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SEO Tactics Explained

19-02-2013 10:55:37
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General Search Engine Optimization

Search Engine Optimization is a process in which the content and meta information in website pages are created and arranged in a way that allows search engine robots to easily crawl and index for the search engine database. Search bots crawl the site using a sitemap file that should include each page URL the site owner wishes to have indexed. While crawling the site, the bot is analyzing page titles, meta information, URL, headlines and content to perform a word count that will determine what the page is about based on the keyword matches from the afore mentioned criteria.

Words emphasized in bold or italics are given greater consideration in the process. Internal and external page links are also scored and when linked to relevant content will help increase the ranking of a particular page.

When a search engine user types their search criteria into a search engine that has indexed your website, the site information stored in the index database is scored against the user's search criteria along with all other pages in the database. The pages are then ranked accordingly based on all of these factors and localization.

Search Localization

Localization is the proximity of the business to the user's physical location when searching. This is determined using the IP address by which the user is accessing the Internet along with matching the described physical locations of businesses in that area. You can test this by going to http://www.geobytes.com/iplocator.htm. This page will obtain your IP address and tell you where you are located and the distance you are from various cities surrounding you.

Organic Ranking

Organic ranking is where your page falls within search results without payment to secure a higher page rank. Higher ranks are accomplished by performing the tasks outlined in the general search engine optimization strategy listed above. When thinking about your SEO strategy, you should try to be as concise as possible to a particular product type, product or service and not try to be everything to everyone. The more concise your SEO is, the higher you will rank for the keyword set you choose to establish as your primary business market.

The more concisely focused copy you have in your pages will also help you achieve a greater results ranking in search engines.

Paid Ranking

Most search engine sites, certainly the larger ones Google, Bing and Yahoo, have paid search results that generally places you in the top three positions, or to right side of the page based on a keyword bid. The higher you bid, the closer to the top you will be listed in the search results.

Forgot to mention, keep separate title, keywords and description tags individual per page. If you have a header writing the same tags for the entire site, it will be penalized.

I'm am often asked by clients what they can do to rank higher organically in search results. While this is a complex and time consuming part of administering a website, once you know the rules to follow, it requires less work for vastly improved results.

First, don't submit anything to search engines until you are ready for your site to be indexed and indexed correctly. Each change you make once indexed can actually have a negative impact on your page rank.

When clients plan to attempt search engine marketing and placement themselves, I always recommend establishing a Google Webmaster Central account for instructions and to track their results. Simply go to: https://www.google.com/webmasters/tools/ and click on signup in the top right corner of the page. There is no need for me to go into great detail here, as they have a mountain of instruction on their site.

A well-built hierarchy requires each page to have a link from at least one page above. So think of your website like an org chart, or an upside down tree, where the core roots are at the top, and link to subsequent branches as they drill down. For instruction on building your hierarchy correctly, reading "http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35769" will be a great help.

Naming your pages is crucial to success, i.e. 'medical-payment-negotiation.html' will rank much better than 'mdPayNeg.html'. Make the titles and page content match the page name, and if you know how to use a .htaccess url rewrite, you can get even higher ranking. But careful, it needs to be done right. This page can help explain: http://www.generateit.net/mod-rewrite/

Once you have your pages in place with a well established hierarchy, go to: http://www.xml-sitemaps.com/ and generate your sitemaps by inserting your primary URL. This will provide several sitemaps that should be loaded into the root directory of your website. The one called "urllist.txt" is the one that you are going to submit to Google through webmaster tools. But as previously mentioned, this is only done once the site has been optimized. Once submitted, this will trigger a GoogleBot crawl of your website for indexing. You do this only after finishing your optimization because once done, it's done, and it's hard to get Google to come back and index the site again.

Be very concise with your tags. Trying to be everything to everyone gets you penalized. The more concise, the better your ranking.

I use only several tags (below) and the tag content on each page is different and matches the page name and content in the page.

Tag Examples:

<title>Try to summarize exactly what the site is about, products and services offered and location in one concise sentence.</title>

<base href="http://yourdomain.com" />

<meta name="description" content="similar to the title, summarize products and services for a particular page here in once concise sentence" />

<meta name="revisit-after" content="2 days">

<meta http-equiv="Content-Language" content="EN, ES" />

<meta name="abstract" content="The abstract is a more extended decription of your website, products, services, locations, management, and should be inline with the page content." />

<meta name="author" content="Name, location, contact" />

<meta name="distribution" content="United States" />

<meta name="copyright" content="Name or Company Name" />

<meta name="document-rating" content="General" />

<meta name="robots" content="INDEX, FOLLOW" />

 

Hope this helps answer some questions you might have. If we can be of further assistance, please call us at 954-563-0080.

 

 

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