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Part 1. The 6 critically essential on-the-page SEO factors
Part 2. The 4 critically essential off-the-page SEO factors
先发1-2部分，明天继续发
Part 1: The 6 Critically Essential On-the-page Search Engine Optimization Factors
There are two main areas that search engines consider when they're deciding how to rank your page:
The first is the stuff you have on your page and how relevant that is to what people are searching for. We call these on-page factors. The good thing with these is that you can optimize them pretty easily... it's simply a case of editing your website.
The second thing the search engines look at is how popular your site is on the internet. How many other sites are linking to you? Do you have big, important sites linking to you? What text do they use in your link? These factors are called the off-page factors. (We'll talk about these in the next lesson.)
In my experience the off-page factors are more important than the on-page factors in determining your rankings, but on-page factors are still important. You're unlikely to get to the #1 spot in Google purely because of your on-page factors, but they could mean the difference between being on page 5 or page 1, or being ranked 1st or 5th on page 1, so that's still pretty important.
Below are the 6 critically essential on-the-page search engine optimization factors:
#1: Include the keyword phrase that you are optimizing for in your <title> tags.
<title></title> tags indicate the title of your webpage. Your title doesn't actually appear in the main part of your page, but it does show up at the top of the browser window, and the clickable text that appears at the top of your search listing in the search engines. It's really important that your <title> tags contain the keywords that you're optimizing that particular page for. It gives the search engines a strong clue as to what your page is about.
For example:
If you have written an article about how to stop a dog from digging, then the title of the page could be: How to stop a dog from digging | Stop Dog Digging.
Note how I used the | separator to add in some extra keywords: this is a nice, natural way of doing it.
Another example: This time for an article targeting the keywords: World of Warcraft Mining Guide. Simply make the title of the page World of Warcraft Mining Guide.
I know this sounds very obvious, but if I had a dollar for every time I saw a page called "Page 1", "Untitled Document", or "New Page"...
#2: Include the keyword phrase that you are optimizing for in your <h1> tags.
H1 tags are like headlines in a newspaper: The search engines read them first to find out what your page is about. If the spiders find your important keywords in your <h1> tags, your page will be seen as more relevant for that search term.
Unfortunately many people don't use H1 tags on their sites because the default styling of an H1 tag is rather big and ugly. In reality it's very easy to style these tags with CSS so that they look good in your site AND capture the attention of the web spiders.
#3: Include the keyword phrase in your first 50 words (not counting header tags)
Many search engines pay more attention to the first 50 words on your page than to the rest of your content, so make sure that you've included your keywords at least once within the first 50 words (not including your headings).
#4: Include your keyword phrase at least once every 100 words in the text of your page. (ie. Keyword density at least 1%).
The days of appealing to the search engines by "keyword stuffing" your webpage are long gone, but you should still ensure that your keywords appear a few times in the course of your page. I recommend somewhere between a 1% and 4% keyword density. Don't go any higher than this, or your site will look like a spam site to the search engines, and may be penalized. You can analyze the keyword density of a page in Traffic Travis, under the Page Analysis » Words & Links tabs.
#5: Include your keywords in your internal links
You might have heard of "Google bombing", where many people link to a certain page using certain text and boost that page to the top of the search engines, even though that page might be on a completely different subject. This is because search engines use the words in your link text (otherwise known as "anchor text") to figure out the nature of the page you're linking to.
This can be used to your advantage in your on-page SEO efforts, giving your pages a little boost for your keywords.
For instance, how many sites have you visited where you get back to the home page of the site by clicking a big "home" link? Quite a few, I bet. All these sites are missing out on some easy, free keyword optimization. They're optimizing their home page for "home" when they should be optimizing it for their main keyword. You could change the "home" text to read "Dog training home", "Pie recipes home", thereby giving yourself a boost for "dog training" or "pie recipes". If your keyword for a page is "stop cat scratching", then link to it from your menu using the text "Stop Cat Scratching", or "How to stop your cat scratching".
The same goes for all pages on your site. Don't ever link to a page on your site using "Click here" unless you want to rank well for "click here"!
#6: Use good, original content on your site
The search engines don't want to display twenty sites with the same content. It doesn't provide a good experience for their users. So you'll find that many search engines have what we call "duplicate content penalties" for sites that seem to be displaying content very similar to content on another website. They're not really penalties as such... your whole site isn't going to be banished to a dark corner... your page just won't rank very highly in the search results.
So what do you do if your content is the same as someone else's? This happens quite often, particularly if you're using content from private label rights (PLR) articles, where hundreds of other people might be doing the same thing. The trick is to reword the article to make it unique. Shuffle the paragraphs, use synonyms, and try to change the article at least 25%, and preferably 50% to be on the safe side.
The other option, of course, is to write your own content or get it written for you. Try to get the best quality content that you can for your site, because the search engines will also pay attention to how long people spend reading your site: The longer they stay, the more relevant your site looks. If they "bounce" away immediately, the search engines might think that your site isn't a very good fit.
Part 2: The 4 Critically Essential Off-The-Page Search Engine Optimization Factors
In our last lesson we talked about the things you can do on your website to help it rank well in the search engines — in other words, the "on the page" factors. In this lesson we're going to talk about the external factors that can influence your rankings — the "off the page" factors.
Your Google PageRank
Before we get into the "hows", it's important that you understand a little bit about Google's PageRank. PageRank is Google's way of indexing all content and websites based on importance in the internet community. It's an important factor in Google's ranking algorithm, and by understanding a little of how it works, you'll have a better idea about how to boost your rankings in the world's most popular search engine.
To establish the "importance" of your page, Google looks at how many other websites are linking to your page. These links are like "votes", and the more "votes" you have, the greater your online "importance" and the higher your PageRank.
And higher PageRank is an important contributor to higher search engine rankings.
It's not as democratic as it sounds, however: Not every page that links to you is given equal "voting power". Pages that have a high PageRank have more voting power than pages with low PageRank. This means that the "boost" a link gives to your own PageRank is closely related to the PageRank of the site that's linking to you.
For instance... receiving just ONE link from a PR5 page might well give you more benefit than receiving 20 links from PR0 pages. It's quality not quantity that's important.
The equation for working out how much PR value you'll get from a link looks something like this:
PR = 0.15 + 0.85 x (your share of the link PR)
By "your share of the link PR" I mean that every site only has a certain amount of PR "juice" to give out. Let's say a page has 100 votes. Lets say it has 20 outgoing links on that page. Then each link is sending 5 votes to the other site. (100 / 20 = 5) That is a simple way of looking at the share of the PR of the link. In reality the higher-placed links get higher voting power, (e.g. 10 votes each) while the lower-placed ones will get less, (e.g. 2 votes each).
There are many other factors at play that determine the PageRank of a page:
The amount of PageRank flowing in to your page. PageRank can come from other sites linking to your page, but also from other pages on your website linking to your page.
Your internal linking: As I just mentioned, PageRank can also come from other pages on your website, trickling from one page to another through your internal linking, menus and such. The trick is to "sculpt" the flow of your PageRank so that it "pools" in your most important pages. (In other words, don't waste your PageRank by linking to your "contact us" page and site-map all over the show... add rel="nofollow" to those links to stop the PageRank leaking through to them.)
The number of pages in your website: the more pages your website has, the higher your PageRank will be.
The number of external sites you link to. Again, think of PageRank as being something that "flows". By linking to lots of other websites you're letting your PageRank flow out of your page, rather than allowing it to pool. Try to have reciprocal links wherever possible, so that the PageRank flows back to you.
The best piece of advice is to keep these points in mind when building your site and try to avoid any on-page factors which might be detrimental to the "flow" of your PageRank through your site. Once you've done that, work on getting quality links from quality websites. The easiest way to do this is to fill your website with useful, relevant information that makes people want to link to you!
And remember: PageRank is just part of Google's ranking algorithm. You'll often see pages with high PageRank being outranked by pages with lower PageRank, which shows that there's much more at play here!
#1: Build lots of 1-way incoming links
Do this through article submissions, directory submissions, submitting articles to blog networks (such as the PLRPro blog network), buying links (e.g. from digital point forums), and so on.
But be careful...
Purchased links can sometimes be more powerful than links you get by more natural methods... but Google will penalize you if they know that you are buying links. One way they'll nab you is if you buy a link on a monthly lease and then end up canceling it. One link might not be enough to send up the red flags, but some people buy and cancel hundreds of links in this manner.
A better idea is to buy lifetime links from places like forums.digitalpoint.com, and to try to find links from websites that are on topics relevant to your own.
#2: Get some links from good sites
By "good sites" I mean websites that have a high PageRank, or sites with a high "trust" factor (such as Yahoo, Dmoz or sites with a .edu suffix. If you can get good links to the pages on your site that generate the most income for you, even better -- if you can improve the ranking of these pages you'll get more traffic, more conversions, and more money!
#3: Make sure that pages you gain links from are, in fact, indexed.
A link to your site won't count for anything if the page that is linking to you hasn't actually been indexed by the search engines. The search engines won't see the link, and they won't give you any credit for it. I see a lot of people submitting their sites to article directories and search directories, and then ending up on a page that the search engines don't visit. This is pointless!
The good news is that it's pretty simple to get all these pages indexed. All you have to do is let the search engines know about the page yourself. To do this you need to set up a webpage outside of your main site, such as a free blog or a Twitter.com profile. Make sure that the search engines are indexing this page, of course, and then every time you get a new link to your main site, write about it in your blog or Twitter profile! The search engines will see this and visit the other site -- hey presto! The page is now indexed, and you'll get credit for your link.
Important: Don't link to this blog or Twitter profile from your main money website. Doing this will create a reciprocal link loop...
#4: Don't loop your links
Reciprocal links aren't as powerful as one-way links. This is why you want to receive one-way links from other websites whereever possible.
But there are also things called "reciprocal link loops" which are like bigger versions of this. I mentioned one in the last tip... A links to B, B links to C and C links to A. That's a loop... it eventually comes full circle back to the first site. A "link loop" can get pretty large, but if it eventually ends up back at the start, it's still a loop, and all links within the loop become less powerful. Small loops are the worst, but try to avoid loops wherever possible.
That brings us to the end of our critical off-page factors for search engine optimization. In part three of this five-part mini-course I'll talk link building strategies: Keep an eye out for it!
[ Last edited by tztplife at 2008-12-4 15:36 ] |
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发表于 2008-12-4 15:33:36
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