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Web Designer's
Guide to Search Engine Optimization
by: Bernard Peh
Search Engine Optimization or SEO is the buzz word you will
see everywhere in the internet nowsadays. Designing a website
today is no longer about aesthetics. It must not only look good,
it must be visible to the search engines as well. What should
a web designer take note when designing a search engine friendly
website? This article attempts to discuss some important pointers
for web designers in creating SEO friendly web pages.
(Note: We are not talking about boosting search engine rankings
as that would require a separate article.)
From a search engine point of view, the perfect webpage has
no graphics, no scripting, no tables...etc but just alot of
normal, plain readable text. You can just take it that plain
text is the food for search engine spiders. Therefore, the more
text you have, the more you will keep the spiders happy. However,
from the design point of view, such pages are very boring but
the fact is that everyone is more interested in keeping the
spiders rather than us happy. The argument is that if search
engine spiders cannot find your site, no one will. Based on
this philosophy, we witnessed the fall of flash and sites with
strong graphics over the years. Many sites that utilized heavy
graphics where no longer found. Web developers become happy
because they have an excuse to create less impressive websites...
The question is can we make both the saerch engine spiders
and us happy? The answer is definitely a "Yes" provided
that web designers can follow certain rules when designing web
pages. They need to step out of their comfort zone and learn
abit more about new web technologies.
Domain Name and URL Naming Convention
Having a proper domain and url name is quite often neglected.
Many search engines actually put some weightage in the way you
name your domain or url files. You will definitely want to include
some juicy words in your naming convention. For example, if
you site is about website critics and your url is http://www.sitecritic.com,
this will definitely be better than a domain like http://www.bluecatfish.com.
The same principle goes for hyperlinks. If you have 2 words
as key words, you can use an underscore "_" or dash
"-" to separate them.
Title
Do not fool around when writing the title. From my experience,
this is the most important part of your webpage. Many designers
like to put special characters such as " * ","
| ", " : " or " [ ] " in the title
to make it look unique. If you really want to make your webpage
special, I advise you to do it else where such as in the body
of the HTML document. You should include your keywords in your
title. Like the previous example, if your web site focuses on
website reviews, make sure you have the words "Website
Reviews" somewhere in the title. Noticed that "WebsiteReviews"
is not the same as "Website Reviews". Spacing is important.
When writing the title, try not to write more than 8 words.
There are no hard and fast rules on that but the fact is that
more does not mean good. In fact, the more you write, the more
your keyword density will be diminished. If you keep repeating
the same keyword in the title, search engines will see your
site as spam and you will be dead in no time. For example, a
title like "Sitecritic Web Reviews" is much better
than "Sitecritic Web Reviews, Internet Marketing, Web Design
Ideas, Internet Directories, Budget Web Hosting, Melbourne".
I will have to stress again, do not fool around with your title.
Meta-Description
After the title tag is the meta description tag. Many people
argued that meta description is no longer important. Based on
my experience, they are still relevant in SEO rankings especially
if your website is new. The principle in writing the meta description
tag is the same as the title. The only difference is that you
want explain abit more about the services that you provide in
a friendlier format. You will also want to include your keywords
in the meta description.
Menu, Content and Links
You should not use any javascript menus that hid the urls.
Many javascript menus are fancy but actually not SEO friendly.
What ever technique you are using to create the menus, make
sure that the "a href" tag is visible. You might also
want to include a variation of the keywords in the menus, links
or text. Like the previous example, if your keyword is "Web
Site Reviews", you might not want to use the same word
over and over again. You can vary it by using "Professional
Web Reviews, Reviews of Websites, Site Reviews...etc".
Varying the keywords makes your content more interesting and
is good for SEO as well.
When writing the contents, try to put the keywords in different
areas of the document. Use tags like "b" or "h2"
to make the keywords stand out. Avoid urls that say "click
here" or "view". Though often used, they are
not advisable for SEO purposes.
Text links are stonger than image links. It is therefore not
advisable to use images as the main navigation menu throughout
the website. If you would like to incorporate images in the
user navigation experience, you might want to consider separating
the text from the images. This can be achieved easily using
CSS or the background image option in the table or td tag.
Images
Unlike many Search Engine Experts, I strongly encourage the
use of graphics because I am passion about Web Design and is
sad to see so many websites that are well optimized for search
engines but look crap on screen. You need to balance between
the amount of graphics used and downloading speed. Like I mentioned
before, if your header banner or important images contains text
, you could split up the text and use the images as a separate
background or floating layer. That way, you can make the image
size smaller and also make the text visible to the search engines.
Transparent gifs are very useful for laying over other content
or images. Appropriate use of jpegs and gifs can also cut down
loading time by alot.
CSS Technology
CSS helps you to cut down your tag and gives more room for
the spiders to read your content. The problem with CSS is that
it is not as straight forward as tables. At the moment, CSS
is also inconsistent in different browsers, so before you publish
your web page, you need to check the layout in different browsers.
I am actually not against designers using tables especially
if they find the time spend in creating a full CSS site not
justifiable. The fact is that there are still cases when using
CSS is not advisable. An example is when displaying tabular
data; Tables still excel in displaying tabular data at the moment.
Unless you are using complex nested tables, the table, tr or
td tags should not pose too much of a problem for the search
engine spiders.
Conclusion
Web pages should not be boring and web designers should not
bow down to the Google revolution. A well designed site combines
both form and function and yet, still able to be search engine
friendly. I strongly believe that this can be easily achieved
if website designers are able to follow very basic rules in
designing their web sites.
About The Author
Bernard Peh is a great passioner of web technologies and one
of the co-founders of Sitecritic.net - Website Reviews and Design
Ideas. With more than 5 years of commercial experience in the
web industry, he leads a group of experienced web designers
and developers to provide the web community insights into creating
effective websites. During his free time, he enjoys reviewing
websites, doing freelance SEO and PHP work. admin@sitecritic.net
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