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For years, when people thought about search engine optimization, in all likelihood, gateway pages,
doorway pages or informational pages probably came to mind. If you're a search engine optimization
specialist, you've probably had clients requesting that you create these types of pages for them.
They may believe the following statements to be true:
- Every search engine has a different algorithm (formula) to determine the ranking of a Web page,
And therefore none of their "regular" pages will rank highly in all of the engines.
- Keyword-rich copy that the search engines will like is not text they can visibly put on their
site where people can see it, especially not on their front page!
- Business sites need to be on the cutting edge and use Flash animation and/or lots of graphics,
and they shouldn't have to change this just to please the search engines.
Although there is a grain of truth to each of the above, let's examine each point in more detail so
you'll have some ammunition the next time you get this type of request.
Dealing with Differing Algorithms
Yes, it's true, search engine algorithms are varied and do change. There will always be SEOs
who spend many hours poring over search engine results and statistics, trying to figure out each
search engine's current formula for high rankings. There have been many software programs written
over the years to help crack the algorithms and automatically generate high-ranking pages for each engine.
One of the problems with using this method is that as soon as a new algorithm is in place, these
carefully crafted gateway pages will often drop out of sight in the rankings. The new algorithm must
be cracked again, and new gateway pages must be created. It's truly a never-ending, time-consuming
and expensive process that is very much against the best-practice guidelines put forth by the search
engines.
The truth is that even though search engines do have slightly different algorithms (and they do
change them at times), basically all engines appreciate the same things that real people look for
in a Web site:
- A simple, cleanly coded design
- Well-thought-out, intuitive navigation
- Well-written, descriptive copy
- Titles and Meta tags that help identify relevant keyword phrases
- Links that accurately describe what can be found at the site.
It's really just common sense. Web sites with the above features don't need to crack algorithms.
These sites have the potential to achieve high rankings for many keyword phrases in all major search
engines for many years, regardless of ever-changing algorithms. And more importantly, they will likely
be a hit with their site visitors.
Writing Keyword-rich Copy
Clients (and even some SEOs) often justify the use of doorways and gateways by claiming that
there's a difference between good copy for search engines and good copy for their site visitors.
That is simply not true. Good marketing copy can be written that sounds great, stresses the benefits
to the user and also utilizes keyword phrases. There's definitely an art to it, and you have to be a
good copywriter to begin with, but it most definitely can be done. The key is to use a professional
copywriter, not an SEO, for that aspect of the job.
Use of Flash Animation and Graphics at the Expense of Content
Over and over again we hear from companies that want high rankings and lots of traffic and sales,
yet refuse to forfeit their LUGs (large useless graphics) and Flash animation in favor of good content.
Unfortunately, these pages don't give the search engines much to go by when trying to determine what the
site is all about. This forces the engines to figure things out solely based on the Title tags and the
links. That may be enough in some cases, but the best indicator of what a site is about is through the
content on its pages. Now, it's true that some search engines have started reading the content of Flash
files, but there's generally not much "meat" contained in the ones I've seen!
Don't forget that the ultimate goal of most business Web sites is to sell a product or a service.
When you see a Flash presentation on a site, does that make you want to purchase their products or
use their services? Sure, it might appear cool the first time you view it, but thereafter it only
serves as an annoying distraction and/or waste of time. And if you're on a dial-up modem (yes there
are still some left!), you probably don't want to wait around to view it. Besides, you can have your
cake and eat it too by simply using small amounts of Flash in appropriate places, along with your great
content.
When all is said and done, most people would rather be presented with information on the
types of products or services offered in clear, concise language, right on the main page of
the site they're visiting. Luckily for us, that's exactly what the search engines want to see as well!
Optimize Your Actual Site
You don't need a second (or third or fourth) site for SEO purposes. Those companies
that are willing to create useful content within the pages of their Web site can very
often own long-term high rankings. Plus, they won't have to rely on link popularity as
much as the low/no-content sites have to.
In years past, convincing companies of this fact was one of the most difficult jobs
we had to do. Thankfully, as the Web matures, more and more site owners are discovering that
their fancy, cutting-edge sites don't convert as well as the competitor's informational site
that gets right down to business. It's usually at that point that they become more receptive to
doing what it takes to make their site the best it can be for their visitors as well as the search engines.
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