Tactics for using Search Engines to your Advantage

Tactics for using search engines to your advantage

Avoiding Search Engine turn off for your SEO Campaign

Imagine a website all about “bananas.” When the search engines come to index the page, they want to find the word “banana” in incoming links, the page title, URL, and meta tags. You’ll also get a positioning boost if the word banana is the first and last thing on the visible page. Usually in headline tags for best results.

Imagine the poor engine having to sift through – what to them seems like – all sorts of garbage, trying to find the word “banana.” Imagine having to wade through Javascript, frames, imagemap coordinates, big graphics, no headlines, untargeted paragraphs, where on earth those BANANAS. A page like this won’t make it to the top fifty of any search engine.

To make the search engines work for you, you have to make it easy for them to index your site. This may sound a bit harsh, especially to those who love the technology but, unless you’re selling the technology itself, get rid of it. Remove all the Java, Javascript, Frames and anything else that makes it hard for the search engines to index your site correctly.

While you’re at it, get rid of anything that requires your customer to leave your site, to go download something, or sit there waiting for something to appear.

Put it this way, if it doesn’t ship with the browser software, leave it off your site. Usually, you are OK with Acrobat PDF, Flash, Shockwave and Quicktime, as these technologies are installed as browser plug-ins at the time the browser is installed.

But other than those few, don’t make your customer “work” to look at your site, or “work” to buy anything from you. Make the browsing and selling processes as transparent as possible. Let people in and let your sales message do the work.

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If you do choose to use scripts or frames on your web pages, just be aware that most sites that use them, are not well positioned in the search engines. When it comes to structures, some search engines will not usually catalogue any page past the home page.

Another common but easily remedied problem is with navigation panels or image maps on the left-hand side. Merely moving the navigation panel to the right, or using simple text links, will increase search engine positioning.

The engine doesn’t have to wade through all sorts of meaningless image-map coordinates or JavaScript rollovers while looking for keyword phrases. Even take out the HTML tables if possible, or put a headline on the table, so the spider encounters essential text right from the start.

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