed only for search engines to see b. Meta Spam Data within a Web resource that describes that resource or another Web resource inaccurately or (when the data should be readable by humans) incoherently

Take your time when it comes to your websites SEO. Make small changes and watch your rankings. If you move up, great! Make more changes. If you move down, undo undo undo. Always keep records of the changes you make so you can easily track what worked and what did not work for your site. Remember, we are in this for the long haul. Do it right the first time and make it last.

Shawna Fennell is the owner of 1 Choice 4 YStore. A company dedicated to helping Online Stores. Please visit http://store.1choice4ystore.com – for free advice and tips on SEO, Marketing, Design, and much more. You can also sign up for daily tips athttp://blog.1choice4ystore.com

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Every website owner needs traffic. Without website traffic you can

not make money online. To make money online you need to promote

your website. You can promote your website through advertising.

You can also promote your website through search engines and save

hundreds and thousands of dollars. Why search engines? The Most

important reason is it is FREE. You can drive thousands of

visitors to your website free, all you need is to optimize your

website properly. The process is called “Search Engine Optimization”

Search engine optimization is not difficult. With little knowledge and

efforts you can dominate the search engines and drive thousands of

visitors daily. Many web site owner think that search engine optimization is

difficult, but you can optimize your website for higher search

engine ranking in just 3 simple steps! Getting listed and getting high

search engine ranking is possible, by doing just these 3 simple steps,

not only you can improve your search engine rank and drive large amount

of visitors but also save money. (Saving money is earning money). So

without wasting your money follow these 3 simple steps to get higher

search ranking.

You can dominate search engines like google, Yahoo and MSN by proper

search engine optimization. Search engine optimization is divided into

two parts i.e. onsite optimization and offsite optimization. First two

steps are onsite optimization and latter is offsite optimizatoin.

Onsite optimization and offsite optimization and both are equally

important.

Step 1) Keywords : The first step of site optimization is

selecting proper keywords. Keywords or keyword phrases are those words

that people uses to find products or services through search engines.

Select few relevant / targeted keywords related to the topic of your

website. Many website owners try to optimize many keywords but avoid to

optimize large number of keywords ,just select very few and very relevant

keywords. To get high rank in search engines is selecting proper keywords

is the key.

Step 2) Contents:

Content is king! and search engine (and people too)

loves fresh quality content. So build your website with quality content.

not only quality content but also keyword rich, keyword density is also

important factor when you write your contents. Keyword density is nothing

but the frequency of keywords you use in your contents, that is the

keyword you have chosen for your website use frequently in your contents.

build your site with quality content with high keyword density.

3) Link Building : Step 1 and step 2 are onsite optimization now the

third step and the most important is offsite optimization. Offsite

optimization is ongoing process.. Besides onsite optimization search

engines look for incoming links of your site, i.e. the number of sites

are pointing to your site? So link building is the most important

factor for top search engine ranking.

You can get links from other site in many ways like sending mail to

website owners and ask for link exchange, participating in link

exchange programs offered by link exchange sites, etc. but all these

links are reciprocal links. reciprocal links are two way links.

There is another types of links called oneway link. Onaway links

are more powerful to generate traffic and to rank your website

higher. Getting oneway link can be costly and time consuming, but there

is way to get thousands of oneway links to your website, like submitting your

website to various website directories, submitting articles to

various article directories etc. Article marketing is the most

effective way to get thousands of oneway links and direct traffic

to your website.

So, to Get higher search engine rankings, all you need is to

follow 3 steps, i.e. keywords, Contents and oneway links. it is

always better to devote some time doing search optimization and

link building instead of spending your hard earned money on

advertising.

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Most people do not think of SEO as a game. Let me take 5 minutes of your time and explain how SEO is simply a game of Chess.

I remember as a teenager learning how to play Chess for the first time. Man it was complicated. Each piece moved different ways. You couldn’t take shortcuts and get the game over with. You had to really think about your moves and watch your opponents moves as well. With each move they made, you had to analyze your next move and even the best plans of attack had to be readjusted constantly. The game was always changing depending on who you played against. But once you understood the game, once you understood all the components of the game, you were hooked.

The same goes for SEO.

The First Step to playing the SEO Game is understanding the game.

Read the rules of the game. Understand what is allowed, what is not allowed, and things you must avoid. Research how people will find you. Know what your keyword/keyword phrases are. Who will be coming into your website? Who will you be marketing to?

Google Rules and Guidelines can be found at http://www.google.com/webmasters/guidelines.html

Yahoo Guidelines can be found at http://help.yahoo.com/help/us/ysearch/deletions/deletions-05.html

MSN Guidelines can be found at http://search.msn.com/docs/siteowner.aspx?t=

SEARCH_WEBMASTER_REF_GuidelinesforOptimizingSite.htm

Setting Up Your Chessboard (or website)

Set up your website correctly from the start. Make sure all the pieces of your website are were they belong. For instance, place your Title tags and Meta tags into your headtags. Create clean style web pages from the start. Move your javascripting and css off the page and into their own file so that the search engines can get to what is important right away.

Playing The Game

In Chess, the rook and the bishop do not move the same way on your chessboard. Understand how each piece of the game moves and works and use them to help you win the game.

The same is true for your SEO. For example, many people do not use their head tags correctly. They try to stuff as many keywords as they can think of into the Meta Keywords tag. This will not get you far in the game. Try to be focused in your keywords. Use 3-5 keyword/keyword phrases at most and never use the same word more then 3 times.

Make sure you are using all the pieces of the game. Title tags, Meta Tags, H1 Tags, Content, Links, Relevancy, etc. Some people think when playing chess that the pawns are really of no use. You can lose them, you can keep them, no big deal. The same can be said about Meta Tags. However when playing against Yahoo or MSN, they will take advantage of your pawns. More so then when playing with Google. But why would you not use these pieces in a game? Why would you not take advantage of every single piece and make each one as important as the others. Would you have a better chance of winning if you used each piece of the game instead of only a few?

Know who you are playing against.

The more information your have about your opponent and how they play can greatly increase your chance of beating them. The same can be said about search engines. Understand how they work and how they find sites. Knowing your opponent can

help you to win. But also keep in mind that as time moves on, your opponent is getting stronger. They are constantly changing their game to keep up with the new breed of chess players. You may be able to beat them today, but in 6 months, they may have a new strategy. Keep a close eye on them and change your game to adjust to theirs.

Keep in mind that your opponent will never tell you how they are going to play the game. There are secret strategies that only they know. Many will guess as to what those are, but nobody will ever know their strategy 100%.

Do Not Take Shortcuts Just To Get The Game Over With

The same can be said about using spam techniques to get your site listed quickly and to the top. Spam techniques may work for a short time but once you get caught, you are banned from playing the game. Google states this about spam, “Trying to deceive (spam) our web crawler by means of hidden text, deceptive cloaking or doorway pages compromises the quality of our results and degrades the search experience for everyone. We think that’s a bad thing.”

Basically spamming is a way of cheating the game to win faster. Remember chess is not a quick game. It takes time and patience. No one wants to play with a cheater….NO ONE.

Capturing the King – CHECKMATE

Content is King. Content is the way to win the game. Without capturing the content, you will lose the game. Each of the search engines look for relevancy within your page. If you state that your page is about red dogs with hats, and you have a page written about blue cats with shoes, it does not work. Keep your pages focused. If you are writing about red dogs with hats, write about those red dogs with hats only. If you also have red dogs with boots, then give them their own page and write about them boots separately.

Keep the pages focused and on track. The title tag would be about the red dogs with hats. The meta tag keyword would be about the red dogs with hats. The meta tag description is a nice 250 character description about the red dogs with hats. Use a H1 tag high on the page that has red dogs with hats. You can use css tags to make the h1 tag match your site. Then write clear, focused, original content about the red dogs with hats. Start out with 3 paragraphs and mention the red dog with hats once in each paragraph. Watch your rankings. Add additional content if necessary but do it slowly. Make notes of all the changes that you make. If something does not work, go back and undo it. Keep adding fresh and unique content to your site.

Do not let your site go into stalemate.

Once you look at SEO as simply a game, it makes it that much more exciting to play. And it’s even more fun TO WIN!

Shawna Fennell is the owner of 1 Choice 4 YStore. A company dedicated to helping Online Stores. Please visit http://store.1choice4ystore.com for free advice and tips on SEO, Marketing, Design, and much more. You can also sign up for daily tips athttp://blog.1choice4ystore.com

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A Pay-Per-Inclusion search engine is a service in whicha search engine charges you a certain amount to spiderand include your website in its database. For this fee,regular repeated spiderings are guaranteed, so you aresure to be indexed.

However, rankings are not guaranteed. These pages haveno advantage over any page submitted for free. A fewyears ago, pay-per-inclusion search engines such as Inktomi,Altavista, Ask Jeeves and Yahoo were introduced.However, they have failed badly and have lost traffic toGoogle.

Why Google is Tops

Google built the LARGEST search engine database becauseit refused to adopt the pay-per-inclusion model. By allowingevery website to submit its pages free, it built an enormousdatabase of websites. Good news for everyone searchingGoogle’s database!

Google’s competitors were unable to deliver the same results,partly because they had fewer websites to choose from.If you charge for entry into a search engine, you eliminateover 90% of the websites on the Net which cannot justifysuch a fee.

What the pay-per-inclusion search engines did not understandwas that their real customers were the ADVERTISERS andnot the searchers. Nor were the websites the customers of theengines.

The advertisers pay the search engines, so they are the customers.Google recognised this and decided to keep the advertisers happyby providing a large database of websites. This large databasebecame well known and it attracted great numbers of searches.These searches were exposed to the advertisers’ products and the searches led

to good sales. To make this most efficient, search engine submission must be free.

Search Engine Model is Similar to Television

This is all similar to television where programmes are made forthe masses and given away free. Then the advertisers step inand make the money! As a search engine survives by the qualityof its search results, surfers and sites flocked to Google making itthe number one search engine.

Why the Death of Pay-Per-Inclusion SE’s is Good for Small Sites

Only large quality SE databases can fulfil the needs of surfers. Yourrelationships with the search engines is one of mutual benefit. You needthe traffic and the search engines provide the quality content.

Therefore by creating good websites with quality content and submittingthem free to the search engines, you are both winning. There is no needto spend enormous amounts on search engine submission and optimisation.All you need to do is create good websites with the appropriate keywordsfor your pages and everything else will take care of itself.

Of course, this is where we were at the beginning of the Internet revolution,except certain search engines got too greedy and thought they could cash in on unfortunate small website owners!

© John Lynch

For a review of Site Build It – the leading website and store building software package which encourages good content for high search engine rankings go to: http://www.merchant-account-service.com/sitebuildit.html

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“This is a continuation of the pervious part, split into multiple parts for keeping the article size manageable.”

When we thought we are just boxed in by the same set of search engine perspectives, there it comes, “help” flapping its wide wings in the form of meta-search engines. These search engines gets results from multiple search engines and give an ordered list of highly relevant results. This is in a sense better as the search engines have become more targeted and live than when they were a few Internet years ago. For the uninitiated, an Internet year equates to 100 days in calendar days. This is because this is the time it typically takes an Internet concept or idea to get fully developed and accepted widely in the Internet world. Before we get into how the Mets search engines work and help a little section on the how the search engines work.

Search engines regularly go out and query multiple “known websites” using their search bots, this is dubbed as spidering. The term known websites is critical to understand. The first and foremost is direct submissions by website owners to the search engines. These submissions are mostly added into the queue to spidered. The schedule for when this happens differs from search engine to search engine. The websites that are in the list to be spidered are simply dubbed the “Hang Outs”. There are two types of hang outs one is the websites that are submitted to the search engines for inclusion and are yet to be spidered and the new websites that are quoted in established websites. The second concept is very interesting. Every master of a web perspective (web site) understands that you are either in the search engines index or never get a chance in the world. Oh No, you are wrong you are not slaves to the search engines. There are many other techniques, to be known outside of the search engines and when you are known to others who are known to the search engines then the search engines quickly know about you within one Internet year mostly. It is just the friend’s friend is your friend concept.

The Hang outs are then indexed by the search engines based on the content and the level of

optimization in the pages. It is highly important to understand that the search bots are just programmed online ghosts that need some handholding to understand your web perspective. This is termed search engine optimization and is a good topic to read and acquire knowledge about the vast number of techniques available for you. The indexed pages are now dubbed “Cartographed web Sites”. These sites are now in the Known World. Meaning there is a possibility that a human sole may stumble on the web site. This cartography we are talking about is organic search recognition and not the paid inclusions and listings. There is more for you to understand and this is the crux of the topic dealt in the next part. Now let us get back to the topic of the hang outs. As I mentioned earlier other way to get spidered is to be suggested by other websites. This is popularly called by the term linking. We won’t touch much into the topic but there are two types of links in each web perspective, one is a good suggestive link the other is a “Kibitzer link”. Suggestive links are good links that will provide more information if you visit them. The “Kibitzer links” are links that are placed for money and are completely irrelevant to the topic on the web page even remotely. Paid inclusion is a great in many ways but “Kibitzing” is what is killing the Internet.

In the next part you will see more about the paid search engines and listings along with the organic search inclusion.

Author suggests a dosage of atleast two searches before sleep each day for the following Meta search engine: http://www.Exoode.com – A metasearch engine with page preview. Results from more than10 top search engines are combined here. Search the web for MP3s, books,images, news and products.

If you forgot to take the directed dosage you have the liberty to take twice the number of dosage when you get to remember the same.Author is a freelance writer for the webs many great websites and can be contacted at indyan at gmail dot com. Permission is granted to reprint this article with all portions of this article intact including this resource box in its entire form.

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So, you’ve just paid ?300 – ?10,000 for a new web site to be designed ‘registered your URL’ and now it’s sitting on the World Wide Web. All your new stationery and Business Cards give the Web Site address quite clearly. The designer assures you that it has been ‘submitted’ to all the ‘Search Engines’ and, when you type in the address, there it is.

You’ve told your customers all about it and they visit it occasionally … No-one else seems to find it. No new enquiries and the visitor counter is moving slowly nowhere. Sound familiar?

What could have gone wrong? Was it all a waste of valuable marketing resources? Is the Web a wasteland and has the ‘dot.com’ bubble really burst?

The simple answer is that nothing has gone wrong, all that remains to be done is to ‘market your site’ effectively and the enquiries should come flooding in.

So let’s go back to good, old fashioned, Sales and Marketing basics – AIDA – Attention, Interest, Desire, Action.

Unless you get the customers attention they won’t even know your Web Site exists and, if they don’t know it exists, how can they find it among the 2.6 billion other Sites on the Web!!

Entrusting the ‘selling’ of your site to a Web Page designer is a little like expecting a printer to distribute your brochures to your prospective customers and waiting for the orders. The responsibility, therefore, is yours and you, or a member of your marketing team, have to grit your teeth and get on with it.

Interest, Desire and Action should emanate from the design and content of your Web Page, however the first step, Getting Attention, has to be done successfully before any of this can take place. This article focuses on this vital first step

How to get Attention on the Net

To get attention on the World Wide Web you have to get your site listed on the major search engines, and that means within the top 20 places, otherwise your prospective customers will find a similar product, or service, long before they reach you.

Imagine the Internet is like a giant Yellow Pages, with no index, wherever it falls open is where your prospective customer starts to look. It is therefore essential that your site is right at the top of the first page they see.

80% of all traffic to a Web Site is through the major search engines and ‘off-line’ marketing activity currently accounts for only 2% of ‘hits’. This will probably continue into the future, so no amount of advertising will bring the response that a search engine ‘listing’ will bring, particularly if you are using the Internet to reach the International Market.

To achieve a high listing you, or someone in your team, have to understand how search engines work and then adapt the web site to get their attention. Alternatively you could pay a consultancy to achieve the same results – however no-one will understand your customers the way you do therefore the time and effort invested in developing net skills in house would be worth it. In addition it would be more beneficial if the person selected were from a Sales and Marketing background, who knows the products, with a smattering of IT know how, than a ‘techie’ – After all, this is marketing.

However, a mistake often arises from a simple misconception. The customer you are targeting with the web site is not the end user – your product, or service, and the design of the site, once they get there is supposed to do this.

The customer for the web site itself is the search engine and its ‘buyers’

The ‘buyers’ fall into 2 categories Search Engine ‘spiders’ or ‘robots’ who are totally logical, electronic and not very clever and Human reviewers who are not so logical, know what they do, and don’t, like and may be influenced by a snappy description. Let’s take each in turn

Search Engine Spiders

Spiders are computer programs that roam the World Wide Web ceaselessly, travelling from page to page of every web site they visit remembering every word on every page. They like pages that change and ignore pages that haven’t changed since the last time they were there.

They can only reach a Web site by one of two methods

1 By being told about it – this you can do by registering your site with the search Engine and, eventually, it will send a spider out to visit it.

2 By visiting a Web Site from a link that has been established from another Web Site that it knows about and regularly visits.

The First Rule, therefore, is to register your Web Site with all the major search engines and to begin to develop reciprocal links with other complimentary web sites. The more links you have coming in to your site the more important it must be in the eyes of the spider!

What do the Spiders look for when they visit a site?

Contrary to popular belief, they do not all look for ‘keywords’ – for instance the Excite, Lycos and Google spiders ignore keywords almost altogether – no amount of conjuring with keywords will get your site to the top 20 in these search engines. What will get your site higher in the ratings is the of the site and the of the site. You can check out what the and of the site are by selecting View, Source in the menu bar of your Web Browser – this shows you what the spider, not the visitor, sees.

The Second Rule, therefore, is not to call your site by the name of the company ( as most businesses do) unless your company name is so well known that everyone will search for it, or the name of your company says what you do quite clearly and unambiguously. No-one cares who you are, it’s what you do for them, that counts. If this sounds a little like ‘selling the benefits, not the features’ it’s meant to.

For example – imagine your company is called ABC Electronics and that you manufacture electric vehicles in the UK. Then the of your site could be ‘Electric Cars and Vehicles UK, ABC Electronics’

Anyone searching for electric cars and vehicles would find your site at the top of the list, or very close. Whereas if the site were called ‘ABC Electronics Limited’ it would come much lower in the Search Engine listings, if at all, unless someone searched for ‘ABC Electronics Limited’ and, bear in mind, the intention of the Internet is to reach a wider audience – if they knew who you were, wouldn’t they have already contacted you by other means?

Therefore the single most important part of marketing your site is getting the right. However the preceding sentence is written in invisible ink and most businesses will continue to ignore this simple fact.

The Third Rule is to beware of ‘frames’ within your web site, particularly the first page, since some of the spiders can only index what is inside the top frame and not the links you would like it to in the main frame.

If you need to use frames as a navigation tool then consider using a ‘portal’ , or ‘doorway’, page, or one without a frame, as the first, or entry, page of your site. This, at least, should be identified by all the relevant search engines. You would then link this page to the framed pages on your main site. This may result in some of the Search engines only listing one of the pages on your site, however that is a price you may have to pay.

The Fourth Rule is to ensure that the of the site, in particular the first paragraph of text on the page, contains some of the keywords and / or phrases that your prospective customer will be searching for.

There are some technicalities to observe, such as repeating the keywords within the between 3 and 7 times is optimum. Any more than that and the spiders will penalise you and possibly ignore your site altogether, any less than that and you are not taking full advantage of

the spiders totally logical process.

Avoid having repetitive text the same colour as the background in the hope of fooling the spider – this is a myth and will result in the spider banning you from the search engine!

So, for the Electronics Company example above. If the text was to the effect ‘Formed in 1985 ABC Electronics is based in Andover, Hampshire, close to the M5, etc. etc.’ the spider will not find the words Electric Cars and Vehicles in the and therefore reduce your rating.

However if the said

‘Electric Cars and Vehicles (as a headline) – Formed in 1985 ABC Electronics is a world leader in the design and development of Electric Cars and Vehicles for the Armed Forces, Electric Vehicles for the Ambulance Service, etc, etc’ the spider would find a high ‘density’ of keywords in the and improve your sites’ rating.

The Fifth Rule is to understand and develop the sites Tags.

Tags are not as important, to some search engines, as the and keyword density of the , but they do include a variety of different items that some search engines and all human reviewers may see which include , , etc. If you employ a range of tactics it will increase your overall success.

This is now the place for on the site – these would be the words that your prospective customers would search for through the search engine. In doing this try to think the way the customer would think – in other words sell benefits, solve problems, anticipate the questions they would be asking. AltaVista and Mirago operate almost exclusively on and tend to ignore .

List all your keywords on a word processing page then prioritise them. What do you think will be the order that people will type in keywords to search for your service or product? Remember, try to think like your customers think, so, for instance, if you produce massage oil is it possible that they will type in sports injury (or injuries)? What does your product do, or solve, not just what is it.

The next step is to pluralise your key words, as in the example above if someone typed in sports injury and your keyword was injuries they would miss you. If you make orange, oranges then searching on either word will find you.

Consider putting in mis-spelt keywords if those words are commonly mis-spelt or mistyped for instance ‘servcie’. This is to ensure that people who mis spell or mis type can also find you.

However, a word of warning, the market leader in a particular product range is very low in the ratings on most search engines because their designer mis-spelt a keyword in the design of the web site. If you’re not sure whether or not this is true go to www.google.com and search for ‘veleting’ or the word Barnaley (for Barnsley) – It’s amazing what some people do

Also, it may be useful to include a ridiculous such as ‘agriptanch’, why? Because when you need to find out if your site is registered with a based search engine you simply search on ‘agriptanch’ and if your site is registered up it comes. If not you may have to re-register it.

The next step is to take a calculated gamble and opt for one of the following methods of using the keywords:

Target vs. Blanket

This is deciding whether or not to use a series of keywords that will cover everything anyone could possibly type in when looking for your product or service, or taking the gamble and knowing what he or she will type in and just put that as a keyword or phrase.

So, for example, if you dealt with a specific subject such as Sea Fishing then you may use just that phrase knowing that the majority of people who were searching for you would type that in as their query.

Target will bring you higher on a search engine listing but you have to be certain that people will search for exactly that word, or phrase.

Blanket covers a larger list of key words you will therefore be listed in more categories but lower on the listings for each, since the density is lower.

You are allowed approximately 200 per page, of course, if you choose to target the prospective customer you may only use 2 or 3 of these. Nevertheless the correct format for is word, comma, space e.g. “cleaning, upholstery, upholstery cleaning, etc”

The Sixth rule is possibly the most misunderstood rule of all : Spiders cannot follow graphically embedded links. This means that when your web page designer has put all those buttons and GIFS and animations on the page, if there are no text links to other pages then the search engine will only see one page. This means that if you have a 100 page web site, as far as the search engines are concerned you have given them a book with all the pages stuck together, unless they are linked in a way that the spiders can follow. There are very simple bits of coding that can be placed in the source code of each page to ensure the spiders access all pages.

There are other, more sophisticated ways to attract the attention of the spiders, such as the development and publishing of separate ‘portal’ pages, each directed back to your index page. However, by adapting the information above and applying it to your companies web site you will start to see a rapid increase in visitors and a promotion to the upper echelons of the ‘Spider’ based Search engines.

Human Reviewers

These are people who are either employed by the search engine company or are volunteer editors. They control what appears where in the King of all search engines, Yahoo, and in the human edited directory known as Open Directory. In order to attract their attention you need to develop snappy, factual, compulsive sales copy for the and the element of the web site.

Although these appear in the tags and are therefore unseen by the normal viewer, they are also the words that are used when registering with the Human edited Search Engines. they are the words that will entice them to review and, hopefully, categorise your site.

Restrict the to 150 characters, including spaces, it does not require keywords, but make it appealing to a human being since they probably see hundreds of sites per day. avoid phrases like ‘simply the best’, ‘the only web site to visit’. Just like the editor of a newspaper, or magazine they are looking for interesting, quality, information for their clients who are the end users, the people who are ceaselessly searching the Internet for exactly the type of service, or product, you provide.

Finally

Whatever you invest in web site development is wasted money unless you are willing to ‘market the site’ to the Internet ‘buyers’. With 2.605 Billion Web Sites out there (yes it has increased by 5,000,000 since you started to read this article) it’s a little like throwing a pin on the floor, in a house, in London, and expecting someone to find it – without giving them the address.

Go back to basics in sales and marketing – identify the buyer, study the buyer, understand buyer behaviour and then make it easy for them to buy. And remember, if you have a 10 page web site that’s 10 opportunities they have to ‘buy’ since each can have it’s own , , and .

Ensure that you get the Attention of the Search Engine Buyers, work with your marketing department on developing a Site that Interests the end user, builds their Desire to buy your service, or product, and deliver a compelling call to Action that produces e – success for your on-line business.

About The Author

John Saxon is a Companion of the Institute of Sales and Marketing Management and a Director of Fastlink Solutions Limited and Site-Pro Limited. He has had a number of articles published in different mediums including the internet and the ISMM Magazine. His web sites may be visited at http://www.fastlinksolutions.co.uk and http://www.site-pro.co.uk

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Welcome to part four in this search engine positioning series. Last week we discussed the importance of the structure of your website and the best practices for creating an easily spidered and easily read site. In part four we will discuss content optimization.

This is perhaps the single most important aspect of ranking your website highly on the search engines. While all of the factors covered in this series will help get your website into the top positions, it is your content that will sell your product or service and it is your content that the search engines will be reading when they take their “snapshot” of your site and determine where it should be placed in relation to the other billions of pages on the Internet.

Over this series we will cover the ten key aspects to a solid search engine positioning campaign.

The Ten Steps We Will Go Through Are:

  • Keyword Selection (http://www.beanstalk-inc.com/articles/search-engine-positioning/keywords.htm)

  • Content Creation (http://www.beanstalk-inc.com/articles/search-engine-positioning/content.htm)

  • Site Structure (http://www.beanstalk-inc.com/articles/search-engine-positioning/structure.htm)

  • Optimization

  • Internal Linking

  • Human Testing

  • Submissions

  • Link Building

  • Monitoring

  • The Extras

Step Four – Content Optimization

There are aspects of the optimization process that gain and lose importance. Content optimization is no exception to this. Through the many algorithm changes that take place each year, the weight given to the content on your pages rises and falls. Currently incoming links appear to supply greater advantage than well-written and optimized content. So why are we taking an entire article in this series to focus on the content optimization?

The goal for anyone following this series is to build and optimize a website that will rank well on the major search engines and, more difficult and far more important, hold those rankings through changes in the search engine algorithms. While currently having a bunch of incoming links from high PageRank sites will do well for you on Google you must consider what will happen to your rankings when the weight given to incoming links drops, or how your website fares on search engines other than Google that don’t place the same emphasis on incoming links.

While there are many characteristics of your content that are in the algorithmic calculations, there are a few that consistently hold relatively high priority and thus will be the focus of this article. These are:

  1. Heading Tags

  2. Special Text (bold, colored, etc.)

  3. Inline Text Links

  4. Keyword Density

Heading Tags

The heading tag (for those who don’t already know) is code used to specify to the visitor and to the search engines what the topic is of your page and/or subsections of it. You have 6 predefined heading tags to work with ranging from to .

By default these tags appear larger than standard text in a browser and are bold. These aspects can be adjusted using the font tags or by using Cascading Style Sheets (CSS).

Due to their abuse by unethical webmasters and SEO’s, the weight given to heading tags is not what it could be however the content between these tags is given increased weight over standard text. There are rules to follow with the use of heading tags that must be adhered to. If you use heading tags irresponsibly you run the risk of having your website penalized for spam even though the abuse may be unintentional.

When using your heading tags try to follow these rules:

  • Never use the same tag twice on a single page

  • Try to be concise with your wording

  • Use heading tags only when appropriate. If bold text will do then go that route

  • Don’t use CSS to mask heading tags

Never use the same tag twice on a single page. While the tags holds the greatest weight of the entire heading tags, its purpose is to act as the primary heading of the page. If you use it twice you are obviously not using it to define the main topic of the page. If you need to use another heading tag use the tag. After that the tag and so on. Generally I try never to use more than 2 heading tags on a page.

Try to be concise with your wording. If you have a 2 keyword phrase that you are trying to target and you make a heading that is 10 words long then your keyword phrase only makes up about 20% of the total verbiage. If you have a 4-word heading on the other hand you would then have a 50% density and increased priority given to the keyword phrase you are targeting.

Use heading tags only when appropriate. If bold text will do then go that route. I have seen sites with heading tags all over the place. If overused the weight of the tags themselves are reduced with decreasing content and “priority” being given to different phrases at various points in the content. If you have so much great content that you feel you need to use many heading tags you should consider dividing the content up into multiple pages, each with its own tag and keyword target possibilities. For the most part, rather than using additional heading tags, bolding the content will suffice. The sizing will be kept the same as your usual text and it will stand out to the reader as part of the text but with added importance.

Don’t use CSS to mask heading tags. This one just drives me nuts and is unnecessary. Cascading Style Sheets (CSS) serve many great functions. They can be used to define how a site functions, looks and feels however they can also be used to mislead search engines and visitors alike. Each tags has a default look and feel. It is fine to use CSS to adjust this somewhat to fit how you want your site to look. What is not alright is to adjust the look and feel to mislead search engines. It is a simple enough task to define in CSS that your heading should appear as regular text. Some unethical SEO’s will also then place their style sheet in a folder that is hidden from the search engine spiders. This is secure enough until your competitors look at the cached copy of your page (and they undoubtedly will at some point) see that you have hidden heading tags and report you to the search engines as spamming. It’s an unnecessary risk that you don’t need to take. Use your headin!

gs properly and you’ll do just fine.

Special Text

Special text (as it is used here) is any content on your page that is set to stand out from the rest. This includes bold, underlined, colored, highlighted, sizing and italic. This text is given weight higher than standard content and rightfully so. Bold text, for example, is generally used to define sub-headings (see above), or to pull content out on a page to insure the visitor reads it. The same can be said for the other “special text” definitions.

Search engines have thus been programmed to read this as more important than the rest of the content and will give it increased weight. For example, on our homepage we begin the content with “Beanstalk Search Engine Positioning …” and have chosen to bold this text. This serves two purposes. The first is to draw the eye to these words and further reinforce the “brand”. The second purpose (and it should always

be the second) is to add weight to the “Search Engine Positioning” portion of the name. It effectively does both.

Reread your content and, if appropriate for BOTH visitors and search engines, use special text when it will help draw the eye to important information and also add weight to your keywords. This does not mean that you should bold every instance of your targeted keywords nor does it mean that you should avoid using special text when it does not involve your keywords. Common sense and a reasonable grasp of sales and marketing techniques should be your guide in establishing what should and should not be drawn out with “special text”.

Inline Text Links

Inline text links are links added right into text in the verbiage of your content. For example, in this article series I may make reference to past articles in the series. Were I to refer to the article on keyword selection rather than simple making a simple reference to it as I just have it might be better to write it as, “Were I to refer to the article on keyword selection rather …” (this instance of “keyword selection” is mean to be an inline link to http://www.beanstalk-inc.com/articles/search-engine-positioning/keywords.htm however limitations in the article submission process do not make this possible)

Like special text this serves two purposes. The first is to give the reader a quick and easy way to find the find the information you are referring to. The second purpose of this technique is to give added weight to this phrase for the page on which the link is located and also to give weight to the target page.

While this point is debatable, there is a relatively commonly held belief that inline text links are given more weight that a text link which stands alone. If we were to think like a search engine this makes sense. If the link occurs within the content area then chances are it is highly relevant to the content itself and the link should be counted with more strength than a link placed in a footer simply to get a spider through the site.

Link “special text” this should only be employed if it helps the visitor navigate your site. An additional benefit to inline text links is that you can help direct your visitors to the pages you want them on. Rather than simply relying on visitors to use your navigation bar as you are hoping they will, with inline text links you can link to the internal pages you are hoping they will get to such as your services page, or product details.

Keyword Density

For those of you who have never heard the term “keyword density” before, it is the percentage of your total content that is made up of your targeted keywords. There is much debate in forums, SEO chat rooms and the like as to what the “optimal” keyword density might be. Estimates seem to range from 3% to 10%.

While I would be the first to admit that logic dictate that indeed there is an optimal keyword density. Knowing that search engines operate on mathematical formulas implies that this aspect of your website must have some magic number associated with it that will give your content the greatest chance of success.

With this in mind there are three points that you should consider:

  1. You do not work for Google or Yahoo! or any of the other major search engines (and if you do you’re not the target audience of this article). You will never know 100% what this “magic number” is.

  2. Even if you did know what the optimal keyword density was today, would you still know it after the next update? Like other aspects of the search engine algorithm, optimal keyword densities change. You will be chasing smoke if you try to constantly have the optimal density and chances are you will hinder your efforts more than help by constantly changing the densities of your site.

  3. The optimal keyword density for one search engine is not the same as it is for another. Chasing the density of one may very well ruin your efforts on another.

So what can you do? Your best bet is to simple place your targeted keyword phrase in your content as often as possible while keeping the content easily readable by a live visitor. Your goal here is not to sell to search engines, it is to sell to people. I have seen sites that have gone so overboard in increasing their keyword density that the content itself reads horribly. If you are simply aware of the phrase that you are targeting while you write your content then chances are you will attain a keyword density somewhere between 3 and 5%. Stay in this range and, provided that the other aspects of the optimization process are in place, you will rank well across many of the search engines.

Also remember when you’re looking over your page that when you’re reading it the targeted phrase may seem to stand out as it’s used more than any other phrase on the page and may even seem like it’s a bit too much. Unless you’ve obviously overdone it (approached the 10% rather than 5% end of the spectrum) it’s alright for this phrase to stand out. This is the phrase that the searcher was searching for. When they see it on the page it will be a reminder to them what they are looking for an seeing it a few times will reinforce that you can help them find the information they need to make the right decision.

Final Notes

In an effort to increase keyword densities, unethical webmasters will often use tactics such as hidden text, extremely small font sizes, and other tactics that basically hide text from a live visitor that they are providing to a search engines. Take this advice, write quality content, word it well and pay close attention to your phrasing and you will do well. Use unethical tactics and your website may rank well in the short term but once one of your competitors realizes what you’re doing you will be reported and your website may very well get penalized. Additionally, if a visitor realizes that you’re simply “tricking” the search engines they may very well decide that you are not the type of company they want to deal with; one that isn’t concerned with integrity but rather one that will use any trick to try to get at their money. Is this the message you want to send?

Next Week

Next week in part five of our “Ten Steps To an Optimized Website” series we will be covering internal links strategies and best practices. This will cover everything from image links and scripts to inline and basic text links.

About The Author

Dave Davies is the owner of Beanstalk Search Engine Positioning (http://www.beanstalk-inc.com/). He has been optimizing and ranking websites for over three years and has a solid history of success. Dave is available to answer any questions that you may have about your website and how to get it into the top positions on the major search engines.

info@beanstalk-inc.com

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Every webmaster would like to see his/her website to be the number 1 search result returned in search engines. A number 1 spot in Google pretty much guarantees loads of traffic to a website which can then materialize in high revenue for the website owner.

To reach that number 1 spot search engine optimization (SEO) is the tool webmasters have to use in almost every case. Several books have been written covering search engine optimization. Hundreds of websites cover the topic and give loads of advice. There is so much information about this topic – it’s almost impossible to digest. Webmasters have all they need available at their hands at any time and also share the knowledge.Google (as an example) changes the rules all the time and missing out on these things can mean that a website drops down to the bottom of the search results delivered on any given search. The hunt for the best search engine optimization results is on 24 hours a day, 365 days a year.

As with anything there will always be people who go a step too far.Search Engine Optimization is no exception. You’ve got the Black Hats who do use every legal or illegal trick to increase their website’s search engine ranking and you have the so called White Hats who play by the rules and only use legitimate SEO tools and tricks. And then you have people who just over-do it. They build their websites completely optimized for the search engines but seem to forget about the user in the end. These websites are stuffed with keywords and phrases all over.Navigation and presentation of content is optimized for the search engine but they seem to completely forget about

the human factor. Yes, driving traffic to the website from search engines is great. But what if the site is difficult to navigate for the visitor because it is optimized for a search engine and not for usability? A website not meeting the needs of humans is set up to fail.

Having the number 1 spot in a search engine will not materialize in higher profits and revenue if the site does not meet basics requirements for humans to a) navigate the site properly and b) to be able discover what they are looking for in an easy way. Articles stuffed with the same keywords over and over again are hard to read and the information the user is looking for is difficult to extract. Links to sub-pages covered under keywords over and over again will make it difficult to even get to the information the user is looking for. The user experience will be disappointing and will lead to the user moving on to other sites that are able to deliver information in an appropriate way. There are other webmasters who are able to achieve high search engine rankings and still offer satisfying experiences for users on their websites?

So, if you are a webmaster – will you optimize your websites for search engines or for the user?

About the Author

Christoph Puetz is a successful entrepreneur and international book author. Examples of his search engine optimization work can be found at Web Hosting Tutorials, Highlands Ranch and at Credit Repair.

The article can be published by anyone as long as the resource box (About the Author) is posted on the website including the links. These links must be clickable.

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In one of my articles, I discussed how to market your web site link twice. It detailed out how to promote not only www.yoursite.com but how you should also promote your site without the www., like this: http://yoursite.com.

This article is to talk about promoting ALL of your pages within your marketing campaign. See, most of us typically only promote the main page on our sites. Ex. www.yoursite.com. The truth is, your site is much more than just the 1st page right? Well, let’s condition ourselves to promote everything available within your site…

Search Engine Marketing is crutial for all companies who want to succeed online. I’m sure at one point or another, you will hear how “Optimizing your site for search engines is crutial”. Of course, they aren’t fooling you, it is a crutial marketing tactic but, what is also crutial is learning how to use different tools to boost your search engine placements once you’ve optimized your site for the web.

So let’s talk about the marketing tactics available to you and implement strategies on how to promote all your pages within them.

LINK EXCHANGES:

Link popularity has become a norm for most small companies to implement in their daily promoting activities. Here’s the problem, most companies that perform link exchanges daily fail to utilize it to their advantage. For ex. Let’s say you perform approximately 10 link exchanges daily. For each one, you submitted your link “www.yoursite.com”. What you’ll want to start implementing is submitting 10 different links within your site.

Ex Link Exchanges:

  • Link #1: http://yoursite.com

  • Link #2: http://yoursite.com/resources

  • Link #3: http://www.yoursite.com/services

  • And so on…

A good strategy would be to open up “Note Pad” and create all the links you want to promote.

  1. Add each link

  2. Assign an appropriate title to each link

  3. Create an appropriate description for each link

Now all you have to do is to

copy and paste each link when performing your daily link exchanges.

WRITING ARTICLES:

Do you write articles to promote your site??? If you do, then you probably have created a “Resource Box” at the end of each article right??? Good, let’s change the resource box a little.

My site is host to 100′s of Marketing Articles and the 1 thing I notice time & time again is that each author (no disrespect to any of the wonderful authors) Typically only add the main page of their web site within their “resource box”.

Ok, let’s say you write articles about “Search Engine Marketing”. At the end of the article, add a link to a page on your site that talks about “Search Engine Marketing” or something similar.

Ex. http://www.yoursite.com/search_engine_marketing.html

So with that in mind, try revising all your articles to point to specific pages on your web site.

DIRECTORY SUBMSSIONS:

Submitting your site to directories will give your site long lasting traffic. Not all directories will accept any link from your site besides the main page. This is ok though, there are literally 100′s of other directories that will allow you to submit any page you want.

Experiment with this and try to change up all your links when your submitting to directories.

I WOULD NOT RECOMMEND : Using anything other than your main page for directories like: OPD Open Project Directory or Yahoo.

So now you have 3 proven marketing strategies on how to improve your search engine placements for all of your pages instead of only your main page. Be creative with this and look for more strategies you can implement this tactic with.

About The Author

Martin Lemieux

Smartads – President

http://smartads.info/top-10/download

Instantly download any Marketing Article created by Martin Lemieux for use within your web site and/or newsletter: http://smartads.info

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