Ten Steps To A Well Optimized Website - Step 4b: Site Optimization

Written by Dave Davies

Special Text

"Special text" (as it is used here) is any content on your page that is set to stand out fromrepparttar rest. This includes bold, underlined, colored, highlighted, sizing and italic. This text is given weight higher than standard content and rightfully so. Bold text, for example, is generally used to define sub-headings (see above), or to pull content out on a page to insurerepparttar 128095 visitor reads it. The same can be said forrepparttar 128096 other "special text" definitions.

Search engines have thus been programmed to read this as more important than repparttar 128097 rest ofrepparttar 128098 content and will give it increased weight. For example, on our homepage we beginrepparttar 128099 content with "Beanstalk Search Engine Positioning " and have chosen to bold this text. This serves two purposes. The first is to drawrepparttar 128100 eye to these words and further reinforcerepparttar 128101 "brand". The second purpose (and it should always berepparttar 128102 second) is to add weight to repparttar 128103 "Search Engine Positioning" portion ofrepparttar 128104 name. It effectively does both.

Reread your content and, if appropriate for BOTH visitors and search engines, use special text when it will help drawrepparttar 128105 eye to important information and also add weight to your keywords. This does not mean that you should bold every instance of your targeted keywords nor does it mean that you should avoid using special text when it does not involve your keywords. Common sense and a reasonable grasp of sales and marketing techniques should be your guide in establishing what should and should not be drawn out with "special text".

Inline Text Links

Inline text links are links added right into text inrepparttar 128106 verbiage of your content. For example, in this article series I may make reference to past articles in repparttar 128107 series. Were I to refer torepparttar 128108 article on keyword selection rather than simple making a simple reference to it as I just have it might be better to write it as, "Were I to refer torepparttar 128109 article on keyword selection rather "

Like special text this serves two purposes. The first is to giverepparttar 128110 reader a quick and easy way to findrepparttar 128111 findrepparttar 128112 information you are referring to. The second purpose of this technique is to give added weight to this phrase forrepparttar 128113 page on whichrepparttar 128114 link is located and also to give weight torepparttar 128115 target page.

While this point is debatable, there is a relatively commonly held belief that inline text links are given more weight that a text link which stands alone. If we were to think like a search engine this makes sense. Ifrepparttar 128116 link occurs withinrepparttar 128117 content area then chances are it is highly relevant torepparttar 128118 content itself andrepparttar 128119 link should be counted with more strength than a link placed in a footer simply to get a spider throughrepparttar 128120 site.

Link "special text" this should only be employed if it helpsrepparttar 128121 visitor navigate your site. An additional benefit to inline text links is that you can help direct your visitors torepparttar 128122 pages you want them on. Rather than simply relying on visitors to use your navigation bar as you are hoping they will, with inline text links you can link torepparttar 128123 internal pages you are hoping they will get to such as your services page, or product details.

Keyword Density

For those of you who have never heardrepparttar 128124 term "keyword density" before, it isrepparttar 128125 percentage of your total content that is made up of your targeted keywords. There is much debate in forums, SEO chat rooms andrepparttar 128126 like as to whatrepparttar 128127 "optimal" keyword density might be. Estimates seem to range from 3% to 10%.

While I would berepparttar 128128 first to admit that logic dictate that indeed there is an optimal keyword density. Knowing that search engines operate on mathematical formulas implies that this aspect of your website must have some magic number associated with it that will give your contentrepparttar 128129 greatest chance of success.

Ten Steps To A Well Optimized Website - Step 4a: Site Optimization

Written by Dave Davies

Welcome to part four in this search engine positioning series. Last week we discussedrepparttar importance ofrepparttar 128094 structure of your website andrepparttar 128095 best practices for creating an easily spidered and easily read site. In part four we will discuss content optimization.

This is perhapsrepparttar 128096 single most important aspect of ranking your website highly onrepparttar 128097 search engines. While all ofrepparttar 128098 factors covered in this series will help get your website intorepparttar 128099 top positions, it is your content that will sell your product or service and it is your content thatrepparttar 128100 search engines will be reading when they take their "snapshot" of your site and determine where it should be placed in relation torepparttar 128101 other billions of pages onrepparttar 128102 Internet.

Over this series we will coverrepparttar 128103 ten key aspects to a solid search engine positioning campaign.

The Ten Steps We Will Go Through Are:

  1. Keyword Selection
  2. Content Creation
  3. Site Structure
  4. Optimization
  5. Internal Linking
  6. Human Testing
  7. Submissions
  8. Link Building
  9. Monitoring
  10. The Extras

Step Four Content Optimization

There are aspects ofrepparttar 128104 optimization process that gain and lose importance. Content optimization is no exception to this. Throughrepparttar 128105 many algorithm changes that take place each year,repparttar 128106 weight given torepparttar 128107 content on your pages rises and falls. Currently incoming links appear to supply greater advantage than well-written and optimized content. So why are we taking an entire article in this series to focus onrepparttar 128108 content optimization?

The goal for anyone following this series is to build and optimize a website that will rank well onrepparttar 128109 major search engines and, more difficult and far more important, hold those rankings through changes inrepparttar 128110 search engine algorithms. While currently having a bunch of incoming links from high PageRank sites will do well for you on Google you must consider what will happen to your rankings whenrepparttar 128111 weight given to incoming links drops, or how your website fares on search engines other than Google that don't placerepparttar 128112 same emphasis on incoming links.

While there are many characteristics of your content that are inrepparttar 128113 algorithmic calculations, there are a few that consistently hold relatively high priority and thus will berepparttar 128114 focus of this article. These are:

  1. Heading Tags
  2. Special Text (bold, colored, etc.)
  3. Inline Text Links
  4. Keyword Density

Heading Tags

The heading tag (for those who don't already know) is code used to specify torepparttar 128115 visitor and torepparttar 128116 search engines whatrepparttar 128117 topic is of your page and/or subsections of it. You have 6 predefined heading tags to work with ranging from



By default these tags appear larger than standard text in a browser and are bold. These aspects can be adjusted usingrepparttar 128118 font tags or by using Cascading Style Sheets (CSS).

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