we posted a small note that we would
analyze the web site of a reader
in this newsletter, we hadn't expected
so many suggestions. We have received
293 suggestions and we'd like to
thank every one of you. This is the
web site we picked for the analysis:
The owner of the web site wants his web site to be optimized for the search term
fire resistant polymers
At first glance, the web site has a very clear arrangement and it looks quite good.
However, his web site doesn't come up in the first 1000 results on Google for the search term "fire resistant polymers".
This means that there are many
things that can be done to improve
this site for search engines.
We're analyzing the index page
of the web site based on SEO aspects.
We're not making suggestions on
how to improve the text so that
the site could
sell more. We're making suggestions
on how the site could be improved
so that it can get good search
engine rankings for the targeted
General search engine optimization (SEO) tips
- The text on the web page
The web page contains little text. Search engines need text to index
web pages and the more text they get, the easier it is for search engines
to find out what a web page is all about.
The index page uses about 240 words, including the long copyright statement
and the "click to enlarge the picture" text. Although this
is not too bad, it would help to add more text to the page.
The text should be easy to read and it should cover mainly one topic.
If "fire resistant polymers" is the targeted keyword, the
text should be about fire resistant polymers (Why should I use or buy
them? What's in for me? Why are these better than others? General information
about fire resistant polymers). That will help search engines to classify
The same applies to the other pages of the web site. All pages of the
site should have more text that deals with the topic of the corresponding
- Inbound and outbound links, links on the page
The page uses only image links for the site navigation. That makes it difficult for many search engines to index the web site. Search engine officials have recently confirmed that even the big search engines prefer text links.
The webmaster should add text links for the site navigation or he should
change the whole navigation from image links to text links. Otherwise,
many search engines might not index the site.
All links on the page use onmouseover and onmouseout attributes.
Google sometimes considers
this spam so it might be a good idea not to use them.
At the bottom of the page, you can find a link to www.2idmedia.com:
This link is very bad for two reasons:
- It has nearly the same color as the background so that it is hardly readable. You cannot see it at all in the picture above. This triggers the spam filter of nearly all search engines.
- It is a link to a link farm. Links to link farms are almost a guarantee to get banned by Google (and other major search engines).
This link should be removed in any event.
Google finds only one backlink to the web site. It is very difficult to get high search engine rankings with only one backlink. To improve the search engine rankings of the web site, the webmaster should get many more inbound links. The inbound link texts should contain the targeted search term and related terms.
The whole web site doesn't contain links to related web sites. That indicates to search engines that the web site is not an authority for the topic.
- The HTML source of the page
The HTML code of the web page contains a few errors.
Although they are only minor errors, some HTML errors can prevent search
engine spiders from indexing a web site. To make sure that search engines
index your web site, you should make sure that your HTML code is W3C
HTML code. Each line of code moves the actual content of the web page
further to the bottom.
The more script code you use on your web site, the more likely it is
that search engine spiders don't access the actual content when they
code. That makes it easier for search engines to index the page.
The web page shows a copyright of 2004. That's an indicator for search
engines that the web page contains outdated information and that there
might be other more current sites.
It's not very clear for search engines what the web page is all about.
Does this company want me to invest in the company or should I buy
their products? The index page lists many different things that make
it difficult for search engines to determine what the web page is about.
Special SEO tips for the search term "fire resistant polymers"
- The search term
The targeted search term "fire resistant polymers" is
probably not the best choice. Depending on the target group, other
search terms might work better.
According to IBP's Keyword
Generator tool, no one has searched for "fire resistant
polymers" in the Yahoo network last month (numbers from Overture.com).
Google also doesn't find searches for that search term.
It doesn't make sense to optimize a web site for that search term if
nobody searches for it.
If the web page targets end users, these users might use less technical
search terms. If the web page targets investors, the investing aspect
could be included in the keyword. For example, "fire protection
and prevention" might be a good keyword. There are many other
popular keywords that are related to the offerings on the web site.
The products offered on the web site are probably of interest for people
searching for "air filter". That keyword has been
searched for 202,883 times last month.
The website owner can probably find even better keywords because he
knows his target group better. We'll use "air filter" as
an example (general tips on finding the best keywords for search engine
optimization can be found here).
- Usage of the search term on the web site
The targeted search term should appear on the web page. Otherwise, it will be very difficult to get high search engine rankings for the search term.
A web page has many different elements that can influence the ranking
on search engines. For example, it usually makes sense to use the targeted
search term in the web page title and in the body text.
It is also important to use the right keyword density in the different
web page elements. If the keyword density is too low, the web page
won't get good rankings for the search term. If the keyword density
is too high, search engines might consider it spamming.
The best place for the search term and the best keyword density depend
on the targeted search term and the targeted search engine.
Click here for a detailed report on how to use the search term "air filter" on www.techlabscience.com so that the web site can get high rankings on Google.
The report explains in detail where to use the search term so that
the web site can get top 10 rankings on Google (of course, the report
can also be done for Yahoo, Ask Jeeves or any other search engine).
Search engine optimization is
no magic art. Make sure that your
web site doesn't contain spam elements
(invisible text, links to link
farms, etc.). Even if all other
elements of your web site are perfectly
optimized for search engines, you
won't get good rankings if you
have spam elements on your pages!
Your web pages should have much
text content. The more text, the
better. Don't use image links but
text links on your web site. Avoid
welcome pages and Flash elements.
Make it easy for search engines
to index your site. Put your targeted
search term in the right places
and make sure that you use the
right keyword density. Get incoming
links from related web sites and
make sure that the links to your
site contain your targeted search
terms as well as related keywords.
book helps you with step-by-step
instructions to prepare your web
pages for high search engine rankings.
It contains easy-to-use checklists
so that you can quickly find out
whether your web site is ready
for search engines or not. The
ebook is included in
the free IBP demo version.
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Disclaimer: We're not responsible for the content of linked web sites and we do not endorse the contents or products of the analyzed web site. The content of the analyzed web site might have changed in the meantime so that the statements above do not apply to the changed site. The analysis is based on the web site that was available on 29 August 2005.