The Search Engine Optimization Template
This is my general recipe for the ubiquitous Google. It is generic enough that it works well everywhere. It's as close as I have come to a "one-size-fits-all" SEO—that's Search Engine Optimization—template.
Use your targeted keyword phrase:
• In META keywords. It's not necessary for Google, but a good habit. Keep your META keywords short (128 characters max, or 10).
• In META description. Keep keyword close to the left but in a full sentence.
• In the title at the far left but possibly not as the first word.
• In the top portion of the page in first sentence of first full bodied paragraph (plain text: no bold, no italic, no style).
• In an H3 or larger heading.
• In bold—second paragraph if possible and anywhere but the first usage on page.
• In italic—anywhere but the first usage.
• In subscript/superscript.
• In URL (directory name, filename, or domain name). Do not duplicate the keyword in the URL.
• In an image filename used on the page.
• In ALT tag of that previous image mentioned.
• In the title attribute of that image.
• In link text to another site.
• In an internal link's text.
• In title attribute of all links targeted in and out of page.
• In the filename of your external CSS (Cascading Style Sheet) or JavaScript file.
• In an inbound link on site (preferably from your home page).
• In an inbound link from off site (if possible).
• In a link to a site that has a PageRank of 8 or better.
Other search engine optimization things to consider include:
• Use "last modified" headers if you can.
• Validate that HTML. Some feel Google's parser has become stricter at parsing instead of milder. It will miss an entire page because of a few simple errors—we have tested this in depth.
• Use an HTML template throughout your site. Google can spot the template and parse it off. (Of course, this also means they are pretty good a spotting duplicate content.)
• Keep the page as .html or .htm extension. Any dynamic extension is a risk.
• Keep the HTML below 20K. 5-15K is the ideal range.
• Keep the ratio of text to HTML very high. Text should out weight HTML by significant amounts.
• Double check your page in Netscape, Opera, and IE. Use Lynx if you have it.
• Use only raw HREFs for links. Keep JavaScript far, far away from links. The simpler the link code the better.
• The traffic comes when you figure out that 1 referral a day to 10 pages is better than 10 referrals a day to 1 page.
• Don't assume that keywords in your site's navigation template will be worth anything at all. Google looks for full sentences and paragraphs. Keywords just laying around orphaned on the page are not worth as much as when used in a sentence.
Brett Tabke
The article taken from - Tara Calishain, Rael Dornfest, February 2003, ‘Google Hacks’, O’Reilly ISBN: 0-596-00447-8
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