This Recommendations Document should be used as a reference guide. It describes the definitions of words used for promoting the presence of a website. Different search engines and directories use different aspects of the descriptions below to catalogue website content. Cognisance of these terms is vital to make the most of a web site.

After reading this guide, print out and fill in the Client Form and forward to the HTML programmer.

The correct coding on html pages will maximise promotion of a company website.

Once the site is online and available to the public X/M Harrow can register it on all the major and relevant search engines and directories

ADVERTISING THE PRESENCE OF YOUR NEW WEB SITE

1) Advertise on all company documentation: Print the new company url on all business cards, stationary, brochures, letterhead, flyers, and very importantly on email signatures etc.

2) Links to increase traffic: Link your web site to sites where your competitors are registered such as relevant Trade Associations, Directories increase traffic to your site.

3) REGISTER CORRECTLY ON SEARCH ENGINES AND ONLINE DIRECTORIES: Register the url on Search Engines and Online Directories to get maximum benefit and traffic to your site.

Web Guides using Search Engines	Search engines constantly visit web sites on the Internet in order to create catalogues of web pages. They are also referred to as spiders or crawlers as they run automatically and index many web pages. Web guides use these search engines to make it easy for a web user to search the web. Example: Alta Vista
Directories	Directories are created by humans. Website urls must be submitted manually and are then assigned to an appropriate category or categories. Because of the human role, directories can often provide better results than search engines. Example: Yahoo
Hybrid Search Engines	Some search engines also have an associated directory
White and Yellow Pages	WebYellow Pages list web sites in alphabetical order
Site Title	The site title is what appears at the very top of your browser. Search Engine ranking is affected not only by having keywords in a site title but also where it appears within a site title. So if it is the very first word it's going to match higher than it would if it were further down within the title. These words need to be chosen carefully with the most important ones first.
Keyword Tags s	Define the most important Keywords. Then list these keywords in order of priority as some search engines have a cut-off number of keywords that they will register You can use as many keywords as is needed, and some of them should reflect the unique aspects of that page as every page can already include a set of standard site wide keywords Be sure to include keywords that "match" the type of words people will submit into a search engine when searching Do not state any keyword too many times as some search engines penalise for this
Description	This is the description that will appear within the page in a search engine listing.
Meta - Tags	The page (referencing the whole site if appropriate) should be described in one small succinct paragraph. N.B: It should be noted that the "description" that one physically enters into the search engine registration is another type of description. Yahoo accepts these descriptions as they are the only large search engine who employ human begins rather the computer programs to manage the incoming information and execute solutions appropriately. Research show most searches on the web use Yahoo.
Page Content	Some search engines index the actual page content by 'robots' and 'spiders' (automatic programs used to review your site's content on a regular basis) so the content (namely html text) should be developed with this in mind. X/M Harrow do NOT recommend attempting any kind of spamming such as "white-wording" or "keyword-stuffing". Not only is it considered poor Netiquette, but all of the large search engines have a spam penalty system. This means that they immediately and automatically delete you from their registry if your site has any kind of spamming attempts within the html. Our current research indicates that a keyword should only be repeated up to six times within a page or within any of the tags.
Title Tags	These are the titles for each of the pages within the site. These words are what the user will see as the as a hyperlink to the site when they have done a search. It is very important to make these not only relevant but enticing as they will be what they user is staring at when they decide to "click through" or "not click through".
.alt tags	This is the text that can appear underneath an image within a page on the site. .alt tags should be used as they briefly describe the image as it is loading enabling people with slower internet connections to begin surfing the site in an informed manner whilst waiting for the images to load.
Deep Submissions	A deep submission is when you register a single page that is deep within a site ie; not a home page, splash screen or index page. This method should be employed if there is very specific or unique section of a site that has information (entertainment etc) that may be "searched" for by users when they are using the search engines but may not be on the home page or the main URL that you register with the search engines. This is a very important aspect of optimising your site for search engines and getting found on the World Wide Web which is often overlooked.
False Static Pages	Dynamic pages of any kind cannot be searched for or registered with a search engine in the same way as static page, because obviously you do not know what the content of that page will be, all you know is what content appears in the databases that supports such a page. One way around this is to create a false static page that serves the same purposes as the normal static pages. If you register / deep submit this false page with the search engine, linking to the dynamic version, this should facilitate successful search's by the users.
Yahoo Special information	Yahoo is a Search Directory which has pre-defined categories in which you can choose to list your site. You may only list your site under two categories. Therefore you should take time to choose the best category. You can do this by typing in the most relevant keywords for your site. Also you should look at which categories your competitors are under. Title and comments descriptors are VERY IMPORTANT when registering under Yahoo. Remember Yahoo is the most popular search engine so getting it right is invaluable.
Frames	It should be noted when using frames that you should often treat the frame in the same way as a normal page when it comes to search engine optimisation (this depends somewhat on both the marketing and technical issues of the project). 1. To ensure that the user gets the appropriate frame when searching using engines, code can be inserted to make this process exact. This code tells the 'robots' and 'spiders' not to index past the frame but only up to the frame. Thus the results of search very neat, but this has the disadvantage of the physical content not be indexed as it should. 2. Code (that requires java script enabled browsers and these browsers to have java script turned on) can be customised and inserted at the top of every page to ensure the best possible solution enabling the indexing of both frames and content. A solution using this customised code would require further research, time and resources and would therefore require further discussion.
Registering	Finally it should be noted that regular submissions to search engines (every 6 months) will ensure that you are getting the service you want. Merely submitting once every 2 -3 years is not recommended.

Our extensive research has found that many companies are not making the most of these opportunities to promote their presence.

INTERESTING FACTS:

A recent American survey examined content on the home pages of 25,000 enterprise Websites and found that:
1. · more than 96% of the sites surveyed use the common TITLE tag,
2. · only 31% include the META Keyword tag which is used by most of the largest search engines to catalog the Web site
3. · just 28% of the sites were found to include a META Description tag used by many of the search engines to create the summary description