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Blog Optimization Tips - Part 1 - ETP Women _Empowering Today's

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					http://www.problogger.net/archives/2006/11/24/how-to-optimize-your-blog-for-search-engines/


How to Optimize Your Blog for Search Engines
Search Engine Optimization 92 comments

So you’re looking to increase the profitability of your blog for the Christmas period (and
beyond). You’ve optimized your AdSense, Chitika and Affiliate programs, you’ve even written a
little seasonal content…. but there’s one missing element…. Traffic.

Unless you actually have people viewing your blog it is very difficult to actually earn anything
from it.

So how do you drive traffic to your blog?

I’ve written quite a bit of this previously in a number of posts (for example here) but want to
spend a little time talking today about Search Engine Optimization (SEO).

Why SEO?

When you are looking online for information on a topic where do you go first?

While I’m sure there will be a variety of answers given to that question – the majority of average
web users would answer with one word – ‘Google’.

Every day Search Engines like Google send many millions of web users to websites in their
index. While there are plenty of Web 2.0 web indexing services around that are increasing in
popularity – the fact is that search engines like Google, Yahoo and MSN are still the biggest
source of traffic to websites on the web.

As a result – learning how to be indexed and ranked well by them seems like a no brainer.

Writing for Search Engines and Humans

Some bloggers have a problem with the idea of optimizing a blog for search engines. They argue
that rather than writing for search engines a blogger’s sole focus should be that they write quality
content for humans.

I personally don’t see that writing for humans and search engines have to be mutually exclusive
things – in my opinion both can be achieved without compromising either.

Some bloggers argue that if you write for humans that SEO looks after itself. To some extent I
agree with that – if you do write quality content that others like you will find that they link up to
your site (a key in SEO) – however I would argue that incoming links from other sites is just one
part of climbing the rankings in Search Engines (an important part but not the only one).
There are other factors that come into play also and I believe that by knowing them and naturally
incorporating them into your blogging you can increase your chances of being found by readers
in Google, Yahoo and MSN.

Of course – some people become a little obsessed with SEO and forget the human reader, don’t
fall for this trap and keep a balanced approach and you’ll benefit both from traffic from the
search engines as well as a loyal readership who keeps coming back for more quality content.

Basic SEO tips for Bloggers

I’ve written previously on this topic so rather than writing the same thing again in a slightly
different way will republish some of my previous tips below. I hope you find them useful.

Before I start - I’ll say that while I do get a lot of SE traffic that I’m not really an SEO expert (it
isn’t what I devote most of my time to). If you want to read something by someone who has
spent a lot more time and effort on the topic I recommend looking at an e-book by Aaron Wall –
SEO Book (aff). I’ve actually been reading through it in the last few weeks (it’s been on my to
do list for a long time) and have found it really helpful.

SEO experts tend to divide search engine optimization techniques into off site and on site
techniques.

Off Site SEO Techniques

Off site SEO techniques are as the name suggests factors from outside the site itself (ie from
other sites) that impact the blog’s ranking in search engines. Many of these factors are outside
the blogger’s control – however they are useful to know. The most obvious and probably most
powerful offsite factor are Inbound Links (something I’ve already referred to above).

It is generally agreed that the links that point to a website are one of the most powerful way of
climbing Search Engines results pages (in fact many argue it is THE most important factor). – To
put it most simply – every link to your site is seen by the search engines as being a vote of
confidence in your site.

Ideally Speaking – The best inbound links have three main qualities to them:

   1. they are from higher ranked sites than your own
   2. they are relevant to the topic you are writing about
   3. they link to you using relevant keywords to your page

Whilst you may not have complete control over who links to you these are the types of links that
you should be dreaming of.

How to generate quality inbound Links?
Of course whilst most of us know this it doesn’t make getting such links any easier – its in the
hands of others in many cases. So how do you get such links?

      Quality Content – There are all kinds of link generating systems out there but in my
       opinion the best way to get links to your blog is to write quality content that people will
       want to read. You can solicit links with others or sign up for different link building
       programs or even buy text links on other sites but the cheapest and probably safest
       approach is to build inbound links in a natural organic way as others link to your quality
       content.
      Notify Relevant Bloggers of your content – Whilst I don’t advocate spamming other
       bloggers and asking for links – I would recommend that if you write a quality post on a
       topic that you know will interest another blogger that it might be worth shooting them a
       short and polite email letting them know of your post. Don’t be offended if they don’t
       link up, but you might just find that they do and that in addition to the direct traffic that
       the link generates that it helps build your own page rank in the search engines (more on
       letting other bloggers know of your posts here).
      Directories – Another way to generating inbound links is to submit your links to
       directories. I know of webmasters who swear by the benefits of such a strategy – the first
       thing that they do when starting a new site is to do the rounds of directories – submitting
       links to key pages with appropriate keywords in the links. There are loads of directories
       out there – many of which offer a free submission. Ari Paparo has compiled a list of blog
       directories that you might want to start with.
      Inter-link your Blogs – Increasingly bloggers are starting or joining blog networks to
       enjoy the benefits of multiple sites and writers working together. One of the advantages
       of networks of sites is that they usually link to one another. In doing so you have
       complete control over how your sites are linked to from multiple domains. It is worth
       noting that you should be careful with this approach – if all your sites are hosted on the
       one server many think that Search Engines will work out what you’re doing and the
       impact will be lessened.
      Buy Links – Many professional web masters have a budget to purchase links from other
       highly ranked and and relevant sites. I won’t go into this too much here but you might
       like to read more about it in my recent post On Buying Text Links.
      Swap Links – Similarly many bloggers swap links with other bloggers. Sometimes this
       happens pretty naturally (you see someone linking to you so you link back) but in many
       cases the links are strategic ones and formally arranged between site owners. I get daily
       requests for such reciprocal links (I rarely act on them). Whilst there is some benefit in
       such link swapping I would again advise caution here as many SEO experts believe that
       the search engines have methods for tracking such strategies and devaluing the links.
       Some try to get around this by doing indirect or triangulated links. ie instead of site A and
       B doign a direct swap they involve other sites. So A links to C in exchange for D (also
       owned by C) linking to B (also owned by A) – makes your head hurt doesn’t it!?! There
       are also a variety of systems around that say they’ll take care of such interlinking for you
       – I know many who use Digital Point’s Free C0-Op Advertising system. Personally I tend
       to avoid such schemes and have a policy of linking to sites I think are valuable to my
       readers. If they link back then so be it.
If you’re looking for link exchange/buying/selling programs you might like to look at systems
like:

- Link Adage
- Text Link Ads
- Link Worth

On Site SEO Techniques

Having looked at Offsite Search Engine Optimization Techniques I’ll now turn my attention to
examining some of the factors you might like to keep in mind as you build your blog – (or Onsite
techniques – things you do on your blog that help build a higher ranking). As with all SEO
techniques there are many of these and a lot of speculation around all of them so let me touch on
as many as I can:

1. Keyword Rich Content – identify a few keywords for your article that you’re hoping will get
indexed highly by Google. Don’t pick too many but consider the questions

      How do I want people to find this post in Search Engines?
      What will they type into Google if they want information on the topic you’re writing?
      How would I find information on this topic in the Search Engines?
      What results come up when I do plug these keywords into Google?
      What other keywords are other sites using?

The answer to these questions will give you a hint as to what words you’ll want to see repeated
throughout your article a number of times.

These keywords will need to be the most common words used in your article. Use them in some
or all of the following ways:

      Keywords in post and page titles (read my post on using keywords in titles)
      Keywords in URL of page (blog herald wrote on this a while back)
      Keywords in outbound links. Of course you should always link to sources of content as
       an ethical consideration but the bonus of this is that many SEO experts think that linking
       to relevant and quality sites on the same topic of your post with good keywords can also
       add credibility to YOUR post also.
      Keywords in bold tags (try do it at least once)
      Keywords in heading tags (there is debate over exactly how to use them but it’s generally
       accepted that h1 tags are important and that h2, h3, h4 etc tags also have an impact.
       Having said that I’ve seen some pages rank very well in search engines without using
       heading tags. There are many tutorials online about heading tags – here’s one.)
      Keywords in image alt tags (here’s how)
      Keywords in the general throughout the text of your post – but especially early on in the
       first few sentences
      Keywords in meta tags (they seem to be less valuable these days but many still believe
       they are useful with some search engines – here’s a Guide to meta tags)
Of course you can go over the top with keywords in posts and let it destroy your content – but if
it fits with what you’ve written tweak it to include the words you are targeting a couple of extra
times. Most SEO experts recommend getting your keyword density up to between 5-20% – I
think 20% is probably bordering on massacring your content.

One last word of warning and disclaimer on keyword rich content (because I can just hear the
comments on this post already) – don’t sacrifice your readers experience of your site just for
the sake of SEO. Yes keyword density can be important in climbing the search engine rankings
– but more important is that your content and design are user friendly and helpful to readers.
There is nothing worse than a site that is stuffed with keywords – these sites come off as cheap,
nasty and spammy – don’t fall for the temptation.

Keep in mind keywords that might be specific to the season we are approaching. While during
the year there might be less people searching for posts relating to Christmas, gifts, presents, new
year sales etc – this time of year will see an increase in these types of searches.

2. Themed sites - One of the growing theories of SEO is that you are more likely to rank well if
you have a substantial amount of pages on a similar theme. ie a niche topic blog will probably
rank higher than a general one that covers many topics. Build a blog with over 200 pages of
content on the same theme and you’ll increase your chances of ranking well as SEs will see you
as an authority on the topic. The take home advice here is to keep to some kind of a
topic/niche/theme for your blog. It is also probably another argument for categories and tagging
posts that relate together strongly.

3. Site Design – Search Engines like well laid out, well coded and easily to navigate sites. Make
sure your pages validate (I need to work more on this) and that they are viewable on all major
browsers. Search Engines don’t tend to like too much Flash, Frames or Java Script in your site –
keep it simple and clean and their robots will index your site a lot faster and more accurately.
Also try to keep your blog free from dead links (a challenge for those of us with older blogs with
big archives).

4. Interlink your Site – The way Search Engines index your blog is to send little robot crawlers
to your site to track what you’ve written and follow the links. Make it easier for them to get
around your blog by using internal linking wisely. Most SEO experts recommend that you
provide some sort of Site Map that means every page on your blog is just a link or two away
from every other one. One way to do this for bloggers is to make sure that your category pages
are in your sidebars as I do in this blog. Also make sure every page links back to your main page
and any other important pages on your site. If you’re writing on a topic you’ve previously
written about consider linking to what you’ve written before or use a ‘other relevant posts’
feature at the base of your article. You’ll see in my menus at the top of the page a number of my
key categories and articles. One of the impacts of having them highlighted in this way is that
they have become some of the most highly ranked pages on ProBlogger simply because they are
linked to from every page of this blog. This is a key point in the lead up to Christmas – if you
have a few seasonal posts that you particularly want to do well in the SE’s make sure they are
linked to from every page on your blog.
5. Update regularly – The more you update your blog the more often Search Engines will send
their crawlers to your site to index it. This will mean your new articles could appear in the index
within days or even hours rather than weeks. This is a natural benefit of blogging – make the
most of it!

6. Outbound Links – There is debate over how SEs treat outbound links from your blog. I’m in
the camp who believe that relevant outbound links enhance your site’s ranking in search engines.
I always link out to quality relevant sites that I think my readers will find useful and have a little
anecdotal evidence that seems to support the theory that this is healthy for the way SEs index
you (check out Waynes article on the topic for more info). Linking to sites outside your own blog
does mean you end up sending traffic away from your blog so you need to count the cost of such
a strategy. Note that you should always try to link to reputable and relevant sites to your own
page. Also keep in mind that too many outbound could have detrimental impact upon your blog.
Like in most things in SEO – moderation is the key.

7. Choose your domain name wisely – there are numerous factors to keep in mind when
selecting a domain name. For one you might like to include your keyword in it if possible.
Secondly you should do a little research to see if someone else has previously used the domain.
This could have both positive and negative impact. If it was a quality site with inbound links you
might reap some benefits but if it was a banned spam site you could still be banned from Google
for a long time. One service you might want to use to check expired domains is Way Back
Machine at Archive.org.

8. Register your Domain for a Lengthy Period – a recent patent by Google indicates that it
now looks at the length of your domain’s registration in ranking it. It does this because many
spam sites have short registrations and a longer one indicates that you’re building a site with
substance and are in it for the long haul.

9. One topic per post – the more tightly focused the theme of a page the better when Search
Engines come to rank it. Sometimes you might find yourself writing long posts that end up
covering a number of different topics. They might relate loosely but if search engine ranking is
what you’re after it could be better to break up your post into smaller more focused pieces.

10. Write optimal length posts – there is some thought going around the Search Engine
Optimization community that pages that are too short can get passed over for high rankings. I try
to keep posts at least 250 words. Of course there are some posts on my blogs that are shorter, but
if I’m writing a post that I want to rank well I try to give it some meatiness in terms of length. On
the other hand don’t make it too long either – because in doing so you make it difficult to keep
your keyword density up and could end up with a less tightly focused page. Research also shows
that longer articles can have a pretty steep drop off rate in readers after the text gets below the
‘fold’ or to the end of the first screen of article (looks like this post is in trouble – is anyone still
reading?).

11. Avoid Duplicate content – Google warns publishers in its guidelines about having the same
content on multiple pages. This goes for both multiple pages that you own but also pages that
others own. This is because a tactic of spammers is often to reproduce content on many pages
and/or to steel content from other sites. There is some debate over what duplicate content does
and doesn’t include (for instance many bloggers use ‘free articles’ as content on their blogs –
these articles often appear on hundreds and even thousands of other sites around the web and to
me could be seen as duplicate content) – my advice is to be very careful about how many places
your content appears. I do republish occasional posts (or parts of them) but try not to do this too
much and attempt to add elements that are unique on each occasion that the posts are
republished).

12. Ping – services like Pingomatic (there are numerous others too) will ping a variety of
websites for you to notify them that you’ve updated. In doing so you’ll also be letting search
engines know that you’ve updated which will trigger their robots to come visit your blog. I’d
also suggest pinging Google’s blog search tool.

13. Submit your RSS to MyYahoo – submitting your RSS feed to MyYahoo seems to help with
getting indexed on Yahoo. Read more about this at Getting Yahoo Traffic for your Blog. Some
also think that doing the same thing to Google’s Personalised pages could have a similar impact.

14. Quantities of Content – I always get into trouble when I write about having lots of content –
but I think its true that bigger sites tend to rank better than smaller sites – whilst it is possible to
rank highly with a small site – it’s probably not the norm.. Search Engines will see your site as
more comprehensive the more content you have. You also better your odds of being found in
Search Engines if you have more pages. By no means am I saying just to put up random junk
content – be careful about this – rather work at building a comprehensive and large site over
time.

15. Submit to Search Engines – You can do all the best onsite SEO strategies in the world and
still get no where because the Search Engines have not found you to start with. Each search
engine has a way of letting it know about your site – submit your URL to be included in the
index. Please note that this takes time and perhaps a quicker and more effective way is to get
linked to by a site already indexed by the search engine. I’ve written a post about his previously
here.

You might also like to tryout some of the services around that offer to submit your sites to search
engines for you – I’d be wary of paying for this sort of service though. I never have and seem to
do ok.

The Time Factor

One more element that I think is often overlooked in SEO tips posts is that of ‘Time’.

My own experience of blogging is that you can do all of the above things and still not be ranked
well in the Search Engines for months and months. Here at ProBlogger it actually took around a
year before I started to get significant search engine traffic – despite me doing all the ‘right
things’.
This might not be particularly good news for those of you wanting to optimize your site for
Christmas this year – but it is yet another reminder that blogging is a long term thing and that it
takes considerable time for a blog to become established.

If you’re not ranking well in the search engines – hang in there. Keep posting, keep working on
quality content and keep the above factors in mind – as you do this you’ll find that in time your
SE traffic will gradually increase.

This post has been a part of the How to Fine Tune your Blog for Christmas Series.

				
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