Expert SEO Guidelines for optimized sites

eBook in which we base this advice - Linking structure for multiple GGG sites

Large sites or small sites? How many pages? 
Image names
Outgoing links
Link to Google
Aggressive SEO techniques
Keyword Length
Hyphenated Keywords
Naming Filepaths
H1, bold and other text tags


Large sites or small sites? How many pages?   

A site with 20 keywords, with 1 subkeyword each, plus 10 random pages, is enough for most purposes. Content boxes should have around 150 words each.

"Create Lots of Short Pages. Websites with lots of pages in general rank better than sites with just a few pages, all other things being equal. It is better to have a 50-page site with short pages than a 5-page site with long, flowing pages. Each page should however contain a minimum of about 200 visible words of text to maximize relevance with Google. Short pages also are indexed faster and download faster." 

Google Secrets – How to Get a Top 10 Ranking - Dan Sisson.

However, if you have more keywords or more content, and you want to spend an extra 1-2 hours work, you can produce more than one project, with better results.

For a detailed explanation on how to link several GGG projects, read about minisites and mininets.


Image names

You can establish image names before starting the page generation process. Place the images in the Images folder under your Program Files/Great Gateway Generator/ folder.

Some early versions of GGG generated image names using keyword combinations. This approach was good in terms of SEO, but generated many image files, under different names. This implied that we had to upload hundreds of images, slowing down the FTP process.

We currently use fixed file names, in order to shorten the upload. The user can rename them according to its keywords.

"You can actually use the file names of your images in your optimization process. I have named the graphics the names of a few related keyword terms. For example road_bike.gif and mountain_bike.gif.

I was reluctant to name the images my primary target keywords because I wanted to be careful of being perceived as spamming by the search engines. It might be an area where you can pick up some ranking for your secondary keywords."

Microsite Miracles by Jay Sockwell


Outgoing links

We favour the strategy of including a few outgoing links, mainly to closely related websites. Although you can link to 3-4 high-PageRank sites, it is better to do it to some other sites that you also own and use as entry domains.

Florida Update - More Importance Given to Hub Pages and Outgoing Links Although the evidence is not as compelling, the Florida update also seems to have increased the importance of outgoing link text. Google appears to be increasing the importance of "hub" pages, which have links out to lots of other related sites. This is just the opposite of “link reputation” which stresses the importance of incoming link text to your site. The point to keep in mind here is you need to link out to sites that are related in theme or topic to your site. Google is looking at your Related Links pages and really analyzing the link text on those pages and whether it is on-topic to the rest of the page (and site).

Google Secrets - How to Get a Top 10 Ranking


Why we allow (and recommend) to include a Link to Google in our pages

Step 5 - 3 : "Include Google search links for your site"

We found this info in a recent book (2005), confirming our previous idea that Google pays attention to those that link to it. They run "anchor text link analysis" or "link reputation", for those keywords that interest them, like their own name.

If you own the eMarketer Version with Template Editor, you can include the <!--LinkToGoogle--> mark in one of the page types (1st level, 2nd level, Random, Index/Id, Sitemap). In this way, you will not be abusing this resource.

"Anyway I had a link to Google on every page as part of the template. I had absolutely NO links pointing to it. It wasn’t listed at all in Yahoo, or DMOZ. However while it was sitting on the shelf, something strange happened to it.

This website with no incoming links, and basically the only outgoing links were pointing to Google managed to obtain a page rank of 3. Believe it or not! My only explanation of this phenomenon is that Google loves to be linked to!"

Microsite Miracles by Jay Sockwell


About aggressive SEO techniques

Every technique becomes aggressive and potentially abusive for the SEs, if you use it too much. We suggest to run several small GGG projects, maybe one per month, and adding them to the domains you own or to new ones. Every project can use different settings to avoid abuse. If you own the eMarketer Version with Template Editor, establish different settings for 1st, 2nd, Random and Index pages.

Aggressive means competitive. There is a thin line between Aggressive Marketing, Potential SE Abuser and Plain Spammer. Most spammers get very good money before they are detected, and then change techniques, names or locations. Like any other sin, experts will advice against it, while doing it in private. 

"New aggressive techniques pop up all the time. As long as they are available then people will exploit them. People will force the issue until search engines close the loophole and then people will find a new one. The competitive nature of web marketing forces search engines to continuously improve their algorithms and filters."

Search Engine Optimization Book by Aaron Matthew Wall


Keyword Length

Use what your research shows: highly searched-for keywords within your field. Do not spend effort on impossible one-word keywords, like Beauty, Drugs, Sex or eBooks. Do not combine very long keywords with very long daughter subkeywords. 

A longer search phrase is also associated with better targeting and increased consumer desire. Some people say shorter keyword searchers are shoppers and longer keyword searchers are buyers. As you add various copy to pages you are more likely to appear in search results similar to your keywords which do not exactly match your more general keywords. Most good keyword phrases are generally 2 to 5 words.

Search Engine Optimization Book by Aaron Matthew Wall


Hyphenated Keywords

We use them when this is the standard spelling for a keyword phrase. Other than that, we leave the space. 

If you are not repeating the keyword too much, use both forms.

While defining the settings for file names (Step 5-3) , we use low dash or hyphen.

Most search engines treat hyphens as a space. E-mail is different than email. If a word is split in half by a hyphen then you should check to see which version is used more frequently and optimize for whatever versions are commonly searched for. If a hyphen is sometimes placed between two words then using either version (with or without a hyphen) will cause your page to rank better for both versions.

Search Engine Optimization Book by Aaron Matthew Wall


Naming Filepaths

Filepaths can be defined by the user in any case, or directories can be named as keywords. (Keyword-specific directories, Step 5-1). Both strategies are OK. If you tend to use very  long keyword phrases, use the first.

Usually you want to use short file names and folder names so that the data is easyto transmit using various means such as email. Long file paths may look a bit spammy to search engine editors or searchers looking through search results.
Generally you want to use one to a few keywords in each filename or folder. Use lower cased filepaths because some directories do not handle upper cased filenames. Separate words with a – symbol between each word. If you leave blankspaces it will look weird in the address bar and if you use search engines will notbe able to parse apart the individual words in each file name.

If your site is already built there is probably little reason to change filenames, but if you are making a new site it is worth the 5 seconds it takes to use keyword rich filenames.

Search Engine Optimization Book by Aaron Matthew Wall


H1, bold and other text tags

If you use Template Editor (eMarketer Version), you have more freedom over these factors. It is conservative to use only one H1, Bold, Underline and Highlight tag per page.

You can "Mark keywords in Content Paragraphs" (Step 5-3) as  H1, H2, H3, Bold, Underline or Highlight. However, this can be a bit of an overkill, and should not be combined with the previous setting.

I only recommend using one H1 tag per page. The headings help structure the information and give the words in their tags a ranking boost. If you start doing things like:
• Placing all your content in an H1 tag.
• Bolding the H1 tags.
• Bolding all occurances of your keywords.
then you are doing things that could possibly appear unnatural to a search engine and / or site visitors. Thus the combined effect will be more likely to hurt your rankings on multiple fronts since your content may look less appealing to search engines and site visitors will be less likely to link into it.

Search Engine Optimization Book by Aaron Matthew Wall

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