Sunday, June 1, 2008

Search Engine Optimization

From: Desert Code Camp 2008
Speaker: Kay Frenzer (from Teralever)

4 factors when optimizing a web site:
Technical - i.e. do your pages show up / does the site work.
Content - The content on each page
Inbound Links - Links from sites with similar topics to your site.
Trust - Your site is a trusted site.
There's a robots meta tag that you can put on any page that will override what your robots.txt file states about the page: <meta name="robots" content="noindex, nofollow, noarchive, nosnippet, noodp, none>
The <title> tag on the page is the most important part of the page when optimizing for keywords. Don't put your company name in the title (unless the name is part of the keyword(s) that you're optimizing for) but if you feel that you have to put the keywords first and the company name last. Don't use stop words in the title. Stops words are words such as: the, of, that, is, and, to, www, web, web page, homepage, home page. The maximum length for a title is 120 characters. Google displays 65 characters in its search.
Commercial tools for keyword optimization are and
LSI is Latent Semantic Indexing. The search/indexing bot looks at the words around the keywords to see if they are related. If not it will mark that section of text as spam and that page as a spam page.
Apparently your site can be penalized for being linked to from (1) link farms (2) porn sites (3) gambling sites (4) other non desirable or illegal sites. Personally I find this hard to believe as this would allow your competitors to displace you from good rankings by linking to you using these methods.
If you want to get a link count for your web site you should use Yahoo instead of Google because Google gives a deliberately misleading value. To get a link count of sites and pages that link to your site you should enter the following text into the Yahoo search box: link: -site:
Replace the guyellisrocks with your web site name.
When creating links on your site to other pages on your site use full URL's with the domain name as well and not relative paths.
Kay's presentation from today will be at
I would have liked to have seen the presenter walk through a real world case study and demonstrate a new site or page that she took on for a client and what she did at each step of the way and how she optimized each page and the final results over a period of (say) 6 to 12 months.

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