Before you can even start writing your site content, it is essential for search engine optimization and high google page rank, that you first develop the table of highly profitable keywords applicable for your Web site, and the corresponding site structure.

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Now it's time to fill that structure with content that accomplishes two critical goals...

1) Deliver valuable information to your readers - your visitors must get what they are looking for. Help them solve their problems and quests. Satisfy the whole reason why they are doing the search. You must really know and like the subject for this.

2) Convince each search engine that you are the most relevant (at least in the Top 30, preferably in the Top 10) for the keywords that you target. Keywords are one of the most important things in search engine optimization.

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Here are your goals in more detail...

1) Your potential visitors must find you on the first or second page of the search results for your keyword. Otherwise you simply don't exist for that word.

2) Your potential visitors must read the Title and Description that are listed in the search results, and must find it attractive and sufficiently compelling to click to your site.

3) Your visitors find valuable site content that helps them solve their problems, and so learn to trust you, and follow your recommendations, whatever that's a click on the link to an affiliate program, buying your product, subscribing to your newsletter, etc.

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If you have developed the structure of your site properly, your search engine optimization work will be much easier and you'll never have to worry about the search engines, because their product is the quality of their results, and your pages help them make their product better...

• Your pages are optimized for relevant keywords and deliver quality content to searchers.

• No off-target keywords to suck in untargeted customers.

• No page cloaking or invisible links or anything else that is not natural for a true content site.

• No wasting your time on creating multiple versions of the same site, one for each major engine. Instead, focus on building one "best fit" site that scores well with most of the engines for most of your words. Then spend your time on creating another site.

• No multiple doorway pages which are specially created as part of a search engine optimization campaign and higher google page rank. The fact is that every page which is optimized to rank well, is acting as a "doorway" to your Web site.

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Each page should contain content that is about one of your most profitable keywords. This is the keyword that you want the search engines to rank highly. We'll call this word the specific keyword from now on. As you write the page, you focus upon using this keyword slightly more than your high school English teacher taught you was "good English."

There are also general keywords - the more generic words that are associated with your specific keywords. For example, if your specific keyword is "search engine optimization," your general keywords would be "placement," "ranking," "positioning," "promotion," etc.

You'll never be successful in optimization campaign for general keywords by themselves - there is just too much competition. Even if you win, the traffic is just too non-targeted to be interested in your specific niche.

But if you blend some general keywords with your specific ones, you'll do well when searchers use word combinations. You only need to include them once or twice - you're not trying to get top ranking for general keywords. You are interested in combinations of general keywords with the specific one, which bring excellent, highly targeted visitors.

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Optimizing the body copy

Now it's time to write the actual body of the page that provides valuable information for human readers and is optimized for high search engine ranking and google page rank.

Here are strategic places in the page that should include your keywords...

Title tag, Description Meta tag, Keywords Meta tag

H1 and other header tags

The headlines are more important than the regular body copy for both your human readers and for the search engines. Always include your keywords in the heading tags, preferably as the first words of the heading.

The regular text of the page

Plan to put not less than two hundred words on the page. Don't make the page too long. Sprinkle the keywords throughout the copy more often than your high school teacher would have liked. But your human visitors must not feel that you have deliberately repeated a particular word or phrase throughout the page. Make sure the copy is coherent and compelling. Don't simply repeat your keywords over and over.

Use your keywords at the start, middle, and end of your content. This will emphasize an overall theme on your Web page and will give you a better search engine and google page rank. Use your keywords more frequently in the opening two paragraphs, and also in the closing paragraph. The first sentence must contain the keyword.

And also sprinkle one or two your most important general keywords, and a common synonyms and variations that has nearly same meaning as your specific keyword. If someone searches with one of these general keywords AND part or all of the specific keyword or its synonym, you'll have a good chance of being found.

In addition to high search engine ranking, make sure that your site is presented attractively in the search results. Some engines don't use the META Description tag in their search results. They will usually use the first few lines of text in the body of your page and display them as the description, so make sure these lines are attractive to humans.

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Image ALT tag and name of image

The Alt tags are used as a convenience for those who surf the Web with graphics turned off. The Alt tag text should contain the specific keyword or phrase. Use complete sentences and a different sentence for each tag.

And include your keyword in the image name. For example...
high-search-engine-ranking.gif

Link tags

The page should contain not less than two or three links to other places. A page with one link will trigger the spam penalty in some search engines. Include your keywords in the visible text under the link.

If possible, include your keywords in the text of incoming links (links to your page from other pages). This can lead to a higher search engine ranking for your page. Try to link to other pages which have the keyword in the file names. This can again lead to a higher google page rank for your page.

File name

Include your specific keyword in the file name of your html page. Separate the individual words of the keyword by hyphens. This will get you a higher relevancy in some search engines. For example...
high-search-engine-ranking.shtml

The only exception to this, of course, would be your home page. It must be named "index.html," and its specific keyword should be included in the domain name.

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Comment tags

While most major search engines will ignore the text within the Comment Tags, some will index the text present within them. This is an opportunity to use the keyword or phrase thereby increasing the density and relevance. As with the alt tags, use complete sentences and a different sentence in each comment.

Here are some general rules of writing the body of the page...

• Include content on each page, not just graphics and links. Search engines index by content and desperately need words. Pages that are less graphical and more text oriented have better search engine rankings.

• Avoid items that do not add content to be indexed. These items include banners, counters, cgi, Java or JavaScript.

• Keep your content focused to a single theme per page. Focus on one specific keyword. Blend in common synonyms for your keyword and some general keywords to cover multi-word searches. Not too much, though, or you'll dilute your most important keyword.

• Never place the same keywords directly beside each other. A search engine will think you're trying to spam it and you'll get a lower google page rank.

• Try to position your keywords near the beginning of every piece of your HTML... headline, body copy, Alt tags, etc.

Meta Tags and high search engine placement

Though META tags alone won't carry you to a high search engine placement, it's still crucial to create effective title, description, keywords, and other tags.

Meta tags are contained in the HEAD section near the top of the page. They're not displayed to the end user unless you view the source code of the page. They allow webmasters to provide information to a browser, search engine, or automated program (i.e., robot).

They are ignored by default unless the browser or search engine specifically recognizes them. There are several meta tags, but we'll cover the most important...

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Title tag

This is the first and most important tag in search engine placement algorithms. Ideally, the Title tag should contain five to ten good, descriptive words and not exceed 70-80 characters. The specific keyword should be used, preferably as the first word of the title. Remember, the title appears as the link in search engine listings, so you need to make it attractive to humans as well.

For example...

Meta Description tag

This is the second important tag in search engine placement algorithms. The Description tag is used by many search engines as a short description of the page in search engine listings, so don't repeat the Title in this tag, and make sure it's attractive, without being misleading. It should not exceed 150-200 characters. The specific keyword should be used at least once (try twice if it fits and see how it ranks). Include common synonyms and one or two of your most important general keywords.

For example...

Meta Keywords tag

The Keywords tag is designed to tell the search engine what keywords are important to your page, and thereby how people should be able to find you when they search. But this meta tag has almost completely lost its relevance as far as search engine positioning is concerned - it hardly affects the google page rank these days.

However, just to be on the safe side, you should include the specific keyword and one or two of your most important general keywords in the Keywords tag. You can also include some of the common upper/lower case variations of the keyword. The rules for the Keywords tag are simple - don't repeat any keyword more than three times and don't repeat the same word one after another even if separated by a comma - it can get you penalized for spamming.

Don't create a long list of keywords. Consider including synonyms to your specific keyword and related words that may not be in the document itself, including misspellings. You may grab some extra rankings that way.

For example...

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Meta Robots tag

This tag contains instructions to web-indexing robots, as to whether or not to index this page and to follow the links on it. By default, robots both index and follow everything, unless you tell them not to. So, you generally don't require this tag.

However, you may need to prevent the search engines from spidering the pages containing Meta Refresh tags or other risky techniques that are often used for spamming, because the search engines may penalize your site for this.

For example...

will tell the robots that they shouldn't index this page, but they should follow the links that are on it.

Meta Revisit tag

The Revisit tag defines how often a search engine or robot should come to your Web site for re-indexing. This meta tag is supported by many search engines and is often used to control search engine placement of Web sites that change their content on a regular basis.

For example...

The following Meta tags control your visitors' browsers...

Meta Expires tag

The Expires tag allows you to force the browser to not cache a page, so that it loads a new copy from the server each time the page is viewed. It is primarily useful for pages with dynamic content. Just set the expiry date to 0, and caching will be disabled...

To make a page expire at a specific time in the future, spell it out in Greenwich Mean Time...

Meta Refresh tag

The Refresh meta tag will automatically send users to another URL, after a specified amount of time has elapsed. The syntax for the content part is...
the number of seconds to delay, then a semicolon, then the new destination URL.

For example...

Note that the search engines don't like Meta Refresh tag and either ignore the current page and index the second page or may not index the site at all.

There are many more Meta tags that can be used for special occasions, but they're fairly rare.

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Controlling Web Crawlers

Web crawlers are programs created by search engines that go around the Internet and create an index of all collected information. The index allows search engines to take queries from users and show all matching pages. Web crawlers are also known as search engine spiders or robots.

You can specify that some parts of your site should be private and non-searchable. You can control how Web crawlers index your site at different levels - the entire site, specific directories, and individual pages. The keys are...

• robots.txt - a simple text file that specifies instructions for a large number of pages on your site.

• robots meta tag - a command that can be used on individual web pages.

Normally, if you want the search engines to be able to spider all the pages of your site, you don't require a robots.txt file or robots meta tags at all. However, you may need to prevent the search engines from indexing the printer-friendly versions of your pages which can be considered as duplicated content. Or, you may want to block the engines from spidering the pages containing meta refresh tags or other risky techniques that are often used for spamming, because the search engines may penalize your site for this.

robots.txt file

It's a simple text file that resides on the server and prevents somes pages of your site from being accessed by Web crawlers. When a search engine spider visits a site, it first looks for a robots.txt file. If it can't find one, it will spider all the pages. If it does find such a file, it will read it to find out which pages you don't want it to spider. And then it will spider only those pages which you haven't disallowed.

This file must be uploaded to the the top-level directory of of your site, not a subdirectory. Remember to use all lower case for the filename: "robots.txt", not "Robots.txt". Some sites recommend you to use robots.txt to block paid content you don't want people to see, but this isn't a good idea. The robots.txt file is a publicly available file. Anyone can see what sections of your site you want to hide by typing "http://www.YourSite.com/robots.txt". Requiring a username and password to access the premium content is much more effective.

Here are some examples of robots.txt...

To exclude all Web crawlers from the entire site:

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All search engine spiders (indicated by "*") are instructed to not index any of your pages (indicated by "/").

To allow all crawlers full access:

(or just create an empty robots.txt file, or don't use it at all).

To disallow all robots from crawling some directories and pages:

You need a separate "Disallow" line for every URL you want to exclude.

To exclude a single crawler:

You give instructions only to Google.

To allow a single robot:

As you see, the rules of specificity apply, not inheritance.

Note also that globbing isn't supported. The '*' in the User-agent field is a special value meaning "any robot". Specifically, you can't have lines like "User-agent: *bot" or "Disallow: /print/*.html".

robots meta tag

It's an alternative to robots.txt if you can't upload robots.txt to the root directory, or you simply need to restrict Web crawlers from a few pages on your site. The robots tag contains instructions to search engine spiders, as to whether or not to index this page and also to follow the links that are on it. By default, spiders both index and follow everything, unless you tell them not to.

Typically, a Web site owner would submit the main page and the robots would visit your site and collect all subpages and related links from your main page. So, you generally don't require the robots meta tag.

This tag looks similar to any meta tag, and should be added to the HEAD section of your page. Here are a few examples...

Unnecessary commands:

All these commands tell search engine spiders to index the page and follow links found on it. However, all search engines do this by default anyway.

The following commands disallow indexing of the page:

The spiders will still follow the links found on the page.

To instruct crawlers to not crawl links contained within the page:

The spiders will still index the page.

To make the page and the subsequent pages to which it links invisible to search engines:

They disallow both indexing and following the links.

To instruct search engines to not place your page in their cache:

Almost all search engines offer little cache links in their results, which bring to the latest copies of the pages. This tag is useful if your page is dynamic and you don't want your visitors to have access to its old content.

Image Optimization

Image optimization for search engines is a vital and growing trend in the industry. With little bit of efforts, a huge amount of traffic can also be gathered through image searching. The modern Image Search applications are coming up with features that help in getting significant traffic of popular search engines as Google, Yahoo and MSN.

Given proper attention and focus kept, Image Optimization can bring vast changes to the overall layout of the website as well as to popularity amongst various search engines and higher google page rank.

Let us briefly overview here few tips to optimize the images in your WebPages and to have better SEO implementation:

Image Naming

While naming the images, it's better to prefer the keywords allocated for the website. Instead of naming an image as "Image-A"; Name it as "SEO-LOGO".

Secondly, hyphens in image names are always a preferred choice as "SEO-Image-Optimization.jpg".

Image File Size

Optimized file sizes are always a recommended choice in SEO industry. Smaller the file size, greater would be the performance boost. Large images affect the website's performance adversely. It would add up to the page size and will also make the page hideous for dial up users. Users don't like to stay on a web page taking time to load up.

Using 'ALT' Tags

Always use ALT tags in <IMG> for better optimization of the images. Let us show you an example of how to rightly place ALT in the IMG tag:
<IMG SRC=”/images/SEO-Services.jpg” HEIGHT=”150” WIDTH=”225” ALT=”SEO Services and Packages” />

Image optimization plays a great role in pulling traffic from search engines as Google Images; it also enhances the keyword saturation for a web page.

All the top SEO consultants term Image Optimization equally important and necessary as content optimization, hence do consider it and search engines would never fail to have you enlisted highly on SERP (Search Engine Result Pages).

Keywords and Seo

Keyword analysis, research and the proper implementation of this analysis and research is a significant search engine optimization activity in any SEO process. Before starting any search engine optimization or any search engine marketing activity including sponsored listing or any type of paid campaign in search engine, you have to be very precise about the keywords. Proper keywords implementation result in better output from a search engine related campaigns and increase google page rank of a website.

The keywords research and analysis include to ascertain which keyword can generate more revenue as all the search engine optimization activities for website are having one aim, more and more sales. It may happen that a keyword may be bringing more traffic but it may not be enhancing the image of your services or product and thus, it is not increasing the sales from a website. So the use of proper keywords (related to product and services) are the basic ingredients of website success.

Keywords analysis tools are popular as they suggest keywords along with the usage statistics but are they helping in increasing the sales from website? For proper keywords analysis, only expert web site optimizers are helpful as it happens that at times the logic in keywords density analysis tools fails to ascertain the most related keyword to web site product and services. So it is useful to hire the services of professional search engine optimizer to ascertain keywords.

The manner of keywords research and analysis may differ but the keywords used by competitor web sites and pages are given more emphasis. Likewise, help of search engine itself if taken for ascertaining the best keywords. A great free tool for finding related and best suitable keywords for your website is Google Adwords Keyword Suggestion Tool. This tool would help you find good keywords for higher google page rank.

After the ascertaining of keywords, the next step involved in optimization is the proper usage of the keywords, they keywords should not be stuffed in all the pages, keyword stuffing is disliked by search engine, it is better to plan keyword distribution based on importance of keywords. More competitive keywords are difficult to optimize as compare to less competitive keywords hence if it is desired that immediate results of optimization activities be seen, then less competitive keywords are to be chosen as competitive keywords require more time and effort for optimization.

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