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Maintaining Search Engine Rankings is a Lifetime Task Search Engine Optimization Tips by Tom Dahm Misconceptions about search engine optimization are common. One of the most common is that once a site is built and submitted to the search engines, heavy traffic is on its way. Another is that when making a submission to each engine, a site will be registered immediately and will stay listed with that engine for as long as it is in operation. That's just not how it worksu not even close! May 26, What people need to know is that search engine optimization, which is actually the effective utilization of search engines to draw traffic to a Web site, is an art. It is an ongoing, continuously evolving, high maintenance process that includes the customization of a site for better search engine ranking. Critical steps to take before submitting After developing a Web site and selecting the best hosting company, don't rush out and submit it to search engines immediately. A Web site manager would be wise to take a little time to: Fine tune the TITLE tag to increase traffic to the site Improving the TITLE tag is one technique that applies to just about all the search engines. The appearance of key words within the page title is one of the biggest factors determining a Web site's score in many engines. It's surprising how many Web sites have simple, unimaginative titles like "Bob's Home Page" that don't utilize keywords at all. In fact, it's not unusual to see entire Web sites that use the same title on every page in the site. Changing page titles to include some of the site's key words can greatly increase the chance that a page will appear with a strong ranking in a query for those key words. Create gateway pages that are specific to the focus of each site Key word selection must be done carefully with great forethought and understanding of the search engine's selection criteria for key words. The larger the number of key words that are used, the more the relevance of any one key word is diluted. One way to get around this is to create gateway pages. Gateway pages are designed specifically for submission to a search engine. They should be tuned with a specific set of key words, boosting the chance that these key words will be given a heavy weight. To do this, several copies of a page should be made, one for each set of key words. These pages will be used as entry points only, to help people find the site, therefore, they don't need to fit within the normal structure of the site. This provides the page developer with greater flexibility in establishing key words and tags that will encourage a stronger ranking with the search engines. Each gateway page then can be submitted separately to the search engines. Ensuring that site technology won't confuse the search engines Often the latest technology being built into a site can confuse the search engine spiders. Frames, CGI scripts, image maps and dynamically generated pages are all recently created technology that many spiders don't know how to read. With frames for instance, the syntax of the FRAMESET tag fundamentally changes the structure of an HTML document. This can cause problems for search engines and browsers that don't understand the tag. Some browsers can't find the body of the page and viewing a page through these browsers can create a blank page. Today only 2% of browsers don't support frames, but many search engine spiders still don't support them. A search engine spider is really just an automated Web browser and like browsers they sometimes lag behind in their support for new HTML tags. This means that many search engines can't spider a site with frames. The spider will index the page, but won't follow the links to the individual frames. Setting up a NOFRAMES section on the page Every page that uses frames should include a NOFRAMES section on the page. This tag will not affect the way a page looks but it will help a page get listed with the major search engines. The NOFRAMES tag was invented by Netscape for backward compatibility with browsers that didn't support the FRAME and FRAMESET tags. Performing a maintenance check All Web sites should be thoroughly tested using a site maintenance tool in order to catch errors in operation before customers are brought to the site. HTML errors can hinder a search engine spider's ability to index a site, it can also keep a search engine from reading a page or cause it to be viewed in a manner different from how it was intended. In fact, a recent report by Jupiter Communications suggested 46% of users have left a preferred Web site because of a site-related problem. With NetMechanic's HTML Toolbox or another site maintenance tool, all Webmasters, from the novice to the expert can avoid potential visitor disasters due to site errors. Finding the best submission service Selecting a search engine submission service requires careful thought and important decisions. Using an auto submission service is a good place to begin. Most search engines like Alta Vista, HotBot and InfoSeek automatically spider a site, index it and hopefully add it to their search database without any human involvement. 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