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					Search Engine Marketing Workshop
              Day 2




Let’s Move On -
       Agenda

   Web design elements to avoid ensuring your site is search engine compatible
   Set up search engine friendly site architecture
   Effective page Title Tags
   Effective and optimized META Description Tag
   Effective and optimized META Keywords Tag
   Integrate search keywords within Website copy
   How to optimize each page of your Website step-by-step
   Effective Alt Image attributes
   Effective and optimized text navigation menus
   Link titles and anchor text effectively
   Optimizing a frames-based site
   Creation of search engine friendly site map
   Robots.txt and its META tag
   Optimizing dynamic and database-driven Websites
   Optimizing a site designed in Flash
   Optimizing a graphic-heavy Website
   Building site's link popularity
   Submit your site to important search directories
   Monitor your search rankings and site traffic
         Web design elements to avoid ensuring
           your site is search engine compatible

What is Search Engine Compatibility?
Usually a website is designed keeping few elements in mind such as user friendliness, attractive design,
beautiful flash animation, easy navigation, client specific or functionality oriented. In fact all these
elements are very useful and important but what benefit is your web site if it has no visitors, search engine
compatible websites are designed and developed keeping search engine policies and algorithms in mind,
which enable websites to be easily crawled and understood by search engines.

Tips to Develop Search Engine Compatible/Friendly Website:
       Try to put menu on the right hand side
       Position content at the left hand site
       Avoid keeping main navigation in JavaScript
       Ideally the main navigation should be in plain text
       Use text based navigation at bottom, if using image based navigation at top
       Use keyword oriented “Alt” image attribute, but don’t over do it
       Use link title for image base hyper links
       Create bread crumbs after the top header of the website
       Use flash as a plug-in rather directly running
       Optimise the graphical images
       Avoid using frames
       Avoid using complex nesting in tables
       Use external CSS and JavaScript
       Check complete website for errors, broken links and orphan pages
       Validate complete html before going online
       Create robots.txt file to guide search engine spiders
         Set up search engine friendly site
            architecture
A Website's information architecture can greatly affect on its search engine visibility. Specific page
elements, such as the site navigation scheme, and design technologies, such as CSS and JavaScript, can
interfere with a search engines ability to spider a site.

Tips to Create SEO Friendly Site Architecture:
 Pages closest to the root directory are considered the most important pages on your site
 File and directories naming convention should be in small case
 Breadcrumbs can be very useful according to search engine’s point of view and for users as well
 Try to use keywords as directory or file name
 Keywords without spaces are considered more important than with hyphens
 Don’t include underscore in files or directories name
 Don’t keep over 50 pages in root directory
 If there is healthy amount of web pages, group them with relevant sub-directories
 Access sub-directories with index or default pages
 Try to keep one type of webpage extensions either ASP or PHP or HTML, avoid mixing all types of
extensions at one site
 The two most important documents that should be in the root directory are the home page and the
Robots Exclusion Protocol
 Try to use textual or image base navigation
 Avoid using navigation in JavaScript
 Healthy internal cross linking will gain search engine trust
 If website is short, don’t put web pages too deeply, try to put all webpage in 2nd level
 If website has over 100 pages then you can go to 3rd level or 4th level as well
 Keep the same layout and colour scheme throughout the website
          Effective page Title Tags

What Is The Title Tag?
It’s an HTML tag use as a title or heading of the web page, it displays text on the blue bar at the web page,
it is declared at the beginning of the webpage under head tag.
Example: <title>Your Home Page Title</title>

Why Is The Title Tag Important?
Title tag is the most important tag, almost all search engines evaluate webpage with title tag and check the
relevancy with other elements of the page as well, and search engines also present results of a search by
displaying webpage titles as links in the first line of each query result.

                                  Tips To Write Effective Page Title:
      Try to place your most important keyword phrase at the beginning of the tag
      Use your primary keyword phrase in the title tag at least once
      Avoid using the same words multiple times
      Use plural form of keyword phrases, especially which includes a complete singular word
      Use sentence case for keyword phrase but keep prepositions in lower case
      Keep your title tag limit under 70 to 90 characters, longer sentences won’t give any
   value but they can be a hurdle in deep crawl of your web page
      Avoid using special characters such as ! @ # $ ^ & * ( }[ | ? /
      Avoid using stopping words such as or, and , with, for, by, etc
      Use unique title tag for each page, since each page has unique content
      Make your title interesting and compelling to the reader to convince them why they
   should click there
Before Title Tag
After Title Tag
         Effective and optimized META
             Description Tag
What Is The Meta Description Tag?
It’s an HTML tag use to feed description to search engines, it gives description of webpage to search
engines, it is declared after title tag of the webpage under head tag.
Example: <meta name=”description” content=“Your Home Page Description”>

Why Is The Description Tag Important?
Description tag is the very important tag, search engines take webpage description through this tag, though
search engines don’t give any importance to this tag in their ranking algorithms but this tag can lead
searchers to motivate and visit your website.


                                Tips To Write Effective Page Description Tag:
           Describe your complete webpage in one single line or in a very brief paragraph
           Forget about keywords, focus on dynamic verbs words with respect to page relevancy
           Avoid covering a complete website in one paragraph, try to focus on page
           Use unique description tag for each page, since each page has unique content
           Keep your description tags limit under 225 to 250 characters, longer sentences won’t
           give any value but they can be hurdle in deep crawl of your web page
           Avoid using special characters such as ! @ # $ ^ & * ( }[ | ? /
           Avoid all capital letter, try to use lower case
           Use motivational lines so that your listing will be clicked comparatively better than your
           competitors
           Don’t misguide search engine visitors, write what is actually available on the page
Effective and optimized META
Description Tag
           Effective and optimized META
               Keywords Tag
What Is The Meta Keywords Tag?
It’s an HTML tag use to feed keywords to search engines, it helps search engines to identity the webpage
relevance with respect to supplied keywords, it is declared after description tag of the webpage under head tag.

Example: <meta name=”keywords” content=“Your Keyword1, Your Keyword2”>

Why Is The Keywords Tag Important?
Not exactly, keywords tags have lost their value, search engines keep getting smarter, they have set their
own criterion to identify web pages with their relevancies, they take each word as “keyword phrase” that is
presented at webpage and they keep those words in priorities with their densities. There is no harm in utilising
this tag for marginally better results.

                              Tips To Write Effective Page Description Tag:
                    Put only those keywords which are focused on the specific webpage
                    Don’t put all keywords in this tag
                    Don’t repeat keywords in this tag
                    Don’t misspell keywords
                    Use keywords with small case letter
                    Each individual page should be optimised for less than 10 keywords
            Integrate search keywords within
                Website copy
Why Content is King?
Since a very early stage of search engine revolution, search engines were able to evaluate website with
relevance to their content, though they were not very efficient and intelligent like they are these days, but
they were able to read the content at website and content still plays very important role in top ranking positions.



                            Tips to Integrate Keywords within Web copy:
                    Use Keywords at the top of the web page, within your selectable text.
                    Try to start paragraphs and lines with main keywords
                    Use keywords in headings and sub headings
                    Top 2,000 characters are the most important characters of every page
                    Use keywords as hyper or anchor links
         How to optimize each page of your
           Website step-by-step

What is page optimization?
A website is the collection of relevant web pages which are linked with each other, to optimise a complete
website you need to concentrate on each page individually. So basically you are going to optimise
individual pages this is called page optimisation.

Step by Step Page Optimization:
 Group the relevant keywords, but don’t exceed the limit of 5 keywords per page
 Distribute keywords with their relevance to the web content
 Keywords density should be 5% to 15% depending on the situation


Note: - Ideally an individual page should be optimised for 1 keyword but normally it’s acceptable to be
optimised for 3-5 keywords per page, the home page is an exception.
         Effective Alt Image attributes

What is Alt Image Attribute?
Alternate text commonly referred to as Alt, is a text description that can be added to the HTML tag that
displays an image. The ALT text is displayed by the browser when the cursor is moved over the picture.
If pictures are turned off in the browser, the Alt text is automatically displayed instead.


Tips to Write Effective Alt Attribute:

         Try to include keywords in Alt attribute, but don’t include forcefully
         Try to write a descriptive line as Alt attribute
         Don’t put a huge list of keywords in it, it could be regarded as SPAM
Before alt tag
After alt tag
           Effective and optimized text
               navigation menus


What is Navigation?
Navigation is a group of links which is created to direct website visitors to different pages of website.
It may be horizontal or vertical bar placed at top, bottom, right or left.

Navigation is a very important part of any website; it gives guidelines to website visitors and directs them to
relevant part of the website.

Tips to create SEO friendly site navigation:
Search engine like text base navigation
Text base navigation is a navigation of selectable textual links
Text base navigation should be plain
Avoid using mouse over or text swapping technique to text base navigation
Image base navigation can be used but with alternate text base navigation at bottom
          Link titles and anchor link effectively


What is Link Title?
Link title is displayed text by the browser when cursor is moved over the link.

What is Anchor Link?
An Anchor link is a little different from a hyperlink, a hyperlink directs to a complete webpage but anchor
link directs to a specific area of a particular webpage, it may be at same page or different page or even at
different domain.

Tips to Develop Link Titles and Anchor Links:
      Don’t keep link titles for textual links, use link titles for only image base links
      Try to keep your link title descriptive using keyword if possible
      Google give a lot of importance to anchor links, that’s why you should take care of taking maximum
        benefits out of it
      Anchor link and pointed text should be same, specially starting with the same text mentioning as
        anchor link
      Try to keep anchor link descriptive using keywords if possible
         Optimizing a frames-based site

What is Frames Based Site?
Frame based site is a single document that calls and displays multiple html documents in a single browser
window. Frames-based pages don’t function as an integrated unit.

Why Search Engines Dislike Frames Based Sites?
Frames based sites don’t have body tag and their website URL remains the same for complete website,
that’s why search engines find difficulty finding content laying at the website or page.

Tips to Optimize Frames Based Sites:
       Use effective title, description and keywords tags
       Use <NOFRAMES> </NOFRAMES> tag and keep compress content of html pages with all html tags
      in between <NOFRAMES> </NOFRAMES>
      Creation of search engine friendly
         sitemap
What is Sitemap?
A hierarchical diagram or links of the pages on a Website. A site map helps visitors navigate large,
complicated sites by showing its entire structure. It is also used as a master diagram of the Web site for
Web designers.

Tips to Create Search Engine Friendly Sitemap:
 List all possible links at the sitemap with plain text and one line description with those links
 If sitemap has more than 100 links, break the sitemap into separate pages
 Try to keep link text more descriptive
 Don’t point the same page with multiple links at sitemap
          Robots.txt and its META tag

What is Robots.txt?
Robots.txt is a file placed on your server to guide the various search engine spiders not to crawl or
index certain sections or pages of your site. You can use it to prevent indexing totally, prevent certain
areas of your site from being indexes or to issue individual indexing instructions to specific search engines.

Purpose of Robots.txt:
 If website is under construction and you don’t want unfinished work to appear in search engines
 If you want scripts and CSS files not to be crawled by search engine because there is no need to
 Irrelevant directories like cgi-bin or error pages
 You have some sensitive information, which you don’t want appear in search engines

Tips to For Better Results by Robots.txt:
 Include JavaScript directories or files in robots.txt
 Include CGI
           Optimizing dynamic and database-
              driven Websites

Dynamic websites are very difficult for some search engines to read and crawl. It is not because they are
dynamic or driven by databases, but more because they use long and strange URL's (Internet addresses).

Why are dynamic websites difficult for search engines to read?
Database driven or dynamic websites are very popular these days. Database driven websites often need
certain information before they can return page contents: session ID, cookie data, or query strings. Only
one page written in server side scripting (ASP) can handle thousands or millions of records separately.

URLs containing Query string use a question mark (?). The problem is web crawlers cannot read and are
not trained to understand a dynamic website’s URLs containing question marks (?) , equal signs (=) or
other marks such as: # , & , !. Any of these signs in the URL spell bad news for dynamic websites. Most of
the search engine spiders check the URL for these signs, and then ignore it.

Additionally, dynamic websites contain dozens of function in a single page. Search engines do not like to
execute these functions because the repeated requests for pages can crash the server. So what is the
benefit of optimised code if the search engine will not see it? And surely no one can find that site.
       Optimizing dynamic and database-
       driven Websites

What is going wrong? Please notice these URLs:
http://www.mysite.com/products/category.asp?cid=7
http://www.mysite.com/products/category.asp?cid=4
http://www.mysite.com/products/category.asp?cid=60

These web pages show you the product lines from the database. They simply change the query
string (category ID), and a separate page opens, with the corresponding product. That’s great
because only one page is handling all the products. It is easy and cheap to develop. What's wrong
with this approach? You lost three pages of content by re-using one. This makes it easy on the
developer, but does not give your business a good website ranking.

Such as:
http://www.mysite.com/products/computers.asp
http://www.mysite.com/products/speakers.asp
http://www.mysite.com/products/cameras.asp
         Optimizing a site designed in Flash



Macromedia Flash and other non-HTML formats can pose problems for search engines, unless you take
appropriate steps to optimise the content.

FAST built its Flash indexing capabilities using the Macromedia's Flash search engine software developer's
kit (SDK). The SDK was designed to convert a Flash files text and links into HTML for indexing.
         Optimizing a graphic-heavy Website

Who doesn’t like beautiful graphics on a website, one quality image is equal to 1000 words. That reflects
the importance of an image. If you are providing services rather products on your website then you could
avoid using a large amount of graphics, but if your website has some products especially consumer
products, you have to put high quality images to attract your target audience, everyone wants to see
products before purchasing it.

Tips to Optimize Heavy Graphic Website:
       Reduce the size of the images with image compression software
       Try to call some images in the background, images on the background don’t count in the
       page size
       Images with larger dimensions should be sliced
            Building site's link popularity

We all know how important link popularity is for better rankings in top search engine like Google, Yahoo and MSN.

Tips to Build Link Popularity:
 Try to get one way, permanent links
 Avoid linking to FFA (Free For All) sites
 Avoid link exchange and link purchase
 Get links from relevant industrial portals
 Make a signature using your site link and try to post to forums, don’t post just to get the link
 Get links from classified websites
 Get links from relevant websites/pages or relevant categories
       Submit your site to important search
         directories
What is Web Directory?
A web directory is a huge resource of categorized links pointing to websites. It provides active links
to websites in relevant categories. Most web directories are handled by human editors.

Tips of Registering Website in Web Directories:
      Find the most relevant category of the web directory
      Avoid a general category, try to go deep
      Focus on regionalise listed categories
      Avoid registration if your website has any under-construction page
Dmoz the biggest directory
           Monitor your search rankings and
             site traffic
Monitoring your search engine rankings and site traffic will exactly tell about your progress, either you are on
the right path or you still a long way to go. Prepare monthly or bimonthly ranking report for your website and
view you site traffic report at least every month, save all the reports with their date, later on compare the reports.
Thank You From                              T: 2787 966 Ext: 808
                                            F: 2785 444
Chillizone Training Division                M: 0333 2226897
                                            pakistan@chillizone.com
Time for Questions / Comments!              www.chillizone.com




 Pakistan Office
 605, 606 Caesars Tower, National IT Park
 Shahrah-e-Faisal
 Karachi
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