1. On Page Optimization – II
By
Bala Abirami

2. Document Name Training Material
Document Code QMS-TEM-OT 08
Version 1.0
Date 26-Feb-2008
Created By Ms. Padmavathy
Reviewed BY SPG
Approved By Mr. Vijay

3. Revision HIstory
# Version Date Rationale for change Change Description
1 1.0 26-Feb-2008 Initial Version
2

4. Agenda
• Content Optimization
• Design Suggestions
• URL Structure and File Naming
• Sitemap
• Robots.txt
• Nofollow Attribute
• Source Code optimization

5. Content Optimization
• Content is the king.
• It is the key to search engine rankings.
• Visitors will spend time only when the content is more attractive
and much informative.
• It is an important factor in search engine algorithm for ranking
websites.
Importance of Content optimization
• Unique and well-written.
• With informative Content Comes Even More Links
• Search Engines give more importance to fresh content

6. Unique and Well Written Content
• The search engine spiders are looking for unique content.
• The visitors are looking for well-written content.
What does your audience want to find?
• Writing content that will both grab your visitor's attention and at the
same time, make them want, what you have to offer.
Additional research
• If you fail to address all their questions, your visitors may very well
leave your site in search of the answer.
• Find all the information that you can and make sure that you include
as much as possible on your site.

7. Content Contd…
With Informative Content Comes Even More Links
• If you provide great information that people will find useful they will
link to it naturally.
• There are still webmasters who will link to sites for no other reason
than they feel their visitors will be interested in it's content.

8. Content Optimization Contd…
• Include your Targeted Search Terms
• Checking Keyword Density
• Checking Keyword Proximity
• Checking Keyword Frequency
• Checking Keyword Prominence
• Relationship of Body Text Content to Keywords
• Heading Tags
• Special Text
• Inline Text Links

9. Keyword Density
• Keyword density refers to the ratio (percentage) of the number of
times a keyword or phrase appears compared to the total number of
words in a page .
• keyword density can be used as a factor in determining whether a
web page is relevant to a specified keyword or keyword phrase.
• The more times the keyword appears in relation to the total number
of on page words, the greater the overall keyword density.
• Google, Yahoo, and MSN Search consider keyword density as part
of their search algorithm
• Keyword density in body text - 5 to 10%
• Keyword Density = Number of times the keyword used in the page /
Total Number of Words in the page * 100

10. Keyword Proximity
• Keyword proximity refers to the closeness between two or more
keywords. In general, the closer the keywords are, the better.
• For example:
How Keyword Density Affects Search Engine Rankings
How Keyword Density Affects Rankings In Search Engine
• Using the example above, if someone searched for "search engine
rankings," a web page containing the first sentence is more likely to
rank higher than the second.

11. Keyword Prominence
• Keyword prominence refers to how prominent keywords are within a
web page.
• The general recommendation is to place important keywords at, or
near, the start of a web page, sentence, TITLE or META tag.

12. Keyword Frequency
• Keyword frequency refers to the number of times a keyword or
keyword phrase appears within a web page.
• The most important keyword or keyword phrase is the most
frequently use keywords in a web page.
• The more times a keyword or keyword phrase appears within a web
page, the more relevance a search engine is likely to give the page
for a search with those keywords.
• But be careful not to abuse the system by repeating the same
keyword or keyword phrases over and over again.

13. Heading Tags
• The <h1> to <h6> tags define headers. <h1> defines the largest
header, <h6> defines the smallest header.
• After Title Tag, Header tags are the next most important placement
of your keywords.
• <h1> tags holds the greatest weight of the entire heading tags, its
purpose is to act as the primary heading of the page.<h2> acts a
sub-heading for the page.
• If you need to use another heading tag use the <H2> tag, and so
on. But its better not to use more that 2 heading tags in a web page.
• If you use heading tags irresponsibly you run the risk of having your
website penalized for spam

14. Relationship of Body Text Content to Keywords
• Relevance of text on the page compared to targeted keywords.
• Using semantically related terms allows you to help associate your
page with other topical pages and helps your page rank for many
long tail keywords.
• This should also coincide with the theme of the links pointing to the
site.

15. Special Text
• This includes bold, underlined, colored, highlighted, sizing and italic.
• Search engines give more importance to bold and italics.
• The first is to draw the eye to the words and to create a brand.
• The second purpose is to add weight to the "Search Engine
Positioning” of the keywords.
• Common sense and a reasonable grasp of sales and marketing
techniques should be your guide in establishing what should and
should not be drawn out with "special text".

16. Inline Text Links
• Inline text links are links added right into text within your content.
• The first is to give the reader a quick and easy way to find the
information you are referring to.
• The second purpose of this technique is to give added weight to this
phrase for the page on which the link is located and also to give
weight to the target page.
• An additional benefit to inline text links is that you can help direct
your visitors to the pages you want them on.

17. Dont’s
• Don’t use Content Very Similar or Duplicate of Existing Content
• Don't bury your keyword-rich content at the bottom of the page.
• Don't overdo things.
• Don't go overboard with the use of "H1" tags or bolded text

18. Design Suggestions
• Make a site with a clear navigation and text links. Avoid more than
two sub-directory levels.
• Try to use text instead of images to display important names,
content, or links. The Google crawler doesn't recognize text
contained in images.
• Make sure that your TITLE attributes and ALT attributes are
descriptive and accurate. Avoid Empty Image Alt Attribute
• Keep the links on a given page to a reasonable number (fewer than
100).

19. Design Suggestions Contd..
• Avoid Splash Pages.
• Avoid Non-spiderable Flash Menus
• Avoid Image and Flash Content

20. Design Suggestions Contd..
• Avoid dynamic URLs. Use Mod-rewrite to overcome this problem.
• Use Cascading Style Sheets (CSS) to implement a clean design
throughout your web site. This will reduce the time to implement a
consistent text (or layout) style for your web site.
• Reduce image size - too many images or very large images on your
web page will slow down the loading time of your web site. Slice
large images into smaller pieces.
• http://www.websiteoptimization.com/services/analyze/index.html
• Check the Browser compatibility of the website

21. Design Suggestions Contd..
• Insert the DOC TYPE tag at the top of every web page.
• Search engines have difficulties indexing framed pages because
the URL of the page is the same, no matter which of the separate
frames is open.
http://www.webmarketingplus.co.uk/examples/frameset1.html
• Animation and Movies - Provide search engines with a HTML
version of the Flash movie but in this case make sure that you have
excluded the original Flash movie from indexing.
• Clean html code - web site editors often write extra code. This can
increase the loading time of your web pages. Check your html code
by running it through a validator.

22. Design Suggestions Contd..
Overuse of Ajax
• Ajax content is loaded dynamically, so it is not spiderable or
indexable by search engines.
• Not judiciously create unique, bookmarkable (and therefore
indexable) URLs.

23. Design Suggestions Contd..
Outgoing links
• Link only to good sites .
• Do not link to link farms
• Use nofollow to the outgoing links
Broken Links
Check your broken and dead link using the tool
http://home.snafu.de/tilman/xenulink.html

24. File Naming and URL Structure
•The filename should contain the keywords.
•Use hyphens to separate your keywords in the file name.
•Next comes Underscores. Underscore can be hard to see in the address bar so
your visitors may mistake it for a space and mistype your URL in the future.
•And then Pluses (+), They are mostly used in special circumstances like dynamic
content.Eg., http://www.netscape.com/tag/seo+india
•Don’t use Uppercase letters while naming files
•Don’t use spaces while naming files

25. URL Structure
Static URL
A static URL is a page address for which the contents of the web
page stay the same unless the changes are hard-coded without
calling a script.
E.g. http://www.mydomain.com/static_url
Dynamic URL
A dynamic URL is a page address that results from the search of a
database-driven web site or the URL of a web site that runs a
dynamic script like PHP or JavaScript.
E.g.. http://www.mydomain.com/forums/thread.php?
threadid=12345&sort=date

26. Advantages of Static URL over Dynamic
Static URL Dynamic URL
Search Engine Friendly Not search engine friendly
Keywords can be used in the URL Keywords cannot be used in the
URL
Easier for the end-user to view Not easier for end user
and understand what the page is
about.
Indexed more quickly in search Take more time to get indexed
engines

27. Best URL Practice
1. Describe Your Content
2. Keep it Short
3. Use static URLs
4. Descriptives are Better than Numbers ( instead of 114/cat223/
you can use /brand/adidas/ )
5. Never use multiple subdomains (e.g.,
siteexplorer.search.yahoo.com)
6. Better use Fewer Folders -
http://www.newyorkmetro.com/fashion/fashionshows/2007/spring/
main/newyork/womenrunway/marcjacobs/
7. Stick with a single URL format throughout the site.

28. Robots.txt
Robots.txt is a text file you put on your site to tell search robots which pages
you would like them not to visit.
Need for robots.txt
• If you have two versions of a page for eg.printer friendly version of a page.
• If you want some pages not get indexed by search engines.
• If you want to save some bandwidth by excluding images, stylesheets and
javascript from indexing
• Can be used for blocking bad robots.
• Use robots.txt to prevent crawling of search results pages or other auto-
generated pages that don't add much value for users coming from search
engines.
Where to include:
• It must be in the main directory because otherwise user agents will not be
able to find it and index the whole site.

29. Sitemap
• A Sitemap is a list of the pages on your website.
Sitemaps are particularly helpful if:
• Your site has dynamic content.
• Your site has pages that aren't easily discovered by the bots during
the crawl process - for example, pages featuring rich AJAX or Flash.
• Your site is new and has few links to it. (Bots crawls the web by
following links from one page to another, so if your site isn't well
linked, it may be hard for us to discover it.)
• Your site has a large archive of content pages that are not well
linked to each other, or are not linked at all.

30. HTML Sitemap
HTML Sitemap
• It allows easier indexing of your site by the search engines.
• Sitemaps help with usability and site navigation for users.
Examples of Good site maps:
• Apple sitemap
• A more detailed 4-column sitemap
• Site maps for Small sites small sitemaps
• Ecommerce Sitemap ecommerce sitemap

31. XML sitemap
XML sitemap
• Google adheres to Sitemap Protocol 0.9 as defined by
sitemaps.org.
• We have to include the file sitemap.xml. Types of Sitemap
• Video Sitemaps
• Mobile Sitemaps
• News Sitemaps
• Code Search Sitemaps
• Geo Sitemaps
• Size -50,000 urls, 10 MB. If it exceeds the size then sitemap index
file can be created (1,000 Sitemaps )

32. No Follow Attribute
• The rel="nofollow" is an attribute you can set on an HTML <a> link
tag
• Introduced by Google for avoiding blog comment Spam.
• Tells a search engine "Don't follow this link.“
Code:
<a href="http://www.site.com/page.html" rel="nofollow">Visit My
Page</a>
• The links placed inside this tag won’t get any credit when search
engine ranks website in the search results.

33. Source Code Optimization
• Keep your code simple and short.
• Place CSS and JavaScript in external files and reference them as
needed. Placing the script code in an external file reduces the
code to just one line.
• Avoid Fancy features such as JavaScript, cookies, session IDs,
AJAX, frames, DHTML, or Flash
• Consistently use the simplest URLs. Link to "/" instead of
"/index.php" or "/news/" instead of "/news/index.php".
• Run your code through a validator and keep it clean