If you let them, that is. If you do not respect the rules of the game, you can be penalized. And if Google penalizes you one time, don’t get it do it again. To respect the rules of the game means to play fair. Some of the rules will be described below. I have spoken of search engine optimization yesterday also when I wrote the articles related to search engines and to Google of course.
It is generally accepted by experts that a page where the keywords appear several times in the text will be better placed on the list than a page where the keywords only occur once. If an Internet user searches the relevant pages containing the words “Web design”, the pages that contain this expression several times will be better placed than those that do not contain it only a single time or twice.
Normally when writing a text, the keywords (most important) will appear several times naturally, because our explanations need them. The linguists employed by the owners of the search engines interpret this re-appearance of the keywords as a sign that that page is relevant and has a good information related to the keywords in question. Therefore, they recommended the programmers of the algorithms used by the search engines to make those algorithms in such a way that the pages that have a “natural” density of keywords to be placed on top of the list.
The natural density involves repeating various portions of text, unlike the density named “artificial” that involves repeating keywords excessively one after another which used to be a fraudulent method because some of the Webmasters tried and many times succeeded in using it to increase their revenues from adevrtising.
For example the phrase “Web design” can occur naturally in a phrase that says: “We propose Web design services at reasonable prices” and then may appear again at a distance of one or more paragraphs in another phrase, which reads: “search engine optimization techniques in Web design”.
This “natural” density is a subject of debate for experts in optimizing Web pages because they have no idea what is considered ‘natural’ and what is considered “artificial” by the linguists whose expertise led to the creation of the algorithms. It is generally considered that the appearance on a page from 5 to 10 times of the keywords is considered natural.
The ‘Title’ is extremely important for the search engine, because it shows the Website’s title. The marking is visible to the human visitor on the browser’s title bar (usually a blue colored bar). Defining this marking is done with any HTML editor or any text editor (if you work on the HTML code of the page).
Title is present in the HTML code shown below: <TITLE> Title of the Page </ TITLE>. It is imperative to choose a significant title for the HTML page, that contains not only the title itself, but also an array of the sections present on the site. For example for a website that deals with SEO, you can write the title (without quotes): “SEO Optimization for the Search Engines” which will appear in that form in the title bar. In the HTML code, the title will appear like this: <TITLE> SEO Optimization for the Search Engines </ TITLE>. It is recommended that the HTML title to contain between 5 and 10 words.
All the search engines favor (put on top of the list generated by them) Web pages containing in the HTML title the words searched by an user. For example, if an Internet users searches for the words “Web pages” using a search engine, the Web pages that have in the HTML title these words will be listed first on the list. The reasoning is that if the page author put these words in the HTML title of the page, the relevance of the page is higher than of any other page that might contain those two words, but whose HTML title does not contain them.
A page of a site or a personal Web page having the title “My hobbies” might for example contain the phrase: “I am passionate about the Internet, I like to visit as many Web pages” and so on. This page will be included in the list generated by the search engine because it contains the searched phrase (“Web pages”), but because it does not contain in the HTML title the words wanted by the user, it will be not placed on top of the list.
Arranging the keywords in the HTML title also plays an important role in placing the page on the top of the list. When we name something, we tend to put the essential part of the title at the beginning of it and not to the end of it. This practice, found in all languages, was incorporated into the algorithm for determining the relevance of a page used by search engines.
Referring to the above example, a Web page with the HTML title “Professional Web pages” will be placed in front of a page with the HTML title: “Company that creates Web pages”, because in the first case the words are placed at the beginning of title and are one after another.
When creating an HTML title is best to take into account the words used by the Internet users to get to our Website. If we use a specialized site to access Websites statistics, we can find which words are used by theInternet users in the search engines to get to our pages.
To find what is the position of our pages on the lists generated by the most popular search engines, we have to go on their sites and look by ourselves the words used by the Internet users, words that make them to arrive on our site. Depending on the result, we can change the HTML titles of our pages and even the normal titles in order to include as many words that are used in searches as we can.11
