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- Maximize Optimization through Minimizing Roadblocks
Focusing attention on what the engines like
by Eric Lander
Search engine optimization and search engine positioning are both applied services that will enable
an optimized web site to out perform its competitors on popular search engines. These services
and subsequent values can almost sell themselves, as it is obvious that any growing business or
organization looking to succeed online will need them.
But how do the legitimate optimization companies remain goal oriented, while not over-analyzing
or wasting money, and still satisfy the client? They can achieve everything and still make money
through minimizing the roadblocks that can interfere with the healthy progression of an
optimization campaign.
There are a few categories of elements that can easily lend a hand in delaying or preventing
maximum optimization and results. Those elements are:
• Internet Technology
• Keywords & Phrases
• HTML Validity and Coding Organization
While the above list seems to be all beneficial to an optimization campaign – there are specifics
that should be avoided. Those specific roadblocks will be broken down and analyzed, for the sake
of this article.
Internet Technology
There is an excellent web site up and online, ready to impress any potential client who can find
their way to it. Using Flash to make an impression at first, JavaScript and frames are used to
simplify navigation before tying the user into an integrated database. Yes, this site can serve up
just about anything and do so impressively…
Too bad that it is likely to be one of the most hidden pages on the Internet.
It has been documented, time and time again, that while visually impressive, the following list of
applied Internet technologies are detrimental to an optimization campaign:
- Flash
Flash is an excellent tool to integrate vector based animation within the display and page
formatting of any site – as long as it is done so sparingly and simply. While Flash was originally
created to offer a bit of multimedia to Internet users without the long wait of raster-based images
and animations – some designers who use Flash have simply gone too far – sometimes creating
sites that exceed a 600K original download. Not too bad if you don’t mind having site visitors on
an AOL or similar dial up wait about 2 minutes for the page to load. And as an added bonus, 90%
of the major search engines out there cannot even begin to see what exists within that Flash
media.
Simply stated, an SEO and usability dead-end.
If your client wants to use Flash within their site, then offer to use it sparingly where other more
text-enriched content is available both to users and search engines. The ranking changes should
speak for themselves beyond that point.
- Frames
With all the optimization in the world condensed within a <noframes> tag, a site can still only go
so far. There is little value in having a search engine pick up and begin listing a framed page
within its SERPs even for the most popular key words and phrases. Why? Well, once Joe User is
delivered to the page, how do they get somewhere else?
Not through the missing navigation system that should appear, that’s for sure!
In nearly 90% of the cases in which frames are used, they could be easily avoided. Rather than
optimizing a framed site inside out, results can be achieved much more easily by rebuilding the
pages that utilize frames with a solid table structure. If you look at how complex some portal sites
are (MSN, Excite, and others come to mind specifically), then it is obvious that very complex sites
can be designed, built, and coded correctly without the use of frames.
By creating a solid table-based page, more elements such as graphics and other links become
much more easily optimized. If a site that you are optimizing uses Frames, strongly suggest
converting it solely to keep their optimization more impressive.
- JavaScript
JavaScript is great because it can offer noticeable increases within usability and functionality to the
user. Some though, can be downright distracting. The worst part for an optimization specialist, is
that links hidden behind java script can go right by the search engine spiders without their values
(and their links) being recorded. The result is less pages within the site being indexed, and
subsequently, lowers rankings.
If a client requires the use of java script within a site, to handle forms or complete navigation
systems – then move that scripting to an external file with the .js extension, and embed that
within the HTML formatting. This will create easily managed scripting and will also not confuse the
engines when they come in to review everything on the page (Spidering, crawling, etc.).
- Dynamic Pages
Dynamic pages are a great way to keep things simple and let a database do the work. But, search
engines are aware of the massive work required to index and rank every page out there hidden
behind query strings, and do not choose to spider them. As a result, most information that is
available to users becomes unavailable to the search engines – and consequently unavailable to
those searching the engines.
When dynamic pages are required, try to implement as few query strings as possible. Query
strings are URLs that include values to variables to the queried script. Sound confusing? An
example would be:
domain.com/xyz.asp?value=product&id=345
The information in bold is considered the query string – and as a result of all the possibilities out
there, the engines simply will not follow them. It is important to note, though, that clever use of
dynamic pages can be used to hide query strings with certain sophisticated web serving software
powering the site.
Keywords and Phrases
In the SEO service industry, keywords and phrase are obviously what it is all about. Unfortunately,
many clients can easily develop a tendency to over personalize things. It is not uncommon to have
a client tell you that they want to be found for their searches containing their latest marketing
slogan, company name, or even the names of the executives.
To apply an example, consider a site that sells cars for a dealership called “Lee Monds”. Their tag
line is “You can’t buy a lemon at Lee Monds!”. And, they come to you wanting to optimize their site
and be found for their tag line as well as for “Lee Monds”. Yes, it could be done, and done so
easily. But, even with #1 rankings across the boards for those words and phrases, no one will come
into the site.
Using database systems like wordtracker.com or even Overture’s keyword selection tool – highly
searched for phrases and keywords could be applied. In Lee Mond’s case, “used car sales” would
be an excellent place to start along with keywords relative to the dealerships geographic location.
Again, this is just an example.
HTML Validity and Coding Organization
Search engines are beginning to realize that some of the sites they have sent a large number of
users to, cannot be easily seen because of HTML incompatibility with commonly used web browsers.
As optimization specialists, the tendency to worry less about the overall page comes quickly as we
hone our efforts in on the most rewarding elements of HTML design and configuration.
It is important, now more than ever, to spend a bit extra time using validation software to help
refine the amount of code needed to display the site as well as to minimize the HTML code that
can cause errors with some browsers or software platforms. Google, for example, is one engine in
particular that is rumored to prioritize rankings for sites of value within content as well as smaller
more simplified pages.
It is believed that the algorithms for the true search engines may continue to change in the same
trend that Google is rumored to have implemented. The results of a clean and optimized page will
help the engines to retain repeated use from their visitors – and deliver them to more structured
and viewable content.
Conclusion
Successful optimization will rely on so many factors that an endless amount of research could be
conducted. A lot can be gained by sticking to some basics though and simplifying things for the
users and engines. Following this advice and by avoiding some of the significant roadblocks
outlined within this article will make your sites appear more prominently for your clients.
