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Game Developing GWX
upload a sitemap. The great thing about this service is that Google will verify if
the file is written and uploaded correctly.
Case Studies
This section examines three case studies in which the techniques in this chapter
were used to increase each site’s search engine results. Each site is unique in its
coding and SEO history, things learned from the SEO efforts, and the results
achieved.
Figure 17.16
Example of an XML sitemap.
Chapter 17
■
Search Engine Optimization (SEO)482
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Game Developing GWX
CaseStudy1—A5design.com
This case study was conducted for a5d esign.com (see Figure 17.17). It was
optimized for Web design, which is a very competitive field. Over the years, the
site has had a lot of SEO work done to it, and it has a decent number of sites
linking to it. For the past couple years, however, the site had all meta data
removed, so it has been floating dead in the water, relying solely on past SEO
standings. The SEO work was done in conjunction with a redesign.
Optimization Changes Made to Site
Following is a list of SEO changes that were made to the site—each of which is
mentioned previously in this chapter:
■ Keyword and phrases researched and rewritten
■ Keywords in close proximity to the start of the title tag
Figure 17.17
The case study site for this section: a5design.com.
Case Studies 483
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Game Developing GWX
■ Keyword-filled links
■ XML sitemap added
■ Links tweaked to include keywords
■ Use of <h> tags on pages other than homepage
■ Keywords added to filenames
■ ‘‘Alt’’ and ‘‘title’’ properties used
Optimized Code
Following is the code for the homepage. Anything that was created with SEO in
mind has been bolded, which makes it easy to scan and see many of the tips and
techniques employed in this chapter.
<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "DTD/xhtml1-
transitional.dtd">
<html>
<head>
<title>Fort Collins web design company that creates original and template web
designs.</title>
<meta name="description" content="A5design designs affordable professional
web sites for clients from individuals to large organizations."/>
<meta name="keywords" content="web design, web designer, web site design,
website designer, web page designs, webdesign, fort collins, loveland, cheyenne,
greeley, windsor"/>
<meta name="REVISED" content="2010/03 /24" />
<meta http-equiv="Content-Type" conte nt="text/html; charset=iso-8859-1" />
<link rel="shortcut icon" href="/favicon.ico" >
<script type="tex t/javascript"></script>
<script language="javascript">AC_FL_RunContent = 0;</script>
<script src="AC_RunActiveContent.js" language="javascript"></script>
<link rel="stylesheet" href="mainstyl e-page-bg.css" type="text/css" />
<link rel="stylesheet" href="mainstyl e_menu.css" type="text/css" />
<link rel="stylesheet" href="mainstyl e.css" type="text/css" />
<link rel="stylesheet" href="mainstyl e-page-bg.css" type="text/css" />
</head>
Chapter 17
■
Search Engine Optimization (SEO)484
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Game Developing GWX
<body>
<div id="body-center">
<div id="body">
<div id="header">
<div id="web-design-portfolio-text" ><a href="http://www.a5design.com/
fort-collins-web-sites.cf m" class="a5link1"><span class="color-1-text-
22">View our</span><div style="margin:-3px 0px 0px 0px;">web designs
<em>portfolio</em></a></div></div>
<div id="web-design-portfolio"><a href="http://www.a5design.com/
fort-collins-web-sites.cf m"><img /www.a5design.com/images/
web-design-portfolio.jpg" width="494" height="73" alt="Loveland website
designer" title="Loveland website designer" border="0" /></a></div>
<div id="web-design-logo-title">< a href="http://www.a5design.com/
index.cfm"><img src="http://www.a5design.com/images/web-design-header.jp g"
width="1000" height="121" alt="Fort Collins website design" title="Fort Collins
website design" border="0" /></a></div>
<div id="web-design-date">March 24, 2010</div>
</div>
<div id="column-left">
<div id="professional-web-design"><a href="http://www.a5design.com/
web-design-books.cfm">< img src="http://www.a5design.com/images/
professional-web-design.p ng" width ="103" height="128" alt="website design
book"
title="website design book" border="0" /></a></div>
<div id="advanced-professional-web-design"><a href="http://www.a5de-
sign.com/web-design-books .cfm"><img src="http://www.a5design.com/images/
advanced-professional-web -design.png" width="103" height="128" alt="website
designer book" title="website designer book" border="0" /></a></div>
<div id="fort-collins-books">our books</div>
<div id="fort-collins-books-shadow" >our books </div>
<div id="web-design-books-text">Learn more about how A5design approac hes
web design with our <a href="http://www.a5design.com/web-design-books.
cfm"><strong>Web design books</strong></a>, written by A5design owner Clint
Eccher.<br /><br />Look for the 4th edition of the best selling, inter-
nationally-published "Professional WebDesign:Techniquesand Templates" coming
in 2010.</div>
<div id="fort-collins-web-design-text-bg"> </div>
<div id="fort-collins-web-design-text"><a href="http://www.a5design.
com/fort-collins-web-desi gn-services.cfm" class="a5link3">
<span class="color-4-text-14">we offer professionalweb design work</span>
Case Studies 485
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Game Developing GWX
</a> that is reasonably priced and has a long shelf life. we offer both <em>
<a href="http://www.a5design.com/fort-collins-web-sites.cfm" class="a5-
link3"><span class="color-4-text-12">custom web designs</span></a> and
<a href="http://www.a5design.com/web-design-template.cfm" class="a5-
link3"><span class="color-4-text-12">template web designs</span></a>,
</em> depending on a client's design goals and budget. we not only work locally in
<em>fort collins, colorado,</em> and <em>north ern color ado,</em> but we also
do <em><span class="color-4-text-12"><a href="http://www.a5design.com/
fort-collins-web-design-s ervices.cfm" class="a5link3">web design work</a>
</em></span> throughout the united states and internationally.</div>
<div id="fort-collins-web-design-testimonials"><a href="http://www.
a5design.com/web-design-t estimonials.cfm"><img /www.a5design.
com/images/web-design-tes timonials.jpg" width="237" height="114" alt="Read
what our clients have to say" title="Read what our clients have to say" border="0"
/></a></div>
<div id="web-site-video">
<script language="javascript">
if (AC_FL_RunContent == 0) {
alert("This page requires AC_RunActiveContent.js.");
} else {
AC_FL_RunContent(
’codebase’, ’http://download.macromedia.com/pub/shockwave/cabs/
flash/swflash.cab#version =9,0,0,0’,
’width’
, ’626’,
’height’, ’352’,
’src’, ’web-design-fort-collins’,
’quality’, ’high’,
’pluginspage’,
’http://www.macromedia.com/go/getflashplayer’,
’align’, ’middle’,
’play’, ’true’,
’loop’, ’true’,
’scale’, ’showall’,
’wmode’, ’opaque’,
’devicefont’, ’false’,
’id’, ’web-design-fort-collins’,
’bgcolor’, ’#ffffff’,
’name’, ’web-design-fort-collins’,
’menu’, ’true’,
’allowFullScreen’, ’false’,
’allowScriptAccess’,’sameDo main’,
’movie’, ’web-design-fort-collins’,
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Search Engine Optimization (SEO)486
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Game Developing GWX
’salign’, ’’
); //end AC code
}
</script>
<noscript>
<object classid="clsid:d27cdb6e-ae6d-11cf-96b8-444553540000" code-
base="http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#-
version=9,0,0,0" width="626" height="3 52" id="w eb-design-fort-collins"
align="middle">
<param name="allowScriptAccess" value ="sameDomain" />
<param name="allowFullScreen" value=" false" />
<param name="movie" value="web-design-fort-collins.swf"/><param
name="quality" value="high" /><param name="wmode" value="opaque" /><param
name="bgcolor" value="#ffffff" /><embed "
quality="high" wmode="opaque" bgcolor="#ffffff" width="62 6" height="352"
name="web-design-fort-col lins" align="middle" allowScriptAccess="sameDomain"
allowFullScreen="false" type="application/x-shockwave-flash" pluginspa-
ge="http://www.macromedia.com/go/ getflashplayer" />
</object>
</noscript>
</div>
<div id="web-site-video-text"> <a href="http://www.
a5design.com/fort-collins -web-designers.cfm" class="a5link2">Is your
<strong>web site</strong> just this <span class="color-1-text-38">BORING</
span> or does it<div style="margin:-10px 0px 0px 0px;"> <
span class="color-6-text-30"><strong>engage</span></strong></div><div
style="margin:0px 0px 0px 0px;">
and</div><div style="margin:-10px 0px 0px 0px;">
<span
class="
color-6-text-30"><strong>convert?</span></strong></a></
div></div>
<div id="web-site-video-text-shadow"> Is your
<strong>web site</strong> just this <span class="color-3-text-38">BORING</
span> or does it<div style="margin:-10px 0px 0px 0px;"> <
span class="color-3-text-30"><strong>engage</span></strong></div><div
style="margin:0px 0px 0px 0px;">
and</div><div style="margin:-10px 0px 0px 0px;"> <span
class="color-1-text-30">< strong>convert?</span></strong></a></
div></div>
<div id="add-web-design-templates"><span style="float:left;margin:
-1px 0px 0px 0px;padding:0px 10px 0px 10px;"><img src="http://www.a5design.
com/images/icon-add-web-d esigns.jpg" width="19" height="19" alt="add website
design templates" title="add website design templates" /></span>
Case Studies 487
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Game Developing GWX
<a href="http://www.a5design.com/add-web-design-templates.cfm" class="a5-
link1"><strong>add Web Design templates</strong></a> from our <a
href="http://www.a5design.com/web-design-books.cfm"
class="a5link1">books</a> to your site</div>
</div>
<div id="column-middle">
<div style="height:490px;"> </div>
</div>
<div id="footer">† copyright 1998-2010 | A5design, LLC | all rights
reserved</div>
<div id="menu_container">
<ul id="pmenu">
<li><a href="http://www.a5design.com/index.cfm">home</a>
<li><a href="http://www.a5design.com/fort-collins-web-design-
portfolio.cfm">design portfolio
<!- -[if IE 7]><!- -></a><!- -<![endif]- ->
<!- -[if lte IE 6]><table><tr><td><![endif]- ->
<ul style="margin:0px 0px 0px -1px;">
<li class="dropdown"><a
href="http://www.a5design.com/fort-collins-
web-sites.cfm" style="width:160px;margin:0px 0px 0px 0px;padding:0px 0px 0px
10px;<!- - - width:250px;text-align:left; - - ->">web sites
</a>
</li>
<li class="dropdown"><a href="http://www.a5design.com/fort-collins-
logos.cfm" style="width:160px;margin:0px 0px 0px 0px;padding:0px 0px 0px
10px;<!- - - width:250px;text-align:left; - - ->">logos
</a>
</li>
</ul>
<!- - [if lte IE 6]></td></tr></table></a><![endif]- –>
<li><a href="http://www.a5design.com/fort-collins-web-design-services.
cfm">web design services
<!- -[if IE 7]><!- -></a><!- -<![endif]- ->
<!- - [if lte IE 6]><table><tr><td><![endif]- - >
<ul style="margin:0px 0px 0px -1px;">
<li class="dropdown"><a href="http://www.a5design.com/custom-web-
design.cfm" style="width:160px;margin:0px 0px 0px 0px;padding:0px 0px 0px
10px;<!- - - width:250px;text-align:left; - - ->">custom design
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Search Engine Optimization (SEO)488
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Game Developing GWX
</a>
</li>
<li class="dropdown"><a href="http://www.a5design.com/northern-
colorado-custom-developme nt.cfm" style="width:160px;margin:0px 0px 0px 0px;
padding:0px 0px 0px 10px;<!- - - width:250px;text-align:left; - - ->">custom
development
</a>
</li>
<li class="dropdown"><a href="http://www.a5design.com/fort-
collins-web-site-maintena nce.cfm" style="width:160px;margin:0px 0px 0px 0px;
padding:0px 0px 0px 10px;<!- - - width:250px;text-align:left; >">web site
maintenance
</a>
</li>
</ul>
<!- -[if lte IE 6]></td></tr></table></a><![endif]- ->
<li><a href="http://www.a5design.com/northern-colorado-web-design.
cfm">about A5design
<!- -[if IE 7]><!- -></a><!- -<![endif]- ->
<!- -[if lte IE 6]><table><tr><td><![endif]- ->
<ul style="margin:0px 0px 0px -1px;">
<li class="dropdown"><a
href="http://www.a5design.com/web-design-
clients.cfm" style="width:160px;margin:0px 0px 0px 0px;padding:0px 0px 0px
10px;<!- - - width:250px;text-align:left; - - ->">clients
</a>
</li>
<li class="dropdown"><a href="http://www.a5design.com/community-
involvement.cfm" style="width:160px;margin:0px 0px 0px 0px;padding:0px 0px 0px
10px;<!- - - width:250px;text-align:left; - - ->">community involvement
</a>
</li>
<li class="dropdown"><a href="http://www.a5design.com/web-design-
testimonials.cfm" style="width:160px;margin:0px 0px 0px 0px;padding:0px 0px
0px 10px;<!- - - width:250px;text-align:left; - - ->">testimonials
</a>
</li>
</ul>
<!- -[if lte IE 6]></td></tr></table></a><![endif]- ->
<li><a href="http://www.a5design.com/web-design-books.cfm">web design
books
<!- -[if IE 7]><!- -></a><!- -<![endif]- ->
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Game Developing GWX
<!- -[if lte IE 6]><table><tr><td><![endif]- ->
<ul style="margin:0px 0px 0px -1px;">
<li class="dropdown"><a href="http://www.a5design.com/web-design-
template.cfm" style="width:160px;margin:0px 0px 0px 0px;padding:0px 0px 0px
10px;<!- - - width:250px;text-align:left; - - ->">web design templates
</a>
</li>
<li class="dropdown"><a href="http://www.a5design.com/add-web-design-
templates.cfm" style="width:160px;margin:0px 0px 0px 0px;padding:0px 0px 0px
10px;<!- - width:250px;text-align:left; - ->">add design templates
</a>
</li>
</ul>
<!- -[if lte IE 6]></td></tr></table></a><![endif]- ->
<li><a href="http://www.a5design.com/fort-collins-web-designers.
cfm">contact
</a>
</ul>
</div>
</div>
</div>
<script type="text/javascript">
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." :
"http://www.");
document.write(unescape("%3 Cscript " þ gaJsHost þ "google
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</script>
<script type="text/javascript">
try{
var pageTracker = _gat._getTracker("UA-11010126-1");
pageTracker._trackPageview( );
} catch(err) {}</script>
</body>
</html>
Optimization Results
This page’s SEO results were followed over a month and half. Google, Yahoo,
and Bing were the search engines followed.
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Game Developing GWX
Keywords: Fort Collins Web Designer
Date Results Were Recorded: November 24
Yahoo: Not indexed in first 10 pages
Google: Page 1, listing 7
Bing: Not indexed in first 10 pages
Date Results Were Recorded: December 22
Yahoo: Not indexed in first 10 pages
Google: Page 1, listing 8
Bing: Not indexed in first 10 pages
Date Results Were Recorded: January 4
Yahoo: Indexed on page 9, listing 3
Google: Page 1, listing 7
Bing: Page 5, listing 3
Keywords: Fort Collins Web Design
Date Results Were Recorded: December 22
Yahoo: Indexed on page 9, listing 9
Google: Page 1, listing 6
Bing: Not indexed in first 10 pages
Date Results Were Recorded: January 4
Yahoo: Indexed on page 8, listing 5
Google: Page 1, listing 5
Bing: Not indexed in first 10 pages
CaseStudy2—Onepartart.com
This case study was conducted for onepartart.com (see Figure 17.18). It was
optimized for the science illustration field, which is not highly competitive,
especially at a local level in Northern Colorado. Originally designed and opti-
mized more than 10 years ago, the site employs older coding methods, which
makes the code much long er than it needs to be. The old SEO work was not very
thorough, so it was removed and replaced with newer code.
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[...]... alt="The Technical Illustration and Scientific Illustration Professionals" title="The Technical Illustration and Scientific Illustration Professionals" border="0"> ... this chapter: ■ Keyword and phrases researched and rewritten ■ Page title changed ■ Images renamed ■ ‘‘Alt’’ and ‘‘title’’ properties used ■ Homepage copy rewritten ■ Spacer.gif image renamed ■ XML sitemap added Optimized Code Following is the code for the homepage Anything that was created with SEO in mind has been bolded, which makes it easy to scan and see many of the tips andtechniques employed in... 505 506 Chapter 17 ■ Search Engine Optimization (SEO) the tips andtechniques discussed in this chapter include researching keywords, writing strong title tags, developing meta keywords and meta descriptions, using to tags, and employing ‘‘alt’’ and ‘‘title’’ properties in images While this chapter doesn’t replace the efforts a professional SEO expert or motivated, persistent designer could... to users who perform a certain action Increasing conversion rates requires reworking the site and testing and reworking and testing and reworking and testing While experience can help in many situations, it does not necessarily mean this will result in better results Rather, perseverance, logic, creativity, and testing will almost always eventually trump experience While the concept of CRO is simple,... border="0"> CONTACT and Scientific Illustration Professionals" title="The Technical Illustration and Scientific Illustration Professionals" border="0"> . inter-
nationally-published " ;Professional Web Design: Techniques and Templates" coming
in 2010.</div>
<div id="fort-collins -web- design-text-bg"> </div>
<div. content=" ;web design, web designer, web site design,
website designer, web page designs, webdesign, fort collins, loveland, cheyenne,
greeley, windsor"/>
<meta