Search Engine Ranking - the Basics of SEO

by Jerry Higbee, Programmer and SEO Pro

Improving your web site's position in the major search engines has long been a black box relegated to the proclaimed 'SEO Experts', but it doesn't have to be. If you are a business owner looking to learn the basics of search engine optimization (SEO), or a developer new to the SEO field, this article will help you get on the right track.

Search engine optimization, while not a difficult process, is one that takes a constant effort if you're trying to earn top rankings in Google and other major search engines. Distilling all of the information available on the web can be a daunting task, so we're going to suggest 7 tasks you and your website manager can complete to get you well on the road to better search engine positioning. Hiring a professional web developer might be a good step to get you started on the road to SEO success if you don't feel up to the task.

(1) - Structure your site properly

This starts when you choose your web design company. Search engine spiders will crawl across your website, and give the highest priority to whatever they encounter first on the page, whether it is navigational links or text-based content. At the same time, you want to ensure that your web design allows for the best user experience possible. It is possible to tie SEO and usability together, and a professional web developer will do this; most print design companies and homemade pages cobbled together with Dreamweaver don't consider this strategy at all.

For simplicity, websites can be presented using tables, cascading style sheets (CSS), or a combination of both. CSS is the most flexible method of arranging content and allows you to easily place important information first while allowing you to control the layout of your pages. Tables are more rigid, and a site that has been designed using table structures prior to consideration of any search engine optimization can be updated similarly to CSS-based websites, though it can take a fair amount of time and money to do so. CSS/Table hybrids are much tougher to work with unless your designer is doing a complete site overhaul, as they are composed of two systems, both of which may have to be tweaked each time a single change is made to the site. Generally, sites using this combination were developed when speed of construction was more essential than using a strict methodology.

(2) - Use proper, unique page titles

The page title may be the most important SEO element on any pages - search engines use them as the first clue to determining the content of your page. They're also prominently displayed to users - they're shown in the window title for your web page, for bookmark titles, and as the big blue link at the top of search engine listings.

  • Be accurate - don't lie about the content of a page. This confuses users and search engines.
  • Be concise - use the fewest words possible that accruately describe your content.
  • Use a consistent format - many sites use something like "Page Title | Site Name". If users see your page title, they'll instantly know both the content and who it comes from..

(3) - Research your keywords

Find out which words visitors are using when searching for your industry. Once you have a list, make sure to use these words at appropriate times in your content. This way, when visitors search for your site, the page containing the keywords will appear. Use keywords in whatever text is appropriate - headings, page titles, link text, alt tags, and text content. If you're having trouble finding keywords, use the Adwords Keyword Suggester, or your own traffic analysis software.

(4) - Create unique, relevant page content

Create content that will attract users, and help build links back to your site. Inbound links are the single best way to improve your search ranking - and the only way to increase inbound links is to have content that site owners and social media users will want to link to.

Some other content caveats:

  • Duplicate content is frowned upon by search engines, meaning syndicated news feeds, articles that can be found elsewhere on the web, and plagiarized materials won't help - it may well drop your search engine ranking.
  • Don't overload your content with keywords. While it may seem like a good idea (more is better right?), search engines will see this as spamming, and penalize your site accordingly.
  • Do away with any thoughts of 'tricking' the search engines, such as keyword stuffing using text that is the same color as the background of your page (making the text invisible to users), as they have been aware of these schemes for quite a while now. Just remember a golden rule of web site design and development: create the site with usability in mind, and the SEO will follow naturally.
  • With the exception of articles, use attractive, concise wording to get your message across. Due to the medium and expectations of what they are viewing, web users don't read everything on a page - they 'skim' a site for the relevant information. It is always in your best interest to get your point across in the most efficient way possible.

(5) - Make URLs search engine friendly

Human-readable URLs such as 'http://www.bakery.com/baked-goods/cherry-pie/2.htm' vs. 'http://www.bakery.com/index.php?category=1&product=2' are more understandable to your site visitors - search engines recognize this fact as well. This may be difficult if you don't have experience using the Apache server's mod rewrite module, or something similar if you are using the Microsoft IIS webserver platform. Mod rewrite gives you the ability to make ugly URLs consise and readable. You'll want to have your web site developer look into this, since even the slightest error when using this module can bring your entire site down.

(6) - Build links to your site

First, don't waste your money on sites that claim they can submit your website to hundreds of thousands of directories. They may follow through, directories, but your site may never get listed in those directories, and search engines are cluing in to this practice as well. Generate quality, compelling content for your site visitors, use techniques of effective web design, and others will naturally link to your site. These links have the benefit of increasing traffic to your website by visitors clicking on them, and search engines place more importance on web pages with relevant links pointing to them.

(7) - Use title and alt tags in links and images

Often overlooked, but important. These tags will show a description of what the link or image is about (title tags) or an alternate text to show if an image is not available (alt tags).

Note that title tags can be used in many html elements, while alt tags are generally reserved for images. Use of these tags is great for usability, and search engines will pick up on them as well.

Summary

To recap, remember the 7 points of basic SEO that we have discussed:

  1. Structure your site properly
  2. Use proper, unique page titles
  3. Research your keywords
  4. Create unique, relevant page content
  5. Make URLs search-engine friendly
  6. Build Links to Your Site
  7. Use Title and Alt Tags in Links and Images

A good web development company will suggest these techniques as part of an SEO package when discussing the web development part of your project. Integrating these techniques into your new site will help you stand out and be noticed not just by the search engines, but your visitors at well. If you want to find out more out the web design package Design Spike can offer to you, contact us, and we'll get back to you within 24 hours.



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