Do-it-Yourself SEO

There are a ton of free online SEO tools available on the internet. Most feature some very impressive statistics and information to help you optimize your website, analyze search engine positions, research your competitors, and lots of other things.

There are two ways you can use these free online SEO tools:

(1) If you’re new to SEO, these tools provide excellent insight on how a website is performing and ranking. Use them to highlight issues and trends with your website and provide indicators for where optimization work is necessary.

(2) If you’ve had some experience with SEO, these tools will act as a complement to the more specialized SEO tools, like WebPosition Gold or SpyderOpts. You can also use them to supplement an SEO.s internal knowledge base and experience.

Here are some choice tools for both new SEO users and more experience SEO users:

Keyword Research Tool http://www.webmaster-toolkit.com/keyword-research-tool.shtml/. Use this to research appropriate words and phrases to include in your webpage’s body text so that you’ll rank higher. It’s easy to use. You just enter the word or phrase you want to be found under, then the tool suggests additional words and phrases for you to consider using. You also have the option to select from a range of top search engines, e.g. Google, Yahoo, MSN, Teoma, etc.

Keyword Analyser Tool http://www.webmaster-toolkit.com/keyword-analysis. This one will read the body of the page and give you a report on what words are used and how many times they are used. Since most engines rank sites depending on that site’s keyword density (which typically ranges between 3% and 9%), this is a really good tool to have.

Search Engine Position Checker Tool http://www.webmaster-toolkit.com/search-engine. This tool checks to see if your website appears in the first fifty results in major search engines for your designated keyword or phrase. If your URL is present, the tool outputs what position it occupies. This tool also lets you know if any other URLs from your domain appear in the search results.

Link Popularity Tool

http://www.instantposition.com/link_popularity_check.cfm. This tool will measure the total number of links or "votes" that a search engine finds for your website. One of the best feature is that besides tabulating data, it also produces a very cool graph of the resulting data. One other nice feature is the ability to compare your website to your competitors to help you with your overall marketing strategy.

Meta Tag Generator http://www.webmaster-toolkit.com/meta-tag. This automatically generates a Meta Keyword tag by reading the page you specify, removing common words from it, and picking the most used words on the page. Extra weight is given to words in a heading tag (etc.)

Search Term Suggestion Tool http://inventory.overture.com/d/searchinventory/suggestion/. This one tells you how many times a certain keyword was searched for at Overture.com. It will also show all related searches for that keyword. It’s a good thing to use to determine search frequency among related keyword phrases.

Search Engine Optimization Tool

http://www.instantposition.com/seo_doctor.cfm. This is a tool with a lot of power. It tests the performance of a web site by analyzing a page by important criteria such as title and content. Then it ranks the page against the criteria that the top search engines use. And as if that isn’t enough, it also provides SEO advice to improve your overall ranking. The report it puts out is well laid out and easy to read.

SEO - Likes and dislikes of Googlebots

What’s a Googlebot? It’s one of the little web-searching spiders (automated) that I talked about in the last section. And these spiders have definite preferences, so you want to make sure your content is good spider food.

Spiders like:

• Neat code less lines of code than lines of text (or more lines of text than lines of codes.)

• Normal keyword densities of 3-7%.

• Lots of backlinks on pages that link back to your home page. (Top sites have an average of 300 backlinks.)

• Original content not found anywhere else.

• Quick downloads of sites, which means not a lot of dynamic URLS to other sites.

• Site maps.

• ALT Tabs for images.

• Link partners who are contextually relevant to your page (i.e., if your page is about buying real estate, links might about be how to get loans, how to prospect for deals, how to start a corporation but not about pet gerbils, latest fashions, or cell phones.)

• New content every time the spider comes to check up on your site.

Spiders do not like:

• More lines of code than text.

• Nested tables.

• Super-high keyword densities, which they call .keyword stuffing..

• .Doorway pages. that act as a portal and which just happen to have super-high keyword densities.

• Too many backlinks to your home page from within your domain.

• Duplicate content from another site regardless of who stole what from whom.

• Lots of dynamic URLs that cause a site to take forever to download.

• Repeating the exact same words in your linking text, which the spider will interpret as automated link swapping. (Interestingly, it’s fine for the spiders to be fully automated, but they hate it when we do that!)

• Stale content that never changes.

SEO - Things to Consider

There are many things to consider when you go to put keywords in the text of your pages. Most search engines index the full text of each page, so you should put your keywords throughout your text. However, each search engine uses different ranking algorithms. And that’s the really hard part--difficult though it may be, you need to keep all of them in mind.

General rules

Your main page should be full of keywords because that page has a higher chance of being indexed than other pages. And for some search engines, it will be the only page that is indexed.

Some engines will rank your page highly if it has at least 100 words on it, so consider that your minimum. Directories include pages based on the quality of their content, so make sure your pages aren’t just lists of keywords. If you do that, you risk not getting in the big directories AND you will irritate readers. they won’t come back.

Important design concepts

When you create your pages’ content, pay attention to:

• Keyword prominence

• Proximity

• Density

• Frequency

The thing about keyword prominence is that the best place to place keywords in your text is at the top of each page, preferably the main page. The closer your keywords appear to the start of the page or the start of a sentence, the better. You’ll frequently see .keyword prominence. used to describe search engines’ algorithms. Be aware that some engines also say the bottom of the page should contain keywords as well Chrome. We’re all about chrome. Chrome bumpers, chrome trinkets, we love chrome.

Now, you may think you did pretty good by putting your keyword, which was obviously .chrome., at the top of your page. A search engine, however, sees your page this way:

Home About Us Products Contact Chrome We’re all about chrome. Chrome bumpers chrome trinkets we love chrome

Now your keyword placement doesn’t look nearly as good as it did before, does it? So the moral of the story is: try to put keyword-rich text at the very top of your page. If you put images at the top of your page, make sure to include ALT tags so the search engine ignores them.

Now, about keyword proximity. Some engines, such as Google, use keyword proximity as part of their ranking formulas. So what’s it mean? Keyword proximity refers to how close keywords are to each other. You want to put your keywords as close together as possible and make sure your sentences are clear.

Here’s an example:

“Meow Mix sells the very best cat food as far as taste tests of actual cats are concerned”.

versus

“Meow Mix scored number one in taste tests to see what kind of food is really preferred by the typical cat”.

The two keywords are "cat" and "food." If a user searches for "cat food," the first sentence will rank higher because its keywords are closer to each other. Why do search engines do this? Because if you’re searching for .running shoes., a page that contains .running shoes. is probably relevant, but a page that contains, .I was running late for work and forgot to put on my good shoes,. probably is not.

Why is keyword density important? Because, as I said earlier, it measures how often that particular word comes up. Keyword density is also known as keyword weight. The higher the percentage of keywords in relationship to other text, the higher your page will rank to point. Many search engines, Google included, have gotten wise to the fact that extremely high keyword densities are probably contrived.

Here’s an example of how keyword density it measured. Let’s assume the keyword phrase is "cat food." Cat food is our only business.

Since "is", "our," and other stop words are usually not counted, there are three "words" in the sentence: "puppy food," (which the search engine counts as one word, since that’s what it’s searching for), "only," and "business." "Cat food" composes 1/3 of the sentence, or 33%.

Realistically, keyword density is almost never this high, nor should it be or your copy will sound very contrived. The recommended density is 3-7%. This means that your keyword should repeat 3-7 times for every 100 words.

Sure, that may not sound hard, but believe me--having 10 keywords and trying to repeat each one 3-7 times per 100 words of text is practically impossible. Instead of trying to do that (and having copy that sounds really weird), pick two or three of your most important keywords and try to use them 3-7 times for every 100 words.

So what about keyword frequency? Keyword frequency is a measure of the number of times keywords occur within a page’s text. It’s kind of related to the concept of keyword density. The thinking is that search engines want to see a word used more than once to make sure it’s something you’re really talking about. The best number of times to repeat a key word is 3-7 times.

Don’t get overly clever and try to use tiny or invisible text to put keywords at the beginning of your pages. Search engines look for this, and when they find it they call it spam and they’ll probably reject your site for it.

So, in a nutshell, you want to:

• Include at least 100 words in page text

• Use keywords at the beginning of the page

• Place keywords close to each other

• Repeat keywords 3-7 times for every 100 words

SEO (Search Engine Optimization)

You’ve probably heard of SEO, since it’s very hot right now. It stands for Search Engine Optimization. SEO is the process of increasing the amount of visitors to a site by designing the site content so that the site ranks high in the search results of a search engine.

The higher a Web site ranks in the results of a search, the greater the chance that a user will visit that site. Let’s face it, most people are lazy. They’re not going to spend time clicking and scanning tons of pages of search results. Therefore, where a site ranks in a web search is absolutely critical for directing more traffic toward the site. SEO helps to make sure that a site is accessible to a search engine and improves the chances that the site will be found by the search engine.

To understand how this works, you need to know a little bit about how search engines work. Typically, a search engine sends out a spider to fetch as many documents as it can. Then another program, called an indexer, reads these documents and makes an index based on the words each document contains. Each search engine uses a unique proprietary algorithm to create indexes so that hopefully only meaningful results are returned for each query. These indexers compute the keyword density.

Keyword density refers to the how often a certain word appears in a given document. It’s given as a percentage. Let’s say you have a site about running shoes. A keyword density of 7% on .running. on that web page means that out of 1000 words, 70 of them are running..

Unfortunately, the quick-buck con artists have figured this out, and they will put up a site that has a front page that is totally littered with keywords. To give you an idea, a normal key word density for the main key words is about 3 to 7%. What these people will do is have something insane like a 25% keyword density on their front page. Then that page ranks #1 in search engine results when users search for that word. Once the user is on the entry page, they’re likely to enter the site.

Pornographers do this by putting up sites that have content like:

Sex, sex, sex. Sex is here. You want sex. We have sex. Pix of sex, lots of sex.

See how annoying that gets?

Search engines used to use meta-tags to search for web sites. This was nice, since the meta-tag was a hidden area of your page where you could put all the relevant keywords and not have to worry about making your content sound awkward by overusing certain words.