Emerald Websites Search Engine Optimization. July Emerald Web Sites-SEO 1

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1 Emerald Websites Search Engine Optimization July 2013 Emerald Web Sites-SEO 1

2 Emerald Websites Search Engine Optimization July What is important for SEO Key Factors 2. Meta keywords Myths vs. Reality 3. 5 Things You Can Do to Improve Your Website SEO 4. SEO Visual How Emerald Websites Are Structured for SEO Emerald Web Sites-SEO 2

3 What is Important for SEO? Key Factors Create unique accurate page titles Use unique description metatags for each page- Provide a description to each page. Summarized content allows search engine to easily digest information and post back the brief description within the search. Create good URL structure-create simple to understand URLS to convey content information easily. Make Website easy to navigate (use mostly text for navigation) Add a site map to your site. A simple site map page with links to all of the pages or the most important pages can be extremley useful. The sitemap for your site helps ensure that search engies find the pages of the site. Content is king. o Creating compelling and relevent content will do more for your site than any of the SEO factors. o Good content that is updated on a regular basis will bring users back to your site and provide the ability for search engines to consistently crawl the site. o Create content primarily to reach target audience but make the content organized to be easily accessible to search engines. Emerald Web Sites-SEO 3

4 Myths vs. Reality? Meta tags and keywords must be added to each page to ensure SEO sites. MYTH The use of meta tags and keywords have changed as SEO best practices continue to evolve. The meta tags and keywords use to be a strong part of what a site needed to be effectively crawled by search engine. Meta tags and keywords are hidden from the site visitor and can contain content completely unrelated to that visible on the page, so spammers use them to stuff their pages with irrelevant words in an attempt to appear in unrelated search results. Google is protective of their search engine algorithm but even Google has stated clearly that the contents of the Description and Keywords fields are not considered at all in their ranking formula. (see link reference below) o see In the early days of pre-google search meta tag keywords were reasonably powerful tools for search engine optimization, and combined with the keywords within a page made up the main driving forces that dictated how high up a page would show up in search results. Back then the search engines were quite primitive by today s standards and often you would have companies paying the prominent search engines to make sure their websites showed up high in results for certain keywords. Google of course equalized the playing field somewhat but the legacy of meta tags lives on and you will see countless articles still instructing webmasters of the importance of meta tag keywords. This quite frankly, is dated information. Emerald Web Sites-SEO 4

5 If Meta tags and keywords are used incorrectly can they actually hurt the SEO of your Web Site? Reality The use of meta tags and keywords have changed as SEO best practices continue to evolve. The meta tags and keywords use to be a strong part of what a site needed to be effectively crawled by search engine. The reality nowadays is that meta tag keywords are considered far from crucial for good SEO and if abused can even be bad for it. The argument circling around SEO circles is that meta keywords are akin to keyword stuffing, a black hat SEO technique where websites are stuffed full of keywords and hidden, either with code or by using a text color the same as the background color. Of course this is frowned upon and if found out the website will be banned from Google. Meta keywords, while not quite as insidious as keyword stuffing, is similar in the sense that keywords are stuffed into the code of a page, hence search engines do not give much, if any weighting to them. Most of the major search engines ignore them altogether. Should you be using meta tag keywords at all? Yes and no. It definitely should not be prioritized and if you have other, better SEO things to do worry about don t spend time on your meta keywords. If you insist on using meta keywords use them sparingly, only a handful, about 10 maximum, and keep them very relevant to the page content. Less is more in this case. Meta keywords are a legacy of web 1.0 and are slowly being phased out completely. Your title tags, heading tags and content play a much more important role and really if you have time to spare to work on SEO you should be writing great new content that people will link to, not cramming your pages with redundant keywords. Emerald Web Sites-SEO 5

6 5 Things You Can Do to Improve Your Website SEO 1. Add a browser title to your website How: Within your website admin go to company info>site title Example: Mark Reynolds & Associates 2. Add a site description How: Within your website admin go to company info>site description Example: Advisor name, LLC. offers investment products and services in Sacramento. We provide suitable advice & deliver high levels of customer service. Call Us at (XXX)XXX- XXXX. 3. Add metadata and description to each custom page. Meta descriptions are HTML attributes that provide concise explanations of the contents of web pages. Meta descriptions are commonly used on search engine result pages to display preview snippets for a given page. How: Add Within your website admin go to custom pages>see meta description. Example: We have the knowledge & skill required to give you investment advice. 4. Add keywords to your website No consensus exists whether or not the keywords attribute has any effect on ranking at any of the major search engines today. It is speculated that it does, if the keywords used in the meta can also be found in the page copy itself. How: Add Within your website admin go to custom pages>see Key words Example: 5. Add relevant content to your pages Fresh content added to your pages frequently greatly improves your SEO. Make sure the content reinforces your name, region, expertise and the products and services you offer. How: Add relevant content to your home page company info>home page text. Example: Mark Reynolds & Associates is located in the heart of Sacramento and specializes in investment and financial strategic planning. Emerald Web Sites-SEO 6

7 SEO Visual How Emerald Web Sites Are Structure for SEO Friendly URLs Unique urls for each page to assist sin search engine accessibility Browser Title Website branded masthead. Description Meta tags add a custom description and/or a custom keywords meta-tag to your custom pages. Content, Content, Custom links are preset up with pre-approved default content to allow your site to go live. Or update the content and send to compliance. Links to other sites This would be a call-out of something that would be revelent in the diagram. Fresh Content This link will allow, your clients to send their friends information about your site, and you will receive info on who they sent the referral to, when it was sent and who it was referred by. Site Map The sitemap for your site helps ensure tht search engines find the pages of the site. Emerald Web Sites-SEO 7

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