The Basics of Search Engine Optimization

So you've built your site. It's a beautiful template. It's a great idea. It's useful content.

But no one comes. The 'build it and they will come' mantra just isn't working. Here are some fundamental SEO tips to raise your site in the search results, and get some qualified traffic.

Don't depend on ALT text. Don't fixate on only one or two terms, as people will seek you in many ways -- a long tail before there was talk of long tails. Build links, because links can send traffic. And don't fixate on getting traffic just from search engines.

Descriptive text on your home page: Search engine index text from various home pages. If a page lacks descriptive text, there's little chance it will come up in the results of a search engine query. It must be HTML text (not text in graphics). Some search engines catalog ALT text and text in comment and meta tags.

Pick keywords: Focus on the two or three keywords that are most crucial to your site, then ensure those words are in both your title and used early on the page. Keep in mind that keywords you consider crucial may not be exactly what users enter. Adding just one extra word can suddenly make a site appear more relevant, and it can be impossible to anticipate what that word will be. The best bet is to focus on your chosen keywords but also to have a complete description. Then monitor your web stats, and find out other search terms people are using.

Link to inside pages: If there are no links to inside pages from the home page, some search engines may not fully catalog a site. Usually the most relevant pages are inside the site. You can try sending search engines directly to lower levels if they don't ordinarily go there.

Forget spamming: For one thing, spamming doesn't work with most mainstream search engines. Ethically, Web page content ought to be enough for search engines to determine relevancy, without having to resort to repeating keywords for no reason other than to try and "beat" other Web pages. The stakes keep rising, and users are increasingly intolerant of sites that undertake these measures. Effort is better spent on networking and alternate forms of publicity.

Network: If your site doesn't rannk high, link with those that do. Some might be considered "competitors," but others will be happy to link to your site in return for a reciprocal link. After all, your site may rank high when slightly different keywords are used. The Web was built on links - and they're still one of the best ways for people to find your site.

Branch out: Search engines are a primary way people seek Web sites, but there's also word-of-mouth, traditional advertising and media, newsgroup postings, Web directories and more. Often, these other forms are more effective draws than just depending on search engines. Your desired audience may be visiting a site you can partner with, or reading a magazine that's unaware of your site.