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Theory of SEO (part 3)

Theory of SEO (part 3)

Top 5 ways to boost your site’s ranking –

1. Proper file and directory structure

The names that you give your web files can be just as important as what’s in them. Certain search engines will pick out keyphrases from the names of your files and directories to use when indexing your pages. As such, naming your web page “/Web-Design/Calgary-Website-Design.html” is far more valuable than simply calling it ‘services.html’.

2. Proper use of META tags

Most major search engines still make use of META tags when indexing your web pages, so you need to ensure you get them right. Be sure to include both ‘keyword’ and ‘description’ tags. Your keyword tag should have your most important keyphrases at the beginning, separated by commas, and keep the list as short as possible. Stuffing gobs of terms into this tag will only dilute the power of the terms your really want to go after. Stick to 5 to 10 if possible. Most search engines will only go about 50 characters in anyway. As for your description tag, write it in plain English and be sure to include your most important keyphrases. Try to keep it short and be sure to include your company’s name somewhere. And be sure that your content includes your chosen keyphrases. There’s little point to stating 5 keywords in your META tags and then not use them anywhere in your content.

3. Proper accessibility features

This is a step that takes practice and knowledge of HTML (so you may want to pass it along to your web designer). Accessibility and good search engine rankings go hand in hand. You need to ensure that your HTML code is optimized for these features. They include ‘alt’ text in all your images, ‘title’ tags for all your links, proper use of heading tags (H1, H2, etc.), and properly formatted HTML code. For more information on accessibility, check out the World Wide Web Consortium (W3C).

4. Inclusion of key pages (Site Map, Links page)

Certain search engines will look for a couple of key pages on your website. These pages include a Links page and a Site Map. A Links page is important as it demonstrates to search engines what you feel are complimentary websites, and it also shows that your site is not a dead end (search engines are big proponents of the democratic nature of the Internet). A Site Map is a great page for search engines (especially Google… wink wink) as it gives the engine a single source from which to index your entire site. The page demonstrates that none of your pages are orphaned, and presents all your pages as ‘second level’ pages, even if they’re buried deep down in your site.

5. Useful, user-centric content.

This one may sound pretty obvious, but it is the most overlooked item of all. If you don’t have quality, useful content, then search engines won’t index your site or your pages favourably. This is a result of the occasional human being visiting your site from a search engine company, as well as visitors who bookmark and spread the word about your site. If you offer good information, word will get out, and other sites will start linking to yours. The more sites linking to yours, the better. So be sure you have something great to say.

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  1. Get a lot of backlinks to your site with the right anchor text for the keywords you are targetting. You should pay attention to the quality of the backlinks and not just quantity. For quality, the links should be on pages directly related to your target keywords. Also focus on adding unique and useful content to your site at regular intervals.

  2. If you want to take mainstream SEO advantage follow the Content to Code ratios as well, the search engines seem to definitely be looking for higher Content to Code Ratios these days.

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