| Search engine optimization is primarily about getting | | | | should not exceed 150-200 characters. |
| your website tuned up to optimum effectiveness as | | | | THE "KEYWORDS" TAG IS FADING IN VALUE, |
| far as search engines are concerned. However, the | | | | BUT.... |
| intent is to get a good search engine placement so | | | | It used to be that search engines wanted YOU to list |
| that more humans will be exposed to the "opportunity" | | | | the important keywords in your website. These days, |
| to visit your website. If done properly, the steps you | | | | the programs used by the search engines generally |
| take to optimize your website for search engines can | | | | extract the pertinent and relevant keywords from the |
| also often be used to optimize your site to get website | | | | content of the page itself and ignore the keyword tag |
| traffic. After all, it accomplishes little to get a good | | | | completely. Many website designers have gone so far |
| ranking by a search engine and yet be passed over | | | | as to drop this tag. I and others leave it in for three |
| by the human viewing the search engine results. | | | | basic reasons; we are used to using it, there may be a |
| In another article, "Website Traffic And Search Engine | | | | search engine somewhere that still uses it and why |
| Optimization: The Domain Name", I pointed out ways in | | | | miss out, and in some cases where relevant |
| which choosing the right domain name could be a step | | | | keywords cannot be picked up from context, the |
| towards search engine optimization AND increased | | | | keyword tag may be the coin toss that decides the |
| website traffic prior to the registration of the domain | | | | issue. How valid these arguments are, I have no way |
| name and website design considerations. In this article, I | | | | of knowing, but it is just as easy to put in a keyword |
| would like to discuss four basic areas that should be | | | | tag as not. Simply list your keywords, separated by |
| considered in planning and designing the website itself: | | | | commas. |
| 1. The Title Of The Website | | | | THE "REVISIT" TAG SAYS "YA'LL COME BACK, |
| 2. The Meta Tagsa. The Description Meta Tagb. The | | | | NOW, YA'LL HEAR?" |
| Keyword Meta Tagc. The Revisit Meta Tag | | | | While not specifically a search engine optimization item, |
| 3. The Content Of The Website | | | | the "revisit" tag may help provide more website traffic. |
| THE TITLE OF THE WEBSITE IS THE HEADLINE | | | | The "revisit" tag tells a search engine spider to return in |
| If you think of your website as the best advertisement | | | | so many days to reindex the site. This can be of great |
| you can design and construct about your business or | | | | importance with a site that updates data regularly, but |
| product, then the title is the headline. The title is | | | | might only get indexed by the search engines at longer |
| embedded in the head of the website. Most objects in | | | | intervals. |
| the head are normally visible only to search engines. | | | | I have heard and read that when some search |
| However, the title is visible to both search engines and | | | | engines revisit a site, the site tends to rise in placement |
| visitors. In fact, the title of the website is normally the | | | | level. I have not been able to find a definitive statement |
| first clue a potential visitor has about your website, as | | | | on this, but have noticed a rise in visits to, and sales |
| it is commonly displayed as the first identifying text | | | | from, some of my sites that seems to follow the cycle |
| someone sees when they get a list of websites from | | | | of reindexing. |
| a search engine after entering a search. The title will | | | | CONTENT IS KING! |
| also normally be seen in the line at the top of the page. | | | | This statement has been around for a while. Though it |
| Titles should be five to ten words long, 70 to 80 | | | | might be debated and there are certainly exceptions, |
| characters. | | | | generally having a website full of valuable content is |
| As with the domain name, the title will be scrutinized by | | | | one of the best ways to make search engines and |
| the search engine as to its relevance to the search | | | | people happy. The search engines have something to |
| topic. Part of the ranking awarded by the search | | | | sink their teeth into, and can extract a lot more data |
| engine, part of the placement in the list of returns may | | | | from the content than you possibly could tell them in |
| be influenced by the wording, or words, of the title. In | | | | the title and tags. I very often find search engines |
| speaking of domain names, I explained that using key | | | | sending visitors to my sites who have searched on a |
| words or phrases, hence the term "keywords", in the | | | | term I never even thought of as a keyword. |
| domain name itself could help raise the placement of | | | | Many people write the content of their website and |
| the website. Continuing this use of keywords into the | | | | then try to see where to stuff in the keywords. While |
| title can assist this as well. For example, the domain | | | | this could possibly fool the search engine, odds are it is |
| bicycle-parts.com, may be enhanced by a title that | | | | going to make the writing a little strange, and might help |
| uses the words "bicycle parts"; "Bob's bicycle parts | | | | cause the visitor to choose to visit, and do business |
| and service." Thinking in terms of a headline, maybe | | | | with, a more professional looking site. The simplest |
| Bob would want a title that reads, "Best bicycle parts | | | | course is to choose the website topic, title, description, |
| delivered to your door." | | | | and keywords and then write heartfelt copy based on |
| THE META TAGS TALK TO THE SEARCH ENGINE | | | | those items. |
| Meta tags are snippets of code which are placed | | | | In fact, one very effective technique in preparing |
| within the head. Normally, they only speak to the | | | | website copy, particularly if you are writing it yourself, is |
| search engine, but not having the right ones could cost | | | | to deal in topics where you are knowledgeable and |
| your website its rightful placement, and could create a | | | | have a passionate interest. An honest appeal from a |
| poor impression with potential visitors. While there are | | | | true believer can be a lot more effective in many |
| several Meta tags which could be of importance, there | | | | cases than a professionally designed and polished |
| are two that are extremely valuable, and I am going to | | | | piece of advertising copy. Writing heartfelt copy on a |
| recommend one other that, while not necessary, may | | | | subject also will often allow you to use the keyword or |
| be of value. | | | | words without over using them or appearing to strain. |
| THE "DESCRIPTION" META TAG HAS MESSAGES | | | | ONE LAST NOTE: |
| FOR SEARCH ENGINES AND WEBSITE VISITORS | | | | Whether you are dealing with the title, the description, |
| ALIKE | | | | or the content, give thought to alternatives. For |
| The description will commonly expand on the brief | | | | example; earlier I concentrated on bicycle parts, but a |
| "headline" presented by the title. Not only will the | | | | small group of people might actually be searching for |
| information in this tag be of value in helping a search | | | | bicycle "accessories"! In fact, I just checked and |
| engine determine placement of your website within | | | | learned that while over 9,000 searches were done on |
| search results, but the description contained in this tag | | | | one search engine for the term "bicycle parts" in the |
| is normally shown along with the title when the search | | | | month of October; over 5,000 other searches had |
| engine shows the returns for a search. | | | | been done for the term "bicycle accessories" in the |
| Failure to provide a description may not only make it | | | | same period. Simply adding one term to the mix could |
| more difficult to obtain good placement within returns, | | | | have helped "Bob's Bicycles" increase their target |
| but it is likely that in the absence of a description, the | | | | market by half! |
| search engine will simply grab the first few words it | | | | This article is not the final word on search engine |
| sees on your page, and that may be what the viewer | | | | optimization. At best, it is merely an overview of areas |
| reads as a description of your website. | | | | to be considered by the budding website designer or |
| It is a good idea to repeat your keywords in the | | | | internet business entrepreneur. As in most things, the |
| description, but don't beat it to death. Also, most search | | | | art of search engine optimization is an art, and |
| engines will only display the first 20 or so words of the | | | | sometimes seems to border on black magic. For |
| description, so don't get too wordy up front. Say what | | | | self-optimization, never stop learning about this and the |
| you have to say and get it over with. The description | | | | other topics related to your goals and dreams. |