Before it ever became a named methodology, what we now call SEO (in its most basic form) was initially used to categorize web sites. Metadata was the primary tool used to define a sites content so when a search was performed, results were returned that were relevant to the search criteria. As the World Wide Web became inundated with more and more content, individuals as well as businesses struggled for position in search results which led to unscrupulous behavior on the part of some who learned how to manipulate metadata and other search engine standards to advance their sites in search results (commonly referred to Black Hat SEO). This led to a dilemma that still rages today; with the focus of search engines being to provide relevant search results and those who continue to try to manipulate the search results.
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Search Engine Optimisation (SEO) and Web Marketing Help - From FSI (SEO Company the fundamentals of search engine optimisation and web traffic marketing
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Where does the madness end? Well, I don t think we will ever be rid of bad behavior but arming yourself with knowledge would be the first step in initiating any SEO campaign and believe it or not, search engines want to help you.
Webmaster Standards
A great place to start learning about search engine optimization is with the search engines themselves. Google, Yahoo, MSN and other major search providers offer webmaster guidelines that can assist you in learning some of the general do s and don ts of good web mastering practices. After all it s to their benefit to do so what good would it be to have a search engine that did not return relevant results? So lets explore some of the general guidelines...
General Design and Content Guidelines
Google = (G) Able Web Professionals = (A)
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Traditionally, search engine marketers and web developers worked independently. A Primer in Basic SEO is a brief introduction to the fundamentals of SEO
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May 2006 Issue: Three Basic Elements of Search Engine Optimization ::
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(G): Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link.
(A): Design navigation for human use. If your link structure is hard for a human to follow, how much harder will it be for the search engine crawlers to follow? Link structures (menus) should have a logical order. As alluded to in Part 1 of the Web Fundamentals Series Building an Effective Web Site The Foundation, when formulating the structure for your site, think of your web site as a document with main headings and sub-headings. Keep menus consistent from page to page; the exception would be a mega site that offers several services under the same brand but even these generally have a static top navigation with links back to a home page and/or site map.
(G): Offer a site map to your users with links that point to the important parts of your site. If the site map is larger than 100 or so links, you may want to break the site map into separate pages.
(A): A site map offers users an easy way to navigate to topics or items of interest without trying to figure out menu structure. The use of site map is also important for the search engine crawlers who read links and follow the path of the link to the particular page therefore allowing more of your pages to be indexed in search results. The more of your pages listed on a search engine, the more likely your site will be found by searches being performed.
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Web optimization follows a few fundamental steps and then content and as far as the basic search engine optimization ( SEO ) techniques are concerned.
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Search Engine Optimization --- An Overview - Seo::
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(G): Create a useful, information-rich site, and write pages that clearly and accurately describe your content.
(A): Content is king. Relevant, updated and fresh content is what a search engines look for and although metadata is not as heavily used to determine a site s content, it is still a factor some search engines take into consideration. Keyword and key phrase research is probably one of the more time consuming efforts you ll undertake in the quest to optimize your site. However, the importance of strategic placement of such terms within your text and metadata can dramatically increase the prominence or positioning of your site in search results. Web CEO is one of many free tools available to help you research keywords and phrases.
(G): Make sure that your TITLE tags and ALT attributes are descriptive and accurate.
(A): Keywords or phrases used within the body of your site should be used in the title tags as well. A general rule of thumb, ALL CAPS, symbols including punctuation should not be used in the title of your web site. The title should not be excessive, a good practice is to try to keep it at seven (7) words or less.
ALT attributes are used to describe graphics or images within your site. As search engines can not read images, naming your graphics or images appropriately can assist end-users navigating the site or explain their purpose (also see W3C standards).
(G): Try to use text instead of images to display important names, content, or links. The Google crawler doesnt recognize text contained in images.
(A) As described above, ALT tags can help alleviate some of the confusion surrounding images and their use within a site. Another factor you ll want to consider is optimizing your images. Images come in all sizes and forms; slow page load time can deter visitors and crawlers alike. Use a high powered graphic program to convert images to their best quality, lowest file size before uploading them to your site. Generally .gif and .jpg formats work best however, .png (Portable Network Graphics) formats are quickly becoming popular although they are not compatible with all browsers yet.
Search engine optimization (SEO) plays an integral part in the development of a web site and as we progress in this series, you will see how it plays an integral part in almost all web-based activities. Stay tuned for next month s featured article as we begin to uncover the use of local and community directories to build an online reputation.
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Web Fundamentals: the Importance of Search Engine Optimization (seo)