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Optimize HTML Code

We have done our keyword research, we have done our competition research, and we have written optimized copy. Now we want the search engines to be able to read and index all our work. In the HTML code there are many things that are of importance for the search engines, too many for one article. This article will describe briefly how to optimize HTML code.

A search engine looks at the HTML code to find all visible text that is shown to a visitor. It will look at the location of the text, in what type of HTML code it is packed, and many more factors which no search engine will ever publicize. However, by observation and trial and error, SEO consultants have a pretty good idea about how a search engine works and what is important for the ranking process.

In the HTML code there are 2 main parts. One part can be found between the head tags. The other between the body tags. The head section contains title, meta tags and some other things. Most important are the title and the meta description tag.

The title needs to be constructed very well to reach 2 goals:

• Show main keyword phrase(s) for the page it is in.
• Catch the attention so people will click on it.

The first one is easy, the second one will take some more time. Keep the title short, about 60 to 75 characters.

The meta description tag needs to describe the content of the page (not the web site) and needs to contain the main keyword phrase(s) as well. The length of the content of the meta description tag is debatable, but I always advise to use at least 150 characters and no more than 225.

The body of the HTML code is the part where the search engines will find the real “meat”. The most important factors are:

• Construct copy well. Use the correct tags to make sure that the search engines will read the copy the same way your visitors do. This means; put paragraphs between the P tags, use header tags to make titles. Obviously your main keyword phrase(s) need to be between those header tags.
• Emphasize keyword phrase(s) by making them bold. Do this just there where it makes sense, from a reader’s point of view, to do so.
• In clickable pictures that link to another page or web site, use the alt attribute to place important keyword phrases of the page that they link to. (NOT the page they are on).
• Navigation menu’s that are not constructed in HTML code, (but for instance in java script) can be used, but these links will not be followed by the search engines. You need to set up separate links in HTML code to make sure that the search engines can find all pages.

Follow these guide lines and you will be setting up search engine friendly pages. You are always welcome to email me if you have any questions.