What's Important to Search Engines, and What's Not

~~~Search Engine Marketing Issues~~~
I recently had an inquiry from someone who was looking for some possible SEOconsulting with me. He was in the process of a redesign and wanted to besure not to make any mistakes along the way, which is super-smart! The time to be looking at SEO is definitely in the beginning stage of any design or redesign project.
The interesting part of the email was this person's misconceptions about what he thought were important factors for the search engines. I'd like to share those points with you, with my comments following each one:

* Little or no Flash.
This is a huge misconception to many who are trying to design search-engine-friendly websites. There's nothing inherently wrong with using Flash and no reason to avoid it altogether. What you do need to avoid is an *all-Flash* site, as well as Flash navigation. But that's it. And even if you have those things, there are workarounds.

* All scripts should be called from external files.
This is a great idea to keep file size down and make it easy to update your pages, but it's got nothing to do with search engines or how your pages are ranked within them. Search engines have long known how to ignore code that is of no use to them. Whether your scripts are right there in the source code of the page or called up externally will have no bearing on your rankings or search engine relevance.

* The site should be designed using CSS as extensively as possible.
Another myth. CSS doesn't have any special properties that search engines like better than tables or any other HTML code. Again, it may make it easier for you to update your pages, or to use your content for other things, but it's not an SEO technique that will increase rankings or relevance.

* The CSS should be called from external files.
Same as calling up scripts in external files -- nice to do, but not a search engine issue in the least.

* There should be no comments in the code. It should be added to an FAQ or Doc-type file.
Why not? I'm not sure where this myth came from, but I suppose if you're thinking that file size is going to affect your search engine rankings, you might also believe this one. It may have also come about because some people used to think that adding keyword phrases to comment tags would help search engine rankings, even though it didn't. Comment tags have long been ignored by the engines, and because of this, you can use them as much or as little in your source code as you would like. I always comment out bits of text and code that I no longer wish to use but that I may want to add backin later. It's absolutely, positively not a problem!

* A large percentage of the code on each page needs to change from page to page so that the search engines don't see the pages as duplicate content.
Nope. You certainly do NOT have to change the code in your pages to avoid duplicate-content issues! Website templates have code that is exactly the same from page to page. This is good and normal and certainly fine with the search engines. One would have to think that the search engineers were really dumb if they were going to penalize pages because they used the same design template from page to page! Sure, you don't want the same exact *content* on every page of your site, but even that is not generally a problem if it's a few sentences here and there. (See my recent article at Danny's Search Engine Land site on the Myth of Duplicate Content here:<http://searchengineland.com/070315-100022.php>.)

* All picture links should have text links under the pictures.
No reason for that at all. Image links that make use of the image alt attribute (aka "alt tags") have always been followed easily by the search engines and will always continue to be followed. They're followed even without the alt attribute, but the words you place in there tell the search engines and the site users exactly what they'll be getting when they follow the link. It's essentially the same thing as the anchor text of a textlink.

* DO NOT use drop-down or fly-out menus using JavaScript.
This is fairly good advice; however, there are very easy work arounds if you have to use JavaScript menus for some reason. The "noscript" tag is a perfectly legitimate place to recreate your menu for those who (like the search engines) can't do JavaScript. I've been using this technique since 2000 or so when my website was designed with JavaScript menus, and it's definitely not a problem. I just haven't gotten around to redesigning mysite with a more crawler-friendly navigation. Certainly these days, a CSS menu would be a better option.

* Must use basic HTML link navigation (textual navigation, no JavaScript mouse-over, and no image map graphical navigation).
Yes and no. JavaScript links are definitely a no-no. But there are plenty of crawler-friendly image maps, and like I mentioned previously, graphical links are A-OK with search engines.

* All pages must be VALIDATED by an HTML validator and all style sheets need to be VALIDATED through a CSS validator.
Why? This has nothing to do with search engines. It's nice to do, though.

* The majority of the site will be static, as static pages are easier for search engines to crawl and rank properly.
'Fraid not. Dynamic pages are just as easy to crawl and rank as static pages. Most websites today are dynamic because they're simply easier to maintain. The search engines have figured out how to crawl and rank them just fine for many, many years now. It's true that there are specific things you need to watch out for when creating a dynamic site, but most developers are aware of the worst of the issues. You certainly should consult with an SEO if you're changing content management systems, or if you're having problems getting your dynamic URLs spidered and indexed. But there's no reason to have only static pages on your site because you're worried about the search engines being able to index dynamic pages.

* The site needs to be browser-compatible and screen-resolution-compatible.
This is another thing that's nice to do for your site visitors, but it has no bearing on search engine rankings or relevance.

Phew! I hope this helped clear up a lot of misconceptions that anyone else may have had. Please don't get me wrong -- I do agree that most of the things listed here are great design tips that can help you to create an awesome, user-friendly website. I just want to make it very clear that they have nothing to do with SEO, rankings, spidering, indexing, etc.
Jill

CEO and founder of High Rankings®, Jill Whalen has been performing search engine optimization since 1995 and is the host of the free High Rankings Advisor search engine marketing newsletter, author of “The Nitty-gritty of Writing for the Search Engines" and founder/administrator of the popular High Rankings Search Engine Optimization Forum. In 2006, Jill co-founded SEMNE, a local search engine marketing networking organization for people and companies in New England.

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Success Story Marketing Systems

We all receive daily emails about internet success stories claiming they are making huge amounts of income and they have cracked the how to be successful internet marketing secret which they want to share with everyone. That is for a modest fee. One of our goals here will be take a look at what these folks are offering and develop a comparison report.

To start out here is one I received today:

Bus driver from the UK, Craig Richards, is generating a fortune as an Internet Marketer.
Sales website: www.xfactor-profits.com

System Name: pdX-Factor System
Says he has a simple little online business anyone can copy and his formula should work for any product or service. He shows a table on how this system is bringing in large amounts of income and helped him buy a new car and home. Here are some bullets listing a sample of what he claims he will deliver with his system:

• The 5 ESSENTIAL TOOLS you’ll positively need to make money online
• The #1 reason for building a SIMPLE website
• Why you shouldn't try to SELL your products from your homepage
• The 5 website elements absolutely VITAL for success on the Internet
• How to get your customers to love you and build credibility FAST!
• The KEY to information marketing
• How to market your website at ZERO cost
• How to quickly build MULTIPLE streams of income
• How to drive MASSES of laser targeted traffic to your website at ZERO cost
• Where to get QUALITY products and have them shipped DIRECT to your customers
• How to beat ANY competition ANYWHERE on the Internet WITHOUT cutting your profits
• Where to get absolutely EVERYTHING you need to build your online empire...for FREE!

After working through a lot of Hype about how wonderful his formula is you find out he is offering a 12 Chapter course totalling over 200 pages of facts, figures, tactics, tips, stealth marketing strategies and 100% guaranteed success factors. Included will be:

• Free Web Development Software
• Free Shopping Cart With Built-In Affiliate Program
• Free Autoresponder Service
• Free Graphics Editing Software And PC Videos with full master resale rights
• show you how to Build Your Virtual E-Store within a few short hours
• Products To Generate Both Front And Backend Sales
• how to write great articles, bringing visitors and sales by the truck load
  

Then like most of the success sharing systems sales pages I have browsed, there is a list of bonus items offered to sweeten the deal. Bonuses offered:

1. 11 How to videos
2. Drop shippers resource guide
3. Opt-in web page template
4. "How to Create a Tremendous Explosion of Profits in 21 Days or less - eBook by Dan Kennedy

All this for just $97 plus a guarantee that if you do everything in the course you will start making money in 56days or you can ask for a refund.

I have seen many offers like this one. Funny how $97 seems to be a going price on many of them. Similarly I have gone to live seminars and teleseminars making a lot of the same claims and offering similar systems. I believe some of these systems can work for some people and in general their internet businesses will improve by following a system. I also believe the work required is on the average a lot more time consuming than claimed.

Since I am not going to buy my way into each of these programs just to write about them, I cannot supply a detailed experience. I am limited in offering opinions and comparison analysis from the claims given on the system sales pages. We hope that this will develop into an analysis which will make it easy for our readers to compare different marketing systems being offered.

Good Luck with your online marketing journey.

Purpose of this Blog

We have been marketing our services on the internet for several years. We have been successful in developing a small business income from this work. We have studied and gained experience in looking at many marketing opportunities and techniques. To further develop our skills we plan to continue to invest our time in trying and reviewing internet marketing methods. This blog has been set up to share that information.