Internet Marketing &
Business Promotion
13 Common Mistakes That
Hinder Your Search Engine Rankings
By Loren McDonald
Your
competitor has a Top 5 ranking for an important keyword
phrase, but your company doesn't crack the top 100 search
results. Why? Each of the search engines uses similar,
yet different algorithms comprised of changing variables
that determine how a Web page ranks for keywords and
phrases. There are numerous inputs into these algorithms,
but some of the more important include Title tag, link
popularity, inclusion of keywords in page text, and
for a few, directory inclusion.
The following is Intevation's list of 13 of the most
common search engine optimization mistakes that companies
make. (NOTE: To view the tags and code on a Web page,
simply go to "View" and then "Source"
on your Web browser.)
1. Using the Same META Tags Throughout:
Perhaps the most common error we see is the use of the
same META "Description" and "Keyword"
tags on each page. While most search engines do not
use the "Keyword" tag, the "Description"
tag can help your page ranking and is used by many search
engines in the results that are displayed.
2. Poorly Named Title tags: The "Title"
tag is perhaps the most important element of each page
of your site. Yet it is an after thought to most Web
designers and Webmasters. Look at the title of most
"About Us" pages and you'll usually see something
like "About Company X." Very few people search
using a phrase such as "about company X."
Instead, use a relevant message from the page for the
Title tag, such as "Integrated Web services for
professional services firms," and optimize for
an important and popular search phrase.
3. Lack of Relevant Text: Most search
engines look for a match between the keyword phrase
being searched and the text on your site. They also
tend to place a higher priority on the text and keywords
located higher on the page. Make sure you have a theme
to each page and optimize the Title tag and page content
to reinforce each other.
4. Putting All/Most of the Text in Images:
Most Web designers develop sites to look good, but with
little to no understanding of how search engines crawl
Web sites. An extremely common mistake is to have all
or a lot of text on a page in a graphic image. It might
look great, but a search engine crawler can't read it.
Make sure you supplement any "text in images"
with enough page text.
5. Lack of META Tags: Not including
any META tags won't really hurt you too much on search
engines such as Google, but will reduce your ranking
on many other search engines. As mentioned above, inclusion
of the Description tag is fairly important - while the
Keyword tag is of little importance.
6. Not Using Each Page of the Site:
Whether your site is 10 or 100 pages, every page of
your Web site is a potential search engine entry point.
Have a plan for every page and optimize each one for
specific keyword phrases.
7. Not Submitting Your URL to Search Engines
and Directories: Most of the search engines
will find your Web site if it is linked to other sites
within its database. But with no or few sites linked
to yours, chances are you won't be crawled unless you
submit your URL directly to the site. Most search engines
have a "Suggest a URL" link on their home
page. Additionally, make sure you are listed in the
Open Directory Project (ODP) and consider paid inclusion
directories such as Yahoo and LookSmart.
8. Few Links From Other Sites: Most
companies spend minimal time and resources on gaining
links from other sites, yet it is one of the most important
elements in many search engine algorithms, including
Google. Make sure your company is listed on all the
major directories, industry-specific directories and
portal sites, your partners and clients as appropriate,
and other sites. Secondly, expand the content on your
site, including the development of "resources information,"
and seek reciprocal links from other sites.
9. Too Much Focus on the Keywords Meta Tag:
Check out the Keyword Meta Tag on most Web site pages
and you'll see a long list of words and phrases, including
the name of the company CEO, product names, etc. The
problem: Almost all of the search engines actually don't
use this tag, but they do look at the keywords in your
Title tag and page content, and a few look at the Description
Meta tag.
10. Lack of ALT Tags: The ALT tag
is used to describe the contents of an image on your
Web page - and is what you see if the graphics are switched
off in the browser or the image doesn't load/or loads
slowly. Search engine crawlers read the tag as text
and so when used correctly with appropriate keywords
(related to the image of course), this tag could improve
your ranking a few places or pages.
11. Lack of Text Links on Home Page:
Make sure you include a number of text links (that takes
visitors to various pages within your site) on your
home page. Why? Most of the search engines will crawl
your home page first, and then look for text links further
into the site.
12. Low/High Keyword Density: While
the use of keyword density in the search engine algorithms
seems to be changing and waning in importance, it should
not be ignored. Keyword density that is too low suggests
that the page may not be as relevant as another, yet
too high and your page is considered SPAM by most and
will be penalized in the ranking.
13. Use of JavaScript, Flash and Frames:
Though it varies by search engine, the use of Frames,
Flash and too much JavaScript can cause problems with
crawlers - relegating your pages to the end of the line.
All is not lost, however, there are a number of approaches
that can be deployed that will reduce or eliminate these
problems.
About
the Author Loren McDonald is the President of
Intevation!
(http://www.intevation.com)
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