Online Promotion:
8 ways to build a really bad web site for Search Engines by Gareth Davies
Thursday, May 12, 2005 - 05:29 PM
Some web sites receive hundreds or thousands of unique visitors a day, whilst others only get a handful or none. The reason is often because the web designers or Webmaster has built the site in one ?really bad way? or other. This can end up hindering the potential success of the web site. If you want to make sure your site is not a ?traffic flop? then here are some simple rules to follow.
Bad Move 1: Build the site using a frameset.
Framesets may save designers time but are bad news for search engines. They can struggle to follow links into the web site or read text on the page unless you use a no frames tag effectively. In addition to this, if an engine does keep a cache of a site with frames it will often pick up the individual frames/ pages and not the complete frameset. The downside of this is that you may lose your navigation for many of your pages, which is likely to turn visitors off. Whilst one or two partial fixes to framesets are out there, it?s still no wonder that many web site promoters still cry ?Please No Frames?. For more information on why framesets can cause problems visit http://www.html-faq.com/htmlframes/
Bad Move 2: Build the site purely in flash.
Flash intros and web sites can be visually stunning, but at the same time they can be rather limiting when it comes to search engines. If your main site is all one flash site it will typically play in just one html page. Some search engines simply can?t read Flash and so your web site to them is just one relatively empty HTML page. If your competitors web site has 15 or 20 pages in HTML talking about their good sand services then they will have a big advantage on you. If you must have a Flash site for graphical reasons then it would be wise to budget for a separate HTML web site to have along side the Flash so your site content can be read and indexed by search engines.
Bad Move 3: Decide that graphics are more important than words
Be careful. As great as some images can be, try not to let designers convince you that you don?t need copy on your web site or that a few lines is enough. Only very occasionally is there ever an excuse to fill your web site with graphics at the expense of text. If the graphics look great, then match them with great copy. Sales copy is important to tell your audience why your goods and services are important. Search engines also like to index plenty of useful copy too. 250-500 words is a sensible starting guide for most pages or ? of the amount you would place in a brochure. Text copy is important and will always be so make sure web site has some!
Bad Move 4: Leaving out the Meta tags
This is a bad move as Meta Tags are important to search engines. Clear and concise title tags should be written for every page reflecting what it contains. Avoid writing things like ?Home? or ?welcome? as it?s fairly meaningless. If you page is selling blue widgets then get ?blue widgets? in the title and keep the title to 10 words or less.
In addition to this create a well-written objective Meta description for each page, and list your Meta Keywords. These keywords should also reflect the content on your web page. Leaving these 3 things out, or doing them badly can be disastrous. The impact of Meta tags on rankings may vary from engine to engine, but without them your pages could be ignored. Most HTML editors allow you to easily insert Meta Tags into your web page and it only takes a few moments to add to a page. So there are no excuses. Make sure you have good Title tags, Meta Description and Meta Keyword tags on your pages today!
Note: About the Author
Written by Gareth Davies 2005. You are free to reprint this article with both disclaimer and copyright notice in tact. Gareth Davies is a web promotion consultant working for GSINC Ltd based in North London, UK. For feedback on how to build better sites for search engines email Gareth via garethskettyATyahoo.co.uk or visit http://www.garethsketty.com
