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Once you have created site structure and inserted all of your content you will then begin basic optimization of your site. In your code you will want to create Meta tags that fit your keyword choice. The two most important Meta tags are Description tag and Keyword tag. Your description should highlight your keyword phrase, keeping it focused, to point and readable. Your keyword tags should also be focused using each keyword a maximum of 3 times in any set. These tags should be customized on each page to fit specific phrase targeted.
After Meta tags have been inserted appropriately to fit each page it is important to title each page appropriately. The main targeted phrase should be focus of title, keep it simple, focused, to point, do not bog it down with extra descriptive text, this is not your description, it is your title.
Next move onto Alt tags. Though it is good practice to add Alt tags to all your images spiders only put weight on those that are contained within links. An example of this: <a href="http://www.beanstalk-inc.com"><img src="Images/webhead.jpg" alt="Beanstalk Search Engine Positioning" width="461" height="145" border="0"></a> These Alt tags allow you to make your images matter. Most main navigation is image based so be sure to add appropriate Alt tags targeting your keywords to this very prominent area of your site. Another great place to add a link along with its Alt tag is in your header image. Linking this image to your URL adds ability to make first thing spiders hit within your tables to at least hold some content that "matters" rather than simply a static image.
H1 tags are also great way to add weight to your content however, use them wisely. You can use any of H1,2,3,4 tags, idea being H1 has most weight, H2 a little less and so on. Do not over use these tags or they will lose their value all together. The correct way to use these is to use them where they actually belong, for example first line of text on a page, title. Also, if you are defining your fonts in a style sheet, which you should be, be sure not to abuse these tags. An H1 tag should be defined bigger than an H2, etc.
Utilizing above tips will create a site structure that is perfect environment for spiders, it is clean, focused and easily read. Your site structure is now optimized and ready for more advanced content optimization elements to come.
Next week in part four we will be covering content optimization. This will cover everything from meta tag optimization to use of heading tags.
Mary Davies is the owner of Beanstalk Search Engine Positioning. Mary works and writes with years of experience in website design and search engine optimization.