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The basic rule is : design a site for the user, not for the search engines. Create great original content that users would love and other sites would want to link to -- and you top rankings in the search engine will follow.
Content must be compelling, accessible and unique - this is a key ingredient in getting links. Make sure people can link to specific content.
Here are tips by Adam Lasnik, Google's search evangelist (yes, that's his actual title)
Make your pages easy to index. Think about the terms that visitors will use to search for your information and make sure your pages include those words. Provide a unique title tag and meta description tag for each page. Use descriptive anchor text when linking to other pages of your site (e.g., "Obtain the latest federal tax forms for 2006" instead of "Click here for 2006 federal tax forms")
Make your pages easy to find. Provide an HTML sitemap that contains links to pages deeper in the site. On your home page, include links to the major sections inside the site. If your site includes many pages, consider creating a browsable set of links that enables the visitor to choose a category, then see links within that category.
Make sure search engines can access the content. Ensure pages of your site can be reached without cookies, registration, session IDs, or forms. Verify that your site isn't blocked with a robots.txt file and that search engines don't receive errors when trying to access your pages. (You can check both of these things using Google's webmaster tools.)
Don't be an island. Responsibly interact with governmental and non-governmental sites to garner natural links, and -- more importantly -- mindshare. Search engine conferences are a great opportunity to learn and network, but participation on forums and blogs can also be very productive.
Study the source. Regularly review search engines' often-updated official written advice (e.g., Webmaster Guidelines, blogs, etc.). |
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