Search
engine algorithms have become very advanced particularly in their ability to
analyze the interlinking structures of the web and to determine unnatural
linking practices (or 'link schemes' as they are often referred to). Techniques
like reciprocal link building which worked well a few years ago, now fail to
significantly improve ranking and can in fact cause serious problems if
undertaken on a large scale or free-for-all uncontrolled manner.
The latest search engine algorithms place significant emphasis on determining
the trust and authority of a site by analyzing who links to it. Get links from
reputable sources relevant to your particular field and you will be rewarded
with higher search engine ranking.
Because
the search engines possess a finely honed ability to determine the quality and
relevance of links there's little doubt that SEO is becoming much more
difficult. Higher quality one-way links are now required and not just to the
website homepage, but to every category and service the website offers through
a process called deep linking (acquiring links to internal pages or your site).
These links should ideally be placed on relevant content-rich pages in the body
content of the page, not on content-devoid pages that consist solely of lists of
links or are used for 'link exchange' purposes.
If you want to avoid search engine penalties, it has been shown time after time
that the most successful web design and SEO strategies take into account Google
Webmaster Guidelines. Taking this into account, here are some best practice SEO
tips to help promote any new website:
1. Test Website Accessibility Thoroughly
Before spending hours optimizing your website content, check that search
engines can actually find it. JavaScript Navigation Systems can be inaccessible
to search engines, as can links inside Macromedia Flash content. Search Google
for 'search engine simulator' and use one of the free tools to check that all
pages on your site are accessible. If not, re-design your website navigation
system using text links or CSS drop-down menus.
2. Check Cross-Browser Compatibility
A site which doesn't work in one or more web browsers will result in lost
business as visitors turn away in the hundreds. Before embarking on SEO, check
your website renders properly in all current browser versions of Internet
Explorer, Firefox, Safari and Google Chrome.
3. Each Page Should Have a Unique Purpose
No two pages should be optimized for the same keyword and the site's structure
should have a sensible hierarchy where main services and categories receive
links from all website pages in what is called the persistent navigation. Less
important pages should be linked from inside these sections or categories
rather than in the main website navigation.
4. Research Keywords Buyers' Use
Spend time doing thorough keyword research and always consider terms potential
buyers would use when looking for the products or services you sell. Use a tool
like the Google Adwords Keyword Tool to check local volumes and competition for
keywords and build rich content around these identified terms using unique
keywords on each page.
5.
Write Semantic Copy
When writing copy consider the fact that search engines now attempt to extract
meaning from your content by analysing the mixture of keywords you have used.
For this reason a page will achieve higher relevance if it covers a topic from
all angles and contains many different complementary keywords relevant to that
topic rather than repeating the same phrase time and time again. Start by assigning
a page an H1 heading (the main page heading) and then breaking the topic down
into four or five sub-topics each of which should have an H2 or H3 sub-heading.
Each sub-topic will then have its own sub-set of keywords around the main
topic. This technique can significantly improve the semantic meaning extracted
from any content.
6. Build Website Value
Write compelling original content that is in-depth, topical and relevant. Don't
be tempted to copy content from elsewhere on the web as search engines employ
advanced duplicate content detection. Write about topics which aren't covered
extensively elsewhere and provide valuable content which is helpful to your
readers. Websites with unique content and value consistently sustain higher
readership and acquire more quality links which in turn lead to higher ranking
and readership.
7.
Use a Unique Title Tag for Each Page
Each page on your website should have a unique page Meta Title Tag. Just to
clarify, this is the TITLE tag inside the HEAD area of the HTML code. The Meta
Title remains one of the most important aspects of SEO and is one of the top
five Google ranking factors even after the latest search engine algorithm
changes. Title tags should be less than 70 characters including spaces and
should contain the page's main target keyword along with a secondary keyword
alongside your brand (if needed). Avoid repeating the same keyword more than
once and place the most important keyword at the beginning of the title.
8. Write Unique Meta Descriptions for Each Page
While the Meta Description Tag now has little overall ranking influence, it is
still frequently used by the search engines in the search results when listing
your site's pages. For this reason it is important. Having well written, unique
Meta Description tags can significantly improve click through and result in
more website traffic. Meta Descriptions should be around 160 characters long
including spaces and comprise an accurate description of the page with a
compelling reason to visit it. A few of the main target keywords should be
incorporated towards the beginning of the description. The Meta Description can
be found inside the HEAD area of a web page.
***
By Steve Larkins (c)
2011
SEO News
[seo@seo-news.com]
