How relevant is the content on your website?

November 22, 2006 at 10:28 am Leave a comment

After all the hard work on defining the right keywords, title and description for your website, it is critical that you have the relevant content on the web pages. As explained earlier, search engines are not aware of your business or what products you want to sell. Search Engines are looking for relevant content on your website to award a good ranking to a specific page for specific keywords (search terms).

While writing the content of your website, you need to take care of the factors that affect your relevance.

The way search engines determine the proper website match is dependent on the following 4 factors

  • Keyword Weight

  • Keyword Prominence

  • Keyword Frequency

  • Keyword Placement

Tip: As everything revolves around keywords, having a long list of keywords is very helpful

Keyword Weight

  • A Search Engine would determine the keyword weight by looking at the number of keywords appearing as compared to total number of words in that page.

  • For e.g. a page has only 4 words as content, “Painful joints pain painfully”. Then the keyword weight for “pain” is very dense. Logically this page would get a high ranking for keyword “pain” but this page would not appeal to the visitors and will be abandoned.

  • To tackle this, it is useful to create small sub-pages (called Doorway or Bridge pages) with emphasis on a particular keyword

Keyword Prominence

  • First Come – First Served. This is to do with your keyword placement in the title and description

  • For a search on keyword “car” following are the two examples

    • Cars, Trucks, Vans and SUV’s for Sale – Car tips and secrets for the new and used car buyer!

    • Trucks, Vans, SUV’s and Cars for Sale – Discover how to buy any new car below whole sale blue book prices!

The first one will do better for two reasons. The first is that our keyword comes first in the title and description. Secondly, “cars” appears a total of three times in the first, but only twice in the second – it has better keyword “weight”.

Keyword Frequency

  • The more times your keyword appears in your title, description and body text of your Web page, the better ranking due to keyword “weight” and relevancy.

  • Do not go overboard to repeat a word or the engines will penalize the website for spamming.

  • <! — One of the best tricks to increase keyword frequency is to use the comment tag in WebPages — >. If possible, place these comments on the top of your page.

  • This brings more “weight” and “relevancy” to the keywords as compare to having comment tags anywhere else in the page.

Keyword Placement

  • Placing keywords on top of the pages (among the first 150 to 200 words) is very important

  • Most Search Engines give importance to the Heading Tags <H1>

  • Ideally you should place your keywords in <H1> to <H6> tags. Do not modify the font size as the Heading Tags manage it all. Bigger font size gets more weightage in some search engines.

  • Start with <H1>, throw in a <H2> and a <H3>, and finish up the bottom of the page with a <H4> or <H5>.

  • Header tags can be used throughout the page but we need to ensure that the page looks normal. Never use <H1> all the time.

  • Placing keywords in the LINKED TEXT adds more relevancy to the keyword. It is even better to link the LINKED TEXT to another keyword page.

  • One trick that rarely anybody uses is inserting keywords in your URL or site address. An example would be http://www.keyword.com/keyword/another-keyword.html .

  • One more trick is to make effective use of ALT TAGS. Web Designers use ALT tags to describe contents of a picture on mouse-over. Adding relevant keywords in the ALT Tags is very effective with all search engines.

  • Do not go overboard with this trick as some users use their browsers in “Graphics Off” mode and here the page will not look normal if lots of keywords are stuffed in ALT Tags.

Getting high rankings for your website on major search engines is possible with very simple logical approach towards your web design. It is good to have a colorful website but it is important to have a search engine friendly content on the website.

With a basic knowledge of html you can do this techie stuff on your own.  It is also a good idea to outsource this work to an expert individual or agency and get your site optimized at affordable rates.  You can also get a basic website analysis to get more information on where your site stands on the internet and what areas of search engine optimization you need to focus on.

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Entry filed under: SEO - Search Engine Optimization. Tags: .

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