10 Search Engine Optimization Mistakes
By Jenna Ryan - The Marketing Shop.com - August 2007
1. Build the site in frames.
Frames is web site building method that is easier for the web developers to maintain, yet impossible for the search engine crawlers to penetrate. A "frames" based site can only make it to the top of search engines once, and that is for its first page. After that, you're out of luck. Any other pages in the site are non-existent to search engines.
2. Build your site using Flash.
Flash is a snazzy technology that can make your site look like a movie. There is no denying that most real estate agents (and anyone else) would prefer a web site that has a slick appeal with moving words and images. But, if you want your web site to be visible to the outside world, it's crucial that you steer clear of Flash. Search engines are not able to see images at all, let alone Flash technology. Sure, you can put keywords in the meta tags, but anyone skilled in search engine optimization will tell you that meta tags are not as valuable as actual web content when it comes to winning high rankings. If you want search engines to skip your web site over, just build it in Flash.
3. Build your website using large images.
The only way a search engine knows what images are on your site is with meta tags. Meta tags don't hold enough weight when it comes to getting to the top of competitive key phrase search results. So, if you're only goal is to look pretty, stick with images. If you want a web site that gets results and generates leads--stick with pure keyword-rich content.
4. Build your site using Javascript.
This may sound familiar--Javascript is invisible to search engines too. Javascript is another awesome technology that can make a boring site more interactive and dynamic. This programming language helps the programmer build killer drop down menus and graceful mouseovers, but still, the code is too complex for search engine crawlers to navigate. Search engines thrive in a clean, HTML and CSS environment, period. All this fancy stuff kills your chances of rising to the top.
5. Build your web site without keyword research.
It's not enough to use keywords you choose on your web site. You must get into your client's shoes and think of keywords they would use to find properties in your area. Keyword research helps you figure out what people are searching for, and how often. Using keyword research tools helps your web developer determine the best keyword phrases to target for achieving the highest rankings in the shortest time.
6. Build your web site without a keyword-rich navigation structure.
You know the navigation on your site helps visitors surf your site, but did you know search engines use it too? Search engine crawlers find their way around your web site through the links on your site. The crawler rates your pages based upon its perceived importance to a particular search. If a web page is "linked-to" using a keyword phrase, then the search engine gives more weight to that page in terms of that keyword. Sound confusing? Suffice it to say, it's imperative that your web site have a keyword-rich navigation structure--without it, your navigation links are no good for your web site rankings.
7. Build your web site with lousy content.
Failure to provide the information people are on the web searching to find is death when it comes to search engine optimization. Sure, you may be able to sneak your way to the top with bogus content chock full of keywords, but that will be short lived. In the end, the most viable, search engine optimized web sites are those that contain excellent content and satiate the hunger for information of those in their target market base. We are in the information age--the one with the most information (in the most digestible format) wins with visitors and search engines.
8. Build your web site and forget about it.
The day your web site launches is not the day to rest on your laurels. Now's the time to "work it" in as many ways as you can think of in order to attain "critical mass." There will be a time to sit back and let the traffic pour in, but not when your site is new. You've got to get out there on the web, get noticed and get connected within the world wide web. Not working your web site can hurt your search engine optimization efforts.
9. Build your site without the right keywords.
Did you know that your site will not show up in search results if the text used by the searcher is not on your web site? That's right. The only way search engine crawlers can index your site is by text. If you don't have the same text on your web site that people are using for searches, your web site will be invisible for those searches. Solid keyword research techniques can help you find the best keywords to reach your target market area.
10. Build your web site with a crowded home page.
Your home page is the most important page of your web site when it comes to search engine rankings. It should contain a sampling of virtually everything that is within the other pages of your site. It should not, however, contain a large number of database listings from the MLS, a mortgage calculator, virtual tours and other gobbly gook. All of these things are invisible to search engines because they are not text-based. These are great tools to offer, but they should be be reachable via link from the home page, rather than on the home page itself.
Now, you may be thinking with all this said that a web site that's friendly to search engines is boring. No pictures. No Flash. No Javascript interaction. Right? Wrong. There are ways around the search engine limitations, and still create a highly interactive, interesting and professional looking web site. Doing so, however, requires more effort, more creativity--and even though the technology is more basic--more technical skills. Using Cascading Style Sheets (CSS) and flat HTML or XHTML, an experienced web designer who cares about SEO can build a site that is phenomenal--and shows up in search engines. Don't settle for an invisible web site. Get a visible site by building your web site right--right from the start.
Contact The Marketing Shop.com
Contact Jenna Ryan with The Marketing Shop.com today to discuss your web marketing objectives. 866-697-7638.
