Tuesday, November 27, 2007

How to Create Search Engine Friendly Title and META Tags (Part 1)

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How to Create Search Engine
Friendly Title and META Tags (Part 1)

By Kalena Jordan (c) 2007

In this article, I'm going to show you step-by-step how to create search engine optimized Titles and META Tags.

  The TITLE Element

TITLE elements, (commonly called TITLE Tags), are one of the most important factors that search engines "look" at when it comes to determining the relevancy of a web page against a search query. In their ranking algorithms, nearly all the major search engines attribute a high relevancy weíght to the content of the TITLE tag.

In the HTML code of a web site, TITLE tags look like this one (for a fictional florist):

<TITLE>Miami Florists - beautiful floral creations made to order.</TITLE>

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To view the HTML code of any site, choose "View, Source" from your browser toolbar or right clíck anywhere on the page and choose "view source code".

  The META Description Tag

META Description Tags are designed to describe the content of web pages. Search engine robots will gather up this information when indexing web sites and often use it when referencing web pages in the search listings.

While not all search engines continue to utilize the META Description Tag, a majority of search engines rely on the content of this tag (together with a site's visible content) to provide information about a site that they can match with search queries. It is therefore important for webmasters to include keywords and phrases in the META description that they would expect searchers to use to find their site content.

In the HTML code of a web site, a sample META Description Tag looks like this:

<META name="description" content="Miami Florists create beautiful floral bouquets, arrangements, tributes and displays for all occasions, including weddings, Valentines Day, parties and corporate events. Deliveries throughout Florida.">

You can view the META Description Tag of a site by viewing the source code.

  The META Keywords Tag

While only indexed by a small handful of search engines these days, the META Keywords Tag is still worth including within a site's HTML code, if only to provide those search engines with as much information as possible about site content.

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In the HTML code of a web site, a sample META Keywords Tag looks like this:

<META name="keywords" content="flowers, roses, weddings bouquets, florists, floral arrangements, flower deliveries, Valentines Day gifts, Christmas decorations, Mother's Day, tributes, wreaths, clutches, sprays, in sympathy, funerals, corporate functions, parties, floral displays, Miami, Florida">

The current lack of support for the META Keywords Tag by so many search engines can be attributed to increasing sp@m abuse by ignorant webmasters. These webmasters thought the keyword tag was a good place to stuff hundreds of keywords in the hope of achieving a higher search ranking, thereby "sp@mming" the search engines with useless, non-relevant data. This prompted many search engines to filter out the META Keywords Tag or lower its importance within the ranking algorithm.

You can view the META Keywords Tag of a site by viewing the source code.

  Create Your Optimized Tags

Now, it's time to create optimized TITLE and META Tags for your site. Let's start with the TITLE Tag for your Home Page.

  Create Your TITLE Tag

Take the líst of target keywords and phrases that you want your web site to be found for in search engines. You should have already allocated them to the appropriate pages of your site to be optimized. I use a spreadsheet for this purpose, but you should use whatever works for you.

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Now, open a text file in Notepad or something similar. If you like, you can use an existing sample TITLE Tag as your template. Let's say our existing Title is:

<TITLE>Miami Florists - beautiful floral creations made to order.</TITLE>

Now take your líst of keywords for the home page and put them in order of importance, with the ones you want to rank highest for at the top. For our fictional florist these are:

- florists Miami
- florists Florida
- wedding bouquets

Now you are simply going to combine these keywords into a sentence or short blurb so they make the best use of the keyword real estate available. Always try to use as few words as possible in your Title Tags, because each additional keyword dilutes the ranking relevancy of all the others.

In this case, I would initially combine the keywords as follows:

Florists in Miami Florida specializing in wedding bouquets

Notice how I've got the keywords in the correct order for the search queries? I've tried to include the most important keywords towards the start of the tag. There was no need for me to repeat the keyword "Florists" more than once because the sentence I've used covers both "Florists Miami" and "Florists Florida". Most search engines will ignore "in" as a stop word, so it shouldn't matter that we've included it.

Although it's tempting to put a comma between Miami and Florida, on some search engines commas act as a keyword separator, so we don't want to use one here because we don't want "Florists' and "Florida" to be separated.

Now, there is just one problem with this draft Title. Our 3rd keyword phrase 'wedding bouquets" is right at the end of the sentence, meaning it may lose some relevancy weíght (search engines consider keywords closer to the start of the tag as the most important). How do we fix this? Let's try this:

Florists in Miami Florida - wedding bouquets a specialty.

We don't want to use a period after "Florida" for the same reason that we don't use a comma. But a hyphen should not make a difference to search engines yet still allow the sentence to read logically to a searcher. So now we have our three target keyword phrases covered in a very short space.

In fact, the above sentence now covers the following keyword combinations:

- florists Miami
- florists Florida
- florists in Miami
- florists in Florida
- florists in Miami Florida
- wedding bouquets
- Miami wedding bouquets
- Florida wedding bouquets

When integrating your keywords, remember that their order is important. If you want your site to have the best possible chance of being found for the search query "Miami florists", you need to put the keywords in that exact order and not "florists Miami", because the spider searches the keywords in exact order. Unless they are stop words, also try to avoid using extra words between your keywords.

If you wanted to, you could integrate your company name into the Title tag, but (unless your company name is super short or includes a keyword), don't sacrifice a keyword to do so. Instead, try placing the company name at the end of the tag so you can be sure that all your important keywords will be indexed first.

In the case of our florist, let's imagine their name was Funky Florists. We could easily accommodate the name into the beginning of our optimized Title as follows:

<TITLE>Funky Florists in Miami Florida - wedding bouquets a specialty.</TITLE>

It may reduce the keyword relevancy impact very slightly, but including your company name enables you to brand your page, which may be more important to you.

The content of the Title Tag is also what gets saved in a person's Favorite's líst when they bookmark your site, so having your company name included is worth considering from a branding perspective.

In Part 2 of this article, I will show you how to create your optimized META Description and META Keywords Tags.


About The Author
Article by Kalena Jordan, one of the first search engine optimization experts in Australia, who is well known and respected in the industry, particularly in the U.S. As well as running a daily Search Engine Advice Column, Kalena manages Search Engine College - an online training institution offering instructor-led short courses and downloadable self-study courses in Search Engine Optimization and other Search Engine Marketing subjects.



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Monday, November 26, 2007

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Sunday, November 25, 2007

20 Things You Need to Know Before Optimizing a Web Site

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NOV. 26,  ISSUE #1023

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20 Things You Need to
Know Before Optimizing a Web Site

By Kalena Jordan (c) 2007

One of the most important aspects of a search engine optimization project is also one of the most overlooked – preparation! There are some important steps to take in advance of optimizing your site that will make sure your SEO is successful.

  Before You Start

Before you start any search engine optimization campaign, whether it's for your site or that belonging to a client, you need to answer the following questíons:

1) What is the overall motivation for optimizing this site? What do I/they hope to achieve? e.g. more sales, more subscribers, more traffíc, more publicity etc.

2) What is the time-frame for this project?

3) What is the budget for this project?

4) Who will be responsible for this project? Will it be a joint or solo effort? Will it be run entirely in-house or outsourced?

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Answering these questíons will help you to build a framework for your SEO project and establish limitations for the size and scope of the campaign.

  Ready: How Search Engine-Compatible is the Site Currently?

Something I find very useful before quoting on any SEO project is to produce what I call a Search Engine Compatibility Review. This is where I carry out a detailed overview and analysis of a site's search engine compatibility in terms of HTML design, page extensions, link popularity, title and META tags, body text, target keywords, ALT IMG tags, page load time and other design elements that can impact search engine indexing.

I then provide a detailed report to potential clients with recommendations based on my findings. It just helps sort out in my mind what design elements need tweaking to make the site as search engine-friendly as possible. It also helps marketing staff prove to an often stubborn programming department (or vice versa!) that SEO is necessary. You might consider preparing something similar for your site or clients.

  Steady: Requirements Gathering

Next, you need to establish the project requirements, so you can tailor the SEO campaign to you or your client's exact needs. For those of you servicing clients, this information is often required before you are able to quote accurately.

To determine your project requirements, you need to have the following questíons answered:

1) What technology was used to build the site? (i.e. Flash, PHP, frames, Cold Fusion, JavaScrípt, Flat HTML etc)

2) What are the file extensions of the pages? (i.e. .htm, .php, .cfm etc)

3) Does the site contain database driven content? If so, will the URLs contain query strings? e.g. www.site.com/longpagename?source=123444fgge3212, (containing "?" symbols), or does the site use parameter workarounds to remove the query strings? (the latter is more search engine friendly).

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4) Are there at least 250 words of text on the home page and other pages to be optimized?

5) How does the navigation work? Does it use text links or graphical links or JavaScrípt drop-down menus?

6) Approximately how many pages does the site contain? How many of these will be optimized?

7) Does the site have a site map or will it require one? Does the site have an XML sitemap submitted to Google Sitemaps ?

8) What is the current link popularity of the site?

9) What is the approximate Google PageRank of the site? Would it benefit from link building?

10) Do I have the ability to edit the source code directly? Or will I need to hand-over the optimized code to programmers for integration?

11) Do I have permission to alter the visible content of the site?

12) What are the products/services that the site promotes? (e.g. widgets, mobile phones, hire cars etc.)

13) What are the site's geographical target markets? Are they global? Country specific? State specific? Town specific?

14) What are the site's demographic target markets? (e.g. young urban females, working mothers, single parents etc.)

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15) What are 20 search keywords or phrases that I think my/my client's target markets will use to find the site in the search engines?

16) Who are my/my client's major competitors online? What are their URLs? What keywords are they targeting?

17) Who are the stake-holders of this site? How will I report to them?

18) Do I have access to site traffíc logs or statistics to enable me to track visitor activity during the campaign? Specifically, what visitor activity will I be tracking?

19) How do I plan on tracking my or my client's conversion trends and increased rankings in the search engines?

20) What are my/my client's expectations for the optimization project? Are they realistic?

Answers to the first 10 questíons above will determine the complexity of optimization required. For example, if the site pages currently have little text on them, you know you'll need to integrate more text to make the site compatible with search engines and include adequate target keywords. If the site currently uses frames, you will need to rebuild the pages without frames or create special No-Frames tags to make sure the site can be indexed, and so on.

This initial analysis will help you to scope the time and costs involved in advance. For those of you optimizing client sites, obtaining accurate answers to these questíons BEFORE quoting is absolutely crucial. Otherwise you can find yourself in the middle of a project that you have severely under-quoted for.

The remainder of questíons are to establish in advance the who, what, where, when, why and how of the optimization project. This will help you determine the most logical keywords and phrases to target, as well as which search engines to submit the site to.

For those of you optimizing web sites for a living, you might consider developing a questionnaire that you can give clients to complete to ensure you tailor the web site optimization to their exact needs.

Go!

So now you are clear about your motivations for optimizing the site, you know more about the target markets, you know how compatible the existing site is with search engines and how much work is involved in the search engine optimization process. You're ready to tackle the job.


About The Author
Article by Kalena Jordan, one of the first search engine optimization experts in Australia, who is well known and respected in the industry, particularly in the U.S. As well as running a daily Search Engine Advice Column, Kalena manages Search Engine College - an online training institution offering instructor-led short courses and downloadable self-study courses in Search Engine Optimization and other Search Engine Marketing subjects.



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(c) Copyright 2007 All rights reserved