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Search
Engine Marketing 101: What Search Engines
See When They Visit Your Web Site
by: Robin Nobles
If you have a
Web site, have you ever wondered what a
search engine sees when it visits your site
to add the site to its index? Do you know
that it doesn't see the beautiful graphics
or the fancy Web design? Do you know that it
only sees the source code, or the "skeleton"
of your Web site?
Do you realize
that knowing this little tidbit of
information and doing something about it can
make a huge difference in your search engine
rankings and, ultimately, the success of
your online business?
One very
important thing that you need to remember
is: the search engines like simplicity. The
simpler your Web site is, the easier it is
for the engine to determine what your Web
site is about. And, if the search engine can
determine exactly what your Web site is
about, you have a better chance at top
rankings under the keyword phrases that are
important for your online business.
Let's look at
this concept in action with a page I
recently created for one of my online
businesses: Search Engine Workshops.
As you can
see, it's a very plain, simple page that was
not created to be the "main" or "home" page
of a Web site. Rather, it was created to
pull in traffic through the keyword phrase,
"search engine seminars."
What I really
want you to see is the source code of the
page. So, when viewing the page, click on
View on the top menu bar, then Source or
Source Code.
The most
important part of a Web page is what appears
at the very top of the page. Why? Because a
search engine starts at the top of the page
and begins moving down as it indexes.
So, what
appears in the section of your Web page is
very important, because the section is at
the top of the page.
Let's look at
the section of the source code:
Search Engine
Seminars--your path to success on the Web!
There are only
three tags in the section of this Web page:
the title tag, the keyword META tag, and the
description META tag. Because the title tag
is in the section, and because of the
importance that most engines place on the
tag, it is considered one of the most
important tags on your page, so it should
always be the first tag in the section.
Notice that in
the title and keyword META tag, the
important keyword phrase (search engine
seminars) appears as the first words in the
tag. In the description META tag, the
keyword phrase is still toward the beginning
of the tag, as opposed to the end.
In other
words, where you place your keyword phrase
in the tags and content of your page is
important. If you place your keyword phrase
toward the beginning of all of your
important tags and toward the beginning of
the contents, you're "proving" to the
engines that the page is really about that
particular topic.
I've mentioned
one reason why the title tag is important,
but there's another reason too. The title
tag is important because it almost always
appears as the title of the site in the
search engine results. Your description META
tag may appear in the search engine results
as well and is considered important by the
some of the engines. So, when you create
your title and description tags, remember
two things: put your keyword phrase toward
the beginning of the tags, and make the tags
captivating and designed to pull in traffic.
Think of it
this way. If your site is #10 in the search
engine rankings, but if the sites above
yours haven't gone to the trouble to create
appealing titles and descriptions, a search
engine user may skip over those sites to
visit yours.
Now, let's go
back to the source code. Look for this tag,
which isn't far from the tag:
This is the
image, or graphics, tag for the Search
Engine Workshops banner that appears at the
very top of the page. Notice that the engine
doesn't "see" the graphic itself. It sees
the name of the graphic (banner3.jpg), and
it sees the ALT text that describes the
image. It sees the width and height of the
graphic. But, it doesn't see the graphic
itself. So, the engine doesn't know that the
graphic says, "Search Engine Workshops."
Next, look for
this tag, which directly follows the image
tag:
Search Engine
Seminars
An tag is a
heading tag, and heading tags are very
important to a Web page. Try to put a
heading tag at the very top of your page, if
at all possible, and use your important
keyword phrase in that heading tag. When you
look back at my actual Web page, do you see
the words "Search Engine Seminars" right
under the graphic? That's the heading tag.
Now, look for
this tag in the source code:
Is your Web
site achieving the success that. . .
This is where
the contents of the Web page begin. Look on
the actual Web page and find the text: "Is
your Web site achieving the success that . .
." Notice that the keyword phrase (search
engine seminars) appears in the first
paragraph.
In other
words, with all of these tags and the
placement of our keyword phrase in the
page's contents, we're proving to the
engines that the page is really about
"search engine seminars."
So, let's
visit your site on the Web. View the source
code. What's in the section? Are your title
and description tags using the keyword
phrase that's important for that particular
page? Are your title and description tags
captivating and designed to pull in traffic?
Each page of your site should have different
title and description tags, and those tags
should be based on the focus of that page -
what that page is really about: in other
words, its keyword phrase.
How many
graphics do you have before the actual
contents of your site? If you have a lot of
graphics, navigation bars, or buttons before
the contents of your page, the engine has to
sort through all of that source code before
it gets to the actual keyword- containing
content.
Does your page
contain lengthy JavaScript or other code
that pushes the important contents toward
the bottom of the page? If so, it could be
hindering your chances at top rankings.
Are you using
a heading tag that contains your important
keyword phrase toward the very top of your
page? Is your keyword phrase used in the
first paragraph of the page? Is it used in
several places throughout the page?
Look back at
my page. Notice that the keyword phrase,
search engine seminars, is used as link text
to describe several links. Are you using
your keyword phrase to describe links that
are leaving the page? If not, try to do so.
Study your own
site carefully, and apply these guidelines
to your pages.
Doing whatever
you can to push your important keyword
phrase toward the top of the page and toward
the beginning of your tags is the first step
toward having a successful Web site that's
ranked in the top of the search engine
rankings.
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