Search Engine Optimization (SEO) basics that all web masters should know

Last Updated on Wednesday, 27 May 2009 15:55 Written by Joe Rinehart, Search Engine Optimizer Wednesday, 12 May 2004 10:54

Search Engine Optimization (SEO) basics that all web masters should know

It must first be known that these tips are generalizations, as all search engines are different. The engines we care about the most is Google and Yahoo which historically have accounted for the most referred visitors. All the others including what is known as FFA directories are only good for the duration of the links, and may even bring in one or two new visitors monthly. Frankly, I avoid the FFA directories at all costs since they are more associated with multi-level marketing or spam harvesting operations and most have little or no page rank to return.

The first most important aspect of SEO is the URL: or address bar.

The domain name, the directory naming structure, and the file names may all be important to gain reasonable results.

http://www.config.com/36.html doesn’t really describe anything or contain any of the keywords people may likely search for. If this structure must be used due to web builder programs or whatever, then consider mirroring a page location that contains some structure and be certain that the numbered pages contain the titles, descriptions, and keywords.

Our sign up page is located at URL:
https://secure.config.com/registration/Internet/access/MODEM/dial-up/sign-up.html

Now, if someone searches for Internet access registration or signup, boom we’re there.

Also, the domain name that you should choose can matter greatly. It doesn’t have to be the name of your company, but consider one that describes your products, although this can be handled in the path structure mentioned above. The point is, that the domain name can make a difference

The second most important thing is the title of the page.

The title should focus toward the content of the page. You’d not want to include shoes if the page is designed to sell socks.

Titles should contain as many keywords that one can use coherently in a sentence. Use the space, don’t just say xyz company.

Make sure that it accurately reflects the content of the page, while also using the keyword phrases which people might be using at a search engine to find your site.

The third important prerequesite for SEO is using Meta-tags.

It’s really amazing how many beautiful web sites I run into that have no meta tags at all, much less the minimum description and keyword tags.

Here’s an example of a properly coded page using META TAGS;

<TITLE>JoeRinehart.com: Search Engine Optimization (SEO) and Internet E-Commerce Consultant</TITLE>
<meta name="description" content="Joe Rinehart has served as an Search Engine Optimization (SEO) 

and Internet ecommerce consultant since 1994">
<meta name="keywords" content="Joe Rinehart,Joe,Rinehart,Consultant,consulting,search engine 

optimization,search engine,SEO,ecommerce,">
<META NAME="rating" CONTENT="General">
<META NAME="revisit-after" CONTENT="7 days">
<META NAME="ROBOTS" CONTENT="INDEX">
<META name="Author" content="Joe Sheridan Rinehart">
<META NAME="DC.title" CONTENT="JoeRinehart.com: Search Engine Optimization (SEO) 

and Internet E-Commerce Consultant">
<META NAME="DC.creator" CONTENT="Joe Rinehart, SEO consultant">

<META NAME="DC.subject" CONTENT="Search Engine Optimization">
<META NAME="DC.description" CONTENT="Joe Rinehart has served as an Search Engine Optimization (SEO) 

and Internet ecommerce consultant since 1994">
<META NAME="DC.publisher" CONTENT="Joe Rinehart, Search Engine consultant">
<META NAME="DC.contributors" CONTENT="Joseph Rinehart, SEO consultant">
<META NAME="DC.language" CONTENT="ENG">
<META NAME="DC.coverage.placeName" CONTENT="Akron Ohio">

<meta name="geo.placename" content="401 Madison St, Ravenna, OH 44266, USA">
<meta name="geo.position" content="41.155515;-81.256535">
<meta name="geo.country" content="US">
<meta name="geo.region" content="US-OH">

<!-- OWNER_NAME="Joe Rinehart, Founder, config.com, Inc." -->
<!-- OWNER_INFO="124 East Spruce Avenue, Ravenna, Ohio 44266-3048" -->
<!-- OWNER_INFO="401 Madison Street, Ravenna, Ohio 44266" -->
<!-- emergency contact: --> 

<!-- Joe Rinehart,  -->
<!-- Config.Com -->
<!-- 401 Madison Street -->
<!-- Ravenna, Ohio 44266 -->

<!-- Cell: 330.389.1192 -->  

The fourth factor is Dublin Core, and optional comments.

Use Dublin Core code wisely as legitimate usage of title, description, and geographic duplication, and optional comments with care as they should not be redundant usage of words, but rather pertain to the geographical location you are trying to market when the content on the page has no references to that location for instance.

The fifth most important thing is the use of Header statements.

Header statements are important in that Google sees the words within as an emphisis of what follows.

The sixth most important factor is the actual content of the page itself.

This is the obvious fact, but let’s go one step further. Don’t make one paragraph pages, or cut and paste someone elses content in the same industry (beside potential copyright infringement issues). The more original content the better!

Content is King! Use as many buzzwords that you can while writing copy for you page.

The seventh most important thing for effective SEO includes ALT TAGS.

If you are using images, then define the images with ALT TAGs because they too are searched. Think in terms of handicapped accessibility and blind users. Yes, blind users also surf the ‘net, except they have speech synthesis cards that read the text off to them, and when it runs into an image, it’ll read the ALT TAG description of that image.

The eighth important SEO factor is the use of TITLE tags.

Both images ALT and HREF statements can contain the TITLE element tag and it also has the cool effect of poping up a text balloon when you place your mouse over it.  Where ALT tags are only within the IMG code and must be descriptive of the image, the title tag can be in both ALT and HREF and while it should be descriptive, it isn't as strict, but also needs to be coherent for the reader.

Once the basic elements are understood clearly, there is also a few other things that anyone interested in doing well in search engines should know. These may include:

1. Get out of the Google sandbox if you have a new domain and pay for your Internet domain as far in advance as you can afford!

2. DON’T USE FRAMES! All web pages should contain their own above 4 elements. If you use frames, I don’t care how good you are and how pretty your pages look, they will not do good until you drive enough traditional marketing behind it and that could cost millions to compete with others in your industry
The search engines can’t read JavaScript links and menus, and can’t interpret graphics images and Flash. You can still use the eye candy, but just make it easy to navigate for the visitors, and the engines will follow.

3. Use correct and accurate information for the domain registration whois information and make your the email addresses are current and working!

4. Have an abuse and postmaster email set up with your web hosting provider.

5. Consider your Network Hosting Infrastructure! If you are on a server with thousands of other "virtual domains" where they share the same IP or Clacc C (254 usable IP's) and one of them is a porn site, or worse yet send out a million unsolicited emails, what do you think that'll do for your domain? Don't let anyone tell you that the quality of Network Administration doesn't matter! Electronic marketing or effective SEO isn't about cheap web hosting, so if you are on a large hosting company then seriously consider paying for a dedicated IP at minimum!

Once these thing are complete for a given web page, then it may be safely submitted to the engines.

Disclaimer: There is an aweful lot of things related to SEO in general! This document makes no attempt to cover them all, but rather, only the minimum basic requirements that should exist on each web page.

 

Written by Googles Matt Cutts, added by Jeff Friday, 05 June 2009 19:21

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Public Relations Damage Control - Reverse SEO

Last Updated on Tuesday, 09 June 2009 12:45 Written by Joe Rinehart, Search Engine Optimizer Wednesday, 27 May 2009 17:28

Public Relations Damage Control - Reverse SEO

I've been helping e-commerce clients with their Search Engine Optimization  since the early days of Yahoo. As the years have past we've (config.com) been receiving more frequent emails and telephone calls regarding how to repair public relations damage by a competitor, disgruntled client, former employee, or to get a web page with undesired information out of the search engines which may show up highly on the engines, and most often, specifically Google....

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