“It's
easy to make a buck. It's a lot tougher to make a difference.”
~ Tom Brokaw ~
“Search
Engine Optimisation To Improve Website R.O.I.”
Practical
steps for generating targeted search traffic to your website.
A
Whitepaper by Paul Miles – Dec 2003
Executive Producer, PiXEL iNK MEDiA Pty Ltd, Melbourne, Australia |
Page
content
No doubt about it – ‘content
is king’ on the Internet. Although websites with lots of graphics
may look cool, they won’t stand a ranking chance against a
site about a similar topic if it features a good amount of keyword
rich content. Furthermore, content is normally crucial for encouraging
visitors to return time after time.
Page content sits in your
webpage’s HTML code between <body>… </body>
tags and is the text visible by people with their web browser. Adding
or changing the Meta tags and title of your site is not necessarily
going to help if the pages have nothing to do with the topic. Keywords
need to be reflected in your content for search engines to treat
the webpage as relevant.
The content of your first
sentence of body text seems to provide a higher ranking on some
search engines, so make sure it contains your keywords and key-phrases.
Some search engines will penalise you if all your keywords do not
appear in your page content. Be sure that your HTML text is visible
to the eye on all pages as search engines are aware that people
try to trick them by repeating keywords in a tiny font or in the
same color as the background to make the text invisible to the eye.
Keyword density
The more text on your page, the more search engines can index, but
remember density is also a factor in ranking. You’d be smart
to compare the highest-ranking sites for your primary keywords,
in relation to the number of words and overall text length. Search
engines tend to prefer pages where keywords appear closer to the
top of the page, so try including them in the first paragraphs of
your webpage. If you have lengthy pages of content, consider breaking
them up into shorter, more succinct pages with less scrolling.
H1 & H2
Some search engines give additional relevance to sites that have
search terms matched in headline texts. These headline texts of
your page content are written between the <H1>… </H1>
or <H2… </H2> tags in the HTML code of your webpages.
Bold
Use your keywords and key-phrases in bold typeface <B>…
</B> where appropriate on the page, while finding a balance
of professional presentation for your page. Some search engines
will factor bold text into their relevancy rankings.
You can imagine how much
your site could improve in ranking just by having its first sentence
on your site being a bold, short headline that begins with your
primary key-phrase.
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© 2004
PiXEL iNK MEDiA Pty. Ltd. ABN 94 105 177 099. All rights reserved.
