SEARCH ENGINE OPTIMIZATION PROMOTION

SEO Analytics and Expertise - An Overview!

Being able to access stats regarding the number of incoming links or the number of words found on a page does not necessarily give one the full knowledge needed to practice SEO. Search is a complicated field that has never provided a static environment. That complexity is the primary reason the SEO sector exists. When it comes to structuring an online marketing campaign, having hard facts about your website gives you the ability to make informed decisions, especially when you don't have the luxury of examining the eyes of the salesperson on the other end of the phone.

Still, knowing all the numbers doesn't really mean one knows the score. What do the numbers really mean in relation to each other or in relation to a competitor's site? Here is a basic guide to analytic data you should be looking at.

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W3C Compliance:
The World Wide Web Consortium (W3C) is the body that sets technical standards on the web. Being certain your site is W3C compliant helps ensure any search engine spider can read it. Look for a tag at the very top of your source code that looks something like this:
<!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.01 Transitional//EN">

Title:
There are not common rules for the length of a page title but conventional wisdom says the greatest “power” area is found in the first 40 characters. If your page titles do not have keywords found in the first 40 characters, chances are you will want to have them rephrased. You will also want to ensure that each page in a site has a unique, topic-specific title.

Meta Description and Meta Keyword Tags:
There are two meta tags that are important to search engine rankings, the description and keyword tags. Of these two tags, the description is the most important but the keyword tag is thought to carry a very small weight on some search tools. Both tags should be kept below 190 characters and have the strongest keywords or phrases as close to the beginning of the tag as possible. It should be noted that alterations to either of these tags would affect another important analytic measure, keyword density.

Use of Heading Tags:
Headings should be used like page headlines. A good analytic tool will tell you how many <H1>, <H2>, or <H3> tags are used on each page analyzed. Search engines tend to give a bit more weight to keywords phrased in heading tags however they also penalize sites that misuse headings tags. Knowing the number of times a heading tag is used doesn't tell you if that is the optimal way to use such tags. It is also difficult to offer general advice on the use of headings tags except to suggest that limiting the use of these tags is generally wise.

Use of IMG-ALT Text:
A good analytics tool will tell you how many images on a page use ALT text, however, most analytics tools will not tell you if ALT text is used wisely. Image ALT text is the text that appears when a mouse hovers over an image. It is primarily used as an accessibility tool allowing page readers to describe an image for visually impaired visitors. Some search engine marketers are also using image ALT text as a SPAM tool.

HTML Size (or Page Size):
Good analytic tools will tell you the size of your website. Generally, the smaller the number the better as small pages load faster and are more likely to address one topic per page. If your analytic tool tells you your page size is very large that is likely an indication you need to restructure your website.

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