Search Engine Strategies

One of the most common misconceptions in web site development, is that once a site is built and submitted to the search engines, heavy traffic is on its way. Another is that when making a submission to each engine, a site will be registered immediately and will stay listed with that engine for as long as it is in operation.

That's just not how it works… not even close!

Search engine optimization - the effective utilization of search engines to draw traffic to a web site - is something of an art. It is an ongoing, continuously evolving, high maintenance process that includes the customization of a site for better search engine ranking.

Critical steps to take before submitting

Before you write one line of programming do keyword research to determine what keywords you want to target. Think about what terms potential customers would use to search in order to find you.

• Use markup to indicate the content of your site
  • Optimize your <title> tags on each page to contain 1 - 3 keywords
  • Create unique Meta Tags for each page (keywords and description)
  • Use header tags appropriately (H1 > H2 > H3)
  • Use <b> and <i> tags if appropriate
• Optimize your URLs
  • Use keywords in your domain name
  • Use keywords in your URL (www.myservice.com/keyword/keyword-2.html)
• Optimize your content
  • Use keywords liberally yet appropriately throughout each page. You should assume that Google is not stupid and will blacklist you if you lie or cheat.
  • Have unique content - critical!!!! Useful articles about your industry (like this one) help a search engine ranking
  • Have quality content - critical!!!!
• Use search engine friendly design
  • Create a human sitemap
  • Do not use inaccessible site navigation (JavaScript or Flash menus)
  • Minimize outbound links
  • Keep your pages under 100K in size
  • Keep the number of links on a page to less then 100
• Design the navigational structure of the site to channel people to main pages (especially the homepage)
• If you have that kind of site, create a page that encourages webmasters to link to your site Provide them the relevant HTML to create their link to you (make sure the anchor text contains keywords)
• Make sure your website is complete before launching it or you will get indexed for the wrong words!

Immediately after launching your site

• Create Webmaster Accounts
  • Google Webmaster Tools
  • Yahoo! Site Explorer
  • Live Search Webmaster Center
• Submit your site to all three major international search engines
  • Google
  • Yahoo (Use the page list option)
  • MSN
• Submit your site to the three major South African search engines
  • www.ananzi.co.za
  • www.aardvark.co.za
  • www.sayellow.co.za
  • www.brabys.co.za
• Create an XML sitemap
• Submit your site to all free directories in your field
• Begin a link building campaign (attempting to get keywords in the link anchor text)
  • Join forums in your industry, and build credibility with sensible answers. Put a link to your website in your forum signatures
  • Join Linked In and list your website
  • Join Twitter and tweet new content and product on your site (without being annoying)
  • Reply to relevant blog posts (Don't spam please)

• Submit your site to pay directories
  • Google Ads (it works!)
  • Yahoo
  • GoGuide

Ongoing strategy

• Continually update your website with quality, unique content
• Continually seek free links preferably from sites in your genre

Do NOT do the following:

• Make an all Flash website (without an HTML alternative)
• Use JavaScript or Flash for navigation
• Spam other websites for incoming links
• Launch your site before it is done
• Use duplicate content
  • Do not point several domains to one site without using a 301 redirect
  • Do not make a site of duplicated content from other websites
• Use markup inappropriately
  • Style <H>eader tags to look like regular text
  • Hide content using 'display: hidden' (for the sake of hiding text)
• Use other "black hat" techniques (unless you accept the risk - Banning from the SERPs)
  • Doorway/Landing pages
  • Cloaking
  • Hidden text

In conclusion

• Usable and accessible sites tend to be search engine friendly by their very nature
• Be patient! High rankings don't happen overnight
• Don't obsess with any one search engine. They are all worth your attention.