The Birth of
a Professional Web Site Part Six Search Engine Preparation
An important part of developing a successful web site
is attracting a steady stream of targeted traffic.
A significant amount of web site traffic originates from the major Search
Engines. A Search Engine is a web site that indexes web pages. These sites
run software programs called "Spiders" or "Robots" that continuously crawl
the Internet in search of new web pages to index.
When you visit a Search Engine and you're looking for something in particular,
you type in a few words that best describe what you're looking for. These
words are known as keywords. The Search Engine will return a list of web
sites that are most relevant to your keywords.
When a Search Engine indexes a web page, it scans the page in search of specific
keywords. The pages that rank high when a search is returned are the pages
that are most relevant to the search query.
If your page doesn't rank in the top 10 or 20 results when doing a keyword
search at the Search Engines, your target audience won't be able to find
When designing your web pages, you must specifically optimize each page of
your web site. Each page should target one specific subject and be optimized
with keywords that best describe the subject.
Optimizing your web pages will include all of the following:
Selecting the most relevant keywords for each page
Placing the META keyword and description tags within the head section
of each page
Using your primary keywords as your page title
Placing keywords within your image ALT tags
Placing your primary keywords within heading tags
Using your primary keywords as image names
Using your primary keywords as page names for hyperlinks
Using keywords within your body text
A keyword is a word that best describes your web page.
For example, if your web page is focusing on dogs, your best keyword will
A keyword phrase is two or more words that best describe your web page. If
your web page is focusing on grooming a dog, your best keyword phrase will
be "dog grooming."
When optimizing your web pages, you should concentrate on just a few keyword
phrases for each page. These keyword phrases should directly relate to your
subject. Avoid using general one-word keywords, as you definitely won't rank
high in the Search Engines.
When you begin optimizing your web pages, each page should be optimized for
a different primary keyword phrase. For example, if you're selling dog grooming
products, your main page would of course be optimized for dog grooming products.
However, you might have another page that targets dog grooming tables. And,
another that targets dog grooming kit.And, another that targets dog grooming
scissors. See how that works? A highly targeted keyword phrase will attract
highly targeted traffic.
The key to ranking high in the Search Engines and driving highly targeted
traffic to your site is to select highly targeted, product specific keyword
phrases that are less competitive and less generalized. You don't want to
target every little possible keyword; you want to focus on your primary keyword
phrases for each page.
Your first step towards optimizing your web pages will be to download a great
little tool called Good Keywords
This is a free software program that will enable you to type in a specific
keyword and it will return a list of keyword phrases.
As the competition for highly popular keywords is fierce, you will significantly
increase your chances of receiving a high ranking in the Search Engines by
targeting the less popular keyword phrases. And in turn, significantly increase
For example, if your web page focuses on grooming a dog, you would type the
general keywords "dog grooming" into the Good Keywords search box. The search
would return a variety of more targeted keyword phrases. The keyword phrases
that should be selected are those that are a little less popular, yet much
Selecting the right keyword phrases is the first step towards ranking high
in the Search Engines.
(Continued in part
Copyright © Shelley Lowery
About the Author:
Shelley Lowery is the author of the acclaimed web design course, Web Design
And, Ebook Starter - Give Your Ebooks the look and feel of a REAL book.
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