טיפ – איך לבנות את האתר שלך בצורה ידידותית למנועי חיפוש
המסמך הבא מביא גייד ליינז בסיסיים שתכליתם: לבנות את האתר שלכם/בלוג שלכם באופן ידידותי למנועי חיפוש.
חלק מהדברים מובאים מטיפים שניתנו לנו בשיחות שניהלנו בעבר עם ראשי צוות SEO של חברות אינטרנט רציניות -ביותר-.
מקווים שתמצאו בתוכן המובא כאן ערך לעשייתכם.
פיראט ופיראטית.
Building Search Engine Friendly Website
Introduction
Search engines are an important marketing channel that generates highly targeted traffic to a well built website. In order to optimize traffic from search engines, we should follow basic rules that cover technical, content and design aspects of the website.
Following these guidelines will help search engines find, index and rank your website higher in related keywords.
Basic Checklist
• Pages include unique content
• No frames are used
• Clean HTML code with the content as high as possible in the page
• All pages contain unique Meta Tags: Title, Keywords, Description. Make sure that your TITLE and ALT attributes are descriptive and accurate.
• Add Language meta tag as well even if the content is in English
• No broken links
• Clean links not raped with JavaScript
• Links should be full-path-url and not related path
• Content is not protected by password
• Use a statistics tool (e.g. StatCounter)
Detailed Guidelines
Technical issues
• Do not use frames when building your site. If there is no way to remove frames than implement a NO FRAME section.
• JavaScript code and CSS instructions should be externalized to include files. The size of the HTML page should be minimized and as clear as possible.
• The headings (<h1> and onward) should fit the overall page design (choose the size of the header according to the amount of text in the page). Use the style attribute to achieve desired look. Do not over use headings, but definitely use them where title is appropriate instead of simply formatted text.
• Image & File names should describe their value to the site.
• It is recommended to use hosting services in the country of the targeted audience.
• The website should be hosted on a server with a dedicated IP.
• Title & Meta tags – it should be easy to change the title, description and keywords Meta tags.
• Allow free access to content as much as possible – Pages protected by password will not included in search engines results.
• Do not change the URL of a page. If a change must be done – use page redirection from the old page with code 301.
• Avoid deep website hierarchy – maximum 2-3 levels. Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link.
• The first paragraph should be located close to the <body> tag. For this goal Minimize the number of items in the top menu and use the target search terms in the menu items. Move non-essential menu items to a bottom menu (e.g. site map, ). In some cases the first paragraph should describe the page’s theme and should include part (or all) of the targeted keywords.
• Create user friendly URLs for each page.
• Check for broken links and correct HTML.
• Use robots.txt to prevent crawling of search results pages or other auto-generated pages that don't add much value for users coming from search engines or for webpages that you don’t want the Search engine to crawl from some reason.
Content
• The text of the website should be unique; otherwise search engines degrade it as duplicate content. Don't create multiple pages, subdomains, or domains with substantially duplicate content.
• Using UNICODE or UTF-8 as the encoding for the text is preferred. Try to avoid using the HTML encoding to represent special characters (specific to latin languages).
• Prefer text instead of images when possible to display important names, headlines, content, or links. Search engines crawlers usually don't recognize text contained in images.
• Use ALT tags if the main content and keywords on your page can't be formatted in regular HTML.
• Search engine crawlers don’t understand JavaScript and Flash code. The most important factor for them to evaluate your site is the content. Therefore it is recommended to have more text content than code.
• Think about the words users would type to find your pages, and make sure that your site actually includes those words within the content along with other related words (synonyms or other words that have something in common with what you are writing. For example if you write a webpage on blackjack, then it makes sense that words like: casino games, gambling, money, jackpots, luck, etc… Will appear as well).
• Each webpage within your site should focus on 1-2 keywords. It is important that each page keyword will appear at the title, meta keywords, meta description and at some density in the content itself (not too exaggerated density). Select search terms that will provide enough entries to the site, not necessarily the most popular ones (where competition is more difficult). Look at the number of results for the search term. Spread your terms between pages and optimize each one.
• The title is one of the most important on page factors included in search engines rank algorithm. It should be attractive (have marketing characteristics). The title should be up to 6 words long
Meta description should consist of 2-3 short sentences with some of the search terms appearing – the most important ones should appear. Meta keywords Up to 5-6 words, including the search terms. Order of importance – left to right, separated by commas.
• Keep different title, meta keywords, meta description and a unique content in each and everyone of your site’s pages.
• Non-content (text) portions of the page like HTML tags and attributes should be minimized to achieve the creative layout.
• Overall the search terms should appear in the page in a natural manner. Avoid over stuffing of keywords and other terms that will repeat themselves frequently, which are not relevant to the search terms (if applicable, consider using images instead). In some cases (but not always) it can help emphasizing some of the search terms using tags like <EM>, <STRONG> and <B>.
• In the alt attribute use text which is as informative as the image it relates to. Adding title attribute for images and other visual elements only if you think it would improve the design of your page. Do not over optimize your page using the title attribute. Try to avoid adding it to text links.
• Avoid JavaScript links as much as possible.
• Keep the links on a given page to a reasonable number (fewer than 100).
• Choose your anchor text according to the keywords you wish to target. Do not over optimize by duplicating links.
• Link every page in the site to the optimized page(s). Include the search terms appropriate to each page in or near the link (anchor text).
• Include a site map page with link to every page in the site. The homepage will include a link to the site map. Links will include title attribute with search terms appropriate to each linked page. If the site map is larger than 100 or so links, you may want to break the site map into separate pages.
• Remember: if fancy features such as JavaScript, cookies, session IDs, frames, DHTML, or Flash keep you from seeing all of your site in a text browser, then search engine spiders may have trouble crawling your site.
• Avoid links to web spammers or "bad neighborhoods" on the web, as your own ranking may be affected adversely by those links. If you have outbound links make sure they lead to relevant authoritative websites covering the same area as you site. Also avoid hidden text or hidden links.
Redirections
Try to reduce number of redirects as much as possible.
There are mainly 2 reasons why we want to reduce number of successive redirects:
• From search engines perspectives we want to make it easy for them to track the redirected URLs and forward all the link and traffic juice to them. Successive redirects may make things complicated for them.
• From user experience perspective, every redirect is another http request that may slow things
Analysis
• Use a statistical tool to provide reports for search engine traffic.
• Apply pixel tracking for analyzing keywords/phrases performance
תגובות
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