Whether starting out with a new domain name, or a domain that’s been around for a decade, you can rank your blog on Google if you just do what Google wants you to do. So here are 25/50 tips to get your blog ranked by the world’s biggest SE.

50. Build your own or move to Wordpress. Wordpress is a blog platform that’s open source (free), robust, extensible and easy to use. Add Feedburner, which equips site owners to broadcast RSS feeds and develop user metrics. Next, synch up Google Analytics and a sitemap plug-in to simplify populating the blog and developing useful, actionable metrics. Also, make sure your blog is pinging Technoratti and other social media sites like digg.

49. Don’t worry aboutpage rank. PR is highly over-rated as a yardstick of online success. Connectivity within a web community and expansion through content syndication and guest blogging are more critical to building site credibility than page rank. PR will take care of itself over time if you do it right.

48. Make a difference, or at least have a clear purpose. Differentiate your content on every post. Cover lots of editorial ground.

47. Use a conversational tone. Dry, starchy academic writing is strictly for the textbooks. Write words that people “hear” instead of read.

46. Provide a “Tell Your Friends” link on your blog. Birds of a feather do, indeed, flock together. So, if one of your regulars shares an interest in philately, chances are s/he has other friends with an interest in stamp collecting.

45. Study the competition. They’re studying you. Check out SpyFu to do a little undercover work on search analytics employed by competitor sites and their visitors. You can’t touch the content but you can’t copyright an idea, either, so pick up some new paths of thought from others in your site’s arena.

44. Remember SEO basics. Use provocative, keyword-rich title tags, meta keywords and descriptions, and only link to high-quality sites. Never over do it. Keep your posts relevant, natural, accurate and, above all, current.

43. Don’t stuff blog post titles with keywords. It’s a form of keyword stuffing and spiders hate keyword stuffing. The ratio in headlines should be ~40% keywords, ~60% non-keywords.

42. Submit your URL to blog directories. There are “best of the web,” and paid directories, like Yahoo, and free directories like the Open Directory Project. Every directory listing is another link to your site and another way visitors can find you. Just google them to find more.

41. Create blog categories that contain keywords, i.e., Ecommerce, SEO, Affiliates, etc. for use with a “site hosting” or “site design” blog.

40. Content quality counts. Research topics about which target readers want to learn. Write something new, useful and relevant. And don’t forget to regularly update older posts. Things change fast on the web so last year’s “next big thing” is this year’s hackneyed cliché.

39. Vary topics, content length, relevancy and posting times. However, be consistent, as well. Keep blogging. It can take time for a blog to catch the notice of a search engine spider.

38. Get guest bloggers. Add links from their blogs and establish your site’s link community. There are people within your web neighborhood with opinions and good information. Contact them to invite submissions to your blog and your site in general.

37. Don’t use duplicate content. The only duplicate content that appears in your blog posts are quotes, and they should be identified with quotation marks.

36. Call posters by name. If Bob M. from Athens, Georgia, posts to your blog, recognize his contribution with a “Thanks, Bob” at the end of your response.

35. Make friends with other bloggers in your commercial, business or NFP space. Ask to become a guest blogger, or seek endorsements from the “names” within your site sphere.

34. Send a personal note to posters. Not all bloggers have the time to do this but if you can send a personal email thank-you note to a poster, you’ve increased the chances of that poster becoming a member of your site community.

33. Encourage viral link building. Take a stand. Introduce the coming paradigm shift in web commerce, provoke controversy. It sells. Just ask Ann Coulter.

32. Ensure the blog is optimized for Technorarri. Claim your blog, set an avatar and pings, use tags where appropriate and be sure to ping various blog tracking sites.

31. Don’t place ads on your blog, yet. If you feel you must (you’re seeing nice PPC revenues), determine that your site’s HTML is optimized to position those ads at the bottom of each blog page.

30. If your blog isn’t pulling, have the code reproduced so it’s as semantic, accessible and code-to-content optimized as possible. Also, hire a code expert to position content above ads or any other content in the site markup.

29. Ignore Alexa. A lot of new site owners rely on Alexa for site metrics but remember, Alexa is a popularity metric since only Alexa toolbar users contribute data — and that’s a less-than-universal test population.

28. Build credibility. Publishing authorities on your site’s topicality usually does the trick. Once blog credibility is established, identify trends, solve new problems and gradually expand the topic range of your blog.

27. Buy or build a hot blog design and submit it to design galleries. Hire a site/blog designer, or bring your vision to fruition. This enables your blog to appear five or six demographic iterations from your home site, expanding the site’s reach outside the immediate site community. This creates new marketing channels fast.

26. Develop some friendly contacts on social media sites and participate in the community. Ask contacts to promote your blog content. Also ask for contributors. People love to express their opinions.

25. Focus on ranking for three key words or phrases to start. The keywords you select should appear in your HTML title tags and within the site’s content when appropriate. However, watch keyword density levels. Anything above 5% starts to sound like gibberish. 2% to 3% keyword density provides more creative latitude for the content developer, and still lets bots know what the site is about.

24. Only purchase ad links on relevant niche sites. This, by default, limits competitive links and delivers more qualified (knowledgeable and ready-to-purchase) visitors to your site.

23. Participate in your link community. Forum and blog links are ephemeral, lasting a day or two as web fodder, so there’s always the need for more green. Interact by posting to not only drive traffic with the link, but to also pick up another link from a credible site. All good.

22. Publish new content on weekdays. Even search engines need a break. Actually, more people are online Monday through Friday so your latest blog post is still the latest when posted on Monday rather than Sunday. A little thing, for sure, but little things mean a lot online.

21. Write content for various experience levels. For many spaces DIYs are the largest sector. Some readers are just starting out. Others have been at it for years and probably know more than you do, so post blogs to appeal to a broad range of skill sets — from green rookie to wizened old vet.

20. Cite the sources of your content. This adds credibility to your posts. It also provides a trail for a reader interested in learning more about the topic at hand.

19. Focus on contextual relevancy before quantity of links. Connectivity within a market or topic segment has more value than SEO anchor text, at least in the short term.

18. Poll your readers. Everybody’s got an opinion. Provide a platform to let posters and readers vote on a topic related to your site. It doesn’t do any good if you run a retail outlet and poll visitors on who they’d like to see in the White House. Stay on topic.

17. Create surveys. Surveys are more in depth than a poll. One survey you might want to try is one in which buyers rate the services and products you sell. Great marketing information. Consider placing a satisfaction survey somewhere on your site.

16. Write about popular brands or celebrities where possible. It doesn’t matter if you’re blogging short sales in the market or clothing for the over-sized human, celebrity and name brands get picked up by spiders.

15. Find free stuff to give away. Free still works on the web. There’s lots of open source software (OSS), mortgage calculators, real-time stock feeds and other digital goodies that visitors can download free. Free is nice.

14. Answer questions on Google groups and Yahoo Answers. People write in with all sorts of questions, some sure to fall within your area of expertise. By signing on as an authority in a field (your arena) you build credibility. Plus, it’s fun helping others from the comfort of your own work station.

13. Add imagery and video content to your posts. A picture is worth a thousand web words. Charts and graphs simplify complex information and don’t take up a lot of room. If you aren’t an artist, create a relationship with a freelancer. Never use clip art.

12. Use QA sessions in your blog. You’re the expert. Also, invite guest bloggers to handle questions beyond your skill set. Helpful, simple advice keeps visitors coming back and makes you a guru.

11. Syndicate content outside of your blog. Every site owner needs content. Fortunately, there’s plenty of it free for the taking. Sites like Helium, Ezine and Go Articles are content supermarkets. Post your piece and pick up non-reciprocal, in-bound links for your effort. Content syndication increases link popularity.

10. Direct (future) page rank efforts to well-optimized content on your home site. Don’t direct visitors and bots to the garbage bin of out-dated content stored in the site’s archives. Point them to the new news.

9. Update or create a Wikipedia page and link to your site. Another means of establishing yourself as an authority. Just make sure the Wiki piece is accurate, well written and typo-free.

8. Submit industry or topical news to general news sites. Not just industry related sites. If a small oil and gas company brings in a gusher, it’s of broader interest than to just industry insiders. Also adds credibility and another link.

7. Deep links or links to sub-pages are vital. There’s a tendency to link from a remote site to your home page. Not necessarily the best strategy. Consider linking to pages deeper in the site – pages related directly to your blog post. This way, visitors are in your site and less likely to bounce.

6. Respond to comments in your blog. This accomplishes three important objectives: (1) it shows that there’s a human behind the blog; (2) it gives you a chance to show your expertise; and (3) you can lead the thread in a new direction or keep the discussion going. Oh, it’s also the polite thing to do, as well.

5. Cross link your posts. Link amongst your related blog posts using the keywords you’re optimizing your blog for as the anchor text.

4. Get linked alongside related blogs on other sites. You can contact the blog administrator to swap links, you can become a regular guest blogger if your writing is good enough or your knowledge extensive. Niche sites are great for building blog links networks.

3. Bait your blog. Post unconventional and controversial articles to create lengthy threads that, in turn, create site stickiness.

2. Be consistent into month two. Keep the tone, style and topicality of your blog consistent for the first two months until spiders get it. Then, you can branch out to peripheral topics to expand reader interest.

1. Network offline. Helpful networking tools include LinkedIn, MeetUp and MyBlogLog. These sites provide real world contacts to simplify and streamline the process of networking. They’re also useful in building beneficial online relationships – not to be overlooked. Also reach out using conferences that are available in your area and abroad.

The keys to building a successful, well-tended blog run the gamut from good content to good contacts, and from credibility to controversy. There are lots of ways to expand your blog community and develop quality rankings at the same time

Once you’ve got all of this down your next steps are to begin monetizing your site.

So, blog.

Hosted Content
Hosted content, also sometimes called pre-sell pages, makes your site look very good. The problem is, there are usually costs involved. Here’s how it works.

You, the content expert, write an article. It should be longer than 600 words but no longer than 1200 words. It should be well-written, completely researched, edited, re-edited and finally proofed so that it’s letter perfect. Okay, now you have host-worthy content.

Hosted content is content that’s placed on another site for a fee. In other words, you rent a page on another site to display your work. Now, what do you get for your money?

First, position your article on a site that’s (1) related to the topicality of your site and (2) has a tons of one-way links to content that’s “deep” in the site (in other words sub-pages that rank well in SERPs based on their title tags, for example). These two factors are the best way to measure and quantify the strength your page has in the target site, and ultimately, the link love it creates passes to your site. As you already know hosted content creates editorial inbound links, also known as pure gold.

Second, because it’s your article and you’re paying for the space, you can embed text links directly to specific pages of your site. This does a couple of things. First, you spread your web net further. Links to your site now appear on other sites — some several incarnations removed from your own site. This, ultimately, increases your site traffic as people read your interesting commentary and click on those embedded links to see what else is on your mind. That’s good. More hits. More page views. Higher conversion ratios.

Third, if you spread your words across the web, you start to develop some name recognition within your niche. Unless you’re Dan Kennedy or Skip McGrath, it’s tough building name recognition. However, by crafting numerous, informative articles you’ll start to be recognized. And wait until you Google your name and find 15 SERPs because your articles appear on dozens and dozens of sites.

The downside is the cost. Site owners charge you for the use of their space. If you’re well capitalized, no problem. Spend the money to spread your words. If money is a problem, choose your host sites carefully. Use Google Analytics or ClickTracks data to determine not only number of unique visitors you create from these pages of hosted content, but quality of traffic as well. Look for sites that match the two criteria above. Very important.

Article Submission
Okay, money is a problem. You don’t have a lot. You can still get your name and your opinions out there through various article submission sites.

Once again, site owners need green content and many rely on article submission sites to pick up fresh content for free. Here’s the deal. You write an article and go through the same steps of researching, editing and proofing until the piece is pristine and makes you sound like a savant. Perfect.

Now you place that piece on sites like www.goarticles.com or www.ezinearticles.com for free use by other sites. The plus side is, if the content is solid, you’ll get picked up by literally hundreds (even thousands) of sites. And in return for the free use of your written brilliance, the sites that display your content are obliged to include a link back to your web site. So, you put out 10 articles on topics related to your business, each one gets picked up and used by 20 other sites and you’ve got 200 non-reciprocal inbound links. Well done.

But isn’t this the same model as hosted content except it’s free? No. There are two key points to consider. First, with articles you syndicate it’s much more difficult to embed editorial links to your targeted web site. Instead, you take advantage of the target link and anchor text in your bio box that appears at the end of the article.

What does this mean? Ultimately syndicated articles are not unique content like hosted content is, and ultimately it’s more challenging to place links to your own site editorially without appearing to be hyping your goods or services. So there’s a tradeoff when you go the article syndication route. The key, just as with hosted content, is to have killer, useful information in order to entice webmasters to repurpose the article for their communities and give you credit, a bio and a back link.

But, it doesn’t cost you anything but your time, assuming you can string words together into cogent sentences, or at least your brother-in-law can.

If you’re good at syndicated content or article submission, you control the anchor text — the actual links readers click on. You can also embed editorial links in syndicated content. Now, these aren’t links directly back to your site but they will take the readers to a target page that you want them to read, so if you’re building links for other sites in your portfolio, this approach has a proven track record.

Reciprocal Links
Sites still exchange links. The concept isn’t moribund but it certainly doesn’t have the impact a non-reciprocal link has. Reciprocal linking is simply an exchange of links. You link to my site; I’ll link to yours. And since spiders follow links, it’s not a bad arrangement.

A couple of warnings, however. Any site with which you exchange links should be related to the topic of your site. If you’re selling baby clothes on your site and you’ve got a link to transmission fix-it site, you’ll get nicked by the search engine. Remember, the whole purpose of a search engine is to provide useful, relevant content to users so any links you exchange should be considered from the point of view of the site visitor. Is that link going to further the search of the site visitor or is it a dead end?

If a site appears to have a significant number of back links, and better yet, ranks well in the SERPs, it’s a likely candidate for a link exchange even if it’s a PR 2. Look for quality sites, or at least quality characteristics.

One-Way Link Building
This comes a several forms. First, there’s the ever-popular ‘link begging’ where you contact a site owner (you can find that information in Whois, if it’s not on the contact page) and basically plead your case to have that site owner accept your link. This is a tough sell because, naturally, the site owner wants to know what’s in it for him or her. Custom written, tailored emails tend to do better than form letter emails, obviously, and there’s definitely nothing wrong with a phone call provided you make it abundantly clear what you have to offer.

There are paid links programs. For example, www.textlinkads.com lists web sites willing to sell links to your site. You can bid on the cost of the link, agree to the length of time the link will appear and where it will appear. There are other programs that will hook up sites — usually with decent PRs — with site owners looking for good deals on paid links. Again, don’t forget to buy links with relevance to your site.

You can pay to advertise on another site with banner ads, though this has been shown to deliver lukewarm results unless you know your market very well. Do a competitive analysis and see what’s working for the competition. The click-thru rate on banners is less than 3% but they aren’t usually too expensive.

Finally, you can post your thoughts and opinions on forums and blogs related to your site. Each post will create a back link, but one that spiders will recognize as a blog back link — not a bad thing, just not a gangbusters way to build site credibility, especially considering that most links have a nofollow added and forums capable of giving any link love tend to moderate (and eliminate link spam) quite heavily. Don’t be fooled though, links even with a nofollow attached still have some magic — even on Google.

From hosted content to blog posts, anybody can get a little recognition on the web. And if you’ve actually got marketing capital, you can pay for hosted content and watch your site grow quickly.

Very quickly.

1. Keep it simple. The simpler it is for visitors to complete a purchase the more purchases (and fewer shopping cart abandonments) you’ll see. Make it simple to find the product and go through the checkout process.
2. Provide complete contact information including a telephone number. Buyers want to know you’re real and they want to know how to reach you in case of a problem.
3. Provide encouragement throughout the checkout process. The best way to do this is to let buyers know what stage of checkout they’ve reached, and to provide them with highlighted signage to let them know what to do next.
4. Use product pictures in shopping carts. This reminds visitors what’s in their carts. It also reinforces, in the visitor’s mind, the reason(s) for the purchase.
5. Link back to the product page. After an item has been placed in the shopping cart, the visitor should be able to click on the item and be directed back to the product page in a new window for example. This makes buying comparisons easier and ensures the visitor has the right item for his/her needs without leaving the shopping cart.
6. Don’t keep shipping costs a secret. Nothing kills a conversion faster than a $19.95 shipping and handling charge on a $10 item. Provide shipping cost information on the first page of the checkout.
7. Is it backordered? The visitor finally reaches the end of the checkout only to discover that the item isn’t in stock. Do you think they’ll come back when the item comes in? They won’t.
8. Provide complete product information including sizes, colors, styles and other product descriptors. This will cut down on product returns because buyers will know what they’re actually purchasing. Avoid hyping products for the same reason.
9. Keep terms of service (TOS) simple and unambiguous. What’s your guarantee? What’s your return policy? Eliminate the boilerplate and give them the facts.
10. Provide a menu of payment gateways. Not all buyers want to pay by credit card. Some don’t even have a credit card. Buyers should be given the option to pay by debit card, personal check (snail mail), PayPal and other similar services, bank transfer and, if the want to stop by to pick it up, you’ll even take cash.
11. Never blame the buyer. When a potential buyer clicks on the wrong link, or forgets to enter all data fields, put up a message explaining the problem and how to fix it. The customer is always right and it’s always your fault. Period.
12. Offer gift cards. Some buyers just don’t know what to buy as a gift. A gift card solves the problem.
13. Use real testimonials. If you’re doing it right, you’ve gotten good feedback from some buyers. Ask permission to use their testimonials. Don’t use fake testimonials signed by Diane E., California. It’s an obvious fake testimonial.
14. Provide a customer service line. Outsource it if it isn’t part of the budget but buyers want to know there’s help in setting it up, whatever “it” is.
15. Avoid distracting links. If your home page is crammed with PPC ads and links to other sites, it’s distracting and you’ll see a lot more bounces (visitors who never get past the home page).
16. Offer incentives. Free shipping encourages buyers. So do upgrades, i.e. “Spend at least $50 and receive 10% off your entire purchase.” Some buyers will do the math and figure out they’re getting something for half price.
17. Welcome repeat visitors by name. Your customer data base is filled with solid gold information including names, purchase amounts, items purchased and so on. First, welcome a return buyer by name. Then, offer suggestions for purchase based on individual buying histories. (See Amazon.com for examples of using data base information to boost conversion ratios.)
18. Provide a currency converter. Not all buyers will be using your country’s currency. Make it easy to convert from euros to drachmas to dollars.
19. Offer a free newsletter. Your regular buyers will appreciate it when they’re notified ahead of time of upcoming specials, new product launches and other site related information.
20. Add a forum. This is a great way for buyers to share information, make recommendations and complain. It’s also a great way for you to handle complaints quickly, with the resolution posted right there on the complaint thread.
21. Provide informational content on your site. This establishes your credentials and credibility as an authority, whether you’re selling kayaks or bake ware.
22. Learn from your competitors. Visit the sites of more-established competitors to see what they’re doing to convert. How is the homepage designed? Navigation? Checkout? You can’t copyright an idea so you might as well “borrow” from the best.
23. Improve site stickiness. In other words, give buyers a reason to return. Some suggestions? The Sale of the Day, Tip of the Day, Your Horoscope, This Day in History, etc. This keeps your site green and visitors returning.
24. Let buyers post product reviews. Nothing sells better than a positive review from another buyer. Of course, the converse is true, too. Nothing will kill a sale faster than a bad review. And if a product receives lots of bad reviews, drop it from your product line.
25. Target your site’s skin to your demographic. If you’re selling collectible knives, your site should have a certain “look” and that look doesn’t include pastels and prissy type. Big, bold and manly — that’s the way to go. On the other hand, if you’re selling needlepoint patterns, a nice pastel background with little flowers works perfectly.

Search engine optimization is designed to attract search engine spiders. It’s also intended to ensure that your site is accurately and completely optimized. But, once traffic arrives on site, conversion optimization takes over.

Keep it simple. Keep it easy. Keep it honest. Not only will you see a boost in conversion ratio, you’ll also see a nice pop in return buyers. And they’re the best buyers any web site owner could ask for.

Think Outside the Design
The value of web standards really amounts to recommended use of markup to semantically describe content. Once mastered, the web developer is able to make intelligent and conscious decisions on the “right” compromises to be made for a given project. We are constantly working towards standardization and have had dialogs about the best practices for markup in various situations, it’s the World Wide Web Consortium’s role to define the purpose of markup; the platform for web site optimization. Web site optimization has little to do with search engine optimization or any of the W3C’s validation tools. Instead web site optimization deals with steps taken to improve user experience by:

• reducing page weight
• re-factoring of markup, CSS and/or Client Side Scripting
• making content accessible
• making content semantic
• reusing imagery
• optimizing the weight of imagery
• caching and deferred loading
• reducing latency to reduce download or render time

In short, the goal is to use the minimum code to achieve the desired result. Unfortunately, clients may not always afford us the proper time or resources required to give the most polished result possible.

Think it Through
Web standards in and of itself does not necessarily contribute to reduced file sizes, however what it does do is endorse healthy use of semantic markup that does give way to reduced page weight through table-less markup and a focus on cascading styles sheets for presentational material. By using document object model scripting, procedural code no longer needs to live inline in the html document itself. Take advantage of your page’s semantic structure to use the DOM to the fullest.

Code becomes art when we take our code to the next level by re-factoring it to maximize it accessibility, by reducing our dependency on the markup for presentation and procedural user interface components. What remains to be done when all of the content in a document is rendered as the design calls for, content properly described with your tags, images optimized for reuse and weight? Now, we consider scale, what happens when this site we’ve worked so hard to optimize becomes highly trafficked (think: Digg Effect) — or if the site already is, let’s make sure to optimize the server’s role in the user experience.

Caching is one of the chief techniques to be leveraged to improve user experience both on the client-side and the server-side. Making objects like cascading style sheets and JavaScript files external can also benefit from the technique of combining files to reduce latency. It’s much less “work” to download a larger file once than it is to download (or check for freshness of) several files. Unfortunately, many of the most visited sites could benefit greatly from even a dash of web site optimization. Issues like multiple CSS file or JavaScript files demonstrate little regard for the benefit they could provide their visitors as well as their own bottom line.

Move on to compression; consider pre-compressing your CSS and combined JavaScript files to reduce server load for high traffic sites. Go a step further and create a proxy that makes sure to return the “not modified” codes to user-agents checking for freshness of objects in your site after first download.

Without getting into code for each portion, let’s consider the typical components of a “well-designed” HTML document:

1. masthead
2. navigation
3. breadcrumbs
4. body
5. sidebar
6. footer

Within each there are a myriad of possible methods to semantically describe the content of the components. Let’s have a look at a few basic cases:

• Unordered Lists for navigation, breadcrumbs and copy in list items.
• Non-tabular layout for forms and use of labels and access keys for accessibility
• Use of <p>, <em>, <strong>, <dl>, <h*>, <table> tags for content

Diving into a single common challenge can show how understanding of web standards cascades into an optimized user experience, let’s look at a technique that combines several techniques by several authors, each of which contributing to many fundamental factors of web site optimization; specifically: image reuse, semantics, presentational separation, caching, latency reduction, image optimization, and accessibility/platform independence. Anyway, on to the challenge — image based main navigation with hover effects. Without being distracted with pseudo-code let’s have a look at how using what we know about web standards leads naturally to web site optimization and a very desirable result for the user:

1. Start with an unordered list, in the case of drop down menus, let’s make that a nested unordered list
2. The unordered list is styled as required using CSS such that any copy is moved out of view by hiding overflow and indenting the copy out of view of user agents that support CSS, but still leaving it accessible to screen readers etc
3. Now imagery is added for each of the tabs for the various states (hover, visited, active etc) as necessary

Normally this is where things would end. At this point we have the desired result, but it’s not an optimal experience for the user. Again to the credit of numerous designers and developers turned authors out there additional techniques can be applied to optimize the menu quite a bit:

1. Combine all of the images for each button in the navigation into a single file
2. Combine all of the image states the navigation into a single file and use CSS to shift the desired portion of the image into view when required
3. Put any JavaScript required for desired effects; e.g. transparency, sliding effects support for browsers that don’t support standards as we would like etc an external file

In the previous three steps, we’ve:

1. Reduced the latency required to load the main navigation imagery and the overall render time for a given page
2. “Pre-Loaded” and cached the other anchor states for the navigation without using any client side scripting
3. Cached the JavaScript for the navigation by making it external (the same is obviously true for the CSS), improving the render time for subsequent page views

Now apply a few more techniques to the site as a whole:

1. Take advantage of the compression support of popular browsers and compress JavaScript and CSS so that it can be sent instead of the larger uncompressed versions
2. Combine our CSS files and JavaScript files respectively, similar to the combining technique for the navigation imagery to reduce latency
   Cache these compressed versions of the combined files on the server so that
3. Cache these compressed versions of the combined files on the server so that every page view requested doesn’t require the web server to have to prepare the same files over-and-over on-the-fly. Instead the server can send static files immediately (which it can do with tremendous ease).

With the various techniques we all apply to our projects just adding a few more steps of optimization greatly improves the user experience.

Make it Your Own
Standards simply help us agree on what markup is intended to do and how it’s elements work together for describing content, web site optimization picks up where web standards leaves off. The W3C encourages us to use markup to describe the content and separate the presentation and functionality from markup as much as possible. Once we get used to the idea our time is best spent optimizing our code to work in the real world. I’ve intentionally left out the “how” because that’s an ongoing debate whose conclusions are at best situational. There are quite a few frameworks out there that help developers apply many of these principles to their projects right out-of-the-box, but it’s not too difficult to build your own framework for your own style of work.

So what’s the final word? Well, similar to the stance that Ethan Marcotte put forward I suggest that web standards be the baseline that we use to optimize sites to perform for the targeted user agents. One day it may be easier to leverage standards to achieve a predictable user-experience across all user-agents, but for now it’s best to have more skills and mastery than are required to render a job well done.

• Easy Implementation
• Keyword and Campaign Comparison
• Create Custom Dashboards
• AdWords Integration
• Trend and Date Slider
• E-commerce Tracking / Funnel Visualization
• Email reports
• Improved Site Overlay / Heat Mapping
• Improved Traffic Segmentation e.g. GeoTargeting

All of these are extremely handy especially when you have the ability to track the results on your own to make sure everything is kept honest. I’m looking forward to a hands-on test drive. Check out the tour now.

First a definition:
“Foveal View” — The area of visible space where the user is best able to focus with maximum detail. The point here is that outside of the focal area the eye (and therefore the mind) is not perceiving color nor as much detail. Understanding this concept cascades into the takeaways that follow.

Now some highlights from Andy’s portion of the video + my two cents:

1. The traditional marriage to 800×600 optimized design is really on it’s way out (as many people have noticed looking at their site statistics). Instead wider screen layouts not only bring more content above the fold, reducing the amount of scrolling required to use a page, but they also compliment a user’s natural behavioral desires while using a site,
2. Page elements should be organized in such a way that relevant blocks of information are near each other so that the brain can make logical associations and accurately assess relevance while scanning a page,
3. “Information Blocks” should be wider than tall for easiest consumption — again this is in step with the wider layout point above,
4. Typography & whitespace use (contrast) are also as important as ever; when properly used they create a guide to lead the eye through blocks of content in the body of a page or in navigational areas.
5. Group navigation items to contain 7 +/- 2 options per group. This avoids forcing the user to stop and process the information. In other words, use this principle to create at-a-glance usability in your navigation, which is vital to conversion.

Heat mapping sites like the following are useful in understanding the result of the eye/brain interaction. Use the insight above to review your design and your heat map results to identify problem areas in your user interface design. Here are some popular tools:

• crazyegg
• clickdensity
• ClickTale

Let’s not forget Google Analytics (Urchin) is useful when using the "Site Overlay" view in also seeing which anchors are most clicked in your site.

However, what we’ve long called “EBO” or Eyeball Optimization is explained masterfully by Andy — Well done!

Since I’m not sure how long that video will be in place so here’s the “permalink.”

What Eric has decided to do with the support of many interested participants is create a baseline for many of the HTML elements that behave inconsistently from browser to browser. The result being a fantastic snippet of code that removes the subtleties that often cause anomalies in the render of pages in Internet Explorer 6/7 (and in other browsers too).

For those that just want to see the code:

html, body, div, span, applet, object, iframe,
h1, h2, h3, h4, h5, h6, p, blockquote, pre,
a, abbr, acronym, address, big, cite, code,
del, dfn, em, font, img, ins, kbd, q, s, samp,
small, strike, strong, sub, sup, tt, var,
dl, dt, dd, ol, ul, li,
fieldset, form, label, legend,
table, caption, tbody, tfoot, thead, tr, th, td {
	margin: 0;
	padding: 0;
	border: 0;
	outline: 0;
	font-weight: inherit;
	font-style: inherit;
	font-size: 100%;
	font-family: inherit;
	vertical-align: baseline;
	background: transparent;
}
/* remember to define focus styles! */
:focus {
	outline: 0;
}
body {
	line-height: 1;
	color: black;
	background: white;
}
ol, ul {
	list-style: none;
}
/* tables still need 'cellspacing="0"' in the markup */
table {
	border-collapse: collapse;
	border-spacing: 0;
}
caption, th, td {
	text-align: left;
	font-weight: normal;
}
blockquote:before, blockquote:after,
q:before, q:after {
	content: "";
}
blockquote, q {
	quotes: "" "";
}

You can see that nearly every element is considered above and is “reset” to values to provide sure bedrock for styling a document.

I suppose I should go to mention another great tip from Eric, while on the topic of consistency and this one points to to consistency between the CSS “functionality” of internet explorer 6 and internet explorer 7. Dean Edwards put together great javascript code which enables coders to focus on CSS production for IE 7 and not have to worry support for behavior that doesn’t exist in IE 6 — definitely worth a look.