Page Content

Content Techniques:

• Proper use of html elements (h1 – h6, p, ul etc.)
• HTML 5 semantic elements
• Image replacement text still on page
• Focus on quality keyword content
• Properly tag keywords (a, strong, em, etc)
• Use text-based menu’s on site instead of  JavaScript or flash navigation
• Use a text based site map and place link to sitemap at top of page
• Use keyword file names and file structure
• Remove any poison words or vulgarity
• Add questions with keywords to your content in anticipation of user entering question as query
• Add local terms and slang such as Hawaii and Big Island to target local markets

Frequency of Content

Headings:

• Don’t overload your content with keywords & phrases, you may be punished
• Keywords in headings are given more weight than words in a p tag
• Place primary key word & phrases in h1 & h2
• Place secondary in h3 and so on

Body Text:

• Scatter keywords throughout body content
• Link keyword to same keyword on another site (but don’t look spammy)
• Structurally link keywords within site
• Use server logs and word tracking software to choose keywords

Popularity – Ranking

Page rank is an algorithmic process invented by Larry Page that judges the popularity of  of a page comparatively. Higher page rank increases prominence of listing within the SERP. The higher the page rank of the site linking to you the more valuable.

• Page Rank uses a logarithmic scale from 0 – 10 1 – 2 is easier than 2 – 3
• Google looks at the number of links that points to the page and their rank.
• Some links carry more weight and importance than others
• Links from pages that have less links are better than pages that have more
• Pages on your site pass page rank to one another as well. (important because of web wide tasking)
• Trusted sites such as cnn and others that you cannot control, that have your links carry more value
• Linking within social media networks will also improve popularity

Choosing Targeted Keywords:

Keywords are the root of all success with search engines

• Start with a list of all possible key words or key phrases
• Access Server Log Files – Log files contain keyword search info
• Use host provided stat analysis such as urchin, awstats, webtrends and analytics
• Use Wordtracker
• Ask customers, clients & associates what keywords they would use to find the site
• Look at the competition
• Scan through list and find common misspellings and add to list (estimated that 25% of all queries are misspelled)
• Add both singular and plural versions of terms
• Don’t worry about case, SE not case sensitive
• Keyword phrases are more effective – users use more phrase based search
• Use questions within content to match user query
• Be as specific as possible – ex “European Bike Tours” instead of “bike tours”
• Be careful of using trademarked phrases such as ipod, itunes etc

Domain Names

How domain names affect SE Placement:

• Google likes keywords in anchor text pointing to your site
• SE’s assume domain names are relevant to keywords
• Improves chances of humans clicking on your links
• Use hyphen between the words to make it easier for the SE and user

Customer friendly domains:

• Short
• Memorable
• Easy to type
• .com

SE Friendly:

• Long
• Keyword Rich
• .biz, .net & country specific