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SearchReturn Discussion List
"Understanding Internet Search Technology"
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Moderator: Published by:
Detlef Johnson SearchReturn
http://www.searchreturn.com
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October 27, 2005 Issue #010
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.....IN THIS DIGEST.....
// -- FEATURED POST -- //
"Search Engine Optimization"
~ Ron Walker
// -- CONTINUING DISCUSSION -- //
"Search Engine Optimization"
~ Chris Nielsen
~ Moderator Comment
"Press Release Optimization"
~ Lee Odden
// -- ESSENTIAL NEWS -- //
"Jagger 1, 2, 3"
"Google Base"
"Microsoft and Open Content Alliance"
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// -- FEATURED POST -- //
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==> TOPIC: SEARCH ENGINE OPTIMIZATION
"I am very interested in what other I-Searchers [SearchReturn
readers] have found and follow re: char length in Meta
description and optimizing 'other' tags."
From: Ron Walker
If you're going to let a spider "pick and choose," why not just
let it do that with your content? You don't need a long meta
description for this.
In my view, the meta description is our opportunity to specify
the exact "sell" copy that will motivate a user to a click. It
should be concise and compelling. Why would you want something
longer than what will be displayed?
Ron Walker
http://www.AllAboutVision.com
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// -- CONTINUING DISCUSSION -- //
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==> TOPIC: SEARCH ENGINE OPTIMIZATION
From: Chris Nielsen
Up until last Spring, we used to use a large set of meta tags,
about 50. We did this for many years and had very good results
from all our client projects. We knew that many of the tags were
just taking up space, but felt if they were being recognized that
it would benefit the site, and thought we might be getting some
benefit for "making the effort". Since we spent quite a bit of
time on the tags and provided them with the appropriate data and
not just a bunch of keyword phrases in all of them, we felt it
was worth the effort. We also used to add the description as an
HTML comment, since we had seen that it was often picked up
instead of the decryption tag. These methods never hurt and
seemed to help. Results for all projects we very positive so we
never did any testing. We also used to spend time on a site's ALT
tags.
Then last year I took a one-page site of a client and as a favor
optimized the page with only title tag, meta description tag, and
keywords meta tag. I then started adding pages of content on a
regular basis, all with just basic, simple optimization for what
was on the page.
The results were startling.
This was a favor to a client, so we did no keyword research, and
only optimized the tags quickly based on page content. In
addition, this was not a "proper" site but only had information
about the client's business on the home page. Still, (about six-
months after) the traffic had increased by many times, the client
was actually contacted and secured a project. We only put up
about six links to the site and submitted to maybe fifteen search
engines and directories, a far cry from the 180 that we normally
do.
As a result of this experiment, we now only use those three tags
in our optimization, and do not optimize H tags or other things
that you hear people talk about. They may help, but they also
increase the time/cost and until what we do stops working, we
won't be making things more complex.
For tag lengths, we have changed what we use a little:
Title tag: Up to 85 characters max, but some do go over without
noticeable harm. I like at least 60 and generally use 70 chars.
Description: We used to always use as close to the 255 character
limit, but we are seeing more and more sites limit this to about
150 with some at 200 and some at 100 chars. We try to craft the
description so that if it is cut off at those points, it will
still look and read well. We may standardize on 150 since it's a
bit of work to match those cutoff points.
Keywords tags: Not very important, but if you use common sense,
it may help. We used to have a 1,000 character limit, but now try
to keep it down to about 400-600 chars. If you are going to use
keyword phrases, use commas to separate them. We used to really
fill this up with many variations of what was on the page as well
as things not on the page. This was limited to words that meant
the same, but different spellings and different combinations of
what was on the page. Now it's less work just picking things from
our keyword results that are about the same as what is on the
page.
We use as many scored keyword phrases as possible in titles and
descriptions, tempered with use of good English and advertising
copy.
Thank you,
Chris Nielsen
BizProLink-Internet.com
Moderator Comment: As the trend that Chris followed indicates,
shorter Meta tags are more desirable because the search engines
encounter stuffed tags more frequently. Note that well written
titles and Meta data are useful for your site search too.
The title is an element, and not actually Meta data per se. The
title should never exceed 100 characters, 50-60 is a good length.
Titles become page bookmark text by default, so remember that
search engines consider a search listing as very much akin to a
bookmark; write your titles accordingly. With few exceptions,
your brand should go in front (especially when you have brand
equity to transfer).
The Meta description lengths that Chris describes is right on the
money. As Ron points out, descriptions are sometimes used, so
control your marketing statement when you can. With Meta
descriptions you have some measure of control; do not neglect
them. Meta descriptions are not typically subject to snippet
technology, except longer descriptions get cut off. The source of
descriptions as displayed on the SERP vary from supplied Meta
descriptions, to directory listings, to page snippets.
As Meta keywords have diminished in importance over time, short
Meta keywords tags still add value for those engines that support
them. You must remember to use only words found on the page, with
the exception of only the most common alternate spellings. The
shorter the keywords tag, the more weight is generally applied to
each term. In competetive areas, Meta keywords with as few as
five total terms have been shown to be superior than lengthier
keywords tags. Never intentionally use mis-spellings (or varied
spellings) for search engines except in Meta keywords.
-d
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==> TOPIC: PRESS RELEASE OPTIMIZATION
"A number of SEOs utilize PR services to help get online 'buzz'
going, (which can lead to link building somewhat naturally).
This can be done effectively but you always have to have a real
story to tell or your buzz falls flat."
From: Lee Odden
Hi Detlef,
Since TopRank and Misukanis & Odden Public Relations are sister
companies, were are in the thick of tactics such as press release
optimization. It's an integral part of client messaging and
communication with the added benefits of branding, link building
and traffic generation. There's a fine line between spin and
keyword optimization that must be met in order to appease search
engine news bots as well as human readers.
Newsworthiness, which wire service(s) you use, time of
distribution and using a call to action all play a part in how
successful the distribution of an optimized press release is.
Last night I posted about the topic in an article called, "The
Lowdown on Press Release Optimization" that SearchReturn readers
might be interested in.
http://www.searchreturn.com/digest/refs010.shtml
Thanks for a *great* job on this discussion list!
Lee Odden
TopRank Online Marketing
http://www.toprankresults.com
Misukanis & Odden Public Relations
http://www.misukanisodden.com
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// -- ESSENTIAL NEWS -- //
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==> Jagger 1, 2, 3
http://www.mattcutts.com/blog/jagger-2-update-info/
Essentials: Changes will be forthcoming over the next week, or
longer.
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==> Google Base
Essentials: The latest screenshots indicate upcoming categories
may include: Course Schedules, Events & Activities, Housing Jobs,
News & Articles, People Profiles, Products, Reference Articles,
Reviews, Services, Travel, Vehicles, and Wanted Ads.
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==> Microsoft and Open Content Alliance
http://news.bbc.co.uk/2/hi/technology/4377984.stm
Essentials: "Google's push has galvanized everyone else." Google
may succeed legally, and still irritate authors. Microsoft joins
Yahoo! in making a tactical PR move that carries with it a little
leverage against Google's questionable tack on digitizing books.
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