Optimizing Your Site for Search Engines

Now that you know what not to do to improve search engine rankings, I now present some good, effective SEO techniques. To apply useful and ethical search engine optimization to your site, you can make several free and feebased enhancements to your pages that can improve how the content inside them gets indexed by the Web robots and spiders that crawl the Web in search of new pages to add to their databases.

Robots and spiders, by the way, are the automated software programs that perform particular tasks, “crawl the Web” on a mission to find new Web pages, and then index the new pages in a large database. At minimum, when a new Web address is found, that page (usually the home page called index.html) is automatically added to that robot or spider’s indexing database. Furthermore, any hypertext links detected on that page may also be indexed automatically as part of the process.
Because you have very little control over whether this indexing actually happens, you can at least prepare for the possibility of it by paying special attention to all the textual content and hyperlinks on your site, especially the home page.

Maximizing keywords
The first thing you can do to improve a Web site’s search engine friendliness is to maximize your keywords. One of the things that search engine robots and spiders do is search for meaningful content within the text on pages that they crawl. This means that the sites you design need to help those bots find that content by including site-specific keywords that identify a company’s products and services, especially on the home page.
Keywords can be any words or short phrases that describe the product, service, or information on the site that needs to be advertised. For instance, if your site sells hand-painted customized baby onesies and other baby items, tell the world about your products using clearly identifiable keywords that visitors might use. This can help visitors around the world using search engines to more readily find a particular Web site.
Keep in mind that the keywords within the text of the site’s pages can be the same as any keywords listed in the keywords meta tag. However, because content keywords and key phrases can be integrated into the text in the body of the page, you have much more latitude for including the most popular keywords within the text that the site’s target audiences are likely to use when doing a search engine search.

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Secondary metrics worth tracking

Analytics data is great at showing trends in your site's visitors. These trends may be useful for making certain decisions about your site but they're not necessarily the most important focus of your campaign.
Natural versus paid visitors: Be sure, when using analytics, that you're aware of whether you're viewing your natural or paid visitors. If you're not running pay-per-click advertising campaign then this is a moot point. If you know your conversion rate for paid traffic can be critical for the profitability of your campaign. Pay careful attention in Google Analytics because the default setting is to lump all traffic together into one report.


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