Website Optimization by O'Reilly
- Deploy keywords strategically
SEO is a numbers game. Each web page can effectively target one or two phrases well. Rather than shooting for one keyphrase that ranks number one, strive to have many keyphrases that rank high. Overall, you’ll get more leads because your keyword reach will be higher. Take advantage of the long tail of search query distribution by targeting very specific phrases (see Figure 1-3).
- Reinforce the theme of your site
The theme of a web page should flow through everything associated with that page: the title tag, the headers, the meta tags (keywords and description tags), the content, the links, the navigation, and even the URI of the page should all work together.
- Optimize key content
Search engines favor title tags, body copy, and headlines when ranking your site. They also prefer the meta description element for search result pages.
- Optimize on-site links
You can map complex URIs to search-friendly URIs that include keywords and hide the technology behind your site to improve your rankings. To concentrate your Page-Rank, be selective regarding what resources you link to (e.g., avoid linking to flagged sites), and use the nofollow attribute.
- Make it linkworthy
You have only one chance to make a first impression. Don’t blow it with an unprofessional website. You are much more likely to get links when your site is professionally designed, with valuable, fresh content and useful tools. Make your site a focused beehive of activity.
- Acquire inbound links
Search engines use external factors such as inbound links, anchor text, surrounding text, and domain history, among others, to determine the relative importance of your site. Most of your rankings in search engines are determined by the number and popularity of your inbound links.
