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Optimizing a Web Site for Search Engines
The Internet is full of search engine optimization myths that need to be dispelled before a web master can effectively create a profitable SEO strategy:
· No one can promise top ranking all the time.
· A web site needs to be updated monthly to remain on top.
· No website can rank high on all search engines
· There is no magic formula that results in consistent success
· Use illegal tricks, the search engines can be tricked.
· Graphics lower a page's ranking
· Only the homepage is important
The Internet is an environment much like the ocean. It is always moving, changing and evolving. It is not a single, controllable program or entity.
The Internet changes daily. This is because the internet is millions of software programs linked together through servers, IP addresses, search engines, and browsers. Search engines evolve to keep up. Web masters work to decipher the new codes and algorithms. This sounds technical, but it doesn't need to be. This is one reason why no SEO specialist can promise a #1 rank unless a top bar ad is purchased from the search engine.
· Search engines continually change their algorithms
· Search engines drop web sites that do not change
· Search engines might not be able to spider a web site
REWRITE CONSTANTLY
This is why a content based website needs to be changed constantly. Google now has a site map tool in their Google Account section that allows web masters to submit every page of their web site, and re submit any page that changes. Even amateurs can use this powerful tool.
However, web sites that do not work with Google can still use SEO tools to improve their search engine submission, and increase their rank:
· Robots can direct search engines to spider a new page
· Site maps make it easy for search engines to find new pages
· Spiders like anchored keyword hyperlinks
· TOC pages help search engines move through web sites
· Inbound links to landing pages
ROBOT
A robot is a short line of code that can tell a web site to follow to another page - or not read a page. This is an excellent tool for affiliate web sites. There are often pages that link to unrelated content sites, but are necessary to maintain Social SEO techniques. Unfortunately, these pages can lower a web site's rank. The easiest way to avoid this problem is by adding a Robot code line that tells search engines to ignore the page.
Robot tags are also great for web sites that discuss different topics. The more focused a web site is, the higher it ranks. In many cases, it is impossible to write a content based website which covers hundreds of pages, and keep each page on the same topic. The answer is in sub webs and robot tags. The robot tags let the search engine spider the website to a certain level.
ROR FILE
This is one of the easiest to create SEO tools. A ROR file is generated online, uploaded onto the website, linked to the page that it is created for, and forgotten until the page is changed. No one sees the ROR file. Its only purpose is to offer search engines a quick 'short hand' version of the meta information. This makes it easier for search engines to crawl the website and harvest more meta information.
Index Page vs. Landing Page
The index page is the web site's home page. It is the one created to meet visitors as they enter the web site. However, this rarely happens. That is why it is important to use SEO software to determine the top ten landing pages. Landing pages are other pages which use to enter the web site. Identifying the landing pages is vital to increase the visitor conversion rate.
Landing pages need a detailed navigation link bar, just like the index page. They need to lead people to solutions and new ideas, just like the index page.
Content based web sites need to pay special attention to their templates, or article pages. Each one is a potential landing page. A content based web site should never rely on next and back buttons, but always have a complete link bar. After a while, content based websites can reach one and two thousand pages, with 200 pages changing a month. The landing pages change as well, making it necessary to check the web analytics data monthly.
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