|The Birth of a Professional Web Site - Part Six:
Search Engine Preparation
An important part of developing a successful web site is attracting a steady stream of
A significant amount of web site traffic originates from the major Search Engines. A
Search Engine is a web site that indexes web pages. These sites run software programs
called "Spiders" or "Robots" that continuously crawl the Internet in
search of new web pages to index.
When you visit a Search Engine and you're looking for something in particular, you type
in a few words that best describe what you're looking for. These words are known as
keywords. The Search Engine will return a list of web sites that are most relevant to your
When a Search Engine indexes a web page, it scans the page in search of specific
keywords. The pages that rank high when a search is returned are the pages that are most
relevant to the search query.
If your page doesn't rank in the top 10 or 20 results when doing a keyword search at
the Search Engines, your target audience won't be able to find you.
When designing your web pages, you must specifically optimize each page of your web
site. Each page should target one specific subject and be optimized with keywords that
best describe the subject.
Optimizing your web pages will include all of the following:
Selecting the most relevant keywords for each page
Placing the META keyword and description tags within the head section of each page
Using your primary keywords as your page title
Placing keywords within your image ALT tags
Placing your primary keywords within heading tags
Using your primary keywords as image names
Using your primary keywords as page names for hyperlinks
Using keywords within your body text
A keyword is a word that best describes your web page. For example, if your web page is
focusing on dogs, your best keyword will be "dogs."
A keyword phrase is two or more words that best describe your web page. If your web
page is focusing on grooming a dog, your best keyword phrase will be "dog
When optimizing your web pages, you should concentrate on just a few keyword phrases
for each page. These keyword phrases should directly relate to your subject. Avoid using
general one-word keywords, as you definitely won't rank high in the Search Engines.
When you begin optimizing your web pages, each page should be optimized for a different
primary keyword phrase. For example, if you're selling dog grooming products, your main
page would of course be optimized for dog grooming products. However, you might have
another page that targets dog grooming tables. And, another that targets dog grooming
kit.And, another that targets dog grooming scissors. See how that works? A highly targeted
keyword phrase will attract highly targeted traffic.
The key to ranking high in the Search Engines and driving highly targeted traffic to
your site is to select highly targeted, product specific keyword phrases that are less
competitive and less generalized. You don't want to target every little possible keyword;
you want to focus on your primary keyword phrases for each page.
Your first step towards optimizing your web pages will be to download a great little
tool called Good Keywords http://www.goodkeywords.com. This is a free software program
that will enable you to type in a specific keyword and it will return a list of keyword
As the competition for highly popular keywords is fierce, you will significantly
increase your chances of receiving a high ranking in the Search Engines by targeting the
less popular keyword phrases. And in turn, significantly increase your traffic.
For example, if your web page focuses on grooming a dog, you would type the general
keywords "dog grooming" into the Good Keywords search box. The search would
return a variety of more targeted keyword phrases. The keyword phrases that should be
selected are those that are a little less popular, yet much more targeted.
Selecting the right keyword phrases is the first step towards ranking high in the
(Continued in part seven)
(Back to part five)
Copyright © Shelley Lowery
About the Author:
Shelley Lowery is the author of the acclaimed web design course, Web Design Mastery.
And, Ebook Starter
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