Your most important content should be in HTML text format. Images, non-text content, Flash files, & Java applets are usually ignored by search engine bots. The easiest way to make sure that words displayed on a page for people are also seen by search engine bots is to place them in the HTML text on the page.
Here are some ways on how to do it:
- Add text on the page where you have java or flash plug-ins
- Assign images “alt attributes” in HTML to give the search engines a text description of the picture or image
- Add navigation links to search boxes
- When you add a video or audio content make sure that you attach a text description of what it is or what it is about
- Use SEO tools like google cache, SEO-browser.com, MoZ Tools, gtmetrix.com, & WebConfs Keyword Density Checker to double-check your websites.
- Make sure all pages have a link to each other
Why might some pages not be reachable by Search Engine Bots?
- If you need users to complete a form (like a password protected login), usually search engines will never explore those pages
- Use of frames or iframes makes it difficult for bots to search
- Bots don’t use search boxes
- Link structure needs to be visible to the bots
- Too many links on a page, search engines have a limit of the links they explore on any given page. This is to cut down on spam & improve rankings. Therefore it is important to limit the links on each page
The use of Rel=nofollow
Links can be made with lots of attributes but engines ignore most of it except the rel-“nofollow” attribute. Adding this attribute to a link tag tells search engines to not follow a link.
What does Google say? Their engines don’t follow nofollow links, & are considered as nonexistent.
What does Bing say? They don’t include the nofollow links in their ranking system but they might use it as a way to discover new pages.
Using & targeting Keywords
Keywords are the foundation of all web search engines. Search engines index websites on key words instead of storing tons & tons of web pages. It would be wise that if you own a fishing company that the word “fish” or “fishing” is part of the content visible to the search engines. When people enter words to search, engines use those keywords to provide results.
What else affects what a search engines provides?
The order of the words (“Brazilian jujitsu” vs. ( “jiujitsu Brazilian”)), spelling, punctuation, & capitalization. Since engines review how keywords are used on a page to provide something relevant to your search, it would be in your best interest to use keywords in titles, text, & metadata. Also make your keywords more specific, because there is less competition for specific keywords instead of generic. For example: instead of using the keyword “university” or “college” use “University of Florida” or “Gainesville College”.
Keyword Overuse & Density
Stated simply, don’t stuff your site with many keywords, this often does more harm than good. How do we do this? If your site is targets the keyword SEO but instead has irrelevant material on the page like fishing, then this will do more harm than good. When you target a key word it is best that your site be focused on material similar to the keyword such as suggestions about SEO websites, content about SEO, & the history of SEO. You don’t have to rank high for all keywords, just the keywords that people search for when they want what your website can provide. Also keyword density does not affect the ranking that search engines use, it is almost ignored by search engines. While it is important to have keywords appear often on your page, overdoing it to score higher rankings will hurt your ranking, not improve it.
Where & when should it be used for best results?
- In the title tag & try to keep the keyword as close to the beginning as possible.
- 1 near the top of the page
- 2-3 times minimum in the body of the page
- If you have an image/video, minimum 1 keyword in the alt attribute of the image/video
- Minimum 1 in the URL
- Minimum 1 in the metadescription tag
Keep it short & simple. Include branding & important keywords close to the front. Make it descriptive & readable.
Originally used as a proxy for info about content of a website.
Meta Robots Tag- used to control bot activity per page.
Meta Description Tag- short description of page content. This gets displayed beneath a listing in the results. It’ used for advertising. Keep it to 160 character maximum length.
URL structure Tips
- Keep it short & simple
- Use of Keyword is important, but don’t overuse
- Make sure it is “people friendly”. Example: instead of “wordpress.com/u12ndefs” use “Wordpress.com/BassFishingPros”
- Make sure has to do with what your users expect. Example: don’t use “Wordpress.com/BassFishingPros” if it has nothing to do with bass fishing.
- If you want to separate words, hyphens ( – ) are the to use
Try not to have duplicate material or duplicate websites, this creates problems for search engines. If this is a problem you are facing use a canonical URL tag or a 301 redirect.
Use of Rich Sinppets
These are the 5 star ratings that appear in search results, although not necessary it is growing in popularity & use.