formatting options for body text: Only use keywords where appropriate and avoid stuffing keywords
into your site simply to improve your search engine rankings. If you use those tactics, it’s likely they
Making your web site’s body text visible (or readable) to search engine crawlers isn’t all that com-
plicated. Even so, many site designers still struggle with the issue, because there are certain text
styles that cannot be indexed by search engines. These styles are often used on web sites in an
effort to improve the appearance of the site. Some of the text visibility issues that site designers
contend with include:
Text contained in image files (including those with these extensions: jpg, gif, png, bmp).
Text that is accessible only on a submission form or other portion of the page that requires
some action or interaction with the user.
If search engine crawlers can’t see your web-site text, they can’t index that content for visitors to
find. So having “seeable” content is essential to ranking well and getting properly indexed. In some
that contain text. If you must use these unreadable forms of text, try to optimize your site by using
keywords in headings, title tags, URLs, and alt tags on the page. Just remember that you shouldn’t
go overboard with embedding keywords into headings, or other tags.
Never try to hide text on your site in an attempt to “fool” search engine crawlers into
thinking your site is something it’s not. If you try to include text on your site that’s the
same color as the background, or if you use other types of CSS tricks, you run the risk of being detected
by search engine crawlers. And even if those crawlers don’t detect your trickery, it’s just a matter of time
before some competitor or even one of your users discovers your dishonesty and reports your actions.
Writing well for search engines is both an art and a science, and is covered in more depth in
If you use images on your web pages, it’s good practice to include alt tags for all those images. Alt
tags are the alternative text that’
s displayed on your site while a graphic is loading or if it doesn’t load
at all. They also make your site more accessible to visually impaired people who might be using text
readers. And these tags are another place where you might want to include your keywords to help
boost keyword frequency and improve search engine rankings. Even if your site is already content
rich and that content is tagged for optimization, alt tags allow you to reinforce your most important
keywords within the context of the site content.
There is a lot of debate over how valuable alt tags actually are in search engine optimization. They
have been drastically abused by some web designers who fill the alt tags with streams of keywords
rather than accurate descriptions of the images they are meant to represent. But they are required
for standards-based HTML web sites, and can play a small role in helping to improve your search
Maximizing Pay-per-Click Strategies
06 1 9:37 109