SEO and Google

Optimising meta data for Google*

Develop and maintain an established domain name
Create a good URL and stick with it. Google places weight on the words your URL is comprised of, so it is a good idea to create a good URL: An URL, containing specific and important keywords, which is well thought out is a good URL.
It is also worth noting that links from established domain names are highly desired by Google. Links from universities, libraries and museums, for example, are very good links to obtain.
Robot friendly design
Avoid or minimise frames, forms, scripts, animations, log-ins and session identifiers
Use stylesheets and avoid mark-up clutter
Create CSS stylesheets, rather than combining CSS and HTML, to keep WebPages smaller and ‘proper’ by following best practice (i.e. semantic).
Text and content
Create excellent content, written clearly and explained fully, for your viewers. Do you ask a question at the top of the article? Is this question answered clearly in the article? Is the text well-laid out, clear and easy to read? These questions will help you create excellent content.
Links and meta data
Avoid using href=”click here” in link anchors. Make these links excellent by using descriptive links, such as, href=”Gerald Murphy’s search engine technology blog”
Meaningful title tags
Write descriptive title tags by making excellent use of English. The following questions will help you to write descriptive title tags: What is this page about in a few words? Does the title tag summerise the most important elements of this page?

*Adapted and expanded from (Dawson and Hamilton 2006:314)

Reference

  1. Dawson, A. and Hamilton, V. (2006) Optimising metadata to make high-value content more accessible to Google users. Journal of Documentation. 62(3) pp. 307-327
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