Secret#235:SolicitReciprocalLinksThemorepeoplelinktoyoursite,themore important thatWebaddresswillappeartomanysearchengines,withthesiterankingimprovingbasedonitspop- ularity.Thisiscalledreciprocallinking. OnescamyoushouldbeawareofisthatsomeSOEsandmarketingfirmswilltrytoconvinceyouthatyouneedtopopulate entry pages pagesthatlinktoyourWebsite onotherWebserverstoincreaselinkstoyou,therebyboostingyourrankbytrickingsearchenginesintothinkingthatrelevantWebpageshavelinkstoyoursite. Thebestwaytoincreaselinkingtoyouistosolicitit especiallyfromrelevantandrelatedWebsites.Forexample,themoreWebsitesrelatedtoWebdevelopment, Webdesign,andcomputerbooktopicsthatIhavelinkedtomolly.com,Youcanincreaselinkinganumberofwaysbeyondfranksolicitation.addingfeatureswithrolling blogrolls linkstorelatedsites.Fortopicallyrelatedsites,thereareoftenWebrings groupsofrelatedsiteswithlinksfromonetothenext andthesecanbeagreatwaytodrivetraffictoyoursites. I veaddedmyWebsitetoanumberofringsinthepastfewyearsandhavebeenastonishedattheresultingincreaseinvisitorstomysite.Webringsaregroupedbylikeinterest(orgeography,suchas TucsonWebsites ),sothepeoplewhocometoyoursiteasaresultarelikelygoingtohaveapre-existinginterestorneedthatyoursitecanaccommodate. tipDoasearchforonanysearchengineandyou llprobablyfindanassortmentofWebringsrelatedtoyourtopic,too. Ifforsomereasonyoudodecide,oraretold,thatyouneedtoresearchSOEsorothergroupsthatcanassistyouwithlinkingstrategies,beascarefulasyoucantocheckoutwhoyouareworkingwith.Whoknows,youmightbesurprisedandactuallyfindsomeonewhowillhelpyouwithresourcesandactuallycontributetoyourgoals,butagain,thelikelihoodofthatisverylow. Secret#236:ConsiderAffiliateProgramsIfit sappropriateforyoursite,youmaywishtoconsideraffiliateprograms.zon.comoffersthemostfamousoftheseprograms. Here showaffiliateprogramswork.Youcreatecodedlinksonyourownsiteofrecommendedproducts,signupfortheaffiliateprogramtogetthevariouscodedlinksyou llneed,andthenyouwillreceiveapercentageofmoneyfromanyaffiliatesales.
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Tucsongolfcourseproperties retirement retirementneighborhoods. Naturally,allthesekeywordsandtermsshouldbeincludedinyourkeywordmetaelement,too. Secret#234:KeepingURLsShortandRelevantThisisatopicthat spoppedupthroughoutthebook,andforgoodreason.orrankingandpromotions,theshorterandmorelogicalyourWebsiteaddressis, theeasierit sgoingtobetopromoteandtocatalog. Forexample,www.molly.com/books/isgoingtobeafairlyeasyURLtopromote, whereaswww.readallofmollysbooks.com/isgoingtohavenumerouspitfalls. So,keepURLsasshortandsweetasyoupossiblycan. tipIt salsohighlyrecommendedthatwhenyouhaveawwwwithinyourdomainnamethatavisitorisabletoresolveyoursitewithorwithouttheinitiatin www www.molly.comandmolly.comresolvetothesamelocation. AnotherproblemwithURLsandpromotionisdynamicallycreatedURLsorthosethatdisplayasessionID. ConsiderthefollowingURL,arealURLtoanarticleofmine: http://www.informit.com/content/index.asp?product_id={F41929EF- 0DCC-444C-AE9C-EA20A98C3853}&session_id={6C98C46C-F571-4647-AB05E18223DD} AnyonewhotakesthisURLandcopiesitintotheirbrowserwindowmayen- counterproblemswhenthebrowsertriestoresolvetothecorrectpage.sonisduetothesessionIDbeingaddedtotheURL.ThatIDisspecifictomysession,notyours,andwillcauseproblemswhenanotherpersontriestoresolvetheURL. ExperiencedWebdevelopersandprogrammerswillknowthattheyshouldremovethesessionID,buttheseissuescanandshouldbedealtwithontheserver-URLsofthisnaturegoagainstmostusabilityguidelinesandcauseseriousprob- lemswhenitcomestotryingtopromotespecificpageswithinWebsites. noteDidyoucatchtheotherproblemwiththeextendedURL?IfyoudropitasisintoanXHTMLdocument,itwillnotvalidateunlessyouescapetheampersandwithintheURL.
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NowlookatFigure14-2,whichisanexactreproductionofthesearchresultsfoundonsuchsearchenginesasExcite,MSN,andAltaVista. Figure14-2:Anexampleofhowawidenumberofmajorsearchenginesimplementthemetadescription. Asyoucansee,thesearchenginehascataloguedmydescription.Withoutaneffectivedescriptioninplace,youmayendupwithothercomponentsfallingintotherankingfirst,asshowninFigure14-3. Figure14-3:Withoutametadescriptioninplace,thenavigationappearsbeforeanydiscernablecontent. Followthesegeneralguidelineswhencreatingdescriptions: Includea calltoaction thatencouragesuserstoselectyoursite.MydescriptionmightbemoreeffectiveifIusedthisapproach,whichmightread VisitMollyE.HolzschlagandlearnthemostcurrenttopicsandtechniquesinWebdesign. Bebrief.Stickto25wordsorless. Beclearandmeaningful. BeautifulWebsites doesn tmeanmuch, really.Followthatlinkandyoumightfindasitedesigner,orsomeone spersonallistoffavoritesites. tipIncludingtop-levelmeaningfulkeywordsinyourdescriptionisahelpfulwayofimprovingyourdocument skeywordoptimization. Secret#232:UsingTargetedWordsinHeadersNottoolongago,manymajorsearchenginesbeganlookingatcontenteitherrightaway,oraftergrabbingametadescription(shouldoneexist).H1levelheadersgetalotofattentionfrommanyengines,becausefromastructuralstandpointtheyaremeanttodescribethemostimportanttopiconthepage. Onceagain,inthefrenzytoincreaseranking,suddenlypageswereappearingwithmultipleH1headerspackedwithkeywords.Thispracticeisnotonlyconsideredbadformandjustplainrude,butitdoesn tsittoowellwiththosesearchenginesusingitasalegitimatemeansofaddressingdescriptions. ButtheproperuseofH1elementscanstillhelp.ThatmeansoneH1elementperpage,tops.Addyourkeywordsinanappropriateandclearmanner,andyou rehelpingeveryone,notjustthesite spotentialrank.
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thatis).Manysearchapplicationsprovidereportingservicessoyoucanseeyourtoprequestedsearchesandaddtermstoyourmetaelementasnecessary. Figure14-1showsalistingofsearchentriesonMolly.Com.Icanseethatthereareseveralinstancesofsuitabletermstoaddtomymetaelement,suchas and css. Figure14-1:Localsearchesassistmeinmatchingcommonsearchesonmysitetometakeywordsformajorsearchenginelistings. Secret#231:WritingEffectivemetaDescriptionsThenextmostcommonmetaelementtodefineisthesitedescription.Numeroussearchengineslooktothisdataforhelpwithcategorizingasite.siderthemetadescriptionthatappearsonmysite:
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Secret#230:TargetingKeywordsformetaElementsByplacingkeywordsintoametaelementwithinyourdocuments(acommonprac- tice),youenablesearchengineslookingforthisinformationtocatalogyourkey- wordsquickly. Keywordscanhelpwithrankingbecauseyouareabletocatalogyoursitebasedondescriptivewordsorseriesofwordsthatdefineyoursiteaswellasref Unfortunately,thismethod,whileeasytoimplement(justaddasmanykeywordsasyou dlike,separatedbycommas,tothemetaelement),hasbeenmisusedovertime. Insteadofstickingtothosekeywordsrelevanttotheirsites,someunscrupulousbutimaginativefolksdecidedtoaddkeywordstoasitethatmighthavenothingtodowithitsrelevance. Forexample,sayyou reworkingforasitethatsellsbabyclothingandrelateditems,andthepersondoingthemetakeywordsaddsinwordssuchas porn completelyirrelevantandinappropriateforyoursite.Becausesex-theyoftenendupwheretheyshouldn tbe. Anotherunscrupulousbitistheadditionofmultipleinstancesofimportantwordsnumeroustimessothatinakeywordvalue,theword baby mightappearalone(ratherthaninvariousreasonablecombinations)100times. SearchenginesgotsavvytothisbehaviorandputtheirfootdownbycreatingstricterrulesandsometimesblockinganysitesthatwereusingpoorpractThisactionhasactuallyhelpedmanyworkinginWebdevelopmenttobemoreawareofexactlythekindofkeywordandkeywordcombinationstheywant. Agoodexerciseistositdownatyourcomputerwithatexteditorattheready, andjustbegintowriteoutwordsandwordcombinationsthatmightbethingsyouwouldsearchforiflookingforthegivenproductorserviceyourWebsiteepresents. Youmayalsowishtohaveothermembersofyourteamaddtothelist.YoucanevenaskpeoplewhouseWebsitesbutdonotnecessarilyknowanythingaboutmakingthemtocomeupwithkeywordsandkeywordcombinations.Collect,review,tipWhilerepeatingasinglekeywordonitsownwithinthemetaelementisconsideredano-no,usingthekeywordinvariouscombinationsisnot.Imightuse Webdesign andfollowitupwith Webdevelopment and Webusability. I veusedtheword Web threetimesbutinrelevant, applicableways.Thishelpswithrankingandclarifyingthetypesofworkyoudo. Anotherimportantmeansofrefiningkeywordswithinyoursiteistomatchyourkeywordstoactualdatareportedviathesearchengineinuseonyoursite
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ensuringthatstyleishandledwithCSS,andmakingyoursitesaccessibleforthedisabled,youopenupyoursitetobequicklyandeasilycataloguedbyasearchengine.Addtothateffectivetitlingofyourdocuments,clearlanguageuse,andmanyothercuesrelatedtoreadabilityandusability,andtherestofthejobisprettystraightforward. Alotofinformationwilltrytosteeryouotherwise towardpayingmoneyforadditionalsoftwareorservicestohelpyougetranked.Thisisonlyoneofthemanymythsthatexistregardingmostsearchenginesandhowtheyrankyou. Othermythsincludethefollowing: Acompetitorcanruinyourranking.Acompetitorcannotpurposelysabotageyourrankingorremoveyoufromasearchengineundernormalcircumstances.However,iftheyhavedoneabetterjobthanyouwiththedesignoftheirsite,ortheyhaveaverylargeamountofrelevantlinkstotheirsite,ortheyhaveadomainnamethatisveryclosetothemainconceptofthesite,theymightgetahigherranking(molly.com,willrankhigheronmostsearchengineswhenpeoplesearchfor molly ). YoucanpayyourwaytothetopofGoogle.No,youcan t.Youcanbuysponsoredlinksandadvertisingthatwillappearalongsideorabovesearchesofrelevancetoyoursite,buttherearenumerousfactorsthatgetsites tothetop. Paidinclusionservicesarethewaytogo.No,they renot.Withveryfewexceptions,inclusionservicesarescams,andfindingthoseexceptionsisverydifficult(seethenextsection). Nomatterwhatyoursite spromotiongoals,intheimmortalwordsofrapperChuckD, Don tbelievethehype. AvoidUnscrupulousMarketingTechniquesHere safact:Noonecanpromiseyoutoprankingsonallmajorenginesbydoinganythingtoyoursite.Itakethatback!Theycanpromise,andtheydopromise,Inthepastfewyears,arashofSearchEngineOptimization(SEO)companieshasemergedto help usoptimizethecodeonoursiteandfixproblemsrelatedtosearchenginerankings.ManySEOsarestraight-outfrauds,doingnothingfortheirclientsordoingverylittleandcallingitaday. Ofcourse,someofthesecompaniesaren tfraudulent,buttheproliferationofthebadguysissuchthatyouasaconsumermustbehyper-vigilantifyoudecidetouseanyoftheirservices. noteGooglehasanexcellentoverviewofSEOsthatprovidesguidanceinhowtochooseone,andhowtoreportcomplaintsaboutanySEOintheUnitedStatesorabroad.Seewww.google.com/webmasters/seo.html. Thankfully,thetechniquesinthischapter,alongwithyourwell-designedandstructuredWebsitewillalleviateallofthosewoes.Infact,injustafewshortpages,you lllearnenoughtoopenyourownSEOshouldyoudesirealittletimeontheguerrilla-marketingfront.
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WhatifyoucreatedaWebsiteandnobodycame?Youdon twantyoursitestoendupobscureandunused. Nodoubtyou vereadaboutmetatagsandhowtheycanhelpyoursitesgetrankedbetter;andjustabouteveryoneusingtheWebisawareoftheannoyancesrelatedtoWebadvertising.Buttheseissuesarejustthetipoftheiceberg. ReadanyWebsitededicatedtoWebpromotionsandyou llseeallkindsoftopics, oftencontroversialones. Thischapterletsyouinontheinsider sviewofwhysomanyWebmarketingmethodsareproblematic,andshowsyoutherightwaytousecommontechniquessuchaskeywordanddescriptiontagging,howtoexpandandextendkeywordswithinyourcontent,howtogetsubmittedtosearchenginesinatimelyfashion, howtogetthewordouttointerestedparties,andhowtoincreaseinterestviasponsoredlinksandofflinepromotionalopportunities. Iwillnotteachyouhowtospam,useannoyingads,orcompromisetheintegrityoftheproductsandservicesyourepresent.JustapplyabalancebetweengreatWebsitedesignandcustomerserviceandyouwillneverhavetorelyongimmicks. AboutWebSiteMarketingThere sabookthatsitsonmyshelf,copyright1995.Init,acoupleofmarketersdecidedtotaketheir guerrillamarketing tacticstotheInternet,persuadingalotofnewcomersthataggressivemarketingwouldmakethemprofitable. In1995theWebitselfwasveryyoung,andwewerealltryingtosortoutthebestwaytodothings.Someoftheseguerrillaideascaughtoninabigway,butalmostalwaysindetrimenttothecomfortandprosperityofall. Guerrillamarketingtacticsencouraged(andstillencourage)e-mailspam,overuseofads(especiallypopups),andarangeofadwarethat sbecomeascourgetothegoodusersoftheWeb. Fromamanagementandteamperspective,marketingisoftenconsideredthemostdifficultaspectofasuccessfulWebsiteteam,astheytendtohaveconflictinggoals.Marketinggoalsoftenconflictwithtechnologygoals,andtherealsotendstobeadifferentfocusinmarketing.Theirjobisthesale,andwhiledesignersanddevelopersseektosupportthat,sometimesthetwoconflictintheirgoals. OntheWeb,nopracticecanworkwithoutthetechnologynecessarytomakeitwork.Technologyandhowwellweuseitmakesupasignificantportionofasite ssuccess. Ofcourse,marketingandpromotionalmethodsarenotallbad,andcertainlymanymethods,suchasregularspecialsorWeb-specificcoupons,canendupbeingex- tremelyusefulinsuccessfullypromotingyoursite.Thebestofmarketingandpro- motionsavvy,inmyopinion,arethosethatrelatetosuccessfulbusinessstrategy, greatmanagement,andworkflow alltopicsfoundelsewhereinthisbook. NowFocusIsonStructureandContentWhileyouwillseehowtouselong-existingtechniquessuchasmetakeywordanddescriptioninthischapter,therealfocusfortoday sWebsitesistoensurethattheyarestructuredandwrittensothatsearchenginecomputerscansuccessfullyrankthem.
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SecretsinThisChapter#230:TargetingKeywordsformetaElements………………..231:WritingEffectivemetaDescriptions………………….232:UsingTargetedWordsinHeaders…………………..233:UsingKeywordsinText………………………..234:KeepingURLsShortandRelevant………………….235:SolicitReciprocalLinks………………………..236:ConsiderAffiliatePrograms……………………..237:UseOpt-InE-mailNewsletterstoDriveTraffic…………….238:RunRegularandSeasonalPromotions………………..239:LearnMoreAboutWebAds……………………..240:AddSponsoredLinks…………………………241:SearchEngineSubmission………………………242:Don tForgetOfflinePromotions!……………………
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havedifferentbudgets,technicalconcerns,humanresourcelimitations,andsoon. Aswitheverythinginwebdesign,makinggooddecisionsmeansresearchingtheoptionsandweighingthevariousfactorspriortojumpingintoanycommitment. Manyofthetechniquesusedinthischapterhavecrossoverwithmarketingandpromotions,becausetheyprovidevisitortrackingandothermeansofdetermininguserbehavior.Inthefollowingchapter, ImprovingSiteRankingandManagingPromotions, you lllearnmoreabouthowtotakesuchinformationanduseitinthebestinterestofyourwebsite andyouraudiences.
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