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Optimizing Websites

Techniques for Optimizing Websites

Introduction

Although each of the search engines listed previously (Google, Yahoo!, Bing and Ask.com) have documented recommendations on how Webmasters can optimize their Website the oldest and most extensive documentation is available on Google. Consequently, people new to search engines and Website optimization, should begin by studying the materials available through Google. Then after obtaining an understanding of how Google's search engine functions, it should be fairly easy to pick up an understanding of the Yahoo!, Bing, Ask.com and other search engines. The specific topics and instructions should not vary significantly from one search engine to another. Consequently, from this point on when references are cited in this document, they will most often be Google references.

 

List of Search Engine Optimization Tactics

The Search Engine Optimization (SEO) tactics which most Webmasters should consider implementing (listed in order of the easiest to implement) are:
[1] (Web) Page Titles and Page Descriptions
[2] Image Names and ALT Descriptions for Images
[3] Text-based Content and Links (instead of rich media)
[4] Keywords in Domain Name and Page Links
[5] Keyword Density of (Web) Page Content
[6] High Quality/Unique/Fresh Content
[7] Inbound Links from Reputable Websites
 

NOTES:

  • The naming guidelines for Images also apply to downloadable files on your Website (e.g. registration forms, etc.).
  • Keywords should also be used in Page Titles, Page Descriptions, Image Names and ALT Descriptions for Images.
  • Text-based Content and Links are preferable to rich media (e.g. Flash, Silverlight, etc.) content and links, since search engines can have difficulties crawling and indexing rich media. For more information see the Google Webmaster Tools Help article "Flash and Other Rich Media Files."
  • Keyword Density is explored in detail on the "Keyword Density SEO" page on the ACSBDC Website. Be sure to note the cautions associated with increasing the keyword density of your Website pages.
  • The High Quality Content and Inbound Links tactics will have the most influence on your Search Engine Rankings, but they will also require the most effort to implement.

 

Introduction to Optimizing Your Website

If you have little or no background in SEO, start with the online Business Week articles "How to Make SEO Work for You" and "Search Engine Optimization for Small Businesses." These articles provide an overview of why search engine optimization is important, and they begin to explore some of the detail involved in optimizing Websites:

Business Week: "How to Make SEO Work for You" http://www.businessweek.com/smallbiz/content/sep2007/sb20070910_481583.htm

Business Week: "Search Engine Optimization for Small Businesses"
http://www.businessweek.com/magazine/content/08_66/s0806026852445.htm

 

Search Engine Optimization Instruction Detail

For a more detailed exploration of the most common Search Engine Optimization techniques, consult the article "How to do Quick and Easy SEO".

When you are ready to start implementing the SEO techniques, access the Google Webmaster Help articles listed in the Resources section at the bottom of the article. The Google articles provide more background and explanation, along with detailed instructions and often a YouTube video demonstrating how to make the changes.

Then for a more advanced exploration of Search Engine Optimization, Google's "Search Engine Optimization Starter Guide" PDF document can be downloaded from the Google Webmaster Tools Help article "Search Engine Optimization (SEO)" The Google Webmaster Tools Help articles "Webmaster Guidelines" and "Google-friendly Sites" are also excellent references.

 

Optimizing Your Website References

Most of the references listed below are in the eHow article "How to do Quick and Easy SEO" but they are also included below for completeness:

[1] "How to Make SEO Work for You"
By Karen E. Klein, Bloomberg Business Week, September 10, 2007
http://www.businessweek.com/smallbiz/content/sep2007/sb20070910_481583.htm

[2] "Search Engine Optimization for Small Businesses"
By Eve Tahmincioglu, Bloomberg Business Week, June 20, 2008
http://www.businessweek.com/magazine/content/08_66/s0806026852445.htm

[3] Article "How to do Quick and Easy SEO"
http://www.bbconsult.us/quick-easy-SEO.html

[4] Google Webmaster Tools Help article: "(Website) Images"
http://www.google.com/support/webmasters/bin/answer.py?answer=114016

[5] Google Webmaster Tools Help article: "Changing a Site Title and Description"
http://www.google.com/support/webmasters/bin/answer.py?answer=35624

[6] Google Webmaster Tools Help article: "Flash and Other Rich Media Files"
http://www.google.com/support/webmasters/bin/answer.py?answer=72746

[7] Google Webmaster Tools Help article: "URL Structure"
http://www.google.com/support/webmasters/bin/answer.py?answer=76329

[8] Google Webmaster Tools Help article: "(Website) Ranking"
http://www.google.com/support/webmasters/bin/answer.py?answer=34432

[9] Google Webmaster Tools Help article: "Little or No Original Content"
http://www.google.com/support/webmasters/bin/answer.py?answer=66361

[10] Google Webmaster Tools Help article: "Search Engine Optimization (SEO)"
http://www.google.com/support/webmasters/bin/answer.py?answer=35291

[11] Google Webmaster Tools Help article: "Webmaster Guidelines"
http://www.google.com/support/webmasters/bin/answer.py?answer=35769

[12] Google Webmaster Tools Help article: "Google-friendly Sites"
http://www.google.com/support/webmasters/bin/answer.py?answer=40349