By now you’ve figured out that directories work differently from search engines. You must completethe submission process to have your site included in most directories. But even when you’re submittinginformation about your site, there’s an art to doing it.How you list your site can mean the difference between the site being included in the directory ornot. Before you even begin to create your listing, it’s usually a good idea to navigate through thedirectory that you’re submitting to. Look at other listings and make note of what works in them.Keywords...
Yahoo! Search Marketing
Another type of search engine is the directory search engine. Directories don’t display search resultsbased on keywords; instead they display results by category and subcategory. Web sites are usuallycategorized by the site, not by pages on the site. What this means is that your overall listing in directorysearch results will depend largely on either paid placement or on correctly categorizing your siteas tightly as possible.Yahoo! Search Marketing is a PPC program that’s similar to AdWords, but there’s one big difference.Yahoo! is a very commercial...
Google AdWords
Google AdWords is the PPC company you’ve probably heard the most about. AdWords is one ofthe top search engine marketing programs, and Google is one of the biggest providers of search,and many other services as well.Being biggest doesn’t always mean being the best, though. When you’re evaluating the PPC companiesyou may use, be sure to check not only the traffic rate, but also the conversion rate if possible.It’s great if your ads receive lots of impressions, but if those impressions don’t turn to clicks, you’llfind your PPC campaign is not at...
Improving Click-Through Rates
Some of the efforts you take to reduce the cost of your PPC campaigns can also lead to improvedclick-through rates. It’s essential that you work toward increasing these rates. Even though moreclicks drive up the cost of your PPC campaign, they also lead to more sales or conversions.Aside from the efforts that you’ve already seen (like dayparting and better targeting) you can alsoimprove your click-through rates by improving the ad copy in your PPC campaigns.
Include special offers or incentives in ad text. If you have coupons to offer, discountsavailable,...
Improve the structure of your URLs
Creating descriptive categories and filenames for the documents on your website can not only helpyou keep your site better organized, but it could also lead to better crawling of your documents by
search engines. Also, it can create easier, "friendlier" URLs for those that want to link to your content.Visitors may be intimidated by extremely long and cryptic URLs that contain few recognizable words
www.example.com/products/bike-14.html
www.example.com/bikes/red-bicycles
URLs like these can be confusing and unfriendly. Users would have...
Good practices for page title tags
• Accurately describe the page's content - Choose a title that effectively communicates thetopic of the page's content.Avoid:• choosing a title that has no relation to the content on the page• using default or vague titles like "Untitled" or "New Page 1"
• Create unique title tags for each page - Each of your pages should ideally have a uniquetitle tag, which helps Google know how the page is distinct from the others on your site.Avoid:• using a single title tag across all of your site's pages or a large group of pages
• Use brief, but descriptive...
Create uniqueand accurate page titles
A title tag tells both users and search engines what the topic of a particular page is. The <title> tagshould be placed within the <head> tag of the HTML document. Ideally, you should create a uniquetitle for each page on your site.
A relevant, deeper page (its title is unique to the content of the page) on our site appears as aresult
If the user clicks the result and visits the page, the page's title will appear at the top of thebrowser
Titles for deeper pages on your site should accurately describe the focus of that particular...
Alt tags in graphic links
An example of an alt tag might be the description of a picture of the Mona Lisa on your web site.Your alt tag, then, should look like this:Alt=”Mona Lisa”The alt tag usually falls at the end of the image tag. An image tag might look something like this:<img width=”100”height=”100”src=”monalisa.jpg”alt=”Mona Lisa”>The image code breaks down like this:<img width=”100”: The width (in pixels) of the image.Height=”100”: The height (in pixels) of the image.Src=”monalisa.jpg”: The source of the image file.Alt=”Mona Lisa”>: The alternative...
Character Entities
Character Entities
The following table lists the defined standard and proposed
character entities for
HTML and XHTML, as well as several that are nonstandard but generally
supported.
Entity names, if defined, appear for their respective
characters and can be used in the character-entity
sequence &name; to define any character for display by the browser.
Otherwise, or alternatively for named characters, use the character's...
Layers
Spacers and multiple columns are natural extensions to
conventional HTML, existing within a document's normal flow. With version 4,
Netscape took HTML into an entirely new dimension with layers. It transforms the
single-element document model into one containing many layered elements that are
combined to form the final document. Regrettably, layers are not supported by
Netscape 6 or any version of Internet Explorer.
Layers supply the layout artist with a critical element missing
in standard HTML: absolute positioning of content within...