»» Article Introduction

Search engine optimization is an ongoing process for two reasons. First, no matter how perfect your SEO, there is always something that can be done to make it better. Second, the definition of a "perfectly optimized" website is always changing. As search engines define new algorithms to better their search results, so must SEO's continuously update their websites to correspond with new techniques and changes of optimization. The more competitive your keywords and phrases, the more aggressive your SEO campaign must be and the more upkeep you will need.

If you feel like you've come to a standstill on your optimization, here's a few more tips to keep your optimization fresh and your rankings on top:

»» Use Keyword Rich Anchor Text

Don't Click Here! Besides looking tacky (in most cases), the "click here" method of linking doesn't help your optimization. Search engines pay particular attention to the anchor text (the text on the link) they are following. Use anchor text that describes the next web page and contains keywords under which you would like the next page to rank.

What the Viewer Sees	What the Search Engine Sees
Anchor Text	<a href= "anchor-text.html"> Anchor Text</a>

»» Use ALT Tags

When you include images in your web pages, make sure to include image ALT tags. Because search engines can't see pictures, they depend on the ALT tags to tell them what the picture is about.

What the Viewer Sees	What the Search Engine Sees
	<img border="0" src="images/picture.wmf" alt="This is a picture of a landscape with a tree, some grass, a road and a crescent-moon." width="195" height="173">

to the top

»» Use Heading Tags

Some search engines put more emphasis on words contained in heading tags. Heading tags look like this:

What the Viewer Sees	What the Search Engine Sees
Header 1 Header 2 Header 3 Header 4 Header 5 Header 6	<h1>Header 1</h1> <h2>Header 2</h2> <h3>Header 3</h3> <h4>Header 4</h4> <h5>Header 5</h5> <h6>Header 6</h6>

Heading tags help search engines make an outline of your web page. Search engines assume the level one heading tag is more important than level two, and so on and so forth. So, you should use the heading tags in the correct order, and place them at key points in your document. Everything in this color on this web page is a heading tag.

In addition to being helpful to search engines, Screen Reader and other web accessibility tools (tools that help the visually impaired) use heading tags to create an outline of your website. Programs that condense HTML documents to a table-of-contents and text-browsers will also make heavy use of document headings.

If you have tried to create your own heading tags, you may have noticed your heading tags are larger and are surrounded by more space than the ones shown above. We have used style sheets to make the heading tags more attractive.

to the top

»» Use Bold & Italics

Some search engines give more weight to terms that have been bolded or italicized. So, try to include your keywords in bold and/or italics at least once on the web page.

to the top

»» Use Correct File Names

Some search engines will count the words in file names--both documents and images--towards keyword density. To be understood by a search engine, a word must be separated by a dash (not an underscore) in most cases. The following are examples of good and bad and bad files names:

Poor File Name	Primary Reason	Good Alternative
9932tr11.jpg	Horrible for future website updates. How will you ever remember what file that is?	optimization-pic.jpg
optimization_tips.html	Underscores may be understood by some search engines, but dashes are a much better bet.	optimization-tips.html
searchengineoptimization.html	Although it may be obvious to you there are three words there, search engines will see only one.	search-engine-optimization.html
search-engine-optimization- and-website-promotion-ALT- tags-and-HTML-tips-and- keywords-headings-use-of- bold-and-italics.html	Give me a break.	ALT-tags-and-HTML.html

to the top

»» Keywords in URL

Here's one we aren't real big on, but you may want to consider. Some people will further add to the importance of keywords by using them in the website's URL, (domain) such as calling the website www.search-engine-optimization.com. This may add slightly to your website's chances at ranking under those particular keywords. However, it also makes your website URL harder to remember, and it makes your company look a bit less professional.

»» About the Author

Sean Odom is a Houston, Texas based SEO Consultant specializing in search
engine marketing and Social Media Optimization.

to the top