Hints and Tips
Search engine optimization is very cost effective…
Search engine optimization for top ranking is one of the most effective ways
to keep your marketing costs to a minimum. Most search engines do not charge
to index your site. But, some of the major search engines and directories
are now charging a small fee to include your site in their index.
art, not a science…You need to high
search engine ranking, but your web pages also need to sell. That
is why high search engine ranking is more of an art than a science. It takes
time and practical experience to get the correct blend of copy that sells
and copy that gets high search engine ranking of the website.
optimization is a must for anyone serious about making their website a
success. With the proper research and planning, your site will achieve top
search engine ranking for casino related search terms that is needed to
drive key prospects to Harrods Casino online.
Effective Search Engine Optimisation will move your site to the top of the
search engines against your relevant search words.
Consider this. As of January 2003, Google has 29.5% of the
search engine market share. Google also provides its results to yahoo who
have 28.5% market share, and Google provides its results to AOL who have
18.4% market share (source : Nielsen). That adds up to 77.4% of the search
engine market. Now, you can choose which search engines to optimise
specifically for, however if you are not choosing to optimise for Google,
you are forsaking 77.4% of potential customers worldwide.
What Is Search Engine Optimisation?
Web site optimisation is the application of construction techniques that
will enable your web site to obtain and maintain a higher presence on search
engines. These include making the best use of display page titles, headings,
key words, meta data, text, image titles plus links to and from your web
It is very important to note that all search engines apply their own
individual criteria and therefore what works best on one, may not produce
the same results on another.
Responding to searches submitted is an absolute must if you wish to increase
your presence. However this is not always possible, depending on how you
track visitors to your site. Don't panic though. If you can't see the
details that people are keying into their search to find you, by following
the hints and tips displayed throughout this tutorial, you can be confident
that you have taken steps in the right direction to help increase your
chances of producing a search engine friendly web site.
How Do Search Engines Include Web Sites?
Search engines and directories rely on you to supply the information they
require. Search engines often rely on spidering or indexing your site and
the information is then stored automatically within a database.
Directories are often edited by an individual who will visit your site to
see what it contains. You may be requested to fill out a form at the
submission stage explaining the contents of your site and where you would
like it to be placed. You may even need to submit from a section within the
directory, where you would prefer to be listed.
Does It Long Take To Get Listed On Search Engines?
This varies from search engine to search engine. As more and more web sites
are submitted the workload is naturally increased. At the end of the day
no-one can guarantee a free inclusion in search results. Most search engines
reserve the right not to list sites submitted. If your site is included, the
time it takes can vary from immediate to months.
Submitting your site
Do not bother submitting your site to Google more than once. Once Google
knows about you, submitting a second time will be ignored.
Submitting individual pages
Do not be tempted to submit specific web pages to Google. If a human
can't find a page from your site, chances are neither will Google and
submitting individual pages which have no links to them results in a page
ranking of 0 and are unlikely ever to show up in search results pages.
Carefully choose your keywords
Target the wrong keywords and all your efforts will be in vain. Choose
the right keywords and you’ll see your traffic dramatically increase.
Therefore, think long and hard about what keywords people are most likely to
use when search for your site. Make lists of single keywords and then
combine them into phrases.
Give your web page an informative title. This helps with Google if your
title contains any part of the search term that a search engine user uses.
Optimisation of your Title Tag
The title tag of your page is an extremely important factor to consider
during the optimisation of a web page for search engines. This is because
many engines and directories place a high level of importance on keywords
that are found in your title tag. The title tag is also what the search
engines usually use for the title of your listing in the search results.
What it looks like:
Here's the title tag of this page:
<TITLE>Hints and Tips - optimisation of your title tag for search
Where it belongs:
The correct placement for the title tag is between the <HEAD> and </HEAD>
tags within the HTML the makes up your page.
Tips for optimising your Meta Tags:
We recommend including 1-2 of your most important
keyword phrases in the title tag, be careful not to just list keywords. If
you just list keywords you risk being viewed as a spamming the engines
which can ultimately lead to you being blacklisted by the search engines.
Your title tag should include your keyword phrases while remaining as
close to a readable sentence as possible to avoid any problems.
Make your title enticing! Don't forget that even if
you get that #1 listing in the search engines your listing still needs to
say something that makes the surfer want to clickthrough and visit your
Since the length of your title tag could be a little
long for some engines we suggest placing the keywords at the beginning of
the tag when possible so that you do not risk having them cut off.
Each page of your site should have a unique title tag
with it's own keywords that related to the page that it appears on.
Optimisation of your META tags
The head element contains general information (meta-information) about a
document. HTML also includes a meta element that goes inside the head
element. The purpose of the meta element is to provide meta-information
about the document.
Most often the meta element is used to provide
information that is relevant to browsers or search engines like describing
the content of your document. Some search engines will use the name and
content attributes of the meta tag to index your pages.
This meta element defines a description of your page:
<meta name="description" content="Free Web tutorials on HTML, CSS, XML, and
This meta element defines keywords for your page:
The intention of the name and content attributes is to
describe the content of a page. However, since too many webmasters have used
meta tags for spamming, like repeating keywords to give pages a higher
ranking, many major search engines have stopped using them entirely.
Where they belong: The correct placement for both meta
tags is between the <HEAD> and </HEAD> tags within the HTML the makes up
your page. Their order does not really matter, but most people usually place
the description first then the keywords meta. Tag limits:
Meta description tips:
Make sure you accurately describe the content of your
page while trying to entice visitors to click on your listing.
Include 3-4 of your most important keyword phrases.
Especially those used in your title tag and page copy.
Try to have your most important keywords appear at
the beginning of your description. This often brings better results, and
will help avoid having any search engine cut off your keywords if they
limit the length of your description.
Meta keywords tips:
You should only use those keyword phrases that you
also used in the copy of your page, title tag, meta description, and other
tags. Any keywords phrases that you use that do not appear in your other
tags or page copy are likely to not have enough prominence to help your
listings for that phrase.
Don't forget plurals.
Don't forget common misspelling of a popular keyword
that could be used to find your site.
Watch out for repeats! You want to include your most
important phrases, but when doing so it can be difficult not to repeat one
word many times. There in no limit, but we recommend that no one word be
repeated in the keyword meta more than 5 times.
If your site has content of interest to a specific
geographic location be sure to include the actual location in your keyword
Make sure your web pages contain appropriate material. I.e. If the
search term "classical music" brings up your page, your page had better have
some reference to classical music or the customer will leave immediately. It
is estimated that 90% (source : general estimate) of potential customers
turn away from sites after they have seen the first page.
Optimisation of your page content
Your page content is another very important factor in achieving better
search engine listings. Your page content is the information that a visitor
would read from the page. Search engines look through Did you know that just
like a visitor to your site would read the copy on your page to figure out
what you have to offer, the search engines do too? And what do you think the
search engines are looking for when they 'read' your page copy? Keyword
phrases, of course!
Page content tips:
We recommend that each page you submit has at
contains least 200 words.
This text should include your most important keyword
phrases, but should remain logical & readable.
Include the phrases that you have used in your other
tags (i.e. metas, alt, headings, title, etc.) during the optimisation
Add additional content rich pages to your site. For
example, how-to articles, hint and tips, or tutorials. These types of
content pages not only help you in the search engines, but many other
sites will link to them too.
Get as many clickable links from external sites pointing to your site as
you can. This will help your link popularity which scores highly with
Google's ranking system. But take good advice from a real expert before
getting into link swapping schemes.
Do not try to be creative and use cloaking techniques to help your
rankings unless you really really know what you are doing (and are prepared
for the possible consequences of being de-listed). Search engines will start
to use more than one user identifier when accessing your site soon (if they
haven't already) to see if you are trying to dupe them. If you don't
understand what this all means, then you are likely not using cloaking
techniques so ignore this point.
Optimisation of your images using "alt"
The alt attribute is used to define an "alternate text" for an image.
The value of the alt attribute is an author-defined text:
<img src="optimised.gif" alt="Search Engine
The "alt" attribute tells the reader what he or she is
missing on a page if the browser can't load images. The browser will then
display the alternate text instead of the image. It is a good practice to
include the "alt" attribute for each image on a page, to improve the display
and usefulness of your document for people who have text-only browsers.
Optimisation of Text Hyperlinks
Search engines use complex algorithms to see if what you are linking to is
something closely related to the content of your page. Some of the engines
look for keywords in hyperlinks and in the surrounding text of the
hyperlinks. We recommend including your most important keyword phrases in
the link itself and possibly the surrounding text.
Get listed in as many directories as you can. Each time you are listed
in a directory, Google will consider this as a plus to your search ranking.
Creating Doorway Pages
With the exception of Yahoo! you can submit more than one URL to a
search engine. A doorway page is simply a page that has been created for the
sole purpose of ranking higher in search engines for a particular keyword or
set of keywords. These pages act as “doorways” to the real content of your
site, without having to redesign or remove the content of your site.
You can create doorway pages to take advantage of a
search engine’s criteria for a specific keyword or keyword phase. Doorway
pages help you solve the most troubling Web marketing dilemma: The
techniques that will get you a high ranking in one search engine can get you
penalized or even removed from the index of another search engine. It is
impossible to design a single page that will rank well for all of your
chosen keywords in all engines.
Since there are so many sites indexed by Web search
engines, the content of your page must be very focused to rank well in
today’s overflowing search engines.
Typically, when targeting five keywords, across eight search engines, you
end up with 40 pages pointing to your home page or other section on your
site. Don’t worry, this is not unusual. If you are cautious and
heed the warnings below, you won’t have any problems.
Some techniques work better than others, depending on
the engine. Sometimes, a shorter, more concise page will rank higher on
AltaVista than a longer one. You could create alternate shorter pages and
name them accordingly. For example,
Experiment with different pages and page names to describe these
experiments, but be careful and don't go overboard!
What Are Industry Specific Search Engines?
Industry specific search engines and directories are often very popular. The
growth of the internet has created a specific need to access quickly and
clearly defined information of a particular nature. For example, if you are
an estate agent in a particular area, you might carry out searches for
directories specialising in this field. Adding your site to the most popular
of these is crucial. Directories are often highly ranked by search engines
because they contain a high level of relevant information specific to the
What not to do!
Things to Avoid attempting Optimisation techniques for Search Engines
You should not try to trick a search engine in any way because you risk
being blacklisted by them.
- Excluding the meta keyword tag, do not list you keyword one after
another anywhere on the page
- An old trick is to try and keyword stuff the page by using the same
colour text as the page's background. Search engines can detect this and
view it as spam.
- Do not submit the same page to any search engine more than once in any
- Do not submit identical pages. You should instead give them different
filename and change the title and, if possible, the keywords for the page.
- Do not use any keywords in your keywords meta tag that do not directly
relate to the content of your page.
- Don't use any keywords in your keywords meta tag that do not directly
relate to the content of your page.
Do not use frames
One of the biggest potential pitfalls for Webmasters is search engines
that do not index the text within frames. A frame is an HTML page that
"frames" other HTML pages. If your site uses frames you homepage is actually
a frameset with no real content. Several major engines (including Excite,
WebCrawler and HotBot) do not support frames, others do not index framed
sites very well. If you site uses frames we recommend redesigning your site
without them if you want to get good listings in the search engines.If you
must use frames, include text in the <NOFRAMES> tag. Another solution is to
create pages (without frames) to act as doorways or alternate entrances to
your site for the purpose of giving these engines something they can see and
Do not use dynamic URL's
Most search engine cannot list dynamic URL's which are commonly listed
on database driven sites using scripting languages such as VBScript within
Active Server Pages (ASP). An example of a dynamic URL is shown below.
Do not have an entirely FLASH homepage
Search engines cannot index pages made entirely with FLASH. When you
submit a page to a search engine a spider will follow the links on the page
and listing the rest of the site. The best way to remedy this is to create a
site map that uses normal html links to every page on your site. Also add a
standard HTML link on each page of you site that links to the site map.
Do not use image maps as the only method of
Search engines cannot index the code that makes up image maps. You can
use image maps in your site but you should also include standard html links.
As with a Flash site, create a site map that uses normal html links to every
page on your site. Also add a standard HTML link on each page of you site
that links to the site map.
site will not get spidered unless you also have some form standard HTML
hyperlinks that they can follow. You should add some form standard HTML
hyperlinks to all of your pages on each of your pages so that your site will
be spidered properly. An easy way to do this is to create a site map page
uses standard HTML links to link to every page on your site. Then add a
standard HTML link on each page of your site that links to the site map.