The Google Search Engine Optimization Starter Guide

This article is a continuation of Part 1, which began a discussion of Google's SEO Starter Guide, a checklist of essential website SEO techniques to better inform Google of your website content. Download the Starter Guide and refer to it while reading this article.

Use Heading Tags Appropriately

Use of header tags is a technique that is often overlooked. Especially since many WYSIWYG editors will substitute big and bold tags for proper headings. Continual use of WYSIWYG editors can lead to other code problems like empty tags. Proper headings (there are six heading levels, numbered one through six) help organize the content within a page.

As with most of Google's recommendations, these SEO techniques are mainly for the benefit of "robots" which analyze your page content. Remember that your customers are human beings, not robots. Search engine robots are not sophisticated enough to understand advanced marketing concepts.

Since Joomla uses heading levels one through three, it's appropriate to begin your headings with level four. Reserve your use of headings to levels four, five and six if necessary. This preserves the visual flow of the page.

Optimize Your Images

Google strongly recommends use of descriptive filenames and "alt" attribute for image tags. Be sure to include a descriptive tag for your images. That helps Google to understand your image. Use the following HTML format:

Use letters, numbers and hyphens for filenames: ex., navajo-wigwam.jpg.

Use A robots.txt File

robots.txt is a special file you can place in your website's root (public_html) directory. robots.txt tells the search engines to ignore certain folders on your website. In other words, to exclude certain areas of your website from the search engines.

This can be useful in some situations, especially with dynamically generated site content such as Joomla's. For example, you probably wouldn't want Google displaying all your personal calendar files.

Be Aware Of rel="nofollow" For Links

rel="nofollow" is an attribute you can add to your hyperlinks. It tells Google that you are not associated with the target of the link. "Nofollow" links are sometimes used to prevent URL spamming. This can be a problem when users are allowed to post content to your website. See Google's SEO Starter Guide for a detailed explanation of "nofollow."

Effective Promotion

The subject of effective Internet marketing and promotion is very broad. Google recommends you use a blog to promote your website. You can also use "Web 2.0" applications such as RSS feeds and social networking sites to reach your customers. Other services, such as LinkedIn, are geared especially for business users.

Don't confuse SEO with page rank(1). On the Internet the standard rules of marketing apply. Keep in mind the Internet is largely uncharted territory for business.

One of the most important factors for your website is the number of inbound links. That is, the number of websites with pages that link to your website. To put it simply, the number of inbound links is an indicator of your website's popularity. Increased popularity leads to better search engine results, which (in theory) leads to more visitors and more sales.

Use Google's Free Tools

Google provides a number of free tools to help manage your business. These tools range from pay-per-click advertising to free website statistics. Below is a partial list:

• Google AdWords - pay per click advertising
• Google AdSense - place targeted Google ads on your website
• Google Analytics - Google's free website statistics program
• Google Checkout - Payment processing service
• Google Webmaster Tools - Tools and Analysis of your website's performance
• and many other free tools from Google ...

1. Beware of claims made by some search engine optimizers. See, "SEO and Search Engine Results."

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