|Search Engine Optimization (SEO) Information Tony|
SEO Expert Guide - Conclusions (part 10/10)
As you have seen throughout the guide, search engine optimization (SEO) is a multi-faceted activity. Likely to be time-consuming, it is important that you spend your time wisely. By way of conclusion, therefore, I would like to (i) summarise the time/spend/effort (=cost) and value trade-off for each area I have covered, (ii) highlight from that you top five areas of focus and (iii) give you some migration tips for how to cut-over to your new, optimized site.
(a) The cost/value tradeoff
I have listed all the SEO and promotion techniques covered in the guide below, rated them for cost and value, then sorted them on a score (which is a product of their value and cost):
URL name Optimization - Low Cost - High Value (score 9)
Domain name Optimization - Medium Cost - High Value (score 6)
Navigation, Internal Links and Site Map Optimization - Medium Cost - Medium Value (score 4)
Page Text Optimization - High Cost - High Value (score 3)
Metadata Optimization - Low Cost - Medium Value (score 2)
Reciprocal Inbound Links - High Cost - Low Value (score 1)
(b) Your top 5 priorities
From the list above, you should discern that your priorities should be the site-wide techniques of Domain name Optimization, URL name Optimization, File extension Optimization, the page technique of Title and Heading Optimization and promotion techniques of Article Submission and Blogs and RSS. Ok, I know that's six, but who's counting? These methods produce the best return on investment overall.
(c) Some notes on Migration
So you have followed my advice and built a totally new site. However, your old site is not totally without merit, right? Some sites link to it and some customers have bookmarked it. You might even have a modest Pagerank on one or two pages. So how do you migrate to your new site without losing these hard-won benefits?
Meet 301 and 302 Redirects. When a browser/agent/spider requests a page or URL, the web server where the page is hosted checks a file called '.htaccess'. The '.htaccess' file can be modified to tell spiders that the page has either temporarily moved (302 redirect) or permanently moved (301 redirect).
It is usually possible to implement redirects without messing with the '.htaccess' file directly, using your web host's control panel instead. From a search engine perspective, 301 redirects are the only acceptable way to redirect URLs. Although Google can handle 302s, the other engines struggle with it.
In the case of moved pages, search engines will index only the new URL, but will transfer link popularity from the old URL to the new one so that search engine rankings are not affected.
So where you have pages with decent PageRank, use your control panel to place a 301 redirect to the equivalent new page. I would let this run for 6 months or so, then delete or archive the old pages altogether.
(d) Some final words
I hope you have found my SEO Expert Guide useful and enjoy some positive effects over time in your search engine results and web traffic. Be patient! Results can take a while to feed through (particularly as search engines take longer and longer these days between major updates). Do send any feedback you have to firstname.lastname@example.org and check back every so often for updates. I plan to make available for download a copy of the guide in eBook format later in 2005 (at a nominal price).
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Back to index: SEO Expert Guide - Index of ContentsAbout the author:
David Viney (email@example.com) is the author of the Intranet Portal Guide; 31 pages of advice, tools and downloads covering the period before, during and after an Intranet Portal implementation.
What Constitutes a Complete and Effective SEO Campaign?
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Selecting The Title Of Your Link Exchanges
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Google Sitemaps Explained - How To Use Google Sitemaps
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Googles PR System Explained
The complexities of Google's PR (Page Ranking) System have grown more difficult to understand since the Hilltop Algorithm was introduced. This beginner's guide to the PR system explains the basics of what PR is, what it does, and how it affects your site's rankings. This revolutionary search algorithm has made it to where the most relevant and popular sites with the best content do the best on Google's search page. Keep in mind, this algorithm is kept secret by Google for fear of it being exploited, but the basics have been released for study.
Five Ways To Win The Favor Of Search Engines
You've got a cool new website with all the works: cool Flash presentations, eye-catching colors, informative text, easy-to-use layout, and an interesting topic. You think your site is amazing, and you know that others will agree with you. If only they know it exists.
Use Keyword Articles for Search Engine Optimization
Search engine optimization is very important for your online business if you are interested in staying in business. The reason for this is most of the time the large search engines direct traffic to your website, however your website must include what the search engine is looking for in order for your web page to be returned as a result. It might sound complicated, but it really is not because people use the search engines to search for keyword terms and then the search engines crawl the web looking for web pages containing these same keywords. The most important thing for you as an online business is to know the keywords that apply to your business and then include them on your web page through the use of keyword articles.
Google Rankings ? Achieving a Top 10 Position in Google ? Part 2
Achieving a top ranking position in Google is every webmasters dream. Unfortunately very few ever make it high enough for it to make a big difference on their traffic volume. If you are one of the few to make it onto the Top 10 list, you have probably found out that your listing doesn't always stay on top. So, besides all the other advice online, it is also extremely important to under stand your competition, and to properly use their key words to your advantage. This article is the conclusion in a 2 part series. In part 1 we looked at how to effectively use Google rankings in helping us better understand our competitors. Part 2 will discuss how to maximize and use Google Suggest to determine the frequency of various key word searches.
Creative Search Engine Optimization ? A Case Study
Search engine optimization this and search engine optimization that. You read and hear about it all day, but what about your site? While there are plenty of articles providing useful information, this article shows you how a real world example met with success. The point of this article is to emphasize creativity when approaching tough optimization situations.
Buzzwords vs Effective SEO Keywords
Ever see a website that seems to speak a foreign language...in English? We encounter many SEO client websites that rely on buzzwords in the page copy to get the word out about their product. The problem lies with visitors who may not be familiar with those terms. This means optimizing with buzzwords may not be the best way to gain traffic. If your prospective visitors are not searching for those terms, how do they find your website?
Link Popularity - Basic Overview
There are many techniques that SEM/SEO experts use to optimize Web sites. One of the more important techniques is "Link Popularity."
Find Best Keywords For Your Site
Keyword optimisation is probably the most important thing that you want to concentrate on with regards to search engine optimisation (SEO). Unfortunately, not many people know this, or do enough to optimise their sites' keywords. Before I knew the importance of keyword optimisation, I used to pluck any keywords that seemed relevant to my site, insert them into my title tag and meta tags, then submitted my site to the search engines. And then wondered why I didn't really get much traffic.
7 Essential SEO techniques
1) Title Tag ? When we're talking about SEO Technique, the Title tag is one of the best and most powerful tags that you can use. Every page should have it's own title tag, each tag should include the keyword that you are targeting, along with sub-keywords associated with the main keyword that you seek to drive traffic from.
Do You Have a Bad SEO Company, or Are You Just a Bad Client?
I admit it, our SEO services are pretty bad.
Do Not Ever Link to a Site Without Doing This First!
Links are a crucial part of attaining high search rankings, but you must be very careful about to whom you link. I'm going to help you develop a simple link strategy for your website that will help you decide which sites to link to so you're making your way up the search engine rankings and not accidentally hurling yourself backwards.
Seek Engines: What If Seek Had Bumped Out Search?
In the early days of the World Wide Web, when things were just getting started many geek speak terms were jockeying for position to be the standards for years to come. I used to drive by a California-based company every day that had named itself YKK and think, "What a pity."
10 Quick Ways To Kick-Start Your Profit Pulling Keywords
First, you must realize that targeting the right keywords or phrases is the 'key' to making any kind of profit from your site. Choosing the 'right' keywords (the exact keyword or phrase surfers type into the search engines to find your site or product) can make or break your online venture.
Breaking the Myth About Page Rank (PR)
The most difficult challenge most web designers face is getting traffic to your site. There are plenty of companies who promise to send traffic your way. Sadly, most of this traffic is not qualified. Yes, your hit counter will move higher, however, if its not qualified, you may find you have unhappy visitors to your site. Unhappy visitors will not click on your ads or purchase your products.
Page Rank Purgatory - Simple Things You can Do to Keep Your Web Site Out of Search Engine Hell!
Are Meta Tags Really Dead?
Why Articles Are Not The Route To High Search Engine Rankings
If you have any interest in getting high search engine rankings for your website (and who doesn't) you've probably been sold the idea that writing and publishing your own articles will do it for you.
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