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That means each and every page is an opportunity to optimize for the following:
HTML page title
The HTML page title is today’s hands-down leader, and an Eternally
Important factor, in search engine ranking algorithms. As a bonus, optimizing your
HTML page titles is one of those activities that will quickly affect the way your listings
look in the search engines.
Visible HTML text on the page
It seems obvious, but you would be surprised at how
many site owners miss this simple point: In order to rank well for a particular set of
keywords, your site text should contain them. True, there are examples of pages that
rank well for words not actually appearing on the page (see the sidebar “Googlebomb-
ing and ‘Miserable Failure’”) but this is not something you want to leave to chance.
You may see SEO pros insist that you need 250 or 1,000 words on a page and that
5 to 10 percent of these words must be your target keywords (SEO folks call that per-
centage
keyword density
).
We say this: As long as you have robot-readable text on your page (a great first step
that many of your competitors, believe it or not, may have missed), you should use
as
many keywords as you need to state your message clearly
and
as many opportunities
to insert keywords as makes sense within the realm of quality writing
. Your marketing
message is much too special to be put into a formula.
Inbound links (quality and quantity)
Coming in at #3 in our list of search engine rank-
ing factors is inbound links to your website. Why are inbound links so important in the
search engine ranking algorithms? Because they can indicate a page’s quality, popular-
ity, or status on the Web and site owners have very little control over their own
inbound links. (Being off-page factors, inbound links can be influenced only indirectly.)
Links with the most rank-boosting power are links from a home page (as opposed to
links from pages buried deep within the site) and links from
authority pages
in the
top-
ical community
, meaning pages with their own collection of fabulous inbound links
from other websites covering the same topic. The same quality factors hold true for
links coming from within your site.
Inbound link anchor text
We mentioned in Chapter 3 that the way other websites refer
to your website is one of the ways that search engines understand your content.
Anchor
text
, also called linking text, is the text that is “clickable” on the Web, and it is an impor-
tant factor in search ranking algorithms. Anchor text that contains your page’s targeted
keywords can help boost your page’s ranks. Combining this keyword-rich anchor text
with relevant text surrounding the link can amplify this good effect.
Pearl of Wisdom:
Each page on your website is analyzed individually by the search engines.
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