Category words | Product words

On July 12, 2010, In Internet, Web Development, By admin

Keywords fall into two basic categories: category words and product words. Category words are broad (think Broad Head) and are usually used when a visitor is in the early stages of the buying process. A visitor is probably more interested in researching an idea or product than in purchasing at this stage.

Product words are more specific (think Long Tail), and these are the words that people search for when they’re ready to make a purchase. For example, if your keywords include ‘‘dayspring,’’ ‘‘spa,’’ ‘‘aromatherapy,’’ ‘‘lavender soap,’’ ‘‘relaxing herbal wrap,’’ and ‘‘mud bath,’’ your category words and product words might be organized. It’s important to keep your keywords grouped together, in particular because they are associated with the different pages of your web site. It’s these words that you’ll be working with as you create your keyword advertisement text. According to research done by major search engine companies, using keywords in your advertisement text can increase your advertisement click-through rates by as much as 50 percent. Keywords are important to your advertisement text, and the right keywords for the advertisement are vitally important.

Another thing to consider before you begin to write your keyword advertisement text is what you hope to accomplish with the text. Do you want visitors to buy something? Do you want them to call your office for more information? Do you want them to sign up for a newsletter or some other service? It’s important to know what you want users to do when they see the advertisement, because you’ll use some form of this goal in a call to action in the advertisement.

It helps if you write down several clear, different sentences that express the goal conversions you want visitors to reach. You don’t have to worry about writing the sentences in short form right now. Just brainstorm and get the ideas down on paper. You can whittle away unnecessary words as you move forward with writing the text.

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Picking details

On November 21, 2009, In Search Engine Optimization, Web Development, By admin

As you begin to consider what it is you’re doing with SEO, keep something in mind: SEO is all in the details. You may have heard this tired phrase before, but don’t discount it because it’s no longer completely fresh and ‘‘buzzy.’’ It’s still true. SEO, especially organic SEO, is all about the little things you do that make a big difference over time, and sometimes even immediately.

For example, I work on a web site about identity theft, and one of the things I do is create content to help people avoid identity theft or recover from it if they have already been victimized. In the course of taking over this site from the person who worked on it last, I found myself fighting struggling page ranks on various search engines. One thing I did to combat this was some keyword research.

I looked into all the keywords that people were using to find my site, and then I began integrating those keywords into content that people are actually looking for. I still don’t rank number one for my most desired keyword (identity theft), but I do rank on the first page for many of the Long Tail keyword phrases that my users search for (such as disaster identity theft, senior identity theft, and vacation identity theft).

It was a minor change in the larger picture. I was already creating content for the site, but by focusing on some of the terms that I learned visitors were using, I improved my web site’s search rankings. In at least one case, that improvement happened on the same day!

In other words, don’t discount the little things. Even minor details, such as refocusing your keyword efforts or adding the right tags in the right places, can make a major difference in the amount of traffic that your site receives.

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Domain Name | Considering URL structures

On October 12, 2009, In Article, Internet, Web Development, By admin

One more thing to think about as you’re choosing your domain name is how URLs will be structured as you begin to put your site together. Some URLs are very long and seem completely random. For example, take a look at any given product page URL for Amazon.com. If you copy and paste that URL into a document, it could be two or three lines long, and it won’t mean a thing to you after the Amazon . com part.

Ever notice how Amazon . com product pages rarely (if ever) seem to turn up in search rankings? That’s because the pages are dynamic, and a URL that exists on Amazon today may not exist there tomorrow. Dynamic URLs change. Often. And for a variety of reasons. Sometimes dynamic URLs are used on product pages, but they can also be used when content is drawn from a database on a visitor-by-visitor basis or when visitor tracking information is included in the URL.

Typically, search crawlers can’t effectively crawl sites that have dynamic URLs because the crawler can’t trigger the dynamic URL the way a user does. One way to deal with dynamic URLs is to use a program that rewrites them.

URL rewriting is a common practice in SEO, especially since Google stated that it can’t effectively crawl dynamic URLs. Unfortunately, even URL rewriting comes with a set of drawbacks. For example, because even a rewritten dynamic URL tends to be very long, they often wrap — or become two lines — in error messages or when used in blog posts or forums. The result is sometimes an incomplete URL that can’t be followed.

URL rewriting also introduces the possibility for errors, especially if the rewriting is done manually in the coding for a web page.

A better option is to use static URLs. Static URLs remain the same all the time. You can see static URLs all over the Web. Even blog posts have a temporary dynamic URL, but then once the post goes into archives, the URL becomes static and doesn’t change again. It helps to more effectively rank web pages that change temporarily and then become permanent.

Another advantage of static URLs is that, when used, these URLs can contain keywords that are meaningful not only to search crawlers, but also to the people who visit your web site. Static URLs are easier to read. They usually contain mostly words, with few numbers, and they never include randomly generated identifiers.

As you’re putting your site together, consider how it’s going to grow and how you’ll be naming the pages that you add to it. Part of that consideration is entirely site design and will be determined by the programming language that you use to create your site; but much of it involves forethought about how such matters will be handled. Discuss with your web site designer how you would like to have the URL structure handled. The designer will know how to ensure that your URLs are as usable as the rest of your site.

Again, it’s important to realize that domain naming is only one facet of SEO strategy. It won’t make or break your SEO, but it can have some effect. Therefore, take the time to think about the name you plan to register for your site and then how you plan to structure your URLs as your site grows.

If you can use a name that not only reaches your audience, but also lands you a little higher in search results and makes it easier to create useful URL structures, then by all means purchase it; but if no name really seems to work in the SEO strategy for your site, don’t get discouraged. You can make up for any domain-naming issues by implementing solid keyword strategies, tagging strategies, and other elements of SEO. Do try to keep your URL structure simple, though, even when your domain name might not be your first choice.

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Domain-naming tips

On September 6, 2009, In Article, Internet, Web Development, By admin

The question of what to name a web site is always a big one. When selecting a name, most people think in terms of their business name, personal name, or a word or phrase that has meaning for them. What they often don’t consider is how that name will work for the site’s SEO. Does the name have anything at all to do with the site, or is it completely unrelated?

Have you ever wondered why a company might be willing to pay millions of dollars for a domain name? The domain name business.com was purchased for $7.5 million in 1999 and was recently thought to be valued at more than $300 million. Casino.com went for $5.5 million and worldwideweb.com sold for $3.5 million. What’s so important about a name?

Choosing the right site name

Where SEO is concerned, the name of your web site is as important as many of the other SEO elements that you need to consider. Try this test. Use your favorite search engine to search for a topic, perhaps ‘‘asphalt-paving business.’’ When your search results are returned, look at the top five results. Most of the time, a web site containing those words will be returned in those top five results, and it will often be in the number one slot.

In other words, if your company name is ABC Company but your business is selling nutmeg graters, consider purchasing the domain name NutmegGraters . com, instead of ABC Company .  com. ABC Company may not get you in the top of search rankings, but the very specific nature of your product probably will; and both the content of your site and your domain name will attract crawlers in the way you want. Using a domain name containing a keyword from your content usually improves your site ranking.

A few more things that you should keep in mind when you’re determining your domain name include the following:

  • Keep the name as short as possible. Too many characters in a name mean increased potential for misspellings. It also means that your site address will be much harder for users to remember unless it’s something really startling.
  • Avoid dashes, underscores, and other meaningless characters. If the domain name that you want is taken, don’t just add a random number or piece of punctuation to the name in order to ‘‘get close.’’ Close doesn’t count here. Instead, try to find another word that’s relevant and possibly included in the list of keywords you’ll be using. For example, instead of purchasing www . yourwebsite2 . com, try something like www . yoursitesubject . com.
  • Opt for a .com name whenever possible. There are a lot of domain extensions to choose from, such as info, biz, us, tv, names, and jobs, but if the .com version of your chosen domain name is available, that’s always the best choice. Users tend to think in terms of .com, and any other extension will be harder for them to remember. Com names also tend to receive higher rankings in search engines than web sites using other extensions, so if your competition has www . yoursite . com and you choose to use www . yoursite . biz, chances are good that the competition will rank higher in search results than you.
    Try this: Choose a random term and then use your favorite search engines to search for that term. Looking only at the top one or two pages of search results, how many of those sites have an extension other than .com? If you do see extensions other than .com, they’re likely to be .org, .net, .gov, or .edu—and you probably won’t see many of those. That’s how prevalent .com is, and it illustrates why you should try to use it whenever possible.
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Does hosting matter?

On August 21, 2009, In Education, Internet, Web Development, By admin

This question comes up frequently when a company or individual is designing a web site. Does it matter who hosts your site? The answer is no, but that’s not to say that domain hosting is unimportant. Elements of the hosting have a major impact on how your site ranks in search results.

One of the biggest issues that you’ll face with domain hosting is the location of your hosting company. If you’re in the United States and you purchase a domain that is hosted on a server in England, your search engine rankings will suffer. Geographically, search engine crawlers will read your site as being contradictory to your location. Because many search engines serve up results with some element of geographical location included, this contradiction could be enough to affect your ranking.

The length of time for which you register your domain name could also affect your search engine ranking. Many hackers use throw-away domains, domain names that are registered for no more than a year, because they usually don’t even get to use the domain for a full year before they are shut down. In fact, the typical malicious web site is online for less than four months, and usually for no more than a couple of weeks to a month. For this reason, some search engines have implemented ranking criteria that give priority to domains registered for longer periods. A longer registration also shows a commitment to maintaining the web site.

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Website Graphics | Is it needed?

On July 12, 2009, In Article, Internet, Strategies, Web Development, By admin

Images or graphics on your web site are essential. They’re also basically ignored by search engines, so what’s the point of putting them on your site? There’s a good reason that has nothing to do with SEO. Without images, your page is just boring text. You’re not going to be happy with using plain text instead of that cool, new logo you had designed for your company, and neither are your users. They want to see pictures.

If images are a must on a web site, then there should be a way to use those images to increase your web site traffic or to at least improve your site ranking. And there is.

One technique that will help your SEO make use of graphics on your site is to tag those graphics with alt tags inside the img tags. The alt tags are the HTML tags used to display alternative text when a graphic is present. An alt tag should be a short, descriptive phrase about the image, which includes the keywords used on that page when possible.

The img tags are the tags used to code the images that appear on your web site. Here’s an example of what an img tag, with an included alt tag, should look like:

<img src=”pic1.jpg” alt=”alternative text”/>

Here’s how that tag breaks down: <img src=”pic1.jpg” is your image tag; alt=”alternative text”/> is your alternative text tag. The alternative text tag is where your keywords should be included if at all possible.

You want to tag your images as part of your SEO strategy for two reasons. First, crawlers cannot index images for a search engine (with an exception, which is covered shortly). The crawler ‘‘sees’’ the image and moves on to the text on the page. Therefore, something needs to take the place of that image, so the crawler can index it. That’s what the alternative text does. If this text includes your keywords, and the image is near text that also includes the keywords, then you add credibility to your site in the logic of the crawler.

The second reason you want to tag your images as part of your SEO strategy is to take advantage of image-based search engines, such as Google Images. These image-based search engines are relatively new, but they shouldn’t be undervalued. Just as a search engine can find and index your site for users searching the Web, image-based search engines find and index your images. Then, when users perform a search for a specific keyword or phrase, your image is also ranked, along with the text on the pages.

Image searches are gaining popularity, so crawlers like the one Google uses for its Google Images search engine will gain momentum, and image searches will add to the amount of web site traffic that your SEO strategies help to build. Conversely, while not discounting the value of images, don’t overuse them on your web pages either. As with any element of a web page, too much of a good thing is not good strategy.

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How to build a site?

On June 3, 2009, In Education, Internet, Web Development, By admin

One of the most common misconceptions about SEO is that it is implemented after a web site has been built. It can be, but it’s much harder to be successful when your site isn’t built on a solid SEO foundation. A better option is to consider SEO before you begin to build your web site, if that’s possible. It may not be; but if that’s the case, you can still implement SEO strategies in the design of your site — it will just require a lot more work than building it in at the beginning.

Know your target

Before you even start contemplating how to build your web site, you should know in what types of search engines it’s most important for your site to be ranked. Search engines are divided into several types beyond the primary, secondary, and targeted search engines. Search engine types are also determined by how information is entered into the index or catalog that’s used to return search results. The three types of search engines are as follows:

  • Crawler-based engines: Up until this point, the search engines discussed fall largely into this category. A crawler-based search engine (such as Google) uses an automated software agent (called a crawler) to visit, read, and index web sites. All the information collected by the crawler is returned to a central repository—a process called indexing. It is from this index that search engine results are pulled. Crawler-based search engines revisit web pages periodically in a time frame determined by the search engine administrator.
  • Human-powered engines: Human-powered search engines rely on people to submit the information that is indexed and later returned as search results. Sometimes human-powered search engines are called directories. Yahoo! is a good example of what, at one time, was a human-powered search engine. Yahoo! started as a favorites list belonging to two people who needed an easier way to share their favorite web sites. Over time, Yahoo! took on a life of its own. It’s no longer completely human controlled. Newer search engines such as Mahalo and Cuil are entirely human powered, however, and this is creating a buzz on the Web. Human-powered search engines add an element of personalization to search that fits in with the current social nature of the Web.
  • Hybrid engines: A hybrid search engine, as you might guess, is not entirely populated by a web crawler or by human submission. It is a combination of the two. In a hybrid engine, people can manually submit their web sites for inclusion in search results, but there is also a web crawler that monitors the Web for sites to include. Many search engines today fall into the hybrid category to at least some degree. Although the majority are populated mostly by crawlers, others offer some method by which people can enter their web site information.

It’s important to understand these distinctions because how your site ends up indexed by a search engine may have some bearing on when it is indexed. For example, fully automated search engines that use web crawlers might index your site weeks (or even months) before a human powered search engine. The reason is obvious: The web crawler is an automated application. The human-powered search engine may actually require that all entries be reviewed for accuracy before a site is included in search results, and that takes time.

In any case, the accuracy of search engine results varies according to the search query that is used. For example, entries in a human-powered search engine might be more technically accurate, but the search query that is used will determine whether the desired results are returned.

Page elements

Another facet of SEO to consider before you build your web site is the elements needed to ensure that your site is properly indexed by a search engine. Each search engine places different importance on different page elements. For example, Google is a very keyword-driven search engine, but it also looks at site popularity and the tags and links on any given page.

How well your site performs in a search engine is determined by how the elements of your page meet the engine’s search criteria. Every search engine looks for the following main criteria:

Text

Text is one of the most important elements of any web site. Of particular importance are the keywords within the text on a page, where those keywords appear, and how often they appear. This is why keyword marketing has become such a large industry in a relatively short time. Your keywords make all the difference when a search engine indexes your site and then serves it up in search results.

Tags

In search engine optimization, two kinds of tags are important on your web site: meta tags and HTML tags. Technically, meta tags are HTML tags; they just appear in very specific places. The two most important meta tags are the keyword tag and the description tag.

Links

To be of value, the links on your web pages must be related to the content of the page, and they must be active links to real web sites. Broken links can lower your search engine ranking. Links have always been an important factor in how web sites rank on the Web, but the abuse of linking that we see so often today started just a few years ago, about the time that Google became the big name in search.

Popularity

One other consideration, even before you build your site, is the site’s popularity. Many search engines include a criterion for the number of times users click on web sites that are returned in search results. The more often the site is selected from the search results, the higher in the ranking it climbs.

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