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It’s also important to use those keywords and phrases in copy of page, as spiders do look at this also. Note, for instance, how often I use phrases like “search engine opitimization” and “search engine” in this article. That’s deliberate. Keep in mind, though, that search engines have caught on to practice of loading down copy with keywords to achieve higher rankings, and certain high ratios of keywords to overall copy may actually hurt your placement.
The third place to use keywords is in site’s meta tags, which are part of coding for page. Again, it’s best to use only words that will bring best results – repetition or overuse of variations can hurt your optimization.
Finally, some consultants will suggest that regardless of your site’s content, you always include most popular overall keywords in your title and meta tags. While this may bring more initial traffic to your site, you have to consider whether attracting searches on “Eminem” or “Spiderman” will benefit you in any way. Generally, it’s best to optimize your site so that you attract those searchers that would actually be interested in what you have to offer.
Another criteria that many search engines use for ranking is link popularity. Essentially, is your site linked from other sites, and are those sites ranked well in their engines? This can be a time consuming process for a webmaster, as getting links on other pages generally involves contacting owner of that page and asking for a listing or agreeing to a “link swap”: you put a link on your page to their site, and they do same for you. Again, don’t believe that you can fool search engines through short-cut methods such as FFA pages, as engine administrators have caught on to these, also. Also keep in mind that links on other reputable pages account for a high percentage of traffic – you really can’t lose by having your site listed on other site’s “Links” pages.
Some Final Thoughts
When optimizing your site for search engines, it’s also important to remember that a high ranking in a search doesn’t necessarily mean more qualified traffic. As in many aspects of life, presentation is everything. If listing on search engine appears clear and professional, you’re more likely to receive more of traffic that will benefit you. Boutin notes that meta name field in coding is important in this regard, as some engines use information in this field for their site description. While you want to use keywords and phrases in this field, do so in a manner that still will make sense to a surfer looking for a site like yours.
Ultimately, search engine optimization involves using tried and true methods of design and writing to make your site user-friendly.
Boutin, Paul. “Search Engine Optimization FREE” http://hotwired.lycos.com/webmonkey/01/23/index1a.html
Jeff McIntire-Strasburg, Ph.D., is an English professor and freelance business writer. You may contact Jeff at firstname.lastname@example.org