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Search engines don t really care what you call your files. But it may help your visitors if they see a web page named koromo-koi.html instead of prod-ID=3043. Whenever possible, use human-readable file names. Should you use hyphens or underscores in file names It used to make a difference if the file name was koi-food.html or koi_food.html. It doesn t matter anymore.
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The Body Content
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Let s now look at the content in the HTML page. This is what your visitors will see when they come to your page. The content includes text (both heading and body text), images, and links. Let s look at each of these.
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The issue is straightforward. Users are searching the Web to find information. If you offer good information, people will visit your web pages. Keep the following points in mind when creating your pages:
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The pages should be customer-centric. What are customers interested in Describe the benefits (not the features!) of your products. Explain how to use your products. Explain how to cure fungus on koi, for example, or describe various home remedies. If this is useful information, other sites will link to your pages, which brings additional traffic.
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CHAPTER 5:
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Write reviews and comparisons of your products and your competitors products. You can also write articles about your industry, stories about customers and clients, trends, projections, reviews, analyses, and so on.
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Regrettably, many people write a few paragraphs and hope that is enough. The search engines aren t grading you on your grammar or the number of words you use. They want to see authoritative, useful information. To win in the content game, you have to write a page as good as the Wikipedia entry for that topic. The history of koi, the breeds of koi, how to raise koi, how to cure common diseases in koi, and so on. Remember, useful information ranks higher than relevant keywords. If you re selling seeds, create a useful page with step-by-step instructions on how to plan and set up a backyard garden, including photos and drawings, with addresses for seeds. Go ahead and put your address at the top of the list for seeds.
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The Headings
First, let s look at the page heading. Just like any magazine article, a page should have a heading. Search engines pay attention to headings because these carry information about a page. The heading should use the H1 tag (H1 = heading). Here s an example:
<H1>Japanese Koi for Ornamental Ponds</H1>
The most common problem with headings is use of the wrong tag. Web designers don t like the H1 heading because it uses a big font. They choose instead images, SPAN tags, or DIV tags. That looks nice, but by using images or SPAN, the web designer inadvertently undermines the web page s indexability. Images can t be indexed, so search engines won t see those headings. Body text that uses SPAN will be treated as body text, not as header text. Search engines want to see a heading because these contain information. To get the search engine to index the heading, use an H1 tag to mark the heading. You can still have your design. Use CSS to modify the look of the H1 tag so it renders the way you want it. Here are two tips:
Use your top keywords as the first word in the heading, such as Koromo Koi Farms of Palo Alto. You can use H1, H2, and H3 for the headings. We recommend H1.
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The Body Paragraph
The body text is the text on the page. This text should be descriptive, informational, and include the main keywords. Here are some points to keep in mind when creating body text:
Use your keywords in the first two to three words of the body text. Use words that mark information, such as news, guide, and summary. Use the <P> tag to mark body text. Write naturally. Don t stuff keywords into a page. Don t use keyword-density tools. Search engines have tools to detect machine-generated text. Add a summary at the top of the page. This tells people that they ve arrived at the right page.
If it s relevant for your company, add your street address, city, state, and telephone number on your index page and your product pages. When people look for local services, search engines will give priority to local websites. Don t open the first paragraph with a sentence that starts with a clause, such as If you are looking for something nice to put in your pond . People scan the first few words of the first paragraph. If it s not relevant, they go back to the search engine. Therefore, you should open the first sentence with your keywords. For example, Koromo koi are ideal for your backyard pond.
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