Demystifying Search Engine Optimization: Part 1 - Page 2

By Jennifer Shaheen
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Keyword Placement: Location, Location, Location
Now let’s talk about what to do with those words once you've found them. You need to place keywords in various areas on your Web pages. According to Dov Weinstock of SalemGlobal Internet, “Keyword-rich pages with strong Title Tags, Meta data and content are very important.”

But as Kathy Fealey of KF Multimedia & Web, Inc. noted, “Every title, description and keyword tag needs to be different on each page of your site.” You also have to make some important strategy decisions during this process because you can't optimize every page with every keyword or keyword phrase. You need to focus. "

Fealey believes that by doing things correctly, the search engines will reward you. Providing good quality content on your site will result in better organic ranking and more people will click on you." In some cases," Fealey said, "the search engines semantics to tell if your page is truly about the content or if you are just pandering for the engines.”

Experts agree that though many clients think they have some secret formula this is not an exact science. You’re dealing with machines and algorithms. The search engines themselves are in the business of making sure the search customer has a good experience with their search tool, therefore, they make changes to ensure your search results are relevant.

A Little Code Goes A Long Way
A bit of technical know-how can make a difference when it comes to search engine optimization. It's important to understand the way your Web site is coded. By this I mean how your designer, developer or WYSIWYG application adds the code to your Web pages.

Typically people and programs use the font tag (<font>) in HTML to change the color or size of words or headlines on a Web page. However, you'll get better search engine results if you use heading tags (<h1>) instead. “Engines give greater weight to keywords that are emphasized in heading tags,” said Fealey.

Making your site SEO friendly isn't just about picking the right keywords. You need to address page code, site structure, and you need to understand what path names are in your URL.

Site structure refers to the way in which you set up your Web pages. For example, use text as links instead of buttons. By using styles you can still make the site visually appealing but more search friendly. “Write headlines that are keyword rich,” Fealey added. This will improve SEO results as well as help the humans reading the content.

Your Web site's URL is also called your domain name. After the yourname.com/ portion of the URL, you'll see pages, folders and even numbers (if you have a large site). “The search engines give your page titles and URL the most weight,” said Dov Weinstock. He recommends that you create folders and page names with keywords.

Creating a SEO campaign that delivers the results you want means planning, following best practices and committing to the journey. In Part 2 of this article, we continue exploring SEO and the best ways to drive traffic to your site.

Jennifer Shaheen, the eMarketing and Technology Therapist, has more ten years experience working with small to mid-sized businesses on their eMarketing and Web-development needs. You can learn more about her by visiting her Web site, TechnologyTherapy.com

Do you have a comment or question about this article or other small business topics in general? Speak out in the SmallBusinessComputing.com Forums. Join the discussion today!

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This article was originally published on March 17, 2008
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