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For this reason, it’s very important that the first few lines of the first paragraph on the page be well-written and say something descriptive about the theme of the page; more detail on content optimization will be covered in Section 4.5.6. When the reader quickly glances at the search results, the keywords in bold will be noticed first. The description text will catch the reader’s eye around the edges of the keywords, and will most likely contain secondary words or visual cues that motivate the reader to choose what link as the most relevant to the original search. So good description text will make your link stand out favorably to the reader from its surrounding links on the search results page. In fact, there is some overlap between the writing style for effective web pages and journalism’s “inverted pyramid” style of writing that puts the article’s most important points at the top in an extremely concise format, with longer detailed lists of facts pushed further down the page. To summary this section on effective use of the description meta tag, below are a few best practices to consider: • Use your target keyword in the description meta tag. The contents of the description meta tag gets displayed in Google’s search results. By having a compelling and descriptive text with your keywords, searchers are more likely to click on your link and visit your page. • Write unique description meta tags. Whenever possible, avoid having exact description meta tags on different pages of the website. • A void using generic descriptions. Y ou want to accurately summarize the page’ s content to inform the users, and Google, what the page is about. 4.5.3 Effective use of robots.txt The purpose of robots.txt is to signal the search engines whether to crawl your site and what locations (i.e. pages or directories) should not be accessed. Search engines send their crawlers every so often to crawl and index the content of web sites. And there may be times where when you want to keep certain directories or folders from getting crawled (for security reasons). In order to setup the permissions to certain directories or pages, you must configure the robots.txt file using the settings as seen in Figure 4.30. Notice how the property User-agent is set to the wildcard * symbol; this configuration instructs all spiders (i.e. googlebot, msnbot, yahoo-slurp, etc...) to crawl and index all pages in the site. Furthermore, notice that the robots.txt file must be located in the root directory of the web server. 75PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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