The Simple Method of Ranking Well With Search Engines
I have been operating web sites for the last couple of years. I have developed a proven method of getting the sites I run into the search engines quickly. I then use that same method to help get them to rank well for a small number of keywords, allowing the buoyancy effect to come into play for the rest of the site when one or two keywords ranks very high. In case you were not aware, when one or two keywords rank well within a given site, many secondary keywords enjoy a buoyancy effect and are lifted because of the nice rankings of the main keywords.
When preparing a site for launch I will initially review a few characteristics of the site. The first things I look for on the main pages are the use of H1 and H2 tags inside the actual text on the home page. The reason for the tags is that the search engine spiders will instantly look at text contained inside of the tags to determine the overall theme of the web site. When the right tags are used and the right content is available to support them, the search engines have a very easy time determining what the site is about and can more easily include or exclude it when they encounter users looking for terms that are on your website.
I look for anchor text being used in the text on the home page. I have helped many website owners to achieve better rankings by having them remove images where the important message of the site, what it is all about, is embedded in the image. The simple fact is that, while it may look more attractive to the user, the search engines cannot read images and pull text away from the image, so it is not worthwhile to put the important message of the site in the image. I recommend using a smaller image and having the text be in a prominent position so that the user can click and go instantly to the point of interest.
I like to have a page contained in the site for each keyword being used. The search engines like to be able to specifically go to pages that are called the same as the keyword they are targeting. A page written for a wedding photographer should contain anchor text on the home page for a wedding photographer leading them to a page with the same name. The search engines will know exactly what to do with that link and can quickly give it the right theme to work with.
The next item I look for is the use of dashes and not underscores. I have heard, seen and witnessed countless examples of pages not being indexed as well because of the use of underscores. I cannot explain why (I do not know) but I know that this is an issue and should be avoided. Two pages called almost the same name, wedding-photographer.htm and wedding_photographer.htm , will not score equally in the search engines, all else remaining equal. It has been proven time and again so please stay away from it.
Do you want to know what the search engines think the theme of your site is? The absolute best way to do review this information is to use the Google Keyword Tool (type that phrase into a search engine). You will be treated with what the search engine believes your site is about when you look at the terms it returns. Many clients of mine are surprised to learn that the search engines do not think the site is even remotely close to what they intended and we go through a process of fixing the view from the perspective of the search engine. We do that mostly by putting simple no follow terms into the links and by highlighting keywords with H1 and H2 tags. The situation can quickly be turned around so please do not worry if your site is not what the search engines believe it to be.
