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"Must Do" Insider Secrets To Web Success

because just building a website is not enough anymore.

Hi, it's Warren from www.building-a-web-site.com with part 2 of the "Insider Secrets To Web Success" mini-course.

Today's insider secrets will:
  • Help your site get found in the search engines
  • Stop potential clients clicking through to your competitors

Secret No 2: Optimize Your Web Pages For Higher Rankings

If you don't your site won't get found in the search engines!

Just selecting keywords isn't enough. You have to use them in a way that tells the search engines what your page is about. If you don't, the search engines won't think your page is important for that keyword, and it won't rank highly in the search engine results. Result: your page doesn't get found by potential clients.

This is another common mistake, even though it's not hard to do right.

Page analysis using the Site Build It analyser

Checking the on page optimisation using Site Build It's built in page analyser (Read my Site Build It review)

The search engines need to know what your web page is about, so you need to leave "hooks" around your page to show the search engines what they need to know. This is called search engine optimization (SEO) or on-page optimization and it's about putting your keywords in specific spots that the search engines look at.

First you need your keyword in the page URL. For example, if I was writing a page with the keyword "on page optimization" (probably not a good keyword by the way) the page URL would be "www.building-a-web-site.com/
or the same name without the dashes.

Next, the keyword should be in the page title. The title is up at the top right of your web page and it's shown on the search engine results pages. Humans don't normally even notice it on the web page, but it is important for the search engine spiders that check your pages out. I might make the page title "On Page Optimization Tips". Its best to have the keyword at the beginning if that is possible.

Next, your keyword should go in the meta description tag which is shown on the search engine results page along with the title. The meta description isn't seen on your web page. (There's more about the meta description below.)

Put the keyword in the main heading of your content and then sprinkle the keyword or variations through the content. Most experts say it should make up between 1% and 3% of the content, so if you had a 500 word page you'd use it 5-15 times.

How To Set The Title And Description

The title and description aren't seen on in the main body of the page. The go in the head section of your HTML between the <head> and </head> tags. In HTML they look like this:

<!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.01 Transitional//EN" "http://www.w3.org/TR/html4/loose.dtd">

<title>Write Your Title Here</title>
name="description" content="Write your description here">
<meta name="keywords" content="main keyword, keyword 2"
This is where you write your content

Your wysiwyg web page editor will give you an easier way of writing them though. With KompoZer, you click on the Format button on the top of the page then in the drop down menu select "Page Title and Properties". Then enter your title and description in the dialog box that pops up.

The Site Build It page builder has text boxes for the title and description that you fill out. (Read ny Site Build It review)

Secret No 3:  Use The Title And Description Effectively

If you don't searchers will click to your competitor's website, not yours.

Would you do this? Let's say you're a locksmith and you're placing an ad in the local newspaper for your home security products and services. The ad is in the home security section of the classifieds and reads "Pete's Locksmithing Services. Pete's Locksmithing started as  PD locksmiths in 1998 in Blacktown plaza ..."

Of course you wouldn't. But people do that sort of thing with their websites and the search engines all the time. Your web page has a title and description that work together to make an ad for your website that searchers see on the search engine results page (SERP). But it's common to write a general description for a website and use it on every page, and that's what's happened to Petes Locksmithing.

Some web sites use no description at all.

If you don't write a description the search engines usually use snippets from your page on their SERPS which may or may not interest your prospective client. Worse still, your description could be taken from the first text the search engine sees on the page which could be your menubar.

The surfer looks for the title and description that suits what he wants best, and clicks on that. If that site doesn't have what he wants he clicks on the next most relevant looking website, and so on. If your title and description don't appeal they won't get clicked on and you've wasted all that hard work getting your page ranked highly in the SERPS.

On the other hand, if it looks relevant and enticing, you could get a higher than normal click through rate. just by having a well thought out page title and description you may have doubled or quadrupled visitors to your website, and that means you may have doubled or quadrupled your income from your website.

So use your page keyword in the title and description for 'hooks" for the search engines, and for your human visitors. Write an interesting and enticing ad for the description. To get ideas, look at other descriptions in the SERPS for that keyword, and see what interests you. Use those descriptions as inspiration for yours, but of course don't directly copy them. In fact, try to do better.

Meta Description Tips

•    Tell targeted surfers your site has the information they need. Let them know why they should click to your site.
•    Include the page keyword in the description. If the keyword that is typed in for the search is in the title or description, it will be made bold and make your website stand out more.
•    Describe your page accurately. A misleading description puts people off, and it won't bring targeted traffic.
•    The title and meta description work together to make the advertisement for your web page. Don't just repeat the title for the description.
•    You don't have to write in complete sentences. If a list of the main points works better, use that.
•    You have around 150 characters, including spaces, to work with. That's around 20-25 words. After that your description could be cut short.
•    Use a unique description for each page.
•    Check other sites in your niche for ideas, but don't copy. You'll get an idea of what looks good and what doesn't.
•    Write down a few possible descriptions. That way you have the best chance of getting a good one.

Using the title and meta description effectively does take more work, but it's essential  for getting the most visitors possible to your website.

Have you subscribed to the Insider Secrets To Web Success minicourse yet? You'll learn what you must do to have a website that gets visitors and makes sales. Subscribe Now!

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