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Internet Home Business course that will help and guide
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STARTING YOUR FIRST
WEB PROJECT, PART 6
WHAT YOU WILL LEARN
In this lesson, we will discuss the final
content drafting of your Website. In our ongoing example
of Donna’s recipe Website, you will learn to display
your Website content to maximize search engine ranking.
You will also learn how to tie in profitable links.
SMALL, SIMPLE PAGES
You may recall Lesson 10 of this
course, where we discussed the search engines’ way of
"thinking" about things. Fortunately, most search
engines like the same things most Internet users like:
quick loading and simple, clean sites with lots and lots
of useful information.
By "simple" and "clean," we mean that the site has a
good flow of information and is easy to navigate and
find what you need. We also mean that there is more text
(i.e. more information) than fancy scripts and
programming. Remember, a search engine reads each page
as a text file. It sees all the programming– including
all the counters and gadgets–and goes through it all to
find the content. Thus, you should use very simple HTML,
avoiding unnecessary scripts and fancy programming. Use
more text (language) on each page than any other item.
You want the search engines to find the actual content
of your page easily. Keep in mind as well that you
should keep your Web pages small–not too much
information on any page. Web pages should load fast so
the search engines will not "time out" and move on
before reading them.
You also want your textual content to
reflect what your title, description, and keywords
indicate the page is about. There is a concept referred
to as "keyword density" that describes the ratio of your
keywords to the total number of words on the page.
Keyword density is one of the ways that search engines
measure the relationship between your metatags and your
content. If your keyword density is too low, the search
engines will decide that your content is not related to
the topics reflected in your metatags. If your keyword
density is too high, the search engines may decide that
you are playing tricks or trying to manipulate your
site's placement in search engine results.
As you might expect, there is no agreement among experts
as to the appropriate value for your keyword density.
However, surveys of differing opinions suggest that a
site's keyword density should be somewhere between 1%
and 20%. That is, no fewer than one out of every 100
words and no more than one out of five words on a page
should be your primary keyword.
The best rule to follow here is the rule of common
sense. Make the language on your page useful to the
reader, and the keyword density should fall in the right
range. Don’t worry about particular numbers, so long as
your page is written well and says what you want it to
Cross links are links from one page of
your site to another page of your site. Although ease of
navigation and flow of material should be your main
concern, the effect of cross linking on search engines
is still something to consider.
In our example, Donna is not allowing herself to become
confused with the technicalities of cross linking and
search engine ranking value, but she has read that cross
linking spreads the ranking value across same-topic
pages on a Website. While she does not fully understand
this topic, she agrees with the experts in her reading
that cross linking can be a good thing. She has also
learned she should keep off-topic cross linking to the
minimum necessary to serve her purposes. Again, the
principle here is: What is good for the people viewing
your site is also good for the search engines.
When you are typing a page, consider
the links to other Websites you should include. In our
example, Donna may be aware of other Websites that
provide information about ingredients in particular
recipes or ways to present certain meals for certain
occasions–or any number of things that might be useful
to someone using a particular recipe. Donna should
investigate the quality and the search engine ranking of
any Website link she is adding to her site.
When considering a link, be sure to read over the site
and make sure it has good quality information. Also,
search for the primary keyword in the major search
engines and see if the site comes up. As a general rule,
if you link to sites the search engines consider to be
of low value, they will reduce the value of your site.
On the other hand, each time you link to a high value
site (with the same subject as your site), it will
increase your site’s value.
This works because, from the search engines’
perspective, links to sites with highly useful
information indicate that you are indeed trying to
educate and inform the people who come to your site.
This is a good thing. You get extra points for it. If
you are linking to sites without good information, you
On a technical note, outbound links should open in a new
window. This will leave your site open on the viewers'
screens, so they will come back to it after they close
the other site (even though they may have forgotten
about it). You do this by placing a "target" attribute
in the anchor tag of your link and creating a name for
the new window.
(Note: The subject of inbound links (links to your site
from other Websites) and their effects on search engine
ranking is not an immediate issue in the creation of
your content. It will be discussed elsewhere in this
As Donna types the various pages of
her recipe Website, she is also keeping in mind her
purpose in publishing her Website. While she wants her
site to be useful and informative, she also wants to
make a profit. There are three main ways that Donna can
profit from her Website:
1. She can place paid advertising on her Website.
2. She can sell some of her recipes. She can do this by
selling downloads or having a subscription area of her
3. She can profit through her affiliate relationship
with SFI. She can use her site to sell SFI products or
recruit new SFI affiliates.
In this lesson, we will focus on the third revenue
possibility and how Donna can promote SFI with her site.
One obvious example is that SFI (at the time of this
writing) sells nutritional supplements. Donna could have
a discussion of each recipe’s nutritional value. She
could conclude this discussion on each page by stating
that supplements are a good way to ensure that one gets
all the nutritional value needed each day and then link
to her SFI Gateway for the nutritional supplements. In
doing so, however, Donna must take care to follow the
rules set out for affiliates in promoting the SFI
products. Only approved advertising text or banners can
Donna could also use her site to recruit new SFI
affiliates. To create flow with her existing material,
Donna could include her "recipe for financial success
for stay-at-home cooks," which links to one of the
affiliate sign-up gateways.
Another idea would be to have an "About Me" page on her
site to introduce herself and discuss her involvement
with SFI. Again, Donna will need to get approval for the
language used to promote the SFI program or any of its
products, but this should not be a problem if tastefully
We have stated earlier in this course that the worse
mistake you can make is to have too many affiliate links
or banners on your site. One of the reasons we say that
is because of the outbound off-topic linking penalty of
most search engines. Thus, you should not try to promote
other programs or other products on your site. Stick to
one "payoff" link per page and keep it as on-topic as
In creating your final content, keep
it simple. Keep your pages short and to the point. Be
mindful of keyword-density, cross-linking, and
outbound-linking issues and their effect on search
engine ranking. Let your primary guide be to create a
useful and informative page to the persons who will be
reading it. Carefully and economically include your
payoff links–no more than one per page–and keep them on
topic with your content as much as possible.
WHAT’S COMING NEXT
In our next lesson, we will discuss
site promotion issues that arise after your site is
by George Little
Copyright (year) Panhandle On-Line, Inc.
License granted to Carson Services, Inc. for
distribution to SFI affiliates. No part of this work may
be republished, redistributed, or sold without written
permission of the author.
For more information on the Internet Income
Course and other works and courses by George Little, see
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SFI affiliates, see www.profitpropulsion.com.
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