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In this course, search engine optimization (SEO) expert Peter Kent walks step-by-step through the process of reviewing the content and markup of an existing web site to improve its ranking in search engine results. This course offers a consultant's take on how to analyze each component—from keywords to content to code—and determine what improvements are necessary to become more visible to search engines like Yahoo!, Bing, and Google.
This course was updated on 10/12/2012.
If the search engines can't find your pages, they can't index them. In a later video, we'll be looking at XML site maps, a way for you to give the search engines a virtual index of all the pages on your site. But that's not enough. You need to provide a way for search engines to travel through your site and find all the pages you want them to find. It's entirely possible to build navigation structures that the search engines can't navigate. It's not so common these days, but I've seen many sites using navigation techniques that are essentially invisible to the search engines, effectively blocking search engines from all pages except those that have links pointing to them from other web sites.
One way to do this is by adding link blocks at the bottom of your pages. You don't want thousands of links at the bottom of every page, but a dozen or two plain text links is certainly no problem. You might also want to use a plain HTML site map, as we'll discuss in a later video, which can be linked to using a text link at the bottom of each page. On a large site, you may need a series of site map pages, a collection of index pages in effect. In fact, text links within your site are very important, and that's the subject of the next video.
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