CSS can make a simple HTML page look completely different.
CSS has little or no impact on SEO
You can make a site look like whatever you want without losing SE rankings
CSS code can be placed within an HTML document, or in a separate file
If you use a separate file, you can use it for every page
This makes updating the way your site looks very easily, because you only need to update one file.
SEO Techniques Keywords
Keywords are the words on a webpage that best describe that page
Keyword selection is the most important step to effective SEO
The keywords you use will be the phrases where you want to be highly ranked on SEs
Time and research should go into selecting the appropriate keywords before doing any SEO
What are the words one would use to find your site?
SEO Techniques Keywords (cont.)
Continuation on how search engines work…
When a spider goes through a webpage, it determines the weight of frequently used words in the document, and considers them the most important in the document.
The more you use a word in important places, the more search engines give importance to it.
The words with highest weight are more likely to bring up your web page when used as a search term.
SEO Techniques Keywords (cont.)
You must decide whether to focus on less frequently used keywords (niche) or compete for the commonly used ones.
Here are some tools you can use to see which keywords are searched for frequently
Google Suggest (beta) (free)
Offers a free keyword tool with its adwords services
SEO Techniques Meta Tags
Meta tags are used to provide a description of the page, and a list of main keywords it uses.
There is a debate over whether to cram loads of keywords into these tags, or just select the most important ones.
Search engines are getting smarter everyday, so they may penalise you for cramming
Some search engines reportedly don’t even look at the meta tags (e.g. Google)
SEO Techniques Title Tag
The text in this tag shows up on the top of your browser window.
Quite important to include keywords here, as the title will give a general summary for what your page is about.
Most search engines see this tag as an important tag for categorising what type of site you have.
SEO Techniques Anchor Tags
One of the most important tags you must use for SEO.
Spiders use these to crawl your site, so you must have links to pages throughout your site.
Other sites that link to yours will send spiders your way also.
Google (and others) use anchor tags to rank your site in many ways:
Firstly, text in anchor tags are given a lot of importance.
If other sites link to you, this must mean your site is popular, and so you increase in rankings.
The most popular sites would, in theory, be linked to by many websites throughout the internet.
SEO Techniques Anchor Tags (cont.)
Since anchor tags are so important, it is vital that you include keywords in these tags
SEs think the words to describe a link should give a good indication of what that page is about.
This is one reason why it is good to have a navigation bar that uses links to all your sites.
Better that you use words, not images
Try and use <a> tags, and not image maps, flash, etc.
A sitemap is also an effective way of tying your site up if you link all your pages to this site map.
SEO Techniques Anchor Tags (cont.)
Here is an example of why a sitemap is effective
Page 1 Page 3 Page 4 Page 2 Sitemap This is a website without a site map. This is a website with a site map. Page 1 and 2 can only reach page 3 via page 4 Page 1 and 2 can now reach page 3 in many ways
SEO Techniques Text and Content
Throughout your page you will need to use keywords in order to rank well for that word
The most important places of your content to put keywords are in the headers, at the beginning, and the end of paragraphs.
It is importance to balance the overuse of keywords for the sake of SEO and keeping the text relevant, readable, and informative
There is no point in having a highly ranked page if it provides no information to a user, as they will leave your site immediately
SEO Techniques H1, H2, H3, etc. Tags
These tags are considered by search engines to be a description of your page.
Very important to put in some keywords there.
It is always a good idea to structure your content so that it contains these tags at beginning of paragraphs, tables, sections, etc.
It is quite logical that a search engine gets the overview of a paragraph from a header tag
We know what this slide is about by looking at the title of the slide
SEO Techniques Images
Images are not read by search engines, and so you should avoid using too many images on your site
Many sites use images for fancy fonts, when they contain keywords that are never read by a search engine
Always use an alt attribute when including an image
This gives a spider a description of the image, and also doubles as making your site accessible to blind people.
SEO Techniques Code Structure
It is important to look at your HTML code and see the structure of it.
Some pages have too much code, and too little content
Some code makes it so that content is found at the bottom of the page.
Pages that use tables for layout are notorious for doing this.
Make sure that keywords are found at the top of your source code as well as on the actual web page
Remember, SEs don’t see pages like we do, they only see our HTML code.
SEO Techniques Update your site regularly
Sites that are updated regularly are spidered and indexed more frequently by SEs
Sites that change often are considered by SEs as sites that provide current information, and must therefore (although not always) provide up to date information
This would provide a more relevant set of results than providing a user with pages that were made 10 years ago
News Items are a great way of including a regular changing page.
SEO Techniques Dynamic Code
Dynamic code can make updating your site very easy
Also useful for creating pages on the fly
E.g. A shopping cart with items you want to buy
SEs do not always look favourably on pages with dynamic data
These pages usually have a ? after the page name and are followed by data
You have to regularly update your site if you want to do well with dynamic pages
SEO Techniques Inbound Links
As said before, links from other sites are very important.
Google will no list your site if its not found on an other webpage listed by them
Methods to get links on other pages
Link Exchange (free)
Once you have started your SEO campaign, you need to measure your results and make sure you are improving on SE Rankings
When you first make changes, SEs may take up to about four weeks to scan your site for changes.
There are millions of web pages for them to crawl, and so it takes time for them to get to you.
Measuring Results Reasons for no improvements
Sometimes, you may not notice an improvement in your rankings
This can be due to many reasons as many factors affect your SE rankings
Competition may be doing better
More linking from other sites
Bad choice of keywords
Too much competition
Measuring Results Statistics Monitoring
You can view statistics of visitors to your site.
Google Analytics (free)
You can see what engines are used more to find your site
You can also see which keywords are used to find your site, which helps with keyword research
This can help you target particular search engines and accommodate their searching methods.
Measuring Results SEO software
SEO software can be used to scan many SEs for phrases of your choice and produce visual results of how your website is doing.
Much faster than doing this manually
You can run regular searches and monitor your positioning easily and efficiently
Some SEO software can also help you scan you pages and make suggestions for improvements.