| The search engine optimisation (SEO) process | | | | data-gathering programs, HTML coding or scripting can |
| consists of designing, writing, and coding web pages to | | | | prevent a spider from effectively crawling your pages. |
| increase the likelihood that they will appear at the top | | | | Examples of site navigation schemes that can be |
| of search engine results for targeted keyword | | | | problematic are: |
| phrases. Many so-called SEO experts claim to have | | | | 1. Poor HTML coding on all navigation schemes: |
| reversed engineered search engine algorithms and use | | | | Browsers (Netscape and Explorer) can display web |
| strategically created "doorway pages" and cloaking | | | | pages with sloppy HTML coding; search engine spiders |
| technology to maintain long-term search positions. | | | | are not as forgiving as browsers are. |
| Despite all of these claims, the basics of a successful | | | | 2. JavaScript: All of the major search engines cannot |
| search engine campaign have not changed in all the | | | | follow links embedded inside of JavaScript, including but |
| years we have provided these services. | | | | not limited to mouseovers, arrays, and drop-down |
| To get the best overall, long-term search engine | | | | menus. Note: Even though reputable designer |
| positions, three components must be present on a | | | | resources claim search-engine friendly scripts exist, |
| web page: | | | | many of them are untested and unproven. |
| Text component | | | | 3. Dynamic or database-driven web pages: Pages that |
| Link component | | | | are generated via scripts, databases, and/or have a?, |
| Popularity component | | | | &, $, =, +, or % in the URL can present spider "traps." |
| All of the major search engines (AltaVista, FAST | | | | 4. Flash: Currently, none of the search engines can |
| Search, Google, Lycos, MSN Search and other | | | | follow the links embedded in Flash documents. |
| Inktomi-based engines) use these components as a | | | | Therefore, to ensure that the spiders have the means |
| part of their search engine algorithms. Sites that have | | | | to record the data on your web pages, we |
| (a) all of the components on their web pages, and (b) | | | | recommend having two forms of navigation on a web |
| have optimal levels of all the components perform well | | | | page: one that pleases your end users, and one that |
| in the search engines overall. | | | | the search engine spiders can follow. |
| Text component | | | | Popularity component |
| Since the search engines build lists of words and | | | | The popularity component of a search engine |
| phrases on URL's, then it naturally follows that in order | | | | algorithm consists of multiple sub-components: |
| to do well on the search engines, you must place | | | | Link popularity |
| these words on your web pages in the strategic | | | | Click-through popularity |
| HTML tags. | | | | Web page popularity |
| The most important part of the text component of a | | | | Attaining an optimal popularity component is not simply |
| search engine algorithm is keyword selection. In order | | | | obtaining as many links as possible to a web site. The |
| for your target audience to find your site on the | | | | quality of the sites linking to your site holds more |
| search engines, your pages must contain keyword | | | | "weight" than the quantity of sites linking to your site. |
| phrases that match the phrases your target audience | | | | Since Yahoo is the most frequently visited site on the |
| is typing into search queries. | | | | web, a link from Yahoo to your web site carries far |
| Once you have determined the best keyword phrases | | | | more "weight" than a link from a smaller, less visited |
| to use on your web pages, you will need to place | | | | site. Other outstanding sites that can help generate |
| them within your HTML tags. Search engines do not | | | | excellent popularity are LookSmart, the Open |
| place emphasis on the same HTML tags. For example, | | | | Directory, and Non-competitive, industry-specific sites |
| Inktomi reads Meta tags; Google ignores Meta tags. | | | | (such as javascript.com) are also excellent link |
| Thus, in order to do well on the entire search engines, it | | | | development resources. |
| is best to place keywords in all of the HTML tags | | | | Obtaining links from other sites is not enough to |
| possible, without keyword stuffing. So no matter what | | | | maintain optimal popularity. The major search engines |
| the search engine algorithm is, you know that your | | | | and directories are measuring how often end users |
| keywords are contained in your documents | | | | are clicking on the links to your site and how long they |
| Link component | | | | are staying on your site (i.e., reading your web pages). |
| The strategy of placing keyword-rich text in your web | | | | They are also measuring how often end users return |
| pages is useless if the search engine spiders have no | | | | to your site. All of these measurements constitute a |
| way of finding that text. The way your pages are | | | | site's click-through popularity. |
| linked to each other, and the way your web site is | | | | The search engines and directories measure both link |
| linked to other web sites, does impact your search | | | | popularity (quality and quantity of links) and |
| engine positions. | | | | click-through popularity to determine the overall |
| Even though search engine spiders are powerful | | | | popularity component of a web site. |