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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.
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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.
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■ 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" />

<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=" />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 Web Design: Techniques and 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 professional web design work</span>
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</a> that is reasonably priced and has a long shelf life. we offer both <em>
<a href=" class="a5-
link3"><span class="color-4-text-12">custom web designs</span></a> and
<a href=" 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=" />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’, ’ />flash/swflash.cab#version =9,0,0,0’,
’width’
, ’626’,
’height’, ’352’,
’src’, ’web-design-fort-collins’,
’quality’, ’high’,
’pluginspage’,
’ />’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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’salign’, ’’

); //end AC code
}
</script>
<noscript>
<object classid="clsid:d27cdb6e-ae6d-11cf-96b8-444553540000" code-
base=" />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=" 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>
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<a href=" class="a5-
link1"><strong>add Web Design templates</strong></a> from our <a
href=" />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=" /><li><a href=" />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=" />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=" />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=" />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=" />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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</a>
</li>
<li class="dropdown"><a href=" />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=" />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=" />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=" />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=" />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=" />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=" design
books
<!- -[if IE 7]><!- -></a><!- -<![endif]- ->
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<!- -[if lte IE 6]><table><tr><td><![endif]- ->
<ul style="margin:0px 0px 0px -1px;">
<li class="dropdown"><a href=" />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=" />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=" />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
-analytics.
com/ga.js’ type=’text/javascript’%3E%3C/script%3E"));
</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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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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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
■ 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 and
techniques employed in this chapter.
Figure 17.18
The case study site for this section: onepartart.com.
Copyright † 2010 Onepartart.com. Used with

permission.
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<!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.0 Transitional//EN">
<html>
<head>
<title>Technical illustrator creating technical illustrations and scientific
illustrations for Northern Colorado, Fort Collins, Denver, Greeley -
Onepartart</title>
<meta http-equiv="content-type" content ="text/html;charset=iso-8859-1">
<meta name="keywords" content="technical illus trator, scientific illustra-
tion, technical illustration, science illustration, illustration technical,
fort collins, northern colorado, denver, greeley, loveland">
<meta name="description" content="Technical illustrations, scientific
illustrations, portraits, and painting are all included with the professional
services provided by Onepartart">
</head>
<SCRIPT LANGUAGE=JAVASCRIPT>
<!- - Hide script from old browsers
if (document.images) {
bullet_on = new Image
bullet_off = new Image
bullet_on.src = "images/bullet_on.gif"
bullet_off.src = "images/technical_illustrator_spacer.gif"
email_on = new Image
email_off = new Image
email_on.src = "images/email_on.gif"

email_off.src = "images/email.gif"
contact_on = new Image
contact_off = new Image
contact_on.src = "images/email_on_2.gif"
contact_off.src = "images/email.gif"
}
else {
}
// end hiding script from old browsers - ->
</script>
<link rel="stylesheet" href="mainstyl e.css" type="text/css">
<body>
<div id="a5-body-center">
<div id="a5-body">
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<table width="770" cellspacing="0" cellpadding="0" border="0">
<tr>
<td>
<table cellspacing="0" cellpadding="0" border="0">
<tr>
<td><img technical_illustration_title.gif" width="165"
height="60" alt="" border="0"></td>
<td><img src="images/technical_illustrator_title_right.gif"
width="270" height="60" alt="" border="0">< /td>
<td><img src="images/scientific_illustration_insect_top.gif"
width="210" height="60" alt="" border="0">< /td>
<td><img src="images/top_right.gif" width="125" height="60" alt=" "
border="0"></td>

</tr>
</table>
</td>
</tr>
<tr>
<td>
<table cellspacing="0" cellpadding="0" border="0">
<tr>
<td valign="top">
<table cellspacing="0" cellpadding="0" border="0">
<tr>
<td rowspan="50"><img src="images/technical_illustrator_spacer.
gif" width="1" height="282" alt="" border="0"></td>
<td><img src="images/technical_illustrator_spacer.gif
"
width
="1" height="30" alt="" border="0"></td>
<td></td>
</tr>
<tr>
<td align="right"><img src="images/spacer_black.gif" width="35"
height="1" alt="" border="0"></td>
<td><img src="images/technical_illustrator_spacer.gif"
width="1" height="1" alt="" border="0"></td >
</tr>
<tr>
<td class="green9" align="right" valign="top"><a href="index.htm"
onMouseOver="document.hom e.src=bullet_on.src;"
onMouseOut="document.home .src=bullet_off.src" style="text-decorati on: none;
color: #434C06"><b>HOME</b>< /a></td>

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<td valign="top"><img nical_illustrator_spacer.
gif" name="home" width="14" height="10" alt="technical illustrator home"
title="technical illustrator home" border="0">< /td>
</tr>
<tr>
<td align="right"><img src="images/spacer_black.gif" width="35"
height="1" alt="" border="0"></td>
<td><img src="images/technical_illustrator_spacer.gif"
width="1" height="1" alt="" border="0"></td>
</tr>
<tr>
<td class="green9" align="right" valign="top"><a href="about.htm"
onMouseOver="document.abo ut.src=bullet_on.src;"
onMouseOut="document.abou t.src=bullet_off.src" style="text-decoration: none;
color: #434C06"><b>ABOUT</b></a></td>
<td valign="top"><img src="images/technical_illustrator_spacer.
gif" name="about" width="14" height="10" alt="techical illustrator about"
title="techical illustrator about" border="0">< /td>
</tr>
<tr>
<td align="right"><img src="images/spacer_black.gif" width="56"
height="1" alt="" border="0"></td>
<td><img src="images/technical_illustrator_spacer.gif"
width="1" height="1" alt="" border="0"></td>
</tr>

<tr>
<td class="green9" align="right" valign="top"
><a
href="portraits.
htm" onMouseOver="document.portraits.src=bullet_on.src;"
onMouseOut="document.port raits.src=bullet_off.src" style="text-decoration:
none; color: #434C06"><b>PORTRAITS</b></a></td>
<td valign="top"><img src="images/technical_illustrator_spacer.
gif" name="portraits" width="14" height="10" alt="techical illustrator
portraits" title="techical illustrator portraits" border="0"></td>
</tr>
<tr>
<td align="right"><img src="images/spacer_black.gif" width="125"
height="1" alt="" border="0"></td>
<td><img src="images/technical_illustrator_spacer.gif"
width="1" height="1" alt="" border="0"></td>
</tr>
<tr>
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<td class="green9" align="right" valign="top"><a href="science.
htm" onMouseOver="document.science. onMouseOut="document.scie nce.src=bullet_off.src" style="text-decoration:
none; color: #434C06"><b>SCIENCE ILLUSTRAT IONS</b></a></td>
<td valign="top"><img src="images/technical_illustrator_spacer.
gif" name="science" width="14" height="10" alt="techical illustrator scien-
tific illustrations" title="techical illustrator scientific illustrations"
border="0"></td>
</tr>
<tr>

<td align="right"><img src="images/spacer_black.gif" width="78"
height="1" alt="" border="0"></td>
<td><img src="images/technical_illustrator_spacer.gif"
width="1" height="1" alt="" border="0"></td >
</tr>
<tr>
<td class="green9" align="right" valign="top"><a href="illustra-
tions.htm" onMouseOver="document.illustrations.src=bullet_on.src;"
onMouseOut="document.illu strations.src=bullet_off.src" style="text -decora-
tion: none; color: #434C06"><b>ILLUSTRATIONS </b></a></td>
<td valign="top"><img src="images/technical_illustrator_spacer.
gif" name="illustrations" width="14" height="10" alt="techical illustrator
illustrations" title="techical illustr ator illustrations" border="0"></td>
</tr>
<tr>
<td align="right"><img src="images/spacer_black.gif" width="45"
height="1" alt="" border="0"></td>
<td><img
src="images/technical_illustrator_spacer.gif"
width="1" height="1" alt="" border="0"></td >
</tr>
<tr>
<td class="green9" align="right" valign="top"><a href="mailto:
?subje ct=E-mail from Web site"
onMouseOver="document.con tact.src=bullet_on.src;
document.email.src=contac t_on.src"
onMouseOut="document.cont act.src=bullet_off.src;
document.email.src=contac t_off.src" style="text-decoration: none; color:
#434C06"><b>CONTACT</b></a></td>
<td valign="top"><img src="images/technical_illustrator_spacer.

gif" name="contact" width="14" height="10" alt="techical illustrator contact
information" title="techical illustrat or contact information"
border="0"></td>
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</tr>
<tr>
<td><img ustrator_spacer.gif"
width="144" height="30" alt="The Technical Illustration and Scientifi c Illus-
tration Professionals" title="The Technical Illustration and Scientific Illus-
tration Professionals" border="0"></td>
<td><img src="images/technical_illustrator_spacer.gif"
width="14" height="1" alt="The Technical Illustration and Scientific Illustra-
tion Professionals" title="The Technical Illustration and Scientific Illustra-
tion Professionals" border="0"></td>
</tr>
</table>
</td>
<td><img src="images/lines_left.gif" width="6" height="282" alt="The
Technical Illustration and Scientific Illustration Professio nals" title="The
Technical Illustration and Scientific Illustration Professio nals"
border="0"></td>
<td valign="top" background="images /bg_lines_2.gif">
<table cellspacing="0" cellpadding="0" border="0">
<tr>
<td rowspan="2" id="blankbg">
<table cellspacing="0" cellpadding="0" border="0">

<tr>
<td rowspan="50"><img src="images/technical_illus-
trator_spacer.gif" width="20" height="1" alt="Fort Collins Technical Illus-
trator" title="Fort Collins Technical Illustrator"
border="0"></td>
<td><img src="images/technical_illustrator_spacer.gif"
width="1" height="14" alt="Fort Collins Technical Illustrator" title="Fort
Collins Technical Illustrator" border="0"></td>
<td></td>
<td></td>
<td rowspan="50"><
img src="images/technical_illus-
trator_
spacer.gif" width="20" height="1" alt="Fort Collins Technical Illus-
trator" title="Fort Collins Technical Illustrator"
border="0"></td>
</tr>
<tr>
<td><img src="images/denver_technical_illustration.
gif" width="86" height="76" alt="Fort Collins Technical Illustrator"
title="Fort Collins Technical Illustrator" border="0"></td>
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<td><img technical_illustrator_spacer.gif"
width="17" height="1" alt="" border="0"></td>
<td></td>
</tr>
<tr>
<td colspan="3"><img src="images/technical_illus-

trator_spacer.gif" width="1" height="13" alt="" border="0"></td>
</tr>
<tr>
<td><img src="images/loveland_technical_illustrator.
gif" width="86" height="76" alt="Denver Technical Illustrator" title="Denver
Technical Illustrator" border="0"></td>
<td><img src="images/technical_illustrator_spacer.gif"
width="17" height="1" alt="Denver Technical Illustrator" title="Denver Techni-
cal Illustrator" border="0"></td>
<td><img src="images/scientific_illustration.gif"
width="86" height="76" alt="Greeley Technical Illustrator" title="Greeley
Technical Illustrator" border="0"></td>
</tr>
<tr>
<td colspan="3"><img src="images/technical_illus-
trator_spacer.gif" width="1" height="13" alt="Denver Technical Illustrator"
title="Denver Technical Illustrator" border="0" ></td>
</tr>
<tr>
<td></td>
<td><
img src="images/technical_illustrator_spacer.gif"
width
="17" height="1" alt="Denver Technical Illustrator" title="Denver Techni-
cal Illustrator" border="0"></td>
<td><img src="images/scientific_illustrator.gif"
width="86" height="76" alt="Loveland Technical Illustrator" title="Loveland
Technical Illustrator" border="0"></td>
</tr>
</table>

</td>
<td valign="top" align="right" id="blankbg"><img src="images/
insect.gif" width="136" height="162" alt="Greeley Technical Illustrator"
title="Greeley Technical Illustrator" border="0 "></td>
</tr>
<tr>
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Search Engine Optimization (SEO)498
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<td id="blankbg">
<table cellspacing="0" cellpadding="0" border="0">
<tr>
<td id="blankbg">Technical illustr ations, scientific il-
lustrations, portraits, and paintings are only a few of the professional services
provided by <strong>technical illustrator Lori Discoe</strong>. We encourage
you to take a look at some of our work. <a href="classes.htm">View Our Classes</
a></td>
<td id="blankbg"><img technical_illus-
trator_spacer.gif" width="4" height="1" alt="" border="0"></td>
</tr>
</table>
</td>
</tr>
<tr>
<td id="blankbg"><img src="images/technical_illus-
trator_spacer.gif" width="200" height="1" alt="Greeley Technical Illustrator"
title="Greeley Technical Illustrator" border="0"></td>
<td id="blankbg"><img src="images/technical_illus-

trator_spacer.gif" width="210" height="1" alt="Greeley Technical Illustrator"
title="Greeley Technical Illustrator" border="0 "></td>
</tr>
</table>
</td>
<td><img src="images/lines_right.gif" width="57" height="282" alt=""
border="0"></td>
<td><img src="images/address.gif" width="109" height="282" alt=""
border="0"></td>
</tr>
</table>
</td>
</tr>
<tr>
<td>
<table
cellspacing="0" cellpadding="0" border="0">
<tr>
<td><img src="images/bottom_left.gif" width="159" height="58" alt=""
border="0"></td>
<td><img src="images/bottom_green.gif" width="405" height="58" alt=""
border="0"></td>
Case Studies 499
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<td><a href="mailto:?subject=E-mail from Web site"
onMouseOver="document.ema il. ail_on.src;"
onMouseOut="document.emai l.src=email_off.src" style="text-decorati on: none;
color: #434C06"><img src="images/email.gif" name="email" width="206"
height="58" alt="" border="0"></a></td>

</tr>
</table>
</td>
</tr>
<tr>
<td><img src="images/technical_illustrator_spacer.gif" width="1"
height="3" alt="" border="0"></td>
</tr>
<tr>
<td colspan="2" align="right"><span style="color: #7F7F7F">Copyright †
2001-2010
Onepartart. All rights reserved. Web design by</a><a href="http://www.
a5design.com" style="text-decoration: none">A5design</a></td>
</tr>
</table>
<script type="text/javascript">
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." :
"http://www.");
document.write(unescape(" %3Cscript src=’" þ gaJsHost þ "google-analytics. com/
ga.js’ type=’text/javascript’%3E%3C/script%3E"));
</script>
<script type="text/javascript">
try {
var pageTracker = _gat._getTracker("UA-11010245-1");
pageTracker._trackPagevie w();
} catch(err) {}</script>
</div>
</div>
<
/body>

</html>
Optimization Results
This page’s SEO results were followed over a little more than a month. Google,
Yahoo, and Bing were the search engines followed.
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Keywords: Fort Collins Scientific illustration
Date Results Were Recorded: December 22
Yahoo: Not indexed in first 10 pages
Google: Not indexed in first 10 pages
Bing: Not indexed in first 10 pages
Date Results Were Recorded: January 4
Yahoo: Page 1, listing 1
Google: Page 1, listing 1
Bing: Page 1, listing 1
Keywords: Technical illustration
Date Results Were Recorded: December 22
Yahoo: Not indexed in first 10 pages
Google: Not indexed in first 10 pages
Bing: Not indexed in first 10 pages
Date Results Were Recorded: January 4
Yahoo: Not indexed in first 10 pages
Google: Page 8, Listing 7
Bing: Not indexed in first 10 pages
Keywords: Fort Collins Technical illustrator
Date Results Were Recorded: December 22
Yahoo: Not indexed in first 10 pages

Google: Not indexed in first 10 pages
Bing: Not indexed in first 10 pages
Date Results Were Recorded: January 4
Yahoo: Page 1, Listing 1
Google: Page 1, Listing 1
Bing: Page 1, Listing 6
Case Studies 501
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Keywords: Denver Technical illustrator
Date Results Were Recorded: December 22
Yahoo: Not indexed in first 10 pages
Google: Not indexed in first 10 pages
Bing: Not indexed in first 10 pages
Date Results Were Recorded: January 4
Yahoo: Page 1, Listing 9
Google: Page 1, Listing 7
Bing: Page 2, Listing 1
CaseStudy3—Apricotpetal.com
This case study was conducted for apricotpetal.com (see Figure 17.19). It was
optimized for the hair stylist field, which is competitive, especially at a local level
in Fort Collins, Colorado. While the coding and SEO employed the latest
Figure 17.19
The case study site for this section: apricotpetal.com.
Copyright † 2010 Apricotpetal.com. Used with
permission.
Chapter 17
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Search Engine Optimization (SEO)502
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Game Developing GWX
techniques, the site had not been listed in search engines, which always makes it
more difficult to be indexed.
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 written
■ Links tweaked to include keywords and phrases
■ XML sitemap added
■ Use of <h> tags on pages other than homepage
■ File names had keywords added to them
■ ‘‘Alt’’ and ‘‘title’’ properties used
■ 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 and
techniques employed in this chapter.
<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "DTD/xhtml1-
transitional.dtd">
<html xmlns=" xml:lang="en" lang="en">
<head><title>Fort Collins Hair Salon - Apricot Petal</title>
<meta http-equiv="description" content="Fort Collins Hair Salon Specializing
in Redken Products - Apricot Petal Salon"/>
<meta http-equiv="keywords" content="fort collins hair salon, fort collins hair
salons, hair salon, fort collins, Redken, christian higgins, charles young, the
studio"/>
<meta http-equiv="Content-Type" conte nt="text/html; charset=iso-8859-1" />
<link rel="stylesheet" href="mainstyl e.css" type="text/css" />
</head>
<body>

<div id="a5-body-center">
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<div id="a5-body">
<div class="a5-bg-left">
<div id="hair-salon">We are a Redken salon, providing hair salon services
in Fort Collins. Give us a chance to design you a hair style that will enhance your
natural beauty. We are a hair salon with experience in all hair types from natu-
rally curly to European straight.</div>
<div id="fort-collins-hair-salon"><a href="index.cfm"><img
"images/spacer.gif" width="320" height="230" border="0" alt="" /></a></div>
<div id="a5-menu-item-1"><a href="index.cfm"><span class="color-1-
text-14">home</span>< /a></div>
<div id="a5-menu-item-2"><a href="about.cfm"><span class="color-1-
text-11">about</span></a></div>
<div id="a5-menu-item-3"><a href="services.cfm"><span class="color-1-
text-11">services</span ></a></div>
<div id="a5-menu-item-4"><a href="specials.cfm"><span class="color-1-
text-11">charles<br />young<br />donations</span></a></div>
<div id="a5-menu-item-5"><a
href="contact.cfm"><span class="color-1-
text-11">contact</span></a></div>
<div id="hair-salons-fort-collins" style="height:600px;">
<div id="hair-salon-fort-collins" class=" color-1-text-11"><span
style="float:left;padding :0px 10px 0px 0px;"><img src="images/fort-collins-
hair-salon.png" width="35" height="31" alt="" /></span>< span style="color:
#e8c81d;">Call</span> or <span style="color:#86c340;">Text</span> for ap-
pointments: <span style="color:#ea4b25;">970</span>.<span style="color:
#ea4b25;">443</span> .<span style="color:#ea4b25;">7939</span ></div>

</div>
<div id="a5-footer">4243 Saddle Notch Dr.  <img src="images/bullet-
star.gif" width="7" height="7" alt="" />  Fort Collins CO 80526  <img
src="images/bullet-star.g if" width="7" height="7" alt="" />  phone:
970.443.7939  <img src="images/bullet-star.gif" width="7" height="7"
alt="" />  † copyright 1993-2010  <img src="images/bullet-star.gif"
width="7" height="7" alt="" />&nbsp
; Web design by <a href="http://www.a5de-
sign.com" style="text-decoration: none;color:#ecc426;">A5design</a>
<script type="text/javascript">
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." :
"http://www.");
document.write(unescape(" %3Cscript src=’" þ gaJsHost þ "google-analytics. com/
ga.js’ type=’text/javascript’%3E%3C/script%3E"));
</script>
<script type="text/javascript">
try {
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var pageTracker = _gat._getTracker("UA-9952197-1");
pageTracker._trackPagevie w();
} catch(err) {}</script>
</div>
</div>
</div>
</div>
</body>

</html>
Optimization Results
This page’s SEO results were followed over three months. Google, Yahoo, and
Bing were the search engines followed.
Keywords: Fort Collins Hair Salon
Date Results Were Recorded: December 22
Yahoo: Not indexed in first 10 pages
Google: About page 7 listing 4
Bing: Page 3, listing 8
Date Results Were Recorded: January 4
Yahoo: Not indexed in first 10 pages
Google: Page 4, listing 7
Bing: Page 3, listing 10
Date Results Were Recorded: March 24
Yahoo: Page 1, listing 4
Google: Page 4, listing 7
Bing: Page 2, listing 9
Summary
SEO hasn’t changed much over the years. The same basic things a designer
should do to opt imize a site now are what was recommended years ago. Some of
Summary 505
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Game Developing GWX
the tips and techniques discussed in this chapter include researching keywords,
writing strong title tags, developing meta keywords and meta descriptions, using
<h1> to <h6> 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 accomplish over a period of time, it does provide a
strong initial SEO foundation of a site.
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