Although meta tags are still important, search engine technology has come a long way since then (you can appreciate why) and so has the art of SEO. But the first and most important rule to remember is that search engines are not as clever as you may think. They can only read the under-lying HTML code to find out what your site is about. This means that if your content is stored in images, Flash or Java etc the search engines cannot see it. In some cases the spider can get lost and confused in the non-HTML code and just ignore the entire page or site. Dynamically-driven sites can also have problems gaining good positions because search engines tend to ignore URL's which have special symbols in, the most important being '?'.
So now we know that search engine positioning is about making the spiders be able to see what our site is about, removing any elements which can confuse them, how do we get top positions? Each search engine has its own algorithm for ranking sites but the concept is the same and we need to get the target keywords in the different elements used in the scoring process. The main elements are:
The <HEAD> tags - The only head tags to worry about are the title, meta description and meta keywords. Put them before any external JavaScript files and Cascading Style Sheets, in the above order. Make sure that the most important words are at the start. We recommend a maximum of 10 words in the <title>, 40 in the <meta description> and 20 in the <meta keywords>, Per Page.
The <body> content - Make sure that you have your keywords listed in your text. Preferably have a heading tag at the top <H1> - <H6> also containing the keywords.
The Link text - Having your keywords in links to other sections on your site is important.
The <alt> tag - With images, make use of the alternative text tags. If you can't get away from using images (surely not!) it is imperative that you add the keywords in the alt tag.
Upon filling each element we need to match the different search engine algorithms by adjusting the frequency and occurence of the keywords. You don't want to abuse your keywords, keywords, keywords, as the search engines frown upon this and it can go against you. You also want to make sure that the weighting is correct i.e. try not to have your keywords appear as frequently at the bottom of the page. This is where our page-tweaking experience and research has been and still is essential to gaining first page results time and time again.
The next and most important factor in achieving top search engine placements is Link Popularity. By building as many links to your site as you can from other sites (preferably with related content), search engines place a greater relevancy to your site, potentially making the difference between page one results and a page 100!
Finally it is time time to get listed in the search engines. The approach we suggest will be different for each project becuase each company/organisation will be in a different position. So why don't you request your FREE website report and we will advise you on how to best spend your time and money? You've nothing to lose.
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