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- Make sure a button look like a “ clickable ” button/object. - Rollover effect – arrow cursor switches to hand cursor ,button/object shows highlight, text link shows underline/highlight. - Text link and visited colors.
- Include keyword in the “title” of the page - Include keyword in the 'meta' description - Include keyword in the 'meta' keywords - Avoid Frame
Search Engine How it works? Spider : Search engines run programs to download pages by following links. Index : Once downloaded, the search engine will build an Index by extracting information from the documents. Serve : When a search is performed, software sifts through the index to produce the most relevant results according to the algorithm. Internet crawler DB Webmap DB Index Query Analyzer FE
Search Engine How it ranks? Search Ranking Popularity = Link Popularity (LP) (also called LinkFlux, Page Rank, connectivity, WebRank etc) Measures the popularity of a given webpage based on the number of inbound links to that web page, both internal and external. Content = Information Rank (IR) Scores a webpage for it’s content, a measurement of a pages relevance for a given keyword. TF/IDF & document hierarchy
LinkFlux/PageRank is the way for Search to express a global popularity for a page. A vote (link) to this page by other pages. Example: Websites Websites
Search Engine SEO Process Analyze Track Optimize Analyze the site for problems - Missing keyword repetition - Poor keyword choices - Content duplication - CMS related issues Monitor progress in key areas - Rankings increase? - More pages indexed? - More referrals? Optimize based on analysis - Change keywords - Repeat target words - Modify CMS to accommodate SEO - Delete duplicates On going process