Web Page Optimization - July 2000
By Jim Norris

Before you submit your site to the search engines, it is important that your web pages are optimized for best placement. If they are not optimized, you will not receive the best placement and the resulting traffic.

   Web Page optimization is the process of setting up your website for submission to the search engines in such a way that you will gain a high ranking within the search results. This is a technique used by many of the most popular websites.

   Optimizing your web pages can help you to improve your ranking within the search engine results and should be an important part of your website promotion strategy. When optimizing your pages you should not only optimize your front page but every page that you intend to submit as this will give you a far better chance of a higher ranking.

   Search engines each have their own set of criteria for sorting web pages on their databases, and how you present your pages for indexing will influence where you will be positioned within the search results. The ranking criteria varies from search engine to search engine, although most of them score the page on the following general rules:

· Keyword Placement
· Keyword Weight
· Keyword Prominence
· Total Number of Words Used
· Site Popularity

   How well you incorporate important keywords into your web pages, consistent with each of the search engines' ranking criteria will determine your site's rank. Since there could be thousands of pages with the same keyword or phrase, it is important you rank near the top of the results. If you do not get it right you could be penalized by the search engines and not get listed at all.

   If you don't want to spend any money, you could visit each of the search engines and establish their individual criteria and then modify your pages and meta tags to suit each of them. This is very time-consuming, and often difficult to keep abreast of as the search engines regularly change their submission criteria.

   The best method for optimizing your pages is to use software designed specifically to do this. Not only will it save many hours of your time, but will also make the whole process more manageable.

   There are a number of software products available but one of best available is Web Position Gold. Its many features include automatic tracking of all your search engine rankings and analysis of your webpages. It generates easy to understand, engine specific reports telling you exactly what changes are needed to improve your search engine positioning. To learn more about Web Position Gold, visit www.webposition.com.

Resources

• Bag End Loudspeakers have redesigned their website and have made it more user-friendly and informative. The site, located at www.bagend.com, now includes a complete catalogue with a separate specification page for each product, press review and an FAQ section.
• If your website needs more life, you can find over 5,000 scripts at Script Search. The scripts are organized by function but can also be searched by keyword. Check it out at www.scriptsearch.com.
• Vandoren-Paris' website noe includes a new Woodwind Chat Page. Here musicians can post questions, read advice from other musicians and answer questions posted. To get involved, visit www.vandoren.com.
• Zildjian has redesigned their website at www.zildjian.com. Featured are artist news, product information, an artist database, a Promowear for sale, a virtual factory tour, and educational resources for band directors and music teachers.
• HMV Canada is joining forces with Cybersurf to offer free Internet services and e-mail accounts for life. HMV3web installation CDs are available at Toronto and Vancouver area MMV stores. For more information, visit www.hmv.com.
• Emu/Ensoniq has launched the Emu/Ensoniq Network, a set of steaming radio stations, powered by WiredPlanet. The Network provides two channels of programming - E-Mu Eclectic featuring a variety of original compositions by E-Mu or Ensoniq users and The Insider, which offers music and demos composed in-house on E-Mu/Ensoniq gear. Drop in at www.emu.com.
• Music Books Plus has greatly expanded their catalogue and now features online over 3,000 books, videos and CD-ROMs on music, recording, audio, songwriting, MIDI, multimedia and the Internet. You can join the electronic newsletter or request a printed catalogue online at www.musicbooksplus.com.
• Norris-Whitney Communications operates The Music & Audio Connection, the international on-line resource for music enthusiasts, musicians, music and audio professionals. Included are classified ads, products for sale, company showcases, discussion forums, associations, music education, music & audio resources, career information and file libraries. Updates to the site are available by e-mail or on The Pointcast Network. Visit at musicandaudio.com. For more information, e-mail to Fax (905) 641-1648 or call (905) 641-3471.