engines are the primary way most people find websites,
but website designers forget to think of this when
they create their sites. Often, site designers will
make the mistake of building the website first and
then contacting a search engine optimization (SEO)
specialist to make that site search-engine friendly.
most site owners do not realize is that a search
engine optimization specialist should be brought
into the design process early, not after the site
has been built. It is disconcerting to find out that
you are a dollar short and a day late.
so-called search engine optimization specialists
are people who slap keywords and keyword phrases
inside of HTML tags without considering an overall
online marketing strategy. On the other hand, there
are people who can write for the search engines,
analyze site statistics, have a thorough knowledge
of spider-friendly HTML, have considerable experience
with SEO in multiple industries, and stay up-to-date
on search engine happenings. These are the true search
article addresses five important points to consider
when looking for an SEO specialist to work on your
Engine vs. Directory
true search engine optimization specialist knows
the difference between a search engine and a directory,
and will keep the two types of websites separate
in their promotion strategies. The strategies for
being listed well in search engines are completely
different from the strategies for being listed well
engine optimization is designing, writing, and coding
(in HTML) a website or some of its pages so that
there is a good chance that these web pages will
appear at the top of search engine results for selected
keywords and key phrases. Factors that affect search
engine rankings include keyword concentration, keyword
placement, link popularity, and so forth.
enhancement is the process of selecting the most
appropriate categories for a website and writing
descriptions that concisely and accurately describe
the content of the site or a web page without keyword
stacking. Factors that affect directory placement
are selecting the right category and writing a good
hiring an SEO specialist who consistently refers
to directories (Yahoo!, LookSmart, Open Directory,
NBCi, etc.) as search engines.
majority of an SEO specialist's time should be spent
on researching the keywords your target audience
is most likely to type in a search query and incorporating
these words and phrases into your web pages. You
will undoubtedly be surprised to find what your audience
is typing in.
most important tags in an SEO specialist's arsenal
are title tags and the main body text. Meta tags,
alternative text, and comment tags are supplemental;
having extra keywords in these tags alone will not
give long-term results.
one should guarantee a search engine ranking. Search
engines regularly change their algorithms. What works
one day might not work the next day. Search engines
want to differentiate their results from one another.
They want "fresh" results from their spidering
efforts to appear when ready, and to flush their
index of spam whenever possible. It is for these
reasons that they tweak algorithms.
who make software that steals other sites' content
to generate gateway pages are not search engine experts.
Companies whose sole business is generating gateway
pages are not search engine experts. (We have yet
to see a gateway page get good link popularity.)
You can spot these companies by learning whether
they host the pages themselves and "redirect" the
user to your domain.
get the best long-term results, a website should
be constructed with quality content and a navigation
scheme that search engines can spider. Software cannot
generate this type of website.
and Gateway/Doorway Pages
engines have made it very clear that the web page
delivered to the search engine spider and the web
page delivered to the end user should be the same.
If not, the search engines consider it spam and will
have the site promptly removed from the search engine
search engine optimization companies use scare tactics
to convince people that cloaking is necessary. They
will tell you that others can figure out your online
marketing strategy just by looking at your web pages.
("Stealing your meta tags" is a common
scare tactic used.) This is not an accurate characterization
of the situation at all. In fact, we outlined above
that meta-tags alone are simply not effective.
the content of your page is stolen, then it is copyright
infringement. Cloaking can hide copyright infringement
behind the stealth script. This is one of the many
reasons why search engines dislike cloaking and eventually
may ban its use. Other reasons might be that search
engines lose control over where they direct users.
If a stealth marketer swipes code for a top position
of "flowers" and then redirects the searcher
to a furniture outlet store, it harms both the engine
and its users.
safe. If the search engines ever decide to ban cloaking,
stealth or IP delivery, you will be safe if you never
conclusion, to get the best long-term results in
both the search engines and the directories, build
a good website. Make your pages easy to read. Give
the search engines and your end users a navigation
scheme that they can easily follow.
to write your content using the words and phrases
your target audience will type into a search query.
By giving your target audience exactly what they
are searching for via a search engine query, you
are not only giving your target audience what they
are searching for. You are also adding value to the