Comprehensive guide to Organic, Natural, Search Engine
Optimization. Page 3SEO Tutorial
SEO Tutorial page 3 continued from page 2
The description meta tag is possibly the second most important element on
Google often uses the meta description to display under the title on the
search results page. The description is where you can really go to town
providing an accurate description of the content of your web page for your small
Assuming the title was
enough to get the searcher to read the description, this is your chance to get
them to visit your site. Make it accurately describe the content and at the same
time make it alluring to the searcher. Keep in mind, for this to work you have
to have some decent content to work with.
A good description to go
with the elephant stock photo page previously mentioned would be something like:
“Stock photo of a woman ridding on the back of an African
elephant in an Ecuadorian Jungle. For hundreds of unique stock photos of
elephants, jungles, and lifestyle pictures visit John Lund Photography”
The main keywords from the
title are in the description, more details about the content are present, and
the potential long tailed keyword phrases has been increased because of the
association between words in the description.
By telling the searcher
there are many more photos he might be interested in, you improve the chances he
will click through to your site. You can also mention the location and name of
your small business here.
The keyword meta tag…not
very important but use it correctly anyway
major search engines quit using the keyword tag long ago due to spamming, but
some of the smaller engines may still use it. I use it because I think it’s
possible that Google checks to see if it is being used correctly, and may give
you brownie points if so.
If you are abusing it I’m sure that Google takes note.
4 to 8 keyword phrases in the tag, and use words that do appear in the body text some where.
Other meta-tags for cache and indexing control
These meta-tags can be added to your head section to ensure your most current
content is what gets displayed:
<meta http-equiv="pragma" content="no-cache">
<meta name="googlebot" content="noarchive">
These meta-tags prevent ODP information being used in search engine page
<meta name="robots" content="noodp">
<meta name="googlebot" content="noodp">
you have any pages that you don’t want to be indexed, you can block them
from the search engines
<meta name="robots" content="noindex" />
you want the search engines not to follow links on that page, then write:
<meta name="robots" content="noindex nofollow" />
Canonicalization is the
process of picking the best url when there are several choices. Technically
these urls are different:
johnlund.com/ and www.johnlund.com/default.html
You need to have a single,
official url for your site.
For example, if I put in just http://johnlund.com in
the top browser bar, I cannot access it as a separate url. It automatically
fills in the www and goes to http://www.johnlund.com.
If you could type in the
non-www version and it doesn’t change, and then you type in the www version and
it doesn’t change either then you have a problem that needs to be addressed.
Why does this matter? Your
inbound links are being split between two sites and so they are greatly diluted.
The importance of 100 links is way more than double that of 50 links.
You can use a 301 re-direct
or ask your hosting service to correct this for you. If you have joined Google’s
webmaster tools, they have a box in the settings that you can use to choose
which version should be used, or if you want them separate for some reason. If
you are a small business owner, make sure your webmaster uses these tools.
SEO Tutorial Page 4
SEO Tutorial: Page 1