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Zen and the Art of Search Engine Optimisation
by Ted Jones, SearchEngine247.net
Research suggests that at least 80% of the 'hits' to the average business website come from the big four search engines – Google, AOL, Yahoo and MSN. Unless you have a reasonable ranking on these four sites then your site is doomed to obscurity amongst the many millions of sites on the web.
OK so what can you do to improve the situation? There are five main points you should focus you meditation on:
- Back to Basics – Is your website “fit for purpose” ?
- Content is King – The text of your website must be focussed like a laser on the service or product that you offer.
- Friends and Family – In space no one can hear you scream.
- Guerilla marketing – Unconventional tactics to get ahead.
- Don't cheat – No, really. It's not worth it. Follow my teachings and earthly reward will be yours.
Over the next few months I'll go into detail on each of these points, but in the meantime here are a few general pointers to keep you on the true path to search engine enlightenment.
Back to Basics
If your website has any of the following 'features' then you need to address them urgently. They really don't work well with search engines.
- Frames
- Image maps
- Java or javascript buttons
- Flash
- Dynamically generated URLs
Frames, image maps and java buttons have no place on a modern website. At best they are simply eye candy – at worst an excuse to cover up poor design. Ditch them as soon as you can.
Flash should be used sparingly- and never for site navigation etc. Search engines cannot follow Flash links of any kind – one to consider if you have a Flash intro.
Dynamically generated URL's are more complex. Search engines are getting much better at following these links – and sometimes they are simply unavoidable. Approach with caution.
Content is King.
The text in your website is what the search engines really focus on. The key to success in this area is to aim for attainable targets. If, for example, you run a guest house in Dolgellau then trying to create an impact with the keywords “accommodation” and “wales” is the path to failure. Focus your script on what you do – and if possible what makes you different from the rest. Two things are important for search engines – the title of your page and the actual text in you <body> tags. Make sure your page titles describe what you do and reflect the content of website. Content optimisation is a huge subject and will be the subject of my next column.
By the way META tags are meaningless. Listing keywords in META tags will do nothing for your ranking.
Friends and Family
OK so your website is technically sound and your content is focussed. The next step is to tell the world what your doing. If the search engines don't know you exist then how can they rank you?
A hugely successful strategy is to exchange links with other websites. For example if one of your suppliers has a website try and get them to link to your site. Politeness and good manners dictates that you should return the compliment and link back to their website as well. Good karma all round – and major bonus points on your ranking.
Search engine submission services should be your next port of call to give your site a good start in life. The variation in prices is enormous so take your time to research the available options.
Guerilla Marketing
I'll cover 'conventional' marketing strategies in a future column, but right now I want to share this tip with you. I read recently that 30% of all web traffic in the UK goes to eBay!! 30% !! That's an absolutely astonishing figure. If at all possible you should try and list your products or services on eBay. Special offers, loss leaders, package deals, etc. etc. the choice is yours BUT remember to always incorporate a link to your website into the eBay listing.
Using eBay as a guerilla marketing tool can really work as a very cost effective option. Just remember not to spend all you money on useless eBay junk like I do! :-(
Don't Cheat
By cheating I'm referring to silly tactics like:
- Listing keywords one after another in your script.
- Putting keywords into reams of tiny text at the bottom of web pages.
- “Invisible” text - e.g. white text on a white background.
- Gateway pages - pages filled with keywords trying to appeal to different specific search engines.
The list is endless and I'm rapidly running out of space!! Anyway, the sort term advantages you think you might gain by cheating are FAR outweighed by the potential set-backs.
Still don't believe me? Search giant Google has recently blacklisted German car manufacturer BMW for breaching its guidelines. Even the “big boys” get caught !
Until next time ...
“ Hold faithfulness and sincerity as first principles.”
Confucius
Ted Jones
Chief Support Technical
www.searchengine247.net
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