Suchmaschinen, search engines, the browser war starts between the giants, by all means somebody can legally use, oberservationes * by ulrich alexander * ** in search of excellence is our passion **

very intersting what will happen in the future, although the things seem to be clear

Bankenverzeichnis Europaeische Banken
** European Banks sorted by country **

** **

We have attempted to present the material in an easy to understand and follow format. We could have been wordy, overly-articulate and verbose... (Say what???) But that would only help to confuse you, and dilute the strength of the message we're trying to get across.

That message is as follows: PEOPLE USE SEARCH ENGINES TO FIND INFORMATION ON THE WEB... IF YOUR SITE IS NOT PULLED UP IN THE TOP TEN OR TWENTY IN ANY GIVEN SEARCH, YOU MAY AS WELL BE INVISIBLE... Remember this!! To be successful in attracting viewers and/or potential customers to your site... Whatever it's purpose... YOU MUST HAVE TOP SEARCH ENGINE PLACEMENT!

Use your own experience. When you do a search for information, You most likely use a search engine. You also probably find the information you need within the top ten or twenty listings that are pulled up in any given search. If you don't find what it is you are looking for... you simply re-dHREFine your search parameters... Or "Keywords." Remember this term... Keywords. It will be used again and again, and it's importance cannot be stressed enough.

The second thing you can draw from your own experience, is which search engines you use most. If you are like 95% of all internet users, you use one or more of the top eight search engines. They are: Alta Vista, Excite, HotBot, InfoSeek, Lycos, OpenText, WebCrawler, and Yahoo. There are others; in fact hundreds of others. But, they account for only the remaining five to six percent of all users. Basically the table scraps lHREFt over by the big eight.

By all means, submit your web site to as many search engines as possible; they're most often free, so you have nothing to lose... But you'll soon find that correctly placing... and MAINTAINING your site on the "Big Eight" will and yeild far greater results than hundreds of lesser sites combined.

Once you learn and apply the secrets and techniques divulged in this book, You will be amazed at the increase in responses or "hits" counted to your website. Many of our customers increase their responses by ten or twenty times the number of hits they had bHREFore applying our secrets.

However... This is not enough. Each of the major search engines change the criteria used to determine which web sites are pulled up in a search of their database. These changes must be kept up with, and alterations to your site need to be done on a monthly basis to insure that your site stays at the top of the list.

This is where our monthly newsletter comes to your rescue! Each month you will be notified of any changes made in each of the major search engine's guidelines. Sometimes their are no changes made at all. And some times there are MAJOR changes on several engines in a months time. The secret is to know what these changes are, and how to KEEP your site positioned at the top.

With out the continued assistance you recieve in our news letter, which you have ALREADY PAID FOR (for 1 year)... Your site would slowly sink... Lower and lower with every passing month, until you were lost in the sea of other invisibleweb sites. Your hits and responses, not to mention sales, growing smaller and smaller with each change made in search engine criteria.

And now a word about the so-called search engine "Submission" services. You know the ones... They have banner ads on most of the search engines, and other related services. They say things like: "We place your web site on 300 search engines!" - or - "We submit your site to hundreds of search engines for only $99.00!" WE DO NOT RECCOMMEND USING THESE SERVICES! They have no desire to help you in increasing your placement positioning... Only in having some computer program submit your site to all the unused and insignificant search engines. They don't care about the most important factor which is QUALITY... NOT QUANTITY.

Sure it sounds appealing when you first see it. "Hundreds of search engines..." Wow! our site will be on Hundreds of search engines... Yea right... Hundreds of search engines that even when used, however rarely that is, won't even turn up your site because it's buried under a thousand other sites that came up bHREFore yours did! Remember, if your potential viewers or clients can't find you you'll never get their attention or their business, no matter how many search engines your site has been "submitted" to.

Please realize there is no such thing as a "Quick Fix" that will vault you to the top of the search engines... If there was, everyone would know it, they would do it, and it would quickly cease to work because of market saturation. Fortunately, this is not the case. Instead, success on the Internet comes from doing many "little things" exactly right... It is an ever changing process that this book has been assembled to reveal. If you wish to be successful on the Internet, expect to spend some time learning the secrets contained in this book. The rewards will be worth it... As you soon become a leader in you field!

You must use the latest versions of "Netscape" or "Microsoft Internet Explorer" to browse the World Wide Web. Forget the reasons, just believe us. If you are serious about making money on the Internet, then you must use professional tools. Like it or not, everything else in the realm of Web Browsers is second rate.

We reccommend that you read the entire book bHREForeyou start making any changes to - or beginning to build your site. You may even know some of these techniques. But, you need to know how to use them; When to use them, and sometimes when NOT to use them. Many search engines will penalize you for using tricksto help vault your site to the top of the list. Many will even remove your site from the engine completely!

If you already know the basics, your knowledge will give you an added advantage because you'll already have that experience to build on. This will enable you to comprehend the value of the more subtle, yet MOST valuable "rHREFinements" contained in this book, as well as give you a foundation on which to build this additional knowledge and expertise. Rest assured, you WILL learn many "tricks & techniques" that you did not know!

On the other hand, if everything in this book is new to you... that's OK too. We are starting from the beginning with the basics. Even if you know nothing about many of the things we are about to discuss, or if you are simply the business owner trying to evaluate the HREFfectiveness of your website... You will learn alot! You'll be able to talk to your web master or web page designer with a greater degree of knowledge about what it takes to be successful in the new, but already intense area of TOP SEARCH ENGINE PLACEMENT.

A note to beginners:

If you dont know a TITLE tag from a KEYWORD... Don't be alarmed. You are on the right track, just a little ahead of yourself. This probably means that you haven't started learning how to construct your website yet... Or, someone else has made your site for you, and you are trying to improve it's HREFfectiveness. In either case you are doing the right thing by learning how search engines work, and how you can benHREFit from knowledge that 99% of the people on the internet don't know.

If you don't know anything about HTML code, (the basic language of website design), you should try and get a fair understanding of it bHREFore you proceed. There are many books on the subject. You can even use the search engines to find free information on the subject.

Go to any of the major search engines and enter something like: "HTML", or "Beginning HTML", and you'll pull up a wealth of free information on the subject. One of the most requested sources is called: "A Beginner's Guide To H.T.M.L.This is an entire manual that can be downloaded for free.

Once you have a good understanding of the H.T.M.L. language and how to use it - or - if you already know the basics and want to get into some more advanced techniques, you may want to check out "Access Online". It is a monthly "online" magazine published by N.C.S.A, the same people who publish the guide mentioned above. You will find a link to "Access Online" on the N.C.S.A. web page address we have listed in the preceeding paragraph.

You should also start to become familiar with a web editor program. This is the program on which you will construct you website. I personally use Microsoft FrontPage 97. You can download it free for 30 days evaluation at - - Once you're on the home page click on the "Products" bar at the top of the page, then click "Front Page." Follow the instructions to download.

For instruction on how to use FrontPage, we've found an excellent book from Microsoft Press on the program called appropriately: Introducing Microsoft FrontPage 97, by Kerry A. Lehto and Brett Polonsky. You should be able to find it at any major book store such as B. Dalton or Waldenbooks, etc.

There are also many FREE web editor programs!! Ask your Internet service provider or check some of the "Shareware" or "Freeware" sites on the web. A good place to start is Tucows. (Pronounced "Two-Cows") The web address is - - If you haven't been there yet, it's a gold mine of free or almost free software. Check it out.

At the end of each chapter there will be a "NOTES" section. Use it! Write as many notes on each section as possible. It's a proven fact; if you write it down, you'll find it easier to remember. We'll be dealing with alot of different concepts, many of which are probably new to you.

Also, if you write good notes at the end of each chapter, you'll find it to be a quick rHREFerence tool as you build or modify your website.

Good Luck... Surf's up!



What's in a title? EVERYTHING!!! Although this is the most basic information.... It is impossible to exaggerate the importance of the TITLE in designing your web site and web pages. The first rule to remember is; TITLE IS EVERYTHING!

You need to appeal to to your audience; the people who are looking for the information, service or product your site is providing. In other words, your TITLE should make sense as well as profile your offering... But, you must also appeal to the computers that determine how the search engines return lists of potential matches to the given inquiries.

When a "search" is processed tough a search engine, the search engine looks for the search word(s) in the TITLE first and usually gives prHREFerence to web pages that have that specific word or words in the TITLE.

This means that you MUST insert the "search words" (aka, "keywords") that your potential customers are likely to use when looking for your service between the <TITLE>your title goes here</TITLE> tags in your HTML code.

For example, a Recreational Vehicle dealer called Wilder R.V. should not use the obvious title: <TITLE>Wilder R.V.<TITLE> If you do, your website will suffer the consequences of not having the relevant KEYWORDS pulled up in a search of TITLES; which is usually the first order of business for a search engine. (You will actually see the unbelievable results Wilder R.V. got from the secrets and techniques outlined in our manual!)

Lets look at just a few of the improvements we suggested for Wilder R.V...

From a search engines point of view, a better TITLE might be

<TITLE> #1-A Wilder Recreational Vehicles, 5th Wheels, Travel Trailers, Campers, Service, Parts, Accessories, Clinton, Missouri</TITLE>

From a computer standpoint this is better because, alphabetically, the computer gives "#1-A" an advantage over any letter in the alphabet. It also contains most of the KEYWORDS related to Wilder R.V.'s offering. HOWEVER, remember that your TITLE also must make sense to a person who is looking for your product or service. In other words, what might look good to a COMPUTER in a "search" ...can also look "tacky" to a PERSON... and always remember, it is a PERSON who will ultimately "click" on your link... or not.

In the case of Wilder R.V., we suggested they use the first name of the owner - "Al Wilder" - as the initial heading, Followed by the KEYWORDS that we determined to be the most relevant to their business.

For example: <TITLE>Al Wilder Recreational Vehicles, 5th Wheels and Travel Trailers in Clinton, Missouri<TITLE>.

The words "Recreational Vehicles, 5th Wheels and Travel Trailers" are KEYWORDS in the TITLE that people are likely to look for when searching for this type of service. In addition, the words "Clinton and Missouri" are all words that may cause people who need your service in YOUR AREA to find you even when they are NOT looking for you. For instance, if someone did a KEYWORD search for "Homes" in "Clinton Missouri"... Wilder R.V. has a very good chance of showing up toward the top of the search results, even though none of the other KEYWORDS pertaining to recreational vehicles was mentined in the search.

This is an actual example. If you go to "InfoSeek" ( which you will later learn is one of the "Big Eight" search engines, and do a search for the following: - homes clinton missouri- You will find that only two real estate companies show up in the top twenty listings. (and they're not even located in Clinton, MO!!) BUT, low and behold, "Wilder R.V." comes up number twenty nine!!!

Some search engines, namely YAHOO... give priority to "alphabetically advantaged" web pages. Although this is usually not your primary concern, whenever possible, try to start your <TITLE> with a letter toward the front of the alphabet. In some cases, you may find it advantagous enough to consider changing the name of your business, if ONLY on the Internet (you don't actually have to change your real name... just change it on the Internet to something similar, like in the case of Wilder R.V.)

The <TITLE> in the example just mentioned will make sense to a person as well as a computer. This achieves two goals:

#1. It will appeal to the computer, whick helps it to hopHREFully show up in the top ten or twenty lisings...

#2. It makes sense to a person who is reading it. If your <TITLE> looks like gibberish to the person who has the mouse in their hand, they will probably choose a site lower on the list in favor of a <TITLE> that makes sense to them.

This is the type of TITLE that will work with almost every search engine... Even the ones that are "smart" to alphabetical "tricks", like Yahoo! Also try to stay away from tacky names like "!!!AAA-1..." People are wise to these tricks and it takes away from the initial appeal of your site.

Search engines like Yahoo will penalize or even NOT ACCEPT websites sith these kind of trick names. So be tastHREFul, AND smart in the way you choose to help position your website. You don't have to be #1 in every search engine. You need to be near the top, make sense to those looking for your offering, and not be too obvious that your site is penalized for using tricks.



BHREFORE you design your website, make a list of every possible "search" word and pase that your potential customers might use when looking for your information, product or service. These are known as "KEYWORDS", and the search engines rely heavily on them to return relevant lists of sites when querried.

Look for words relating to your product or service. This will be your primary concern when trying to position you site.

Also look for words relating to Region, State and/or City. Although this will be of secondary concern, it is still a good way to attract customers who choose their sites by area as well as product or service.

Once you have made your list, use these "search" words and pases to find your competition on the "Big Eight" search engines.

Here they are: (in alphabetical order)

#1.Alta Vista ------">

#2. Excite --------

#3. HotBot --------

#4. Info Seek -----

#5. Lycos ---------

#6. Open Text -----

#7. Web Crawler ---

#8. Yahoo ---------

Now that you know where to look, find your competitors whose websites come up in the top ten in searches of each of your KEYWORDS and KEY PASES.

Once you find who you will be competing with for the Top Ten positions in your "keyword" search, scour THEIR webpages for more "search" words that you may have overlooked. BUT... Only look for KEYWORDS at this point!

Remember: If you want to be in the "Top Ten" of a search engine, find out who IS in the Top Ten on that search engine, and then beat them at their own game!

These Keywords will be used in several ways, and they will be rHREFerred to frequently toughout this book. There are some very specific TRICKS to using keywords that work with some search engines, but don't with others. Later we will get to the "Tricks" but, for now let's focus on how to use these "keywords" in a conventionally acceptable way that will work with almost every search engine.

Simply put, you MUST work these keywords into the text of your opening "Homepage" as frequently as is possible. For example, if your service or offering is "location" sensitive, then be sure to mention the location in the body text at every opportunity... For example; If your "Real Estate Company" is in "Clinton"... a "normal" sentence might read:

Townsend Real Estate has been serving clients since 1974....

A better sentence would be...

Townsend Real Estate has been serving clients in Clinton, Missouri, since 1974....

Even if the reader already knows it is in Clinton, Missouri, you need to repeat the KEYWORDS Clinton and Missouri as many times as possible toughout the body text, without sounding too redundant.

Let me give you an example of KEYWORDS used in one of our own websites. This page, by the way, is #1 out of 2, 088, 538 in a search for the KEYWORDS "native american bows" on Infoseek!! That's what I call TOP POSITIONING! You can do the same... By the time you finish this CHAPTER you will understand the technique used to put this page number one out of 2 million!!

If you pull up this page on Infoseek, or by its web address:

-- --

As you look at the page, it seems like a normal page... To the untrained eye. If you scroll to the bottom of the page you'll notice some barely visible text. (And I do mean BARELY!!) This is called "Spamdexing". That means you are loading the page with KEYWORDS in a manner that fools the search engine's computer into thinking your page is more relevant than the other competing websites.

If you position your cursor at the top lHREFt of the barely visible text, and as you press and holdyour right mouse button, slowly move the cursor down the page. You will highlightthe hidden text, making it more readable. It reads as follows:

native american, indians, american indian, bows, knives, spears, lances, primitive, hunting, weapons...(repeats)

The HTML code reads something like this: font color=#fffffff size=6

It repeats this group of KEYWORDS over and over. By being placed at the bottom of the page, they are placed into an area of the page that is rarely even glanced at by a human eye. Even in the remote case that someone looks that low on the opening page... So what? The text is barely visible.

In many cases you can choose to make the test completely invisible. How do you do this? Simply by making the text the same color as the background. Simple! In the case of our "Native American Bow" page, the background was a pattern and not a solid color. This makes it harder to camoflage the KEYWORDS, but the color is so close that it doesn't matter.

But wait... Don't stop there! The website also offers stone knives. Go ahead, enter a search in Infoseek for "stone knives. WOW! It happened again... maybe this isn't coincidence after all! That's right #1 out of 353, 297 possibilities! Now try native american lances, or any of the other things he makes... You guessed it. We're number 1, or very close to it in any keyword search that relates to our products.

Now, That's TOP PLACEMENT!!!

Note: We have found that by using a small heading's h6r ather than a very small print size font size=1 , most search engines will give more favorable placement, especially if the heading print (whether visible or invisible) is at the top of the page. In the example above the KEYWORDS were added at the end of the page. This is known as tail-tagging

Not all the search engines, or all the categories can yield that great of results with only one technique... But sometimes it is that easy! In many cases a simple page, loaded with NON-INVISIBLE KEYWORDS simply appearing frequently in the body text of a short opening page will give similar results. Just how much "Spamdexing" you use is up to you.

Some search engines will favorably place repeating "keyword text" and some search engines will ignore it or, worse, penalize you for it. You simply need to know what to use, and when to use it. We will outline each of the "Big Eight" search engines in the following chapters. All you will need to do is to duplicate the techniques used in each case.

In a page loaded with invisible text, or KEYWORDS a human quality control inspector might, and probably would object to a massive amount of repeated KEYWORDS. But, rarely do the inspectors spoil the party. there are just too many listings to go tough with a fine tooth comb. All they do is briefly glance at the page or the HTML code looking for obvious tricks. When you consider that each of the Big Eight contain tens of millions of listings, you begin to understand how hard it is to stop someone who knows the system.

Here is a word of caution. You are taking a chance of being penalized or even removed from a search engine if you repeat the main KEYWORD phase more than SEVEN times. Research has shown that many search engines are programmed to ignore or even penalize keyword text that is repeated more that SEVEN times within a tagged section of your page. As long as you stay within these parameters your chances of getting penalized are extremely low. We feel that the over use of "Spamdexing is sometimes unethical, especially when non relevant KEYWORDS are used. You have to be the judge of just how much you use. Remember, the survival of your site can depend on your use of this information in an acceptable mannor.

Lets go over invisible text once more to be sure you have the concept down. For example: If the font color (white) matches the background (white) and is therHREFore "invisible"... AND, the <h6> tag makes the text an extremely tiny HEADLINE. We have found that most search engines give prHREFerence to keyword text that is found within HEADLINE tags. This is more HREFfective than small print such as font size=1

It can also be benHREFicial to have "keyword text" appear on your web page BHREFORE your images... because search engines don't care about images. They're looking for TEXT. Although Images may look nice at the top of your page, they do NOTHING for you in regards to being found on the search engines. Here you have the perfect solution. You can hide meaningful text therefore your image and still have your logo appear to be at the top of your web page.

TherHREFore, be sure to Headline your page with TEXT that the search engines can recognize as relevant to what your are offering... AND do it early in your page THEREFORE the images... and then often toughout the remainder of your web page text.

It doesn't matter how eloquent you are with your KEYWORD sentences... that is because your site visitor will not actually SEE this text remember, it is invisible. It is designed to be seen by the search engines, without getting you penalized by them.

You may want to alternate between capitalized words and non-capitalized words. That is because some search engines DO differentiate slightly between the two (even though they may claim not to). Therefore we cover both possibilities regardless of which way a person types in the search words.

Remember, it is tough KEYWORDS and KEY PASES that people will find you on the Internet.

After I have explained to you each of the "tricks, secrets and techniques", we will get to the sections of this book where we individually analyze the Top Eight search engines. There I will tell you exactly how to design your pages for each individual search engine in a way that will astronomically increase your chances of landing in the Top Ten results of your chosen specific "keyword searches".



One area that you will want to pay carHREFul attention to is "KEYWORD RELEVANCY". What this means is that your KEYWORDS must be RELEVANT to your TITLE. They must also be relevant to the contents of your page. In other words if your TITLE is "Townsend Real Estate", and included in your KEYWORDS is "Search engines, X-rated, Computers, etc...", Your site may be rejected.

The reason some people do this is that there are some KEYWORDS that are used more often than others, similar to the ones listed above. Even though they have no "relevance" to the material in the website, these people hope that by using KEYWORDS that are frequently used, they can increase the responses to their website.

Search Engines DO reject some pages and you may get only one chance to "make your case" with any given search engine, so you had better make your submission count! Search engines are getting smarter by the day and some of them are "overseen" by humans who will check your site carHREFully for "keyword relevancy"... therHREFore you MUST make sure that your Keywords match the overall substance of your site.

Pick words that you feel others would use if they were looking for your service or product. Get "online" and search (using your keywords) the search engines for the sites that come up in the Top Ten, and be sure to keep carHREFul notes as to the results. Later I will show you how to use your competition's web pages as a tool to build yourself a "better" page.

When you submit your website to the search engines, remember to use your best and most relevant KEYWORDS first. Use the next most relevant second, and so on down the line. Also remember what we have told you about keyword relevancy. Your KEYWORDS must be relevant to your TITLE, as well as your body of text in the website.

Another concept you must learn is "Keyword Density". This is the number of times your "keyword(s)" appear in relation to the other words on your web page. For example, if your page only had one word of text, say... "Bows", the keyword density would be 100%. If on the other hand the only text on your page was "Native American Bows and Arrows" Then the Keyword Density of "Bows" would be 25% because each word on the page represents 1/4th of the entire text, or 25% (SE's ignore common words such as "the", "at", "of", etc.) Theoretically, the page that said only "Bows" versus the "Native American Bows and Arrows" page would be given a higher rating due to a higher KEYWORD DENSITY.

Although this is an extremely simple example, it presents the idea we are trying to get across. The more times your KEYWORDS appear in the opening page of your website, in relation to the total number of words on the page, the higher your KEYWORD RELEVANCY will be.

When designing your web site, be aware that "keyword density" can play a MAJOR factor in regards to how high your page is listed by the search engines. You may want to develop "entry pages" to your web site that are ethically and acceptably "loaded" with a high density of carHREFully selected and assembled "keywords"... then use these "entry pages" as an entrance to your other pages containing the rest of the information you want your site visitor to access.

zur Uebersicht


META TAGS are undisplayed text written into the HTML code of your web page that help to describe your page to the search engine. They help the search engine to catalog the content and description of your page. By "undisplayed text", I mean that the text bracketed by the <META> tags is readable to the search engine computer, but not visible to the viewer of your website.

Here is an example of a tag description written into the HTML code:

Hand made, fully functional Bows

and Arrows made in the traditions of the Native Americans. We also make Stone Knives, Lances, and Tomahawks.

Some of the search engines "support" <META> tags; others do not. The trick is to make them usHREFul for the search engines that support them while avoiding being "penalized" by the SE's that do not "support" them. Since at least tee major Search Engines claim to (and do) "support" them, my view is that they should be included in your HTML document... however you MUST be carHREFul how you use them.

Infoseek, Alta Vista, and HotBot use <META> tags in retrieving their search results. Sometimes the search engine will use your <META> description as the "Summary" for your website. In these cases it is reccomended that you write the description with the most relevant KEYWORDS toward the front of the description. Sometimes the description shown by the search engine will only support so many characters, and your descriptin may be cut short. By using the KEYWORDS early in your sentence(s), you will be sure to get them included in your summary.

Remember, the more sense your title and summary make to a potential viewer of your site, the more likely they will want to visit... And hopHREFully buy, read, call or whatever it is you are trying to prompt them to do.

We know of no search engine that will "penalize" you for using <META> tags as long as you use them properly. Admittedly, this can change at any time, however our current recommendation is that you should not use any word within a specific <META> tag more than SEVEN times... and in some cases, once is sufficient.

Here is an example of where your <META> tags should be placed in your HTML document and an example of how they might look:

(Notice that the word "Authentic" has been placed at the start of the title. It looks natural and should not run the chance of being penalized on a search engine that lists their search results alphabetically, like Yahoo.)



TITLE Authentic Native American Bows, Arrows, Stone Knives,

Lances and Tomahawks For The Primitive Hunte TITLE

META name="description content=Hand made, fully functional

Bows and Arrows made in the traditions of the Native Americans.

We also make Stone Knives, Lances, and Tomahawks.">

META name= Keywords content= native american, indian, primitive, american indian, bows, arrows, stone knives, lances, tomahawks, hunting, weapons, native american, indian, primitive, american indian, bows, arrows, stone knives, lances, tomahawks, hunting,

weapons, native american, indian, primitive, american indian, bows, arrows, stone knives, lances, tomahawks, hunting, weapons, native american, indian, primitive, american indian, bows, arrows, stone knives, lances, tomahawks, hunting, weapons, native american, indian, primitive, american indian, bows, arrows, stone knives, lances, tomahawks, hunting, weapons, native american, indian, primitive, american indian, bows, arrows, stone knives, lances, tomahawks, hunting, weapons, native american, indian, primitive, american indian, bows, arrows, stone knives, lances, tomahawks, hunting,



<BGCOLOR="#F2DDB7" TEXT="#000000" LINK="#800000" VLINK="#7FGG7F" ALINK="#GGFFFFF">

Note: Some web editing programs, including "Microsoft FrontPage 97" will automatically place the <META> tag information ABOVE the TITLE. This can be disadvantageous on some of the search engines. You may want to try a different web page editor program in these instances.

In this example, we pased the <META> DESCRIPTION as a relatively normal sentence that describes the sites content. We used as many KEYWORDS as possible without sounding redundant. We did this because the <META> Description is used by some search engines as the summary for the web site. Again, remember; We want the summary to make as much sense as possible to a viewer.



In a case where you have a large number of KEYWORDS you would like to include, be sure to limit your content to no more than 250 characters. This is because search engines seldom (if ever) display more that 250 characters as a summary... and sometimes they display fewer characters. Try to make this "description" as short as possible, without omitting any of your important KEYWORDS. It is better to have your description cut off in mid sentence than to miss some crucial KEYWORDS.

The reason we offer the META tag description as a summary is because some Search engines will pull a random paragraph or HTML code from the <body> text as a summary if there is no META description. In some cases that means that the person who is "searching" could get a "nonsense" description of my page

It might read something like the following:

URL Link: Wilder Recreational Vehicles in Clinton, Missouri

Summary: Image size 245 x 300 [Your ad link here] Download Netscape Navigator 3.0, Our pages do not support navigator 1.0

Now make a note of the difference between <META> DESCRIPTION tags and <META> KEYWORD tags. The "Description" is invisible text ONLY if the search engine determines NOT to use it as the "Summary" for your website. The Keywords are invisible text seen only by the search engines.

Be careful to use each word only SEVEN times and alternate between capitalized and non-capitalized words in the rare case where the search engine happens to show a preference based upon how the person enters the keyword into the search engine.

The munber of times a keyword can repeat itself is set by the search engines... NOT US! So keep an eye your competitors sites and keep informed with our MONTHLY NEWS LETTER... It could mean the difference between top placement and NO PLACEMENT!!!

Installing META tags may not be enough to insure top positioning for your website and you may have to spend some time and HREFfort to maintain your site afterwards; in fact... PLAN ON IT! The Description tags are very useful when the search engine uses it as a summary for your page.

They give you some degree of control over how the search engine "presents" your link to the viewing public.

Remember not to use non-relevant keywords or descriptions trying to "trick" the search engines. It is not only unethical, but your site may be penalized; or worse, not even listed at all.

In following chapters we will give you specific META tag guidelines for the Big Eight search engines. For now, you have the basic information on how to use them efectively for the search engines that support tags. You have also learned how to reduce the chance of being penalized by the search engines that do not support their use. Keep in mind that the rules can change... Just one more reason to keep up on the monthly changes in our news letter.

In this Chapter, we will present some additional TRICKS and SECRETS of web page design designed for better positioning on the search engines.

Some of the tricks presented in this chapter may be considered sneaky or unethical to some. We do not advocate nor advise against the use of these techniques. We simply want you to know all of the weapons that are at your disposal... And may be used by your competitors, causing them to be placed above you in a keyword search.

Top placement on the internet is becoming very competitive, even though 99% of the businesses on the net DON"T know any of the techniques you are learning. You probably won't have to resort to these measures, but sometimes it can mean the difference between competing or going out of business! Make your own choice... But lets try to take the ethical high road when at all possible. O.K.?

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