We are often asked about search engine optimization. Recently, we reconfigured our e-PRO Roster to improve its search engine friendliness. Included here are some points made by our consultants.

Resource Linking
RULES

1.     Relevancy is more important than PageRank.

2.     Link Trading- Check and make sure the recips aren’t being blocked.

3.     Link pages with more than 50 links aren’t worth exchanging with.

4.     The higher up on the page, your link the better.

5.     Instead of just a link -- use a full description.

6.     Directory Links always work the best. http://directory.google.com/Top/Reference/Directories/)

7.     One Way Links- Articles, Press Releases, Paid Links, Blogs, Etc.

8.     Prepare for the future- build links that will be valuable for the future not just now.

Naming Conventions
URL NAMING

Use your keyword in your URL, use hyphens.
 
Keyword: Swimming Pool Safety Covers
Example: http://www.allsafepool.com/swimming-pool-safety-covers/

Image Tags
IMAGE TAGS

Google looks at these factors when determining which images to rank first in an image search:
 
1.     Image File Name -- Top Images contain the keyword in it (right click to verify).

2.     ALT Text of Image -- Top Images contain the keyword in it.

3.     Text Surrounding the Image -- Google rakes this -- is important.

4.     Page Title and other Web Page Factors -- Title and URL usually contain keyword query.
 
Example: Delorean:

Image File Name = Instead of 00001a.jpg name it delorean.jpg.

Alt Tag = For the delorean.jpg picture you could write an alt tag like this. (alt= “DeLorean for sale for $1000”).

Do NOT enter ‘DeLorean’ for every image and graphic on your web page.

Text surrounding Image: The text surrounding the images must contain the keyword you want to shoot for.

Extras: Make sure your keyword is in the <title>tag and URL of your website. 

Categories
USE OF CATEGORIES

1. Content is king- the more you have the better your site.

2. Categories like blogs will only work if relevant and useful to visitors.

3. Don’t implement just to implement- there is no value there. 

Content
CONTENT UPDATING & OPTIMIZATION

1. Update Content Sparingly -- A small change can make a large negative impact.

2. Copywriting Optimization: 

a. Write a minimum of 800-1000 characters (not words) for each page.

b. Mention the primary keyword phrase at least 5 times, and secondary keyword phrases 2-3 times in the content of each page.

c. Try to mention each keyword phrase (exactly) in the content.

d. Maintain a balance between key word optimization goals and Company goals, as described in their creative brief.

e. Readers of this content are coming directly from the search engines. This content, therefore, is likely the reader’s first introduction to the company.

f. Ensure page content differs by more than 60% of content used in other pages.

Submission
SITE SUBMISSION

1. Automated search engine submissions services are not worth the money they charge.

2.  You do not need to be submitted to thousands of “search engines”. The vast majority of traffic comes from the top few.

3. You will want to consider whether it is even worth the time to submit to search engines or whether that time could be better spent building quality, relevant links to your site and submitting your site to the major and topical directories.

4. Best in show: (some are free and some cost)
 
Google -- http://www.google.com/addurl/?continue=/addurl
Yahoo! -- http://search.yahoo.com/info/submit.html
MSN -- http://search.msn.com/docs/submit.aspx?FORM=WSDD2
Lycos -- http://insite.lycos.com/

(Saul Klein is CEO of Real Estate Electronic Publishing Company, home of RealTown.)