Search Engine Optimization Begins at the Design Stage

Many business owners starting web sites want to keep costs down so they spend on the design and put off the issue of getting traffic

. Sites should be optimized from the ground up. If there's no investment, there won't be a return.

When SEOs assess a website there are invariably design mistakes that prevent good search engine rankings so business owners should be made aware that return on investment includes the optimization of the pages at the time of web site design instead of experimenting with the cheapest search engine optimization company (which is seldom a satisfactory experience) who may skip vital elements concerning content in the HTML metatag sections, headers, page names, embedded text, and links within the site. Those who build the sites are aiming to please the clients with usability and appealing graphic design and they are artists who don't get involved with the struggle for market dominance. Preparing the site for clean readability is the specialty of the SEO consultant for a good overall campaign strategy starts at the design and content writing stages.

Using logical keywords in domain names and page URLs are a fantastic boost that can make life easier since this will be read first by the bot; URLs, titles, and description lines are valuable spaces to fill with keywords that will match all or part of the search queries relevant to the page. To make the meaning of the page crystal clear, simply pick two or three keywords and separate them with dashes. Where several words can help define the page content the words should be separated with dashes, as in .com/seo-consutling-toronto.html on a page about Toronto SEO consultant so that the crawler knows which page of the site to display that give the most information about SEO. When deep linking is used the home page will often appear as well; your company now holds two spots out of the ten available on the first page's organic rankings. One page will be indented.

An important piece of HTML content the search engine reads is the title. This is placed in the HEAD section and is visible in the browser address bar. Each page should have a different title, descriiption, and keywords relevant to the content on the page. In a title there should be no conjunctions or symbols, just a string of words, up to a limit of 60 characters. Your company name can go at the end, but it won't mean much to search engines unless it contains a keyword. The viewer can simply look down to see what company he's looking at. In a chrome browser the title bar is hardly noticeable and requires hovering over it to see line of words.

No humans see the meta description in the HEAD section where so many site owners mistakenly put advertising messages and phone numbers. It's strictly for the search engines and they don't care about your specials and low prices. It's best to write "Stainless steel kitchen products like strainers, pots, and pans are listed on this page" and so on (with keywords) to a maximum of 180 characters. That's as far as the spider will read so that's where you want some major keywords.

Most sites have keywords chosen by guesswork by the owner or designer. These range from two or three words to hundreds of non-relevant terms - non-relevant to the Google crawler trying to figure this all out. Single words make poor search queries since a qualifying word or three is what narrows the search down. The first instinct of the amateur is to throw in any word relating to something about the site - words like "spicy" or "tasty" are too general - a spider will leave the scene and look for something that makes sense...more like "mexican restaurants" that a person on a computer would be looking up. Mexican cuisine choices will come up in the search. If one enters "spicy" in Google, definitions will come up along with establishments that have the word "spicy" in the business name, it won't produce a result to allow the searcher to select a Mexican restaurant.

Words have power and they have to be applied correctly to compete on the internet. Many other factors result in sub-par sites occupying top spots such as years online and length of visits. Each site must gain a foothold and be recognized as an authority on the business sector. Small site can compete with much larger ones if everything is done using a professional strategy.

Search Engine Optimization Begins at the Design Stage

By: Pat Boardman

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