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Here’s a search engine optimization concept that most people don’t think about: make sure you have keywords and key phrases in your TITLE tag. You know what the TITLE tag is, it’s the tag that gives you the name of the page on the Window frame in your browser, and it’s remarkable how few sites pay any attention to what’s in that critical search engine optimization (SEO) field.

Let’s take a quick tour of some big sites and have a look, shall we? HBO.com has a title tag of “HBO Online”. ESPN.com has “ESPN.com” as their title. No kidding. NYTimes.com is better, with “The New York Times > Breaking News, World News & Multimedia”, Microsoft has “Microsoft Corporation”, though, and, finally, BMW.com has “BMW International Website”.

What’s wrong with these? The problem is that each and every word in a TITLE tag is considered quite important by search engines (e.g, Google) when they figure out what your page is about and how relevant a given topic is on the page. Keyword density is definitely important in this regard, but one of the easiest ways to become more relevant to a given search result is to ensure that the keywords or key phrases you want to match are in the TITLE tag.

The downside is that sometimes the TITLES look a bit weird - as is demonstrated on this very site - but the upside is that if you want to have a site that Google thinks is an excellent match for, say, “acupuncture information”, then having a TITLE like “Acupuncture Information for Everyone” will yield a definite improvement.

If nothing else, please, do me a favor and don’t use “Welcome to”, “Home Page”, “Website” or any other empty words in your TITLE. After all, with all due respect to BMW, I think it’s pretty obvious that if I’m looking at their information on the Web with a Web browser that it’s a Website. So why bother saying so in the TITLE?

Frankly, for BMW, I think I’d suggest that they have a TITLE more like “BMW:Luxury Automobiles and Sports Cars from Germany for over 80 Years” which is still readable and friendly, but now it includes other keywords that can help with searches, making it a more relevant match for “luxury cars”, “luxury automobiles”, “sports cars”, “German cars”, etc. See how that works? Simple, but surprisingly effective.

So take five minutes and think about your TITLE tag. Is it doing the job you want? And keep in mind that Google and other search engines look at pages, not sites, so you need to ensure that the TITLE on every page of your site is helping your relevance with search engines.

This is still just search engine optimization (SEO) 101, but it’s important.

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I bumped into the following tips and ideas about maximizing your placement of affiliate / pay-per-click advertisements on your page and thought they were some very sensible suggestions. The source of this material is the Equifax Affiliate Newsletter, which highlights a valuable, if rarely considered, additional upside to joining some of the major affiliate programs too: it’s in their best interest to help you identify how best to position and present your affiliate links, so they’ll often help you create the best possible pages for their products.

On with their suggestions:

While there are many different ways to place affiliate links, placing links in context with the theme of your site or within a specific category is a very successful technique for many affiliates.Smart sellers know that product placement is essential to generating sales. This same rule applies to affiliate links on your site. Evaluate your site and organize your links in a way that makes the most sense for your audience to see, click, and take action. Keep the following guidelines in mind when designing your pages:

• Links placed in the upper right-hand corner of a site are more likely to be seen and clicked. Include special offers and new content in this location to maximum exposure.
• Try adding descriptive content around a link to improve link performance and let visitors know why the link is there.
• When incorporated into content, text links and product links have been proven to be much more effective link types than banner ads. When placed in context, product links can be closely matched to a visitor’s interests. Similarly, text links can be included directly into site content or product recommendations, providing a direct and simple transition between information that you provide and a product that you are advertising.
• Add a call-to-action in your site text or within the affiliate link. The words “buy this here,” “order now,” and “click here,” alert visitors to a commerce opportunity.

While the savvy among you may be saying “that’s pretty obvious”, it’s surprising how many sites offer affiliate links like this:

In fact, the affiliate program site says “use the HTML exactly as we present it”, but the Equifax newsletter obviously - and correctly - suggests that you’ll have better results with something like:

Unsure about your credit rating? We highly recommend that you check out the service today. It’s the best $9.00 you’ll spend this week!

You can clearly see the difference, I’m sure. In publishing it’s the difference between “advertising” and “advertorials”, and the latter performs quite a bit better than the former.

• 0 Comments

Search engine optimization, or “SEO” in the biz, isn’t only for people trying to turn their Web site into a revenue machine, to make money online, but can really be useful for everyone building Web sites. There are lots of different facets to writing, designing and adjusting your Web pages to maximize the chance of them being a top result for search terms, but one of the best - and easiest - is to work with keyword density.

What is keyword density? It’s basically a measurement of how relevant a given keyword “topic” is to a page of material. For example, this page is quite relevant to the word ‘keyword’ and the phrase ‘keyword density’ because both occur many times. More importantly, the ratio of their occurances to the total number of words or phrases on the page is reasonably high because, well, they occur a bunch of times.

That’s what keyword density is about. The keyword density of the word “keyword” is calculated by counting the total number of words on the page, then figuring out how many of them are “keyword”. Typical highly-ranked sites have at least a 2-3% keyword density for the key search word or search phrase.

But don’t take my word for it. Check out the keyword density of your favorite Web page at Search Engine World with their terrific - free - keyword density analyzer. To keep your sanity, I suggest that you set it to ignore words of five letters or less.

Of course, SEOs will tell you that keyword density isn’t the only factor to consider when building your page. Among the other important search engine optimization topics are so-called keyword prominence, that is, where on your page the keyword or keywords appear. A title tag is considerably more prominent than the alt text of an image, for example. :-)

Nonetheless, it’s quite informative to search for a key phrase that you would like to have match your own site and then use the keyword density analyzer to see the density of top matched pages versus your own. Then add the phrase a few more times on your page, perhaps in the title or a h1 tag or similar, and try again.

And don’t be surprised if this change all by itself helps boost your site ranking on the search results.

• 2 Comments

First off, it’s not as hard as you think! These directions are for the popular Apache web browser but odds are pretty darn good that’s what server you have anyway! if not, then a quick google of “adding a 404 error page” coupled with the name of your web server will probably do the trick!

Step One: Modify the httpd.conf file

The first step, and perhaps the most challenging, is to find your Web server configuration file - often called httpd.conf - and find the block of statements that define the location and behavior of your particular site. This file is commonly found at /etc/httpd/httpd.conf, /usr/local/www/conf/httpd.conf or a similar location: if you can’t find it, ask your system administrator. On a typical server configuration, it might look like this:

<VirtualHost www.example.com>
ServerName www.example.com
ServerAdmin admin@example.com
DocumentRoot /usr/local/www/example.com
ErrorLog logs/example/error_log
TransferLog logs/example/access_log
</VirtualHost>

Your server might have dozens (or more) of these VirtualHost blocks in the configuration file: make sure you find the one for your exact domain name before you make any modifications. Now that you’ve found this section, you need to add an ErrorDocument handler that specifies the exact numeric code and the name of the file to serve up (or CGI script to run) when that error is encountered. Here’s how that might well look:

ErrorDocument 404 /errordoc-404.shtml

In this case, when error 404 is encountered - page or file not found - then the file errordoc-404.shtml will be served up (and notice that you can have server-side includes (SSI) in error documents if you’d like. One trick, though, is to remember that error pages can pop up anywhere in your site heirarchy, so make sure all your graphic references, links to other areas on the site, etc, are absolute references, that they start with ‘/’ or, in extreme cases, ‘http:’.

Note: There’s another way you can hook a custom 404 error page into your site too, using a .htaccess file, as explained in How to use .htaccess to create a custom 404 error page .

Step Two: Create the 404 Error Page

There are lots of different error 404 pages you can create, ranging from the succinct and dry to the peculiar, to the witty, to the super-helpful (for example, you can easily add a google search for only pages from your site to your 404 error page ).

Whichever path you choose, you’ll find people appreciate if you at least offer a link to your home page and some method whereby they can contact you if they are insistent that certain material should be present but isn’t.

Also, most people agree that not insulting them is a good strategy, but, perhaps surprisingly, this varies and there are definitely some 404 error pages out there that are quite blunt.

It depends on the style of your site, your sense of humor, and whether you want to err on the side of “useful” or on the side of “amusing”.

Step Three: Restart the Web Server

To get the change to the configuration file accepted, you’ll probably need to restart or otherwise nudge your Apache Web server so it knows that you’ve added a custom 404 error page (otherwise it’ll continue to blithly serve up the generic error page instead).

There are a couple of basic commands to accomplish this task:

1. apachectl is most common,
2. or you might need to revert to a custom script like restart_apache,
3. or tools like Webmin have a restart option,
4. or, if this all seems like too much work, just ask a sysadmin to restart the server.

Regardless of which you choose, it’s always a good idea to also check the log files for the Web server to ensure that everything was accepted and parsed without any errors. On a typical Linux/Unix configuration, the log file would be at

/var/log/messages

because Apache (almost always) is configured to use the standard syslog mechanism.

Once that happens, type in a URL that you know isn’t present on your site and see what happens! If everything is correct, you should see the new 404 error page pop up.

If it doesn’t work, go back to your httpd.conf file, identify where errors are logged (probably an entry ErrorLog) then look in that file to see what’s wrong.

Most likely you have a naming error where it’s called one thing in the configuration file but something else on the actual server.

If everything is working fine, try a second 404 error by requesting a page that’s a few subdirectories into the site, so while for your first test you may have used something like http://www.example.com/badpage this time try something more like http://www.example.com/some/subdir/badpage

If all the graphics are displayed properly and the links to elsewhere on your site are all correct, congratulations! You’ve done it! You’re now the proud owner of a custom 404 error page.

If not, step through this tutorial again, keeping an eye on the error log file, and you should have this figured out in no time.

• 2 Comments

Alternate Step One: Using .htaccess to Add your 404 Error Page

If you’d rather not muck with the innards of your httpd.conf file, there’s a sensible and less overwhelming alternative solution, at least if you’re using the Apache web server. Instead, create a file in your Web site’s home directory called .htaccess (yes, that’s a dot or period as the first letter. It’s very important!)

You can accomplish this if you have direct edit capabilities on your server, or you can create a file with the correct name on your PC or Macintosh and upload it to the server. Regardless, the content of the file should be exactly:

ErrorDocument 404 /404-error-page.html

In this instance, you’re defining the name of your error page to be exactly 404-error-page.html and that it’s going to live at the topmost directory of your Web site. If you’d prefer a different name, then modify the contents of this file appropriately.

If you use FTP to upload this file to your server, make sure that you transfer it in “text” or “ascii” mode so that it’s properly parsed by the server.

Step Two: Create the 404 Error Page

There are lots of different error 404 pages you can create, ranging from the succinct and dry to the peculiar, to the witty, to the super-helpful (for example, you can easily add a google search for only pages from your site to your 404 error page ).

Whichever path you choose, you’ll find people appreciate if you at least offer a link to your home page and some method whereby they can contact you if they are insistent that certain material should be present but isn’t.

Also, most people agree that not insulting them is a good strategy, but, perhaps surprisingly, this varies and there are definitely some 404 error pages out there that are quite blunt.

It depends on the style of your site, your sense of humor, and whether you want to err on the side of “useful” or on the side of “amusing”.

Step Three: Restart the Web Server

To get the change to the configuration file accepted, you’ll probably need to restart or otherwise nudge your Apache Web server so it knows that you’ve added a custom 404 error page (otherwise it’ll continue to blithly serve up the generic error page instead).

There are a couple of basic commands to accomplish this task:

1. apachectl is most common,
2. or you might need to revert to a custom script like restart_apache,
3. or tools like Webmin have a restart option,
4. or, if this all seems like too much work, just ask a sysadmin to restart the server.

Regardless of which you choose, it’s always a good idea to also check the log files for the Web server to ensure that everything was accepted and parsed without any errors. On a typical Linux/Unix configuration, the log file would be at

/var/log/messages

because Apache (almost always) is configured to use the standard syslog mechanism.

Step Four: Testing

Once that happens, type in a URL that you know isn’t present on your site and see what happens! If everything is correct, you should see the new 404 error page pop up.

If it doesn’t work, go back to your httpd.conf file, identify where errors are logged (probably an entry ErrorLog) then look in that file to see what’s wrong.

Most likely you have a naming error where it’s called one thing in the configuration file but something else on the actual server.

If everything is working fine, try a second 404 error by requesting a page that’s a few subdirectories into the site, so while for your first test you may have used something like http://www.example.com/badpage this time try something more like http://www.example.com/some/subdir/badpage

If all the graphics are displayed properly and the links to elsewhere on your site are all correct, congratulations! You’ve done it! You’re now the proud owner of a custom 404 error page.

If not, step through this tutorial again, keeping an eye on the error log file, and you should have this figured out in no time.

• 1 Comment

Hopefully you’ve played around with some HTML when you were building your custom 404 error page, as explained in our tutorial on creating your custom 404 error page , in which case this will be a breeze.

If not, it’s time to roll up your sleeves and get ready to do some coding!

Step One: Identifying your 404 error page

The first step is to figure out which page is your custom 404 error page.

Most likely you’ve just built it, so that’s a very simple step, but if not, identify your httpd.conf file, then find the line therein that looks like this:

ErrorDocument 404 /errordoc-404.shtml

That’ll tell you what file is your 404 error page.

Step Two: Open up the file for editing

There are dozens of different Web page and HTML editors on the market, so your process will likely be different to what we use, but hopefully you have a tool like Homesite, BBEdit, or even vi or EMACS to edit the file and can do so directly. If not, you might need to download the HTML file from your server to your local computer then open it with a simple editor like NotePad (on Windows) or TextEdit (on the Macintosh) to proceed.

Step Three: Copy and paste this code

Now the fun part: copy the following lines of HTML and paste them directly into your custom 404 error page:

<form action=”http://www.google.com/search” name=”searchbox”
method=”get” style=”margin-left: 2em;” />
<input type=”hidden” name=”hl” value=”en” />
<input type=”hidden” name=”ie” value=”ISO-8859-1″ />
<input type=”hidden” name=”sitesearch” value=”programimi.com” />
<input maxlength=”256″ size=”40″ name=”q” value=”" />
<input type=”submit” value=”find it” name=”btnG”
style=”font-size:75%;” />
</form>

You need to change the domain name from programimi.com to your own domain, but that’s the only customization required. Save the changes and upload the new version of the file if needed.

Step Four: Testing

Once you’ve saved your new custom 404 error page, generate a page by hitting a link like http://www.example.com/badpage and looking for the form.

That’s all there is to it. You now have a lovely Google search engine that constraints itself automatically to a search of your pages only. Now you should ensure that Google knows about your site and you might also want to fix spelling problems too. :-)

• 1 Comment

Now that MSN has removed the wraps on its new search engine (beta.search.msn.com), intended to compete with both Google and Yahoo, the obvious question on the minds of SEO people everywhere is: what algorithm is MSN going to use for their pagerank calculations?

Microsoft is being predictably coy: their FAQ states: “The MSN Search ranking algorithm analyzes factors such as page contents, the number and quality of sites that link to your pages, and the relevance of your site’s content to keywords. The algorithm is complex and never human-mediated.”

Nonetheless, there are some useful tips that give you a little bit of insight into how MSN is approaching search. This is all quoted from their site, and broken into three categories.

Technical Recommendations

• Use only well-formed HTML code in your pages. Ensure that all tags are closed, and that all links function properly. If your site contains broken links, MSNBot may not be able to index your site effectively, and people may not be able to reach all of your pages.
• If you move a page, set up the page’s original URL to direct people to the new page, and tell them whether the move is permanent or temporary.
• Make sure MSNBot is allowed to crawl your site, and is not on your list of web crawlers that are prohibited from indexing your site.
• Use a robots.txt file or meta tags to control how MSNBot and other web crawlers index your site. The robots.txt file tells web crawlers which files and folders it is not allowed to crawl.
• Keep your URLs simple and static. Complicated or frequently changed URLs are difficult to use as link destinations. For example, the URL www.example.com/mypage is easier for MSNBot to crawl and for people to type than a long URL with multiple extensions. Also, a URL that doesn’t change is easier for people to remember, which makes it a more likely link destination from other sites.

  Dave’s comment: In case MSN didn’t notice, the majority of traffic to a site are from search results, so the complexity of a URL doesn’t matter as much as they are saying here. It’s an interesting insight into their ranking criteria, imo.

Content Guidelines

• In the visible page text, include words users might choose as search query terms to find the information on your site.
• Limit all pages to a reasonable size. We recommend one topic per page. An HTML page with no pictures should be under 150 KB.
• Make sure that each page is accessible by at least one static text link.
• Create a site map that is fairly flat (i.e., each page is only one to three clicks away from the home page). Links embedded in menus, list boxes, and similar elements are not accessible to web crawlers unless they appear in your site map.
• Keep the text that you want indexed outside of images. For example, if you want your company name or address to be indexed, make sure it is displayed on your page outside of a company logo.

You can learn more at the MSN Search Site Owner Help. Competition is always good, so it’ll be interesting to see what theories arise about how they’re ranking and ordering search results!

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