Optimizing a website is a very different
animal than selecting keywords for promoting a site.
Where selecting keywords involves a systematic process
of searching and identifying the most popular and efficient
terms, the optimization process relies more on finesse
Finesse resides in the skills of whomever is optimizing
a website as he or she uses necessary key terms and
keywords while keeping the website content enjoyable.
Creativity resides in how this person uses his or
her skills to create new opportunities for improving
the optimization of a web page or site.
While finesse impacts the manipulation of visible
content, links, naming, etc., creativity touches on
all aspects of a website, both visible and within the
These are by far the two most important elements that
differentiate the great from the mediocre search engine
optimization companies and specialists.
Space does not permit
us to go into detail about how we handle website
and frankly optimization
is unique to each site that we work on. However what
we can mention is what goes into a website to make
it “shine” in front of a crawler.
1) The Meta Tags have to be complete and perfect.
Here is an example:
2) The code must be tight.
Many web pages have codes that run all over the place,
with huge empty spaces between lines, broken links,
etc. Others use tools to optimize the code, something
that actually makes it unreadable to crawlers, let
In short, keep your code sharp and easy to read. You
will like it in the long run and crawlers will not
find a reason to penalize your website.
3) Use all possible parts of your code to insert useful
information about your site and business.
For example, tabs, html notes and other items that
are present on most websites can and should be used.
Note, however, that one should be EXTREMELY careful
in using these.
4) Never try to hide anything in your code. This is
very dangerous and in all likelihood, the code will
be picked up by a crawler and your website will be
5) Use links to and from other websites the way they
were supposed to be used: not only for the purpose
of getting a higher ranking on Google, but, more importantly,
to link to websites that are related to yours and that
complement your own services or offerings.
6) Use common sense when optimizing a website. Your
primary audience is the visitor who has made the effort
to get to your website, not a crawler from Google or
Your visitor should
not feel as if you have designed the site for the
purpose of getting a high
ranking on a search engine. The content should flow.
Lists of services should not be an obvious attempt
to spam crawlers, etc. In short, don’t lose sight
of your customer.
How can you do all this and avoid the pitfalls of
optimization and spamming? There are a number of software
and ASP solutions available that will allow you to
analyze your website to death. Most of them are relatively
good solutions with various degrees of ease of use.
However, remember that there is no one solution that
works for two websites, so one must take this information
with a grain of salt.
Another way to learn
what works is to educate yourself. There are many
too many) webmaster forums
out there offering information on search engine optimization.
I do not recommend any in particular but these are
the best places to get a sense of what is going on
in search engine optimization, what works and what
doesn’t work, or to benefit from the experience
Finally, there are
companies like ExecFocus.Net. We provide website
services to a number of
companies that have come to realize that it is not
as simple as it sounds to optimize a website. And if
your site is going to make money, then you should take
this seriously. Considering that you may be competing
with millions of websites (do a search on Google and
check out how many sites are found in any category
- it’s staggering) do you really want to risk
a list of search engines where we will submit
your site, click here.
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