Search Engine Optimization

If you follow the trade press and other experts, and there is a great deal of material, you will find that three items combine to most assure that search engines will discern the keywords you want applied to a page. These elements are the page title, the text on the page, and the text of the link going to that page. These are the BIG THREE, the Holy Trinity of search engine optimization.

The title is a standard tag found in the head section of an html - or web page - file. This text can be read in the window frame for the internet browser and is also displayed as the link name in search engine results.

The text can be displayed within a large variety of tags within the body section of the html file. It is important that there be text one way or another, sites with emphasis on design may render text into images, and in this case alternatives must be found to make the text accessible to the search engines.

The link text is the most often overlooked of the BIG THREE. How often do you still see the words click here? Most search engine ranking algorithms follow a logic which equates link text with actual content. In other words if the link says click here the search engine believes the page is about clicking here, but if the link says Benny Hinn Ministries - from Living Word, then, as far as the search engines are concerned, the page probably has something to do with - you guessed it, Living Word and Benny Hinn Ministries.