SPIDERS AND YOUR WEBSITEWritten by Bob McElwain
An effective website must have a clearly defined purpose. And it must lead visitors to action you want them to take. Nothing can be allowed to interfere in this. The chance of a search engine spider liking such a site is slim to none.
Your presentation may be pointed at making a sale, generating a lead, obtaining information, etc. But at is a sales pitch. This is not what spiders are looking for; they want content. While it is unwise to ignore search engines, all must be focused on site purpose.
To turn this around, suppose all your pages make every spider happy. And suppose all are in top ten on most search engines. Then you would expect a ton of hits. But not a one of them would do you any good if site fails to do its job.
Once site is functioning as required, then game changes. You can now think about adding great content pages that do rank well. (For ideas about building content pages, send any email to mailto:firstname.lastname@example.org) And you can consider professional services that generate more hits. (For a dandy, see "Search Engine Positioning Done Right!" at But hits to a site that doesn't work are meaningless.
In what follows I will use term site to mean a new site, or a new sub site within an existing site, or simply a new page. While there are exceptions, it is unlikely such pages will rank well.
Define Your Perfect Customer
The best approach is to define every feature of your product. Then derive all benefits each feature provides. And through all this, consider all possible people who may respond to these benefits.
From this set, define potential customer most likely to buy once your benefits are presented. Regardless of other possible buyers, focus all attention on your best prospect, your perfect customer.
If you need assistance with above, pick up a copy of Joe Robson's book, "Make Your Words Sell." Nobody makes this task clearer than Joe does. For my review of this remarkable work, send any email to
This is set of phrases your perfect customer is most likely to enter when looking for your product or one similar to it. Each must be a phrase that comes naturally to your prospect's mind.
Generic words such as music simply won't work. Even jazz is not sufficiently specific. For a good method for finding appropriate keywords, send any email to:
Building Great Pages
From headline on each page to last word on last page, every single word must seek to compel your visitor to take action you want. This is *not* time to be thinking about search engine spiders; they are not buyers. You write with a total focus on your perfect customer and let nothing distract you from listening to whatever he or she can share with you.
Preparing For The Spiders
When site is as ready as it can be, there are a few things you can do to help increase ranking of these new pages. But be sure no change diminishes effectiveness of site in any way.
The Meta Statements
The keyword meta statement is no longer of any use in search engine positioning. Only AltaVista and Excite bother to read tag. And it appears you get little, if any, boost from it. Some have suggested omitting it entirely. I include only those keywords that appear on page. But I do include tag. Search engine algorithms change constantly. Who's to say this tag will not again become relevant.
Harmonize Elements for High RankingWritten by Bet Cox
Ranking high in search engines is like a carefully balanced high-wire act: you can't tip too far to either side or you will not reach your goal. When creating a website, you must use both content and meta tags effectively, but not excessively. There are four main elements that you must harmonize: Meta Tags, Description, Title and Content.
Meta Tags By now, most people know that a meta tag is a word or group of words included in web site's hidden HTML code and includes a description of web site, or a set of keywords that reflect site's content. Search engines use meta tags to retrieve content about your site. But do you know how to place them? Do you know how to use them effectively? There are several websites that offer tools to help you create meta tags such as and .
These sites will walk you through process of listing keywords and placing code inside tag, just after tag. This is most important! Proper placement of Meta tags is crucial to being found by search engine spiders as they travel web. There are three things that you should never do when creating meta tag keywords: * Never repeat keywords needlessly just to include more keywords. * Never hide keywords by using text of same color as background * Never use keywords that have nothing to do with your website
Description The description of your website will appear in your meta tag, , as well as in listing that search engine returns. Choose descriptive words carefully, ensuring that at least some of them are repeated in content on your site, your meta tag keywords, and in your title. Now add a little clever marketing pizzazz! "Click Here for ___", is a great phrase to add to your description. Fill-in blank so that user is inspired to click for details, promotions, demos, online orders, etc. For instance, "Click here for free samples" is appropriate, but don't overuse "hype" words such as "free" or they could actually lower your ranking.