Chapter 19. SEO and SEF
In this chapter, weâre going to give you a crash course in making your site optimum for search engines. It may appear to require some kind of web voodoo to make your site easy for search engines to love, but it isnât. While search engines like Google have their own âsecret sauceâ in the way they rank results, and this chapter wonât go into every little detail of this wide field, most everyone would agree these approaches will give you a solid start.
What Is SEO and SEF?
Both SEO (search engine optimization) and SEF (search engineâfriendly) URLs are keys to identifying and classifying your content. Following are a few key points.
Search Engine Optimization
SEO is the art of making your site optimized for search engines, as well as a critical element in helping people find you. We say âartâ because itâs the practice of fine-tuning specific things combined with factors you often have no control over. Search engine bots crawl websites daily and analyze their contentâassigning importance to certain parts and less importance to others. They do this based on a number of factors:
Page structureâdoes your page structure represent your information structure? There should only be one H1 tag and the other header tags should accurately represent how your content is presented.
Good metadata; see Keywords and Metadata for some tips.
Descriptive page titlesâdo your pages use descriptive page titles in the <title></title> tags?
Search engine friendlyâURLs; ...
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