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Search Engine Optimization
Search engine optimization is like a pie in the sky. Everybody wants
to partake a share of the pie.
Our series will start off with, what else - on the number 1 search engine Google -
and how to achieve a Google search engine optimization.
I'd like to share with you a letter I received from Google in days past, in response to my query.
I'm reprinting the exact letter, because there are important points that will give you
guidance in your drive for your own site's search engine optimization.
"Thank you for your note...
Since you're wondering about inclusion, you may want to know whether
your
site is currently included in our index. To find out, perform a Google
site search for its entire URL. For example, a search for [
site:www.google.com ] returns the following result:
http://www.google.com/search?hl=en&q=site%3Awww.google.com. If your
site
returns as a result, it's included in our index.
"There's a limited amount of information we can provide you with about
getting your site included, and we've listed it below.
"Inclusion in the Google search results is free. It's not necessary to
submit your site to Google. In fact, the vast majority of sites listed
aren't manually submitted for inclusion. Google is a fully automated
search engine that uses software known as "spiders" to crawl the web on
a
regular basis to find sites for inclusion in our index.
"Although Google crawls more than eight billion pages, it's inevitable
that
some sites will be missed. When our spiders miss a site, it's
frequently
for one of the following reasons:
- The site isn't well connected through multiple links to others on the
web.
- The site launched after Google's most recent crawl was completed.
- The design of the site makes it difficult to effectively crawl its
content.
"Our intent is to represent the content of the internet fairly and
accurately. To help make this goal a reality, we offer guidelines for
building a "crawler-friendly" site:
http://www.google.com/webmasters/guidelines.html
"There are no guarantees that a particular site will be found by our
spiders, but following these guidelines should increase your site's
chances of showing up in our search results.
"THINGS TO DO
"Provide high-quality content on your pages -- especially your homepage.
This is the single most important thing to do. If your pages contain
useful information, their content will attract many visitors and entice
webmasters to link to your site. In creating a helpful,
information-rich
site, write pages that clearly and accurately describe your topic.
Think
about the words users would type to find your pages and include them on
your site.
"Make sure that other sites link to yours. Links help our crawlers find
your site and can give your site greater visibility in our search
results.
When returning results for a search, Google combines PageRank (our
measure
of a page's importance) with sophisticated text-matching techniques to
display pages that are both important and relevant to each search.
Google
counts the number of votes a page receives to determine its PageRank,
interpreting a link from page A to page B as a vote by page A for page
B.
Votes cast by pages that are themselves "important" weigh more heavily
and
help to make other pages "important." Please note that ranking of sites
in
our search results is completely automated, and we do not manually
assign
keywords to sites.
"Build your site with a logical link structure. Every page should be
reachable from at least one static text link. If certain areas are not
linked, you may be excluding older browsers, some users, and Google.
"Use a text browser such as Lynx to examine your site. Most spiders see
your site much as Lynx would. If features such as JavaScript, cookies,
session IDs, frames, DHTML, or Macromedia Flash keep you from seeing
your
entire site in a text browser, then spiders may have trouble crawling
it.
"Consider creating static copies of dynamic pages. Although the Google
index includes dynamic pages, they comprise a small portion of our
index.
If you suspect that your dynamically generated pages (such as URLs
containing question marks) are causing problems for our crawler, you
might
create static copies of these pages. If you do, don't forget to add the
dynamic pages to your robots.txt file to prevent us from treating them
as
duplicates.
"THINGS TO AVOID
"Don't fill your page with lists of keywords, attempt to "cloak" pages,
or
put up "crawler only" pages. If your site contains pages, links, or
text
that you do not intend visitors to see, Google considers them deceptive
and may ignore your site.
"Don't feel obligated to purchase a search optimization service. Some
companies claim to "guarantee" your site high ranking in Google's
search
results. While legitimate consulting firms can improve your site's flow
and content, others employ deceptive tactics in an attempt to fool
search
engines. Be careful; if your domain is affiliated with one of these
deceptive services, it could be banned from our index.
"Don't use images to display important names, content, or links. Our
crawler doesn't recognize text contained in graphics. Use ALT tags if
the
main content and keywords on your page can't be formatted in regular
HTML.
"Don't create multiple copies of a page under different URLs. Many sites
offer text-only or printer-friendly versions of pages that contain the
same content as the corresponding graphic-rich pages. In order to
ensure
that your preferred page is included in our search results, you'll need
to
block duplicates from our spiders using a robots.txt file.
"MORE INFORMATION
"You'll find additional information on our Webmaster page:
http://www.google.com/webmasters/."
SEO Strategy #1:
Have your web pages spidered and indexed, and improve your search
engine positioning.
Click to read the article.
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