Website Optimization

The process of increasing the amount of
visitors to a website by ranking high in the
search results of a search engine
In order to publish a website online, you need a
Web host – thousands available online
The Web host stores all the pages of your website
and makes them available to computers connected
to the Internet
◦ Ex: Apache, OS X Server, or Windows Server
Monthly fee that varies
Estimate how big your site will be and how much
traffic you expect before signing up for a Web
hosting service
Web sites that are built using these often find it harder to
rank well
◦ Adobe Flash Web Development
◦ In HTML, a frameset is a group of named frames to which web pages and
media can be directed
Web sites that use frames often have only a singular visible
Search engine spiders often have difficulty in navigating or
indexing these pages
◦ A spider is a program that visits Web sites and reads their pages and other
information in order to create entries for a search engine index
This runs the risk of all your interior pages never getting
indexed properly or cached
Google, Bing, and Yahoo like key words
Start your first sentence with a keyword
Examples of key words
◦ Honeycomb
◦ Roller Shades
◦ Woven Woods
One topic per page
Focus on one thing per page, don't dilute your keyword relevance
Put keywords with the same or similar text
color as your background
Pages targeting a keyword that the page is
not really about
Stuffing a page with keywords
Title tag - HTML tag used to define the text in the top line of
a Web browser, also used by many search engines as the title
of search listings
◦ Good indicator of what the page is about
Once or twice in the first paragraph on the page
Name your photos with key words
In the domain name - used to identify one or more IP
◦ For example: the domain name represents about a
dozen IP addresses
◦ Domain names are used in URLs to identify particular web pages
For example, in the
URL, the domain name
◦ This can boost your Google ranking
Search engines like links into your site
City websites
Other vendors
Chamber of Commerce
Better Business Bureau
Links to
Media /
Put your keyword in the text of the links from
the sites
Only popular sites
Put your keyword in internal links on your site
pointing to each page that focuses on a
particular keyword
◦ Internal Link: is a hyperlink that is a reference
or navigation element in a document to another
section of the same document or to another
document that may be on or part of the
same website or domain of the internet
PC World suggests that you personally ask
the webmasters of well-respected sites if
they'll include a link to your site on theirs
Be sure to return the favor -- then everyone
Page listing and linking to all the other major
pages on your site
◦ makes it easier for spiders to search your site
The fewer clicks necessary to get to a page
on your website, the better
Anchor Text is the visible, clickable text in a hyperlink. In modern browsers, it is often
blue and underlined, such as honeycomb
Anchor text is the visible characters and words that hyperlinks display when linking to
another document or location on the web. In the phrase “Faux wood shutters are good
window coverings, but I actually prefer the Wood blinds.” two unique pieces of anchor
text exist for two different links
Should be relevant to the page you're linking to, rather than generic text with at least
one link per page
Anchor texts are one of the many signals search engines use to determine the topic of a
web page, and can direct to an internal or external web page
◦ Bad Example – Click here!
◦ Good Example - anchor text, anchor text definition, learn about anchor text,
Use bullet points and italicize or bold your keywords
It is crucial to have a news or press room on your site as it provides a source of updated
An SEO “Search Engine Optimizer” can improve
your site and save time
They can:
◦ Review of your site content or structure
◦ Technical advice on website development: for example,
hosting, redirects, error pages, use of JavaScript
◦ Content development
◦ Management of online business development campaigns
◦ Keyword research
◦ SEO training
◦ Expertise in specific markets and geographies.
You can find them online
Very many different SEO companies
Price ◦ Monthly retainer: clients pay a set fee each month in exchange
for an agreed-upon array of services – apx $750-5,000 per
◦ Contract services at fixed prices: services that an SEO agency
offers – apx copywriting ($0.15-$0.50/word), site content
audit ($500-$7,500), link profile audit ($500-$7,500), and
social media site setup ($500-$3,000)
◦ Project-based pricing: Project fees are similar to contract
services with the exception that they are custom projects
created specifically for a client – apx $1,000 to $30,000
◦ Hourly consulting: hourly fee in exchange for services or
information – apx $100-300/hr.
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