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• Use descriptive words in your URLs. Incorporate the target keyword into the URL; users will remember them much easier and are more likely to link to your page. • The URL gets displayed in the search results. Use the keyword in the URL to let search engines and users what the page is about. • Create a simple site directory structure “that organizes your content well and makes it easy for visitors to know where they're at on your site. Try using your directory structure to indicate the type of content found at that URL” [19]. • Provide only one version of a URL to reach a page. Avoid having different versions of URLs access the same content, such as: domain.com/page.htm and sub.domain/page.htm. Although both URLs will take users to the same page, search engines view these two URLs as completely different, thus splitting “the reputation of that content between URLs” [19]. 4.5.5 Content first Search engines process web pages from left to right, top to bottom. So a strategic way to structure a web page is to place the most important text at the top. The first paragraph should contain your target keyword (or set of keywords) and it should describe what users will find if they continue reading. As discussed in Sub-section 4.5.2, Google uses the text from the description meta tag in the search results, but it may also use other text found on the page that it considers relevant to the user’s search query. But in many cases, the text used comes from the first paragraph of the page as you will see in the next example. Figure 4.37a, Figure 4.37b and Figure 4.37c show how I performed a Google search query for rare baseball cards. I took the top result; notice how the Google uses a snippet of text from the first paragraph in the destination page within the description of the Google results. Figure 4.37a: Search engine form with the keyword rare baseball cards Figure 4.37b: Search results for the keyword rare baseball cards 80PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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