SEO (15) Tables in HTML code

Tables in HTML code

Tables are used in webpage construction to make the layout more organized. Some web developers may use tables within table to simplify the webpage structure for maintenance purposes. This adds a lot of irrelevant text decreasing the keyword density in the “Above the Fold” region of the webpage. Most web pages have menu bar on the left hand side or the top of the web page. Having the menu bar positioned in such a way may decrease the density of keywords in the “Above the Fold” region.

Few alternatives to these issues are:

1. Position the menu bar on the right side of the web page and keyword sensitive content on the the left side

2. Use CSS stylesheet to define individual tag specifics. This CSS code must be placed in a separate file

e.g. <td id="centerLcolumn">My Text</td>

instead of <td width="100" height="400" bgcolor="#000000" bordercolor="#CCCCCC"> My Text</td>

Sitemap

A site map is a web page with links to every webpage within the web site. This web page has high importance in the website. Once the sitemap gets spidered by a search engine, one can be sure that every page on the website has been indexed. When designing the sitemap of a website, key points to remember are:

1. The sitemap should contain HTML anchor tags

2. The link text should consist of keywords relevant to the destination webpage. The link text may contain identical phrase as the TITLE tag of the destination webpage. The link text is significant since it states what the content of the destination page may be. Link text is taken into consideration by the relevancy algorithm of search engines.

3. The sitemap should be visible to the search engine. This means that there must be a link from the every page of the website (typically in the footer) to the sitemap and spiders must be permitted to index the sitemap

A typical link on a sitemap may be modeled on the following example Gallery

Avoid the following:\

1. JavaScript handlers in anchor tag

<a href="#" onclick="gotoURL(gallery)">Gallery</a>

2. Flash movie for sitemap

3. Images instead of link text

<a href="http://mysite.com/gallery.htm><img alt="Gallery" src="gallery.gif" /></a>

4. Imagemap

5. Irrelevant link text

<a href="http://mysite.com/gallery.htm">Check this out</a>

If the sitemap has more than 100 links, split the sitemap into multiple pages. A guide to creating sitemaps is provided by Google and is available at http://www.google.com/webmasters/sitemaps/docs/en/about.html. It is advisable to read these guidelines and follow them while creating the sitemap.

source:SEARCH ENGINE OPTIMIZATION AND MARKETING by Binoy Varghese page 31-33

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SEO (14) Keyword density analysis

Keyword density analysis

Every search engine has a different keyword density calculation. Some search engines permit heavier keyword density on a webpage. Others like Google have stricter allowable density levels. The placement of keywords in different locations of the webpage has varying effects. A high density of keywords above the permissible limit will be considered as spam by the search engine and will cause the website to be penalized. Google allows a maximum of 2% of the webpage text to be keywords. Yahoo and MSN Search allow a keyword density of 5% [12].

A free tool to check keyword density of a webpage is available at www.searchengineworld.com/cgi-bin/kwda.cgi

HTML code validation

It is highly advisable to validate HTML code before submitting to search engines. Even though the webpage may look visually correct, it may have syntax errors which may be ignored by forgiving browsers like Internet Explorer. A free validation service is provided by W3C. This service is available at validator.w3.org. This software checks for W3C XHTML 1.0 compliance and gives a detailed report. W3C cascading style sheet validation is available at

jigsaw.w3.org/css-validator/

Absolute vs relative URL

Search engine spiders prefer absolute URL over relative URL. Search engine spiders may miss indexing some web pages when relative URLs are used. Absolute URLs will significantly reduce the portability of the website in the event of domain name change. This can be overcome by using a global variable which will contain the domain name of the website. This variable can be used to generate absolute URLs within web pages.

source:SEARCH ENGINE OPTIMIZATION AND MARKETING by Binoy Varghese page text missing

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SEO (13) Body text And Menu Bar

Body text

Search engines tend to like unadulterated HTML code. The term adulteration is used in context of embedded JavaScript code, Flash movies and Image files. Search engines do not attempt to read these contents even though they might contain significant density of keywords within them. An example is the logo image on the website which in most case state the domain name and the caption. The caption may represent a keyword oriented phrase much similar to the title of the web page but since this information cannot be read by the search engines, it cannot be accounted to determine the relevancy of the web page. Simply put, “What a search engine cannot see does not exist on the web page”. This may or may not be true for human visitors but is certainly a rule adhered by the search engine spider. Flash text can only be read by FAST Alltheweb.com. None of the other search engines can read flash text or follow flash links. Similar to flash files is JavaScript code embedded within the HTML files. Most search engines ignore JavaScript code and links within this code [10]. Another factor to consider is the keywords appearing in the “Above the fold” region of a webpage. The higher the keyword density in this region, the more relevant the web page is for a given keyword.

With these factors in mind, one can adapt the strategies outlined below to optimize body text:

1. Include JavaScript code as a separate file. This can be done using the following HTML tag.

<SCRIPT LANGUAGE="JavaScript&<LINK href="myStyleSheet.css" rel="stylesheet" type="text/css">quot; SRC="myJavaScript.js"></SCRIPT>

2. Minimize usage of Flash movies

3. Always use ALT attribute in IMG tags. The HTML IMG tag is

<img src="myImage.gif" alt="My Image" />

Style sheets are incorporated in almost every web page to enhance the visual appearance of the web page. This might entice the visitor since one will find the appearance of the web page more appealing compared to plain HTML, but for a search engine spider, style sheets are unrelated text in the “Above the Fold” region. The web page content can be optimized by including the style sheet file over embedding the style sheet code using the LINK HTML tag:

<LINK href="myStyleSheet.css" rel="stylesheet" type="text/css">

Heading tags also play a very important role in the content of a web page. It is advisable to embed keywords in bold face within H1 to H6 tags with preference given to H1 tag over H6 tag as 1 through 6 determines the importance of the heading. Font faces like bold, italic and underline determine relative importance of text and should be used wherever applicable in conjunction with key phrases. A typical webpage may have keyword rich content with at least 200-250 words of text

Menu bar

Menu bar in a webpage link to the most important pages on the site. Since almost every page on the site contains menu, they vote for the pages linked by the menu bar. This increases link popularity of these pages within the website. These pages should have good targeted content and adhere to the linking guidelines discussed in the Sitemap section below. This may result in higher ranking for these pages.

source:SEARCH ENGINE OPTIMIZATION AND MARKETING by Binoy Varghese page 28-29

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SEO (12) Title tag and Meta tag

Title tag

The title tag is a very important component used by search engine relevancy algorithms to determine ranking. The title tag is also used by search engines in the search result listing. The title tag should incorporate a high frequency key term. At the same time the title should convey the overall information available on the web page, so that the user is enticed to click it. It is advisable to have different titles on different web pages of the same website. The title of a web page should reflect the overall content on the web page.

Meta tags

Meta tags are used to provide information about relevant keywords and the purpose of the web page. Meta keywords tag was used as determinant in the relevancy of a web page by early search engines. Currently very few search engines consider the meta keyword tag in their relevancy algorithms. With reference to Figure 9, one can see that the description provided in search results is the information in the DESCRIPTION meta tag. This information should be precise to entice a search engine user to click on the link.

A few Meta tags that should be paid close attention while optimizing web pages are:

1. <meta name="robots" content="..." />

Robots meta tag specifies instructions to a search engine spider whether the owner of the website would allow/disallow the spider from indexing other web pages that are linked from this page

2. <meta name="keywords" content="..." />

Keywords meta tag is used to indicate keywords relevant to the web page

3. <meta name="description" content="..." />

Description meta tag provides information regarding the intended purpose of the web page

It is worthwhile to spend extra time to have content related keywords and description on every page rather than specifying identical keywords and description for the entire website.

source:SEARCH ENGINE OPTIMIZATION AND MARKETING by Binoy Varghese page 26-27

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SEO (11) Frameset and Key terms

Factors that must be avoided during webpage construction:

1. Frameset

These factors are not discussed in any specific order. Each factor is significant and plays an important role in improving the ranking of a website in search engine results.

Key terms

Key terms are queries by search engine users to find the information that they are looking for. Research should be conducted to identify the most and least used search terms relevant to the web page. Once the key terms are identified, they should be incorporated into the web page in a manner which would not constitute abusing the search engine. Search engines are misled by artificially inflating the density of key terms.

A higher density of key terms in a web page may lead to higher search engine rankings. It is advisable to purchase the domain name of a website which is identical to a key term. The domain name of a website is a primary factor used by search engine relevancy algorithms to rank a website.

A good source to identify key terms is www.wordtracker.com. Wordtracker gives suggestions based on over 300 million key terms used by users from Metacrawler.com and Dogpile.com in past 120 days with the actual frequency of key term and the predicted frequency.

source:SEARCH ENGINE OPTIMIZATION AND MARKETING by Binoy Varghese page 25-26

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SEO (10) Search engine optmization

Search engine optmization

Search engine optimization can be defined as the process of fine tuning a web page so that it achieves higher ranking in search engine results. There is a very thin line separating search engine optimization and search engine spam. Any web page undergoing optimization should be not be optimized to a level where by it may qualify for search engine abuse. If a web page is detected as search engine spam, it may be penalized or even removed from the search engine index. The website will not show up in search results nor will it be indexed by a search engine spider until it is added back to the search engine index.

Factors affecting SEO

Search engine optimization of a website can be broken down into two distinct groups.

1. Web page optimization

2. Web site optimization

Both categories are inter-related. All factors within each category should be paid equal attention to achieve proper optimization of the site.

Factors which tend to improve ranking of a webpage in search engine results are:

1. Key Terms
2. Title Tag
3. Meta Tags
4. Body Text

• Alternative Text in Img Tag
• H1-H6 tags

5. Menu bar
6. Keyword density analysis
7. HTML code validation
8. Absolute vs Relative URL
9. Tables in HTML code

Factors which play a role in improving the ranking of the entire website are:

1. Sitemap

2. Inbound links

3. Outbound links

4. Reciprocal linking and link building

5. Search engine friendly URL

6. Domain name

7. 404 Error page

8. 301 Redirection

9. Robots.txt meta file

10. Search engine submission

11. Visitor analysis

source:SEARCH ENGINE OPTIMIZATION AND MARKETING by Binoy Varghese page 23-25

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SEO (9) Overlap analysis

A study conducted by Dogpile.com in collaboration with the University of Pittsburg and Pennsylvania State University in April 2005 and July 2005 reveals that only 1.1% of 485,460 first page search results were the same across Google, Yahoo!, MSN Search and Ask Jeeves [8]. The study of search engine results for a given keyword over different search engines at the same time is termed as Overlap analysis and forms the basis of Meta search engines like Dogpile.com. Meta search engines send search queries to popular search engines and their results are displayed together on a single page. Since Google, Yahoo! Search and MSN Search are significant in terms of percent share of search queries answered, it is important to optimize the web pages to achieve top rankings in all three search engines.

1. Yahoo Search displayed “imageblowout.com” on the page# 1 of search results

2. MSN Search displayed “imageblowout.com” on the page# 2 of search results

3. Google displayed “imageblowout.com” on page# 55 of search results

The reason for the substantial difference in the ranking between Google search results and Yahoo! Search and MSN Search results is due to proprietary relevancy algorithms used by these search engines. Yahoo! Search and MSN Search use content based relevancy algorithms. The title tag of imageblowout.com is “Imageblowout – Free Image Library for Commercial Use”. This is an exact match to the keyword used to perform the search query, hence the higher rankings in Yahoo! Search and MSN Search.

source:SEARCH ENGINE OPTIMIZATION AND MARKETING by Binoy Varghese page 20-22

free download this artikel with image : free artikel SEO Overlap Analysis

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SEO (8) Page Rank and Trust Rank Algorithms

Page Rank and Trust Rank Algorithms

Google determines rankings of its search result listings using PageRank and TrustRank algorithms. It is important to understand these algorithms since the higher one’s website ranks in search engine results, higher the potential to gain more targeted visitors.

PageRank : The rank of a webpage in organic search results of Google is determined by PageRank.

PR(A)=(1-d) + d[PR(T1)/C(T1) + … + PR(Tn)/ C(Tn)]

where

PR(A) is Page Rank of web page A

T1…Tn are web pages that point to page A

d is damping factor which can be set between 0 and 1. It is usually set to 0.85

C(A) are the number of links going out from web page A

PR(A) is based on the concept that a random surfer who is given a web page A keeps clicking on links at random until he gets bored. The surfer never hits the back button. On getting bored, the random surfer requests a random web page. The probability that a surfer visits a page A is PR(A). The damping factor d is the probability that at each page, the surfer gets bored and requests another random web page. A variation that is added to the PageRank calculation is that different damping factors may be assigned different pages T1…Tn which link to page A.

One can conclude from the PageRank equation that:

1. The more inbound links a web page has, the higher the PageRank

2. It is better to have inbound links from a web page that has high PageRank and few out links over a webpage with high PageRank and too many out links.

e.g. PR(X) = 4 and C(X) = 5 then d[PR(X)/C(X)] = 0.85d

PR(Y) = 8 and C(Y) = 100 then d[PR(Y)/C(Y)] = 0.085d

PageRank forms a probability distribution over web pages, so the sum of all web pages’ PageRanks will be 1. PR(A) can be calculated using an iterative algorithm, and corresponds to principal eigenvector of the normalized link matrix of the web .

PR(A1) + PR(A2) + PR(A3) + … + PR(An) = 1

PR(A) = (1-d) if web page A has no inbound links.

There are hundreds of web pages added to the World Wide Web every moment. Since sum of PageRank of all web pages over the WWW is a constant i.e. 1, this means that as more pages are added to the WWW, PageRank of each web page gets constantly updated to accommodate the PageRank of new web pages’. Assume that, if a web page has no inbound links, (1-d)≈ 0. As inbound links increase the PageRank of a webpage, one can conclude that outbound links decrease the PageRank of a web page. This decrease in PageRank of a webpage due to outbound links is called PageRank Leak.

To ensure a high PageRank it is necessary that:

1. A web page should have high number of inbound links

2. A web page should have low number of outbound links

The PageRank algorithm determines the importance of a web site by counting the number of inbound links. This concept can be manipulated by artificially inflating the number of inbound links to a web page. PageRank also does not incorporate the quality of the web page in its calculations. Hence Google is developing the TrustRank algorithm and has registered the trademark for TrustRank on March 16, 2005.

TrustRank : According to Gyongyi, Garcia-Molina and Pederson, the proposed algorithms for TrustRank rely on the PageRank algorithm. This algorithm takes into account, not only the inbound links to a web page but also the quality of the web page. To determine the quality of a web page, a panel of human experts will identify a set of reputable web pages that will act as the seed for the spider. This algorithm is based on an empirical observation that: good pages seldom point to bad ones.

One can conclude that a web page can achieve higher TrustRank if:

1. Reputable (good) web pages link to the web page

2. The web page does not link to any bad web pages

3. The web page does not mislead the search engine or employ search engine spam

source:SEARCH ENGINE OPTIMIZATION AND MARKETING by Binoy Varghese page 17-20

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SEO (7) Web directories

Web directories

Most search engine spiders use web directories as the seed or starting point for their crawl. A web directory is a human compiled listing of URLs to thousands of websites categorized into different groups. Most well known directories are DMOZ (www.dmoz.org) and Yahoo! Directory (dir.yahoo.com).

DMOZ is the largest and most comprehensive human-edited directory on the internet. Listing a website in DMOZ is free. It takes around 3 weeks to 6 months for a listing to be approved. If the submission is improper there is a good chance that the listing will be denied. Yahoo! Directory is a paid directory with an annual recurring cost of US$ 299 fo commercial sites and US$ 600 for sites with adult content. Yahoo also provides a free listing feature but there is no guarantee whether the listing will be accepted or rejected. Search engines view directory listings as a vote of confidence in web sites [9]. Being listed in either of these directories is crucial since most popular search engines spider these directories and one can be certain that their website will be spidered by the search engine if these directories link to their site.

Search engine relationship chart

Figure 4 illustrates the relationship between major search engines and directories.

One can conclude that:

• DMOZ acts as the seed for Lycos (www.lycos.com), HotBot (www.hotbot.com), AOL Search (search.aol.com), Teoma (www.teoma.com), Google, iWon (www.iwon.com) and Netscape Search (search.netscape.com)
• Yahoo! directory acts as the seed for Yahoo! Search and AltaVista (www.altavista.com)
• Google Adwords (adwords.google.com) provides paid search results to Google Search,HotBot AOL Search, Lycos, Ask Jeeves (www.askjeeves.com), Teoma, iWon, Netscape Search
• Yahoo! Search marketing (searchmarketing.yahoo.com) provides paid search results to Yahoo! Search, AllTheWeb (www.alltheweb.com), AltaVista and MSN Search

to download this article with pictures click here: SEO articles Web directories

source:SEARCH ENGINE OPTIMIZATION AND MARKETING by Binoy Varghese page 13-15

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SEO (6) Search Engines

SEARCH ENGINES

Crawler based search engines

Search engines are software programs that provide users with URL of relevant internet web pages

relative to the keyword used to perform the search.

A crawler based search engine consists of:

1. Spider/Crawler visits a web page, stores a mirror image of all the information

gathered from the web page on visit date and time and follows URL to other web

pages within the site and other web sites. The mirror copy is called cached page.

The spider returns to all web pages previously crawled to maintain up to date information about these pages.

2. Indexer is a catalog which consists of copies of all web pages crawled by the spider

with date time stamp. There is generally a delay between spidering a web page and adding it to the index.

The search engine results are derived from the index and hence may not reflect the spidered web pages until the index is updated.

3. Search software searches through all pages recorded in the index in response to a query and returns URL of related

web pages ranked in an order determined by the search engine relevancy algorithm.

A relevant search engine result may be defined as the set of URLs displayed in response to a user query of which the user clicks one or more URLs.

Relevancy of search engine result is relative to the user as two users querying the same search engine with the exact same keyword may be searching for very different information.

source:SEARCH ENGINE OPTIMIZATION AND MARKETING by Binoy Varghese page 12-13

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SEO (5) Internet advertising pricing models

Internet advertising pricing models

At the lowest level, internet marketing can be classified into three pricing models.

They are CPM – Cost per milli, CPC – Cost per click, and CPA – Cost per acquisition.

These models are behaviors exhibited by visitors on the publisher’s website.

1. CPM or Cost per milli is the cost per 1000 impressions of advertisement displayed on the publisher’s website

2. CPC or Cost per click is the cost paid by the advertiser when a visitor to the publisher’s website clicks on the advertisement and arrives at the advertiser’s website irrespective of the impressions displayed. The psychology being that the visitor is interested in visiting the advertiser’s website and hence the act of clicking on the advertisement. These visitors are targeted visitors.

3. CPA or Cost per acquisition is generally a commission paid by the advertiser for behavior on the advertiser’s website by a targeted visitor resulting in an action desired by the advertiser. This is a direct marketing model and takes different forms, most popular of which are:

• i. CPL or Cost per lead pays a flat fee for obtaining a consumer lead, such as signing up for a newsletter program

• ii. CPS or Cost per sale pays a commission based on a transaction made by the consumer, such as a purchase

source:SEARCH ENGINE OPTIMIZATION AND MARKETING by Binoy Varghese page 5-7

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SEO (4) Limitations of Study

Limitations of Study

This study serves as a guideline to search engine optimization and search engine marketing. The inferences derived in Chapter II, Chapter III, Chapter IV, Chaper V and Chapter VI are based on independent research and data gathering. Due to the proprietary nature of search engine relevancy algorithms, the process outlined may not incorporate all possible optimization and spamming techniques. This manuscript specifies guidelines pertaining to these techniques which are valid as of October 2005. As search engine technology evolves, many of the specified optimization techniques may be rendered as spam by search engine companies.

The study should be used to enhance knowledge relative to the subject so that the reader can identify and concentrate on specific optimization techniques. Internet Marketing Terms Before one considers the potential of search engines as a marketing tool, one should become acquainted with internet marketing. Internet marketing like any other marketing is based on the basic principle of marketing – Make a sale to the consumer.

The key terms associated with internet marketing are:

1. Visitor: Internet users who visit a website

2. Targeted visitor: Visitors to a website who are interested in what the site has to offer

3. Publisher: Any individual/organization that offers advertising space on the site

4. Advertiser: Any individual/organization interested in buying advertising space on websites

5. Affiliate: A website that provides internet traffic to another website in return for a commission in sales

6. URL: Uniform resource locator is the global address of documents and other resources located on the internet

7. CTR: Click through rate is the number of clicks divided by the total number of impressions of the advertisement over a period of time

8. Above the fold: The portion of the webpage that is viewable in a browser without scrolling

9. Affinity Marketing: Marketing strategies based on established buying patterns

10. Click Tracking: The process of tracking and auditing visitors referred by the publisher’s website to the advertiser’s website. This is done by setting a cookie on the visitor’s browser that records the publisher, the link and the payment rates

Source : SEARCH ENGINE OPTIMIZATION AND MARKETING by Binoy Varghese hal 11-12

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SEO (3) Research Conducted

Research Conducted

Search engine optimization strategies are based on assumptions which are verified using trial and error. There is no literature on the subject which can claim that following a set model can result in a certain ranking in the results of a specific search engine. The research work for this study was conducted by reviewing relevant literature and applying these techniques to derive a refined process which can be incorporated into the software developmentstages of a website project.

The research conducted enabled the author to gain more exposure to the relevancy algorithms of Google (www.google.com), Yahoo! Search (search.yahoo.com) and MSN Search (search.msn.com) [Chapter II: Search Engines]. A search engine optimization process has been outlined by the author in Chapter III. This process classifies different optimization schemes into techniques that may be applied to individual web pages and the entire website. Search engine spamming strategies have been listed in Chapter IV. These strategies are identified by major search engines as spam and should be restrained to avoid penalty. Chapters V focuses on bid jamming and click fraud which has become prevalent in search engine marketing industry and increases awareness regarding these malpractices.

Source : SEARCH ENGINE OPTIMIZATION AND MARKETING by Binoy Varghese hal 10-11

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SEO (2) Statement of Problem and Study

Statement of Problem

As more and more web pages are appended to the Internet,

there is a constant need for any B2C merchant to stand out

among competitors in order to attract more and more consumers.

Since an online merchant has to face increasing competition everyday,

the most effective strategy to maximize exposure is by achieving top rankings

in search engine results. Search engines have psychological

relevance against any other channel of online advertising.

The search engine user is looking for desirable information.

There is no better time to present a product or service to a search engine

user more than when one is looking for it.

This psychological factor binding search engine provides a high return on investment [ROI].

This study attempts to identify various techniques

to improve ranking of a website in search engine results.

Purpose of Study

Search engine relevancy algorithms are proprietary.

Due to the mysterious nature of search engine relevancy algorithms,

the process of achieving higher rankings in organic search engine results

cannot be determined using a mathematical or mechanical model.

Different search engines use different factors

to determine relevancy of a webpage with respect to a search query.

Search engine technology is in its evolving phase; hence search engine companies

are constantly classifying various techniques that improve ranking of a web site

in search engine results as spam.

Though major search engine companies do specify what they consider as spam,

many of the minute technical details cannot be ascertained by reviewing

these specifications. A website is penalized if identified as a spamming website.

As a consequence, the website may be assigned a lower ranking or even removed

from the index. The purpose of this study is to identify techniques

which may improve the ranking of a website in organic search engine results,

specify spamming strategies which should be avoided and introduce search engine marketing

paying close attention to publisher and competitor malpractices.

source:SEARCH ENGINE OPTIMIZATION AND MARKETING by Binoy Varghese page 2-3

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SEO (1) Significance of search engines

Significance of search engines

The significance of search engines on the internet is analogous to that of operating systems for computers. The inception of search engine technology began with the creation of ARCHIE [1] by Alan Emtage in 1990. Today, search engines have evolved as the most crucial business application on the internet due to its enormous potential to provide highly targeted consumer traffic to business to consumer (B2C) websites. From a marketing perspective it is more affective for an online business to be listed in the first three pages of search engine results than any other form of online marketing.

Few observations that highlight the relevance of search engines are:

1. 84.8% of internet users find websites through search engines [2]

2. 81.7% of internet users read only the first three pages of search results [3]

3. 87.2% of internet users use their favorite search engines to launch their queries [3]

These observations are based on surveys conducted by Graphic, Visualization and Usability center at Georgia Institute of Technology (www.gvu.gatech.edu), iProspect (www.iprospect.com), webSurveyor (www.websurveyor.com), Stratagem Research (www.strategeminc.com) and Survey Sampling International. (www.surveysampling.com). They emphasize key aspects in the behavior of internet users with regard to search engines:

1. Dependability on search engines

2. Trust in search engine results

3. Loyalty to search engines

Search engines have thus become a gateway to gain targeted visitors so much so that search engine optimization and search engine marketing have become the focal point of internet marketing.

source:SEARCH ENGINE OPTIMIZATION AND MARKETING by Binoy Varghese hal 15-17

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