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I have been able to successfully operate several web sites over the last couple of years. I have been able to develop a process to get the sites listed in the search engines in a short period of time. I have been able to hone that same process to get a few keywords for each site highly ranked so that they can enjoy the buoyancy effect of having just one or two keywords ranked highly. The buoyancy effect is when one or two keywords lift the rankings of the rest of the site. When preparing a site for launch I will initially review a few characteristics of the site. The first things I look for on the main pages are the use of H1 and H2 tags inside the actual text on the home page. The reason for the tags is that the search engine spiders will instantly look at text contained inside of the tags to determine the overall theme of the web site. When the right tags are used and the right content is available to support them, the search engines have a very easy time determining what the site is about and can more easily include or exclude it when they encounter users looking for terms that are on your website. Anchor text pointing to other key pages on the site is another area I will check. I am typically able to help web sites get a boost in the search engines by reviewing images and moving the text in the images out into the web page itself. Text contained in an image is not able to be read by the search engines so the site is missing out on the spider being able to read the text inside of the image. The best solution I tend to use is to reduce the size of the image and attractively position the text around the image in a manner that does not destroy the aesthetic appeal of the original image. I like to have a page contained in the site for each keyword being used. The search engines like to be able to specifically go to pages that are called the same as the keyword they are targeting. A page written for a wedding photographer should contain anchor text on the home page for a wedding photographer leading them to a page in the site of the same name. The search engines will know exactly what to do with that link and can quickly give it the right theme to work with. I also study the use of underscores and dashes. Lots of studies have been done concluding that underscores do not rank as well as dashes in naming conventions. I have no idea why it is so but it is so we should all follow the guideline. Even if everything else was exactly the same, it has been proven that two pages named graduation-day.htm and graduation_day.htm will not be rewarded with the same rankings. Many studies have been done proving the results so I always stay away from it. Do you want to know what the search engines think the theme of your site is? The absolute best way to do review this information is to use the Google Keyword Tool (type that phrase into a search engine). You will be treated with what the search engine believes your site is about when you look at the terms it returns. Many clients of mine are surprised to learn that the search engines do not think the site is even remotely close to what they intended and we go through a process of fixing the view from the search engine's perspective. We do that mostly by putting simple no follow terms into the links and by highlighting keywords with H1 and H2 tags. The situation can quickly be turned around so please do not worry if your site is not what you think.
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