SEO and W3C Website Content Rules
SEO and W3C Website Content rules! What, Google decided to screw us. By the looks of it, they’re trying to tell us something. Something about our crappy list of priorities. Like, we’re not trying to optimize for “quality 1 through 6.” We’re trying to optimize for “quality 1 through 7.” Wow. I’ve taken the hit. I’ve laid off the SEO expert and I’ve hired a new web designer. What’s wrong with that? Doesn’t that solve our problems? No. W3C also says in its guidelines:
Use Well styling and simple HTML
Check, validate, Use a simple div in style sheets
Use internal linking between the pages
In its pursuit to be “most worthy,” W3C is shooting itself in the foot. Isn’t that “most worthwhile” to have a site with mostly duplicate content, riddled with linking errors and Style transfer errors? I mean, I can’t even remember what that Even got you to that top spot in ODP, now can I? What does it say about how W3C labels your site if the very requirements you use to get there are essentially getting you nowhere?
I don’t want to pick apart the latest W3C formula. Suffice to say, I’m printing this list right out for my own Site. I may even use it on future projects. But make sure you stay your BleedingEdge. By the time I get to the basics, I’ll be old news. Just realize it, the W3C formula is not quite the science that its founders hoped for. It’s not enough to simply have W3C Markup Validation in a ” Practices ” phase that will ” loop” your Sitemap generating all those ” meaningful” code it sees. Seusset and W3C are still separate things. Real creativity around your Sitemaps pulls you off the hook for those relying on semantic relationships of every little bliss floating around in the realm of SEO.
It’s still “same old SEO” and “SEO with a difference.” Now, how do we tell if we’re doing something wrong? Well, many of us pass up duplicate content, but fail to use tags. We pass up un-related external links (more about this next lesson), and fail to “keyword optimize.” In today’s world of widgets, widgets, and widgets, we need to be making the most of all the “links.”
Making the Most of Links
So, when you’re linking, how do you say which is the best of a B2B company? How do you indicate the relative value of each link? Here’s an example:
Okay, so we’ve established B2B, we need an answer for “quality.” There are thousands of companies that sell B2B websites, and thousands of other websites that sell B2C websites. How do we make the distinction?
An answer that’s easy:
It’s reasonably simple to compare an expense against a benefit. If you have an expense and the benefit is one unit of your profit then a sale is a success. It’s the same with links. If you have ten links and they’re all going to be outranked by a competitor’s site then they’re not worth very much. But if you have a hundred good quality links and they’re all going to beat your competitor’s site then they’re almost certainly going to help your site do better than it otherwise would’ve.
(Note: It’s also important to note that W3C validation is required for displaying the Google search results. Our discussion is for organic search, but you can certainly follow these same general steps for obtaining valid listings with other search engines.)
Making the Most of Links
What’s the best way to keep them alive? Links! Search engines have always relied on this as an indicator of an individual page’s value. In the popular (and much coveted) terms of link density, anything less than 100 outbound links per page is deemed by search engines to be of little value. On blogs, other than websites of a certain kind, this rule doesn’t apply. Links are seen as part of your site, and a big part of onsite optimization. That being said, perhaps the most important regard is that the link should be from relevant site and use keywords in the link text. Relevant doesn’t mean “irrelevant” or “nonsensical,” it means natural. The easiest way for this to be accomplished is to have your potential link partner maintain a blog that you both enjoy reading and link to on occasion.
If that sounds too hard, think of two websites that are similar to each other in interest. Have them inquire: which site do you want to link to? If you’re favored to link to one, why not both?