We all know the importance of having a Web site rank well in search engine results for searches on specific keywords/phrases. If your Web site doesn’t have a page appearing in the top 10 search engine result positions (SERPs) the chances of someone clicking on your listing, and actually visiting your site, drop dramatically. If you’re not in the top 20 you have almost no chance that someone will scan through the SERPs that far to find your page.

Optimizing your site and content for a search engine, for a better ranking in SERPs, is known as Search Engine Optimization (SEO), yet many Web developers/designers either don’t take time to code a site properly or don’t know how to do proper SEO. The basics of code optimization are just sound HTML coding practices; when followed, they go a long way toward SEO.

There is a lot you can do to optimize your Web site for search engines from the code level. Where you can also affect things, and this is beyond the work of the developer/designer, is in the actual content. Understanding how to tag the content, and where to place it in the HTML, is critical. Here is a basic outline of SEO best practices.

Understand the Search Engines and Search Engine Spiders

Once there, the spider starts reading all the text in the body of the page, including markup elements, all links to other pages and to external sites, plus elements from the page head including some meta tags (depending on the search engine) and the title tag.

It then copies this information back to its central database for indexing at a later date which can be up to two or three months later.

The spider then follows the links on the page, repeating the same process. Spiders are, for lack of a better term, dumb. They can only follow the most basic HTML code. If you’ve encased a link in a fancy JavaScript that the spider won’t understand, the spider will simply ignore both the JavaScript and the link. The same thing applies to forms; spiders can’t fill out forms and click “submit.”

Page Structure

Once you’ve built an SE-friendly Web site, you then need to be sure each page is also SE-friendly. As We said earlier, good HTML structure is the foundation for building an SEO Web page. There are two primary areas of a Web page. The area contained between the tags and that which is contained between the tags. What information you place in these areas has a huge impact on how a page is indexed and, to a certain degree, what will appear in the SE results page.

The Title Tag

Let’s start at one of the first elements in a Web page—the title tag (). This is one of the, if not the, most important elements for SEO on the entire page. All too often, the information contained in this tag is either left blank, has a default value (e.g. “insert title here”), or is simply the company name.

The Meta Tags

Over the years, various meta tags have come in and gone out of favor with search engines. One of those which has lost its value is the “keywords” meta tag. Most search engines say they don’t look at it anymore but if you have time to create one, go ahead and do so. It doesn’t hurt.

JavaScript

We’re all familiar with loading the top of the HTML page with all sorts of JavaScript functions that are necessary for various page features. This includes, but is not limited to: mouse-overs, form validators, cookie checkers, etc. To search engine spiders, this is clutter, and, while they ignore it, they still need to wade through all that code to find the real content of the page. Many spiders have timeouts or maximum character counts associated with them—if they have to wade through too much junk, they’ll abandon their spidering and move on to another site. So avoid making your pages too top heavy by placing too much code between the tags.

The Page Body

This is the part of the Web page that your visitors will be seeing and yes, you can make pages both eye-pleasing and, at the same time, well-optimized for search engines.

Page Headings and Other Word Graphics

For stylistic reasons, many of us have chosen to display page headings as graphics. By turning to our favorite graphical editor, to create unique and creative headings, we’ve removed important words from our Web pages.

By following this basic outline, you’ve created search engine-friendly pages. Your pages will be easily indexed by the search engine spiders, and, with important words and phrases appropriately tagged, those words will receive proper valuation by the search engines.

Onsite SEO Tools

• Keyword Density & Rank Checking Tool

This is one of our favorites. Use this tool to check the keyword density of any web page. We'll list off the densities for all keywords in one, two and three keyword strings. After that you can choose which phrases you want to check (via checkboxes or keyword phrase) and we'll find your rankings on Google for them.

• Web Page Comparison Tool
  

Quickly and easily compare the key onsite SEO elements on your site vs. you r main competitors. Compare titles, meta tags, body test, and top used two and three word phrases for a quick snapshot of what your main competitors are up to.

• Search Engine Saturation Tool
  

Regardless of what anyone says ... size matters. The more unique, relevant content you have on your site the more relevant your site will appear to the search engines and the more phrases you'll have a chance to rank for. With this tool you can easily compare your size to those around you and check which pages you (and they) have indexed by the engines. Remember though, relevant and unique content counts more so you don't need to be as big if you know how to use it (your content we mean).

• Site Index Tool
  

We'll send a crawl out and report back all the links from a page, both internal and external. Allows you to see how spiders are crawling your site and whether your links are search engine friendly.

• Search Engine Spider Test Tool
  

We'll crawl one of your pages (at a time anyways) and give you a glimpse of your site the way a search engine spider will see it. Very handy for making sure your pages look to a spider, as attractive as they do to you.

As a bonus we'll also show you the keyword density of some of your main keywords, word counts and more.

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