I have been able to successfully operate several web sites over the last couple of years. I have been able to develop a process to get the sites listed in the search engines in a short period of time. I have been able to hone that same process to get a few keywords for each site highly ranked so that they can enjoy the buoyancy effect of having just one or two keywords ranked highly. The buoyancy effect is when one or two keywords lift the rankings of the rest of the site.
Before launching a new site I generally like to review a handful of concepts with the design team. I always check for the use of H1 and H2 tags on the primary pages of the site. To help the search engine spiders understand the theme of the site, the tags become important because they always get crawled first. The search engines can easily pick up the theme of the site from the tags when they are used properly and point traffic towards the site when it encounters a common keyword request.
Anchor text pointing to other key pages on the site is another area I will check. I am typically able to help web sites get a boost in the search engines by reviewing images and moving the text in the images out into the web page itself. Text contained in an image is not able to be read by the search engines so the site is missing out on the spider being able to read the text inside of the image. The best solution I tend to use is to reduce the size of the image and attractively position the text around the image in a manner that does not destroy the aesthetic appeal of the original image.
I always like to have a unique page for each main keyword of the site so it can highlighted appropriately. Search engines always like to be able to go to a page where the name of the page is the same as the keyword, it gives it an intrinsic value. An example is that of wedding flowers where the home page would contain wedding flowers in anchor text and point to a unique page with the title and html name of wedding flowers. With this convention in place, the search engines will know exactly what to do and will reward the site with the right theme and keyword indexing.
I also study the use of underscores and dashes. Lots of studies have been done concluding that underscores do not rank as well as dashes in naming conventions. I have no idea why it is so but it is so we should all follow the guideline. Even if everything else was exactly the same, it has been proven that two pages named graduation-day.htm and graduation_day.htm will not be rewarded with the same rankings. Many studies have been done proving the results so I always stay away from it.
Finally, a great question to ask yourself is what the search engines think the theme of your site is. The Google Keyword Tool is one of the best ways to find out the theme of the site from a spiders perspective. You will enjoy finding out what the search engine thinks your site is about by reviewing the keywords that it brings back to you. Many people are surprised to find out that what they intended the site to be about is not at all what the search engines believe it is about so we go about fixing the issue. I am usually able to quickly remedy the situation by highlighting keywords through H2 tags and by adding no follow rules to the links that are inside of the site. The mismatch situation can easily be turned around if the search engines do not agree with the theme of your site.
Author: Chuck StewartThis author has published 5 articles so far.