Cut to the Quick in regards to Search Engine Optimization (SEO)...Although entire books have been written on this subject of search engine optimization (SOE), I will show you how to quickly get started with it and how to optimize your webpages for it. This information will help you to be quite effective in your efforts and show to be successful because it has worked for me and countless others. On the other hand, like anything else, your mileage may vary, especially in direct relation to the amount of competition you may be up against.
Search Engine Optimization Tips for your Website
The Obvious yet Central Idea of Search Engine Optimization
Search engines show results based upon two factors:
- What a user searches for (aka a search string or search phrase), and
- What webpages best match the search string.
Some may argue that money plays another factor but we’ll exclude the money part and focus upon the two factors listed.
Important Points of Search Engine Optimization
A few important points need mentioned here.
First, the search results are based upon individual pages and not on an entire website. You could design a website with multiple pages that contain detailed information about your product or service yet your individual pages may still be listed a few pages into the search results.
Next, the entire search string determines the search results. This sounds obvious but can be easily missed. This is directly linked to the next point.
Finally, the search results are based upon the closest and best match of the entire search string. Typically the closest match is the exact match.
The Keys to Search Engine Optimization (SEO)
So, you may be asking, what is the key to a higher listing in the search results? There are three keys, actually. All three keys work together to determine a page’s rank in the typical search result.
The first key is that web pages which contain an exact match of the search string within the web page content are listed higher.
The second key works with the first. The second key is that those web pages that specifically contain the exact search string within the content of the web page more frequently are listed higher.
The third and final key is that how the search string is contained in the web page also helps to determine a page’s position in the list.
Do not abuse the keys! Your website can be thrown out of the search results if you overuse a search phrase within your web pages.
The First Two Keys of Search Engine Optimization
As previously mentioned the first and second keys work closely together. In order to use these keys start thinking about the product or service you are promoting. Determine a few good phrases that best fit your product, service, or business. While thinking of some phrases, also think of what search string someone may search for in order to learn more about your types of products, services, or business.
Once you have a few phrases, browse use a keyword tool such as Google’s Keyword Planner (www.google.com/sktool). Use their Planner to lookup your phrases. In the keyword search results I tend to use phrases that are as close to my product as possible while having Medium or Low competition in order to improve my page rank.
Use this and other search engine keyword tools to find the best matches for the web page you are designing. Remember that if you have multiple products, you ought to follow this procedure for each product or service page on your website.
While going through your search phrases list, narrow it down to two or three. Although it seems odd, the narrower the focus is the better your chances of getting higher on the search result list.
You should then use these exact phrases in your related product and service pages. For example, pick the best phrase and add that exact phrase to the full name of the product; use it and the other phrases in the product description, in the list of product benefits, in the product tips and suggestion sections, etc. Use the phrases frequently but don’t overuse it where it becomes monotonous to your potential customers or where a search engine may reject it.
The Third Key of Search Engine Optimization
The third key is in regards to how the search string is formatted and used in the webpage. Here are some examples of web page formatting:
- the search string is contained in the web page title;
- the search string is contained in the page subtitle;
- the search string is included in sectional headers in the page;
- the search string is emphasized (in italics, in bold, or underlined) in the page;
- the search string is used in the meta data part of the webpage; and
- the search string is used in the name of the URL.
All but the last two items are self-explanatory, so I’ll explain the last two.
The meta data part of a website is mentioned previously in this guide. When you modify the meta tags for a web page, ensure that you put the search string as part of the Description section and in the Keywords listing. In regards to the keywords listing only use a search phrase once.
You can use the search string in the URL by naming the filename of the webpage to include the search string, by having the search string in the domain name, by having the search string in a directory name, and by having the search string in the subdomain name. Here are some examples of using the search string “natural furniture polish” in a URL:
- Used in the filename of the webpage: http://www.crosstimbershaven.com/furniturepolish/natural-furniture-polish.html
- Used in the domain name: http://www.naturalfurniturepolish.com
- Used in a directory name: http://www.crosstimbershaven.com/furniturepolish/
- Used in a subdomain name: http://www.crosstimbershaven.com/furniturepolish
Precautions of Search Engine Optimization
You should format your web pages accordingly but don’t overdo it.
Some potential customers who perceive a page is overusing their search phrase can conclude that your web page is tricking him or her in some way, and as a result the person will leave your page and try another item in the search result list.
Many do not like a nagging salesperson, and a salesperson who behaves like a robot by repeating the same phrase repetitively can be just as annoying. So be creative, be cautious, and be resourceful when formatting and including the search phrase in your webpages.