Body text should be placed into your web site using the body-text tags: Insert Body
Text. These are not the only body-text tags that you’ll use, however. In addition to the
tags that indicate where your body text begins and ends, there are also tags that indicate special
formatting in text. Those tags are:
Bold
Italics
Strongly Emphasized
Emphasis
Each of these tags indicates special formatting for the word or phrase within the opening and closing
tags, and the special emphasis makes a search engine crawler take notice of those words. Therefore,
if you can use keywords within those tags, you should try to. But the same rule applies to these
formatting options for body text: Only use keywords where appropriate and avoid stuffing keywords
into your site simply to improve your search engine rankings. If you use those tactics, it’s likely they
will fail.
Making your web site’s body text visible (or readable) to search engine crawlers isn’t all that complicated.
Even so, many site designers still struggle with the issue, because there are certain text
styles that cannot be indexed by search engines. These styles are often used on web sites in an
effort to improve the appearance of the site. Some of the text visibility issues that site designers
contend with include:
- Text embedded in JavaScript applications or Macromedia Flash files.
- Text contained in image files (including those with these extensions: jpg, gif, png, bmp).
- Text that is accessible only on a submission form or other portion of the page that requires
some action or interaction with the user.
If search engine crawlers can’t see your web-site text, they can’t index that content for visitors to
find. So having “seeable” content is essential to ranking well and getting properly indexed. In some
cases, you must use a graphic, a special type of formatting like JavaScript or Flash, or even forms
that contain text. If you must use these unreadable forms of text, try to optimize your site by using
keywords in headings, title tags, URLs, and alt tags on the page. Just remember that you shouldn’t
go overboard with embedding keywords into headings, or other tags.
CAUTION
Never try to hide text on your site in an attempt to “fool” search engine crawlers into
thinking your site is something it’s not. If you try to include text on your site that’s the
same color as the background, or if you use other types of CSS tricks, you run the risk of being detected
by search engine crawlers. And even if those crawlers don’t detect your trickery, it’s just a matter of time
before some competitor or even one of your users discovers your dishonesty and reports your actions.
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