Leonard Jones & Keyword Optimization
My father was Leonard Jones and I am Leonard Jones. Leonard is in the top 600 names in the USA and Jones is the second most frequent surname in England and Wales, so there are thousands of people named Leonard Jones at large. In every city I have ever lived there has always been a least one other Leonard Jones, usually there are more. A Google search will reveal musicians and painters called Leonard Jones and then there is the Leonard Jones potential. The Leonard Jones potential is typically used to represent the interaction between two atoms which are not chemically bonded to one another.
A major problem facing webmasters is to attract new visitors to their site. Search Engine Optimization (SEO) is the technique of optimizing the website generally, or just one page on the site, for a certain keyword phrases. If someone enters Leonard Jones in a search engine then my objective is to have this page listed in the first SERP. SERPs are Search Engine Results Pages. Preferably the position of this site in the SERP should be above the fold, that is in the first five results. As there are more than 70,000 webpages containing Leonard Jones this is unlikely to happen by happy accident. This page has been optimized to achieve this type of result.
The phrase Leonard Jones occurs in the URL, the page title, the main and secondary headings and eight times in the first paragraph. The phrase is also used bolded and in italics. However, there are known caveats regarding keyword stuffing. Just repeating the phrase Leonard Jones multiple times does not work and will, all most certainly, result in the page being ignored by the major search engines. Of the 600 words in the first paragraph above, only 16 or less than 3% of them are either Leonard or Jones. Just what the optimum number of uses of the phrase or the percentage of the text to be utilized are debatable, but, there is a consensus among SEO (Search Engine Optimizers) that the text has to be used in grammatical and syntactically well formed sentences. Also, many believe that content is king. One of the aims of the search engine companies, especially Google, is foster meaningful content and direct searchers to the websites with the best and most appropriate content.
It is easier to get a higher position in the SERPs for longer, less frequently occurring phrases than single frequently searched words. The word restaurant occurs in 140 million web pages. All of the first 10 results have a PR6 (PageRank of 6) or better, and they have thousands of IBLs (Inbound Links).
PageRank and Inbound Links
All thing being equal, the higher the PageRank of the page, the higher the page will place in the SERPs. Acquiring PageRank is a complex subject and is treated elsewhere. An inbound link (IBL) is a link from another page to the page in question. There are a myriad of ways to classify these IBLs. One way is to differentiate between internal and external links. An internal link is a link on the same website and an external link is trans-website link. External links are usually considered better, however the internal should not be neglected. The general rule is the more links the better, but high quality links are to be preferred over low quality ones. Quality here refers to the amount of PageRank transferred by the link. To oversimplify, a link’s quality is proportional to the PageRank of the linking page and inversely proportional to the number of outgoing links on that page.
Anchor text is the visible hyperlinked text on a page. For instance Leonard Jones is the visible text but the HTML code reads <a http://www.leonard-jones.com/> Leonard Jones</a> and in the status bar at the bottom of the browser the legend http://www.leonard-jones.com/ should appear when the mouse is moved over the anchor text. Research has shown that anchor text containing the key words will improve the position of the page in the SERPs.
All internal links are under the control of the webmaster. Some external IBLs are also
Title Tag and Meta Tags
These tags occur in the head section of a HTML page.
The title tag looks like <title>Leonard Jones</title> and the phrase Leonard Jones appears in the title bar of the browser and on the tab if you are using. FireFox, Mozilla, or Explorer 9.0 or later.
The description tag looks like <meta name="description" content="Leonard Jones’ Guide to Website Development:: Optimizing the keywords Leonard Jones">
The keyword tag looks like <meta name="keywords" content="leonard, len, lenard, leo, lennard, jones, website, seo, search, engine, optimization, keyword">
The three major search engines (SEs) in North America are Google, Yahoo, and MSN. All the others have a trivial share of the market share and can be ignored. All three major engines use the title tag. Google seems to ignore or downplay the content of the description and keyword tags. The description is definitely used by Yahoo and MSN. Apparently, only Yahoo uses keywords. Describing the behavior of the SEs is a exercise in futility as they constantly changing their behavior.
It is not possible to get every page on your site to rank high in the SERPs. So, only a small percentage of the pages a site need optimization as optimization takes time this is a great boon to the harried webmaster. Don't use keywords on page that does not need optimizing. Every page should be well formed for HTML, grammar, and syntax, It should have no spelling errors and most importantly it should read fluently. have good content, and be properly linked.