Theory of SEO (part 2)

The practice of search engine optimization (SEO) is part science and part black art. Keeping up with what search engine algorithms deem most worthy for high page rank is ever-changing and highly secretive. Aggressive SEO hacks that try to “cheat the system” may earn a web site a high rank one day, but possible banishment the next. Beware of optimizers that promise you #1 rankings; they may do more harm than good.

It’s no secret that search engines (such as Google and others) like content — lots of it, fresh and steamy. The more pages you publish in your area of expertise, the more exposure you will have to the search engines (they love archived material too). And the more strategically you headline, title, metatag and link those pages, the higher they rise in rank.

While all search engines work a little differently, they all attempt to provide the best, most relevant information based on search queries. So, I guess what I’m trying to say is: Publish. And be relevant. I’ve had great success with client web sites scoring well on search engines by publishing pages that avoid schemes to “trick” search engines and implement the following tried-and-true tips for search engine success.

1. Use keyword-savvy “page titles and strategic and proper metatagging on all pages.
2. Allow search-engine robots easy access throughout your site via text links, alt-tagged navigation icons, or a site map.
3. Register your URL with major search engines, directories and specialty sites, as well as select paid directories (such as Yahoo!).
4. Use strategic home page content (keywords in context in HTML text).
5. Use hyperlinks to further weight in-text keywords.
6. Encourage in-bound links from other relevant sites to your pages.
7. Add an integrated web log to your web site.
8. Add/update content frequently.
9. Avoid Flash-based opening home-page screens, improper metatag code, as well as any schemes meant to “trick” search engines.
10. Get a search-engine optimization audit for your web site

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