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Tuesday, June 24, 2008

5. Use Keywords in Hyperlinks.


Search engines are looking for clues to the focus of your page. When they see words hyperlinked in your body text, they consider these potentially important, so hyperlink your important keywords and keyphrases. To emphasize it even more, the webpage you are linking to could have a page name with the keyword or keyphrase, such as blue-widget.htm -- another clue for the search engine.

6. Make Your Navigation System Search Engine Friendly. Some webmasters use frames, but frames can cause serious problems with search engines. Even if search engines can find your content pages, they could be missing the key navigation to help visitors get to the rest of your site. JavaScript and Flash navigation menus that appear when you hover are great for humans, but search engines don't read JavaScript and Flash. Supplement them with regular HTML links at the bottom of the page, ensuring that a chain of hyperlinks exists that take a search engine spider from your home page to every page in your site. A site map with links to all your pages can help, too. If your site isn't getting indexed fully, make sure you submit a Google Sitemap following directions on Google's site (www.google.com/webmasters/sitemaps/login). Greg Tarrant's Google Sitemap Generator and Editor (www.sitemapdoc.com) is a free tool to build these. Be aware that some content management systems and e-commerce catalogs produce dynamic, made-on-the-fly webpages. You can sometimes recognize them by question marks in the URLs followed by long strings of numbers or letters. Overworked search engines sometimes stop at the question mark and refuse to go farther. If you find the search engines aren't indexing your interior pages, you might consider URL rewriting, a site map, and targeted content pages (see below). Commercial solutions include Bruce Clay's Dynamic Site Mapping (www.bruceclay.com/web_dsm.htm) and YourAmigo.com's SpiderLinker (www.youramigo.com)

7. Develop Several Pages Focused on Particular Keywords. Search Engine Optimization (SEO) specialists no longer recommend using external doorway or gateway pages, since nearly duplicate webpages might get you penalized. Rather, develop several webpages on your site, each of which is focused on a different keyword or keyphrase. For example, instead of listing all your services on a single webpage, try developing a separate webpage for each. These pages will rank higher for their keywords since they contain targeted rather than general content. You can't fully optimize all the webpages in your site, but these focused-content webpages you'll want to spend lots of time tweaking to improve their rank.

8. Submit Your Webpage URL to Search Engines. Next, submit your homepage URL to the important Web search engines that robotically index the Web. Look for a link on the search engine for "Add Your URL." In the US, the most used search engines are: Google, Yahoo, MSN, AOL Search, and Ask.com. Some of these feed search content to the other main search engines and portal sites. For Europe and other areas you'll want to submit to regional search engines. It's a waste of money to pay someone to submit your site to hundreds of search engines. Avoid registering with FFA (Free For All pages) and other link farms. They don't work well, bring you lots of spam e-mails, and could cause you to be penalized by the search engines. We'll talk about submitting to directories under "Linking Strategies" below. If your page is already indexed by a search engine, don't re-submit it unless you've made significant changes; the search engine spider will come back and revisit it soon anyway.


9. Fine-tune with Search Engine Optimization. Now fine-tune your focused-content pages (described in point 7), and perhaps your home page, by making minor adjustments to help them rank high. Software such as WebPosition (www.wilsonweb.com/afd/webposition.htm) allows you to check your current ranking and compare your Dr. Wilson's Plain-Spoken Guide to Search Engine Optimizationwebpages against your top keyword competitors. I use it regularly. WebPosition's Page Critic provides analysis of a search engine's preferred statistics for each part of your webpage. You can do this yourself with WebPosition. The best set of SEO tools by far is Bruce Clay's SEOToolSet (www.wilsonweb.com/afd/clay_seotoolset.htm). You can find links to hundreds of articles on search engine strategies in our Research Room (www.wilsonweb.com/cat/cat.cfm?page=1&subcat=mp_Search). If you want more detail, consider purchasing my inexpensive book Dr. Wilson's Plain-Spoken Guide to Search Engine Optimization (http://www.wilsonweb.com/ebooks/seo.htm). Many small and large businesses outsource search engine positioning because of the considerable time investment it requires. If you outline your needs, I can point you the right direction to SEO firms I know and trust (www.wilsonweb.com/recommendations/seo-services.htm).

10. Promote Your Local Business on the Internet. These days many people search for local businesses on the Internet. To make sure they find you include on every page of your website the street address, zip code, phone number, and the five or 10 other local community place names your business serves. If you can, include place names in the title tag, too. When you seek links to your site (see below), a local business should get links from local businesses with place names in the communities you serve and complementary businesses in your industry nationwide. For more information, see my book How to Promote Your Local Business on the Internet (www.wilsonweb.com/ebooks/local.htm).


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