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HOUR 23:Beyond the Basics,Part 2: Get Noticed with the New Search

Engine Optimization (SEO) Checker

Running an SEO Check of the MyKipple Site

With the new MyKipple site open in Folder view, open the SEO panel to run an SEO

check of the site:

1. In the SEO panel, click the green arrow in the upper-left corner to open the

SEO Checker dialog.

2. Under Check Where, check All Pages. Under Show, check both Errors and

Warnings (refer to Figure 23.2).

3. Click the Check button. Expression Web 4 goes through all of your pages

and checks them for SEO optimization. The resulting list shows all the

places Expression Web 4 found something it considers to be an error or

warning (see Figure 23.3).

FIGURE 23.3

After the SEO

Checker com-

pletes its run,

the SEO panel

lists all the

errors and warn-

ings it found in

your page(s).

Looking at the output of the SEO Checker, you can now see how it works. On the far

left, you have the Problem Summary, in which the actual problem is described in

short form. To its right, you have a Help Topic link that takes you to a further

description of the problem, what causes it, and how it can be fixed. Next to that is

the address and name of the page the error was found on and what line the error

was found on. The final column lists whether this is an error or a warning. The dif-

ference between errors and warnings is that errors are things that Expression Web 4

thinks will damage or interfere with your Search Engine Optimization, whereas

warnings are things that are left out or not done properly that will increase your

ranking if they are fixed.

If you hover your mouse over any of the error items, you get a ScreenTip with

further information about the error (see Figure 23.4). This is a quick way of getting

an explanation for what’s wrong if you don’t want the full breakdown from the

Help link.

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Search Engine Optimization in Expression Web 4

405

The SEO Checker should return 66 errors from the 13 pages in your site. This sounds

like a lot, but if you scroll down and actually read the errors, you’ll notice that a lot

of them are repeated on every page and even more are things you don’t necessarily

want to change. This is an important lesson learned early: The fact that Expression

Web 4 and the SEO Checker consider something to be an error doesn’t necessarily

mean it is an error. You’ll see what I mean by this shortly.

Analyzing SEO Checker Reports

As I said in the introduction to this hour, Search Engine Optimization is part science,

part alchemy, and part common sense. For this reason, the output of the SEO

Checker may not necessarily be something you want to follow. You have to treat

each error or warning as an individual case and look at whether the particular

problem Expression Web 4 found is one that should be looked into or whether it can

be ignored.

The best way to see this in action is to look at some of the errors and warnings and

analyze them.

The

<h1>

Tag Is Missing

The first error you should have is “The

<h1>

tag is missing” on line 2 in about.html.

This error indicates that the page has no main heading for the search engines to

index. The idea is that the content wrapped in the

<h1>

tag is the descriptive head-

ing for the whole page and search engines will look for this tag first. If you look

back to when you created the page layout for MyKipple.com, you’ll remember you

used the

<h2>

tag for headings. This is an educated choice, because faced with the

lack of an

<h1>

tag, the search engines will look for an

<h2>

tag instead. Even so, it

might be a good idea to make the heading an

instead of an

Scrolling down the error list, notice that this error appears for every page. This is

when you’ll be happy you set up a DWT in Hour 18, “Dynamic Web Templates.” To

fix this problem, just change the tag in the DWT and edit the

style:

FIGURE 23.4

The SEO

Checker pro-

vides a lot of

information

about your

errors and warn-

ings if you hover

the mouse over

each item.

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HOUR 23:Beyond the Basics,Part 2: Get Noticed with the New Search

Engine Optimization (SEO) Checker

1. Go to the Folder list and open myKippleMaster.dwt.

2. In Code view, go to line 131 and change the

<h2>

beginning and end tags

<h1>

and

</h1>

3. Save the DWT and make sure it updates eight pages.

4. Open the kippleStyles.css file, which is found under the styles folder, and

find the H1 style.

5. Find the

style directly below and copy the

background-image

background-repeat

background-position

display

, and

padding-bottom

attributes up to

, as shown in Figure 23.5. Save kippleStyles.css.

FIGURE 23.5

It is often easier

to copy CSS

code from one

style to another

in Code view

than to use

the Modify Style

dialog.

Run the SEO Checker again, and you’ll see you now have only 57 errors to deal

with: All the

<h1>

warnings were removed in one sweep.

The

<a>

Tag Text Is Too General to Provide Search Benefit

With the

tag added to all the pages, the next errors on the list are regarding the

<a>

anchor tags, more specifically that the

<a>

tag text is too general to provide

search benefit. Most of these errors are referring to the menu links. The error says

that the text is too generic, and this is, of course, accurate. However, to fix this error,

you have to replace the simple button words (Home, Gallery, About Me, and

Contact) with something more descriptive, and that wouldn’t be functional. So, once

again, you can ignore this warning.

That said, the

<a>

tag warning is actually vitally important, just not in this particu-

lar instance. Search engines rank sites based on interactivity. That means the more

links you have inside your site pointing to other pages or places inside your site, the

better it will be ranked by search engines. However, at the same time, you need to

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Search Engine Optimization in Expression Web 4

407

make those links descriptive so people (and search engines) understand where they

are pointing. Simply setting all link texts to “link” or “click here” does nothing for

your search rankings. The SEO Checker warns you about this. A better option is to

use descriptive words or even full sentences as link texts.

The

<title>

Tag Contains Placeholder Content or Text That Is

Too General to Provide Search Benefits

Earlier in this book, you populated the

<title>

tag for some of the pages. The

<title>

tag contains the text that appears in the browser bar, in bookmark links,

and, most importantly, as the heading for search engine links. Therefore, it is impor-

tant that your

<title>

tags are not only filled in, but that they provide information

about the page so people understand what is to be found on that page. For this rea-

son, simply setting the title of each page to “MyKipple.com – Home” or

“MyKipple.com – About” is not ideal. Better titles are “MyKipple.com – a site about

the stuff that surrounds us” and “What is MyKipple.com? Learn more about us.”

In the case of most of the pages in our project, the title of all the pages is currently

MyKipple.com. To change this, double-click the error in the SEO panel, and

Expression Web 4 takes you to the line in question in Code view. From here, you can

remove the original text and replace it with something more descriptive. Including

the site name at the end of the title ensures that, if people search for a word in the

title along with your site name, they are more likely to find this page.

The

<title>

tag warnings must be dealt with on an individual, page-by-page basis.

Scroll through the SEO panel and fix the

<title>

tag warnings as they appear.

Remember to save the pages after inserting the new descriptive titles.

The Description for the Page Is Not Unique

In addition to the

<title>

errors, the SEO panel also indicated that there is a prob-

lem with the description of some pages—more specifically, you’ll find another error

saying the description for the page is not unique. As you learned earlier, the

description

metatag is a short description of the contents of the page. This particu-

lar metatag is important because it is the text that appears under the main title

when the page is listed on search engines. In other words, it needs to be short and

descriptive so people will click it. The reason for the warning is that the descriptions

of all the pages in the MyKipple site are the same.

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▼

408

HOUR 23:Beyond the Basics,Part 2: Get Noticed with the New Search

Engine Optimization (SEO) Checker

Try It Yourself

Make Individual Descriptions for Each Page

If you think back to when you created the DWT, you’ll remember that you made the

<title>

tag and

keywords

metatag an editable region, but not the

description

. To

create individual descriptions for each page, you must first make a new editable

region for the

description

metatag in the DWT:

1. Go to the Folder list and open myKippleMaster.dwt.

2. In Code view, go to the metatag line with the name description (most likely

line 19) and place the cursor at the beginning of the line.

3. Create a new editable region by typing

.

4. Go to the end of the line and close the editable region by typing

.

5. Save the DWT and make sure all pages are updated.

Now that the

description

metatag is an editable region, you can go into each

page and give it a unique description. If you don’t want to make the change in

Code view, you can right-click the page in Design view, select Page Properties

from the context menu, and enter a new description in the Page Properties

dialog.

The

<img>

<area>

Tag Does Not Have an

alt

Attribute with Text

Ignoring the warnings we have gone through so far, you’ll find a series of warnings

that the

<img>

<area>

tags don’t have

alt

attributes attached to them. This warn-

ing refers to the image hotspots you created in Hour 7, “Getting Visual, Part 2:

Advanced Image Editing, Thumbnails, and Hotspots.” Like with images, hotspots

(wrapped in

<area>

tags in HTML) need

alt

attributes to be valid. This

alt

attribute

is not only for people visiting your site with non-image browsers, but for search

engines. In fact, if you think about it, Google, Bing, and Yahoo! may be the three

most important “blind” visitors. As computers, they can’t see images, and they rely

solely on the text on your site.

Clicking the

<img>

errors, you’ll quickly realize why these errors are being generated:

Rather than attaching the correct

alt

attribute to the hotspots, we used the incorrect

title

attribute. This is a common mistake that, because it doesn’t immediately

cause a validation error, is easy to make. Fortunately, it’s just as easy to fix. In Code

view, all you have to do is change

title

alt

for the four lines in question, and

the error disappears.

▲

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Q&A

409

Summary

As you have worked your way through this book, you have learned a lot about how

to write and edit valid code and what web standards are. Now, at the end of your

journey, I introduce you to yet another set of rules you have to adhere to. So, is SEO

really all that important? And should you care? The answer to both questions is a

resounding “yes.” However, that’s not a bad thing.

Even though the site did generate what seemed like a lot of errors, the reality is that

most of them were errors you could ignore, and those that were not were usually

omissions and/or easy fixes. The reality of the situation is this: If you write 100%

standards-based code (as Expression Web 4 does), and you remember to add a

unique title, description, and keywords to all of your pages, you are writing a site

with solid SEO. Any warnings that show up will likely be extraneous elements that

don’t really matter or things you simply forgot to deal with. So, caring about SEO is,

in many ways, synonymous with caring about web standards. Because Expression

Web 4 pretty much does that for you, you’re on safe ground.

I wasn’t joking when I told you in my Introduction that using Expression Web 4 puts

you leaps and bounds ahead of the competition right out of the gate. For many, SEO

and web standards are still a mysterious alternate reality they can’t wrap their

heads around. However, as you learned in this hour, it really isn’t all that hard, and

the rules are simple.

Q&A

Q. The SEO Checker produced a lot of errors for the extra pages made in this

book, such as menus.html. What do I do with those?

A. The SEO Checker will check all the pages in your site unless you specify

otherwise. Throughout this book we have created several demo pages that

are not meant to be published to the Web. When you run the SEO Checker,

you can choose to only check the pages you actually intend to publish, or

you can get the demo pages up to standard by following the recommenda-

tions the Checker provides. It’s up to you.

Q. If I create a page that returns no warnings or errors from the SEO Checker,

will it be listed at the top of Google searches?

A. Sadly, the answer is no. Google and other search engines rank sites on a

long list of features, including quality of content, popularity, number of

other sites linking to the site, and so on. Just because your site passes

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410

HOUR 23:Beyond the Basics,Part 2: Get Noticed with the New Search

Engine Optimization (SEO) Checker

inspection in the SEO Checker doesn’t mean you’ll be King or Queen of

Google. What it does mean is the search engines will have an easier time

indexing your content. And that is half the battle.

Exercise

Using the SEO Checker tool, try to get your site as close as possible to zero errors and

warnings. Keep in mind that you have to accept the warnings for the menu links,

but every other error or warning can be omitted by cleaning up your code.

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[(H3F)]

411

HOUR 24

Publishing Your Website

What You’ll Learn in This Hour:

. What the six different publishing options are and how they differ

. How to set up your site for publishing using FTP

. How to use the Publishing view to publish and update your site

. How to change the publishing and HTML optimization settings

The final, and arguably most important, step to create a website is publishing it so

that it is available to your intended audience, whether it is on a local network, an

intranet, or the World Wide Web.

In practical terms, publishing a website means taking the files you have been work-

ing with on your computer and putting them on a server so that others can access

them. There are many ways to do this, and which method works best for you

depends on where the files go, what software the server runs, and several other con-

siderations.

In the publishing phase of the website-building process, Expression Web 4 goes from

being a developer and designer tool to a file-management tool. When you publish

files to an external host, the application keeps track of which files were published

and when they were published. That way, you can easily see whether a file has

already been published, or if you have a newer version of the file on your computer

that needs to be published in place of an older one.

In this hour, you learn how to use the different publishing methods to manage files

on your computer and on the final location and discover how to decide which

method works best for you. You also learn how to configure Expression Web 4 to

automatically update new versions of your files for you and keep tabs on what you

have done in the past.

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412

HOUR 24:Publishing Your Website

A Word on Domains and Web Hosting

In most cases, a website is intended to be published on the Web for everyone to see.

In that case, you need a web server connected to the Web on which to place your

files and a web domain that takes the visitors to your site. The most common way to

do this is to use a web-hosting service that provides both domain name registration

and web hosting.

The All-Important Domain Name

Buying a domain name can be a harrowing and frustrating experience because so

many names are already taken, and it is important to get an easily spelled and

memorable name that reflects positively on your company or service. In addition,

thousands of companies out there prey on designers looking for a specific domain

name. If you’re not careful, they might snap up your preferred name right before

you buy it and ask for a ridiculous fee (or ransom, if you will) to release it to you. A

common mistake people make when looking for a new domain name is to search

for it on Google. What they don’t know is that people monitor Google and other

search engines for those searches. When they pop up, those people buy the domain

names so that you have to pay them to get the names released. If you are looking to

see whether a domain name is taken, always use a trusted Whois service, such as

www.whois.net, rather than a search engine. Such services not only tell you whether

a domain is taken, but if so, also who holds the rights to it and when those rights

expire.

After you find a domain name you like, you can buy it from any number of ven-

dors. The price of a domain name depends on the extension you want (.com, .ca,

.net, .tv). Some domain extensions (.edu, .gov, and so on) are not available to the

public. As of this writing, a .com domain should run between $10 and $20 per year.

Pay any more and you are being ripped off!

Did you

Know?

Most web hosts offer free or discounted domain names with the purchase of a

hosting plan, but you don’t need to register your domain name with your web host

unless that is what you want.

After you decide on a domain name, you need to find a place to host your site.

Depending on the size of your site,what primary web technology you want to use

(ASP.NET or PHP, for example), and the estimated traffic your site will receive, you

have many options to choose from. A small site with limited traffic will do fine with

a basic shared-hosting plan, whereas a high-traffic site might need a virtual pri-

vate server or even a dedicated server. In most cases, you can start with a small

shared-hosting plan and upgrade when it becomes necessary.

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Six Different Publishing Options

413

An important thing to consider when buying hosting is what kind of applications

you will run on your site. As you learned in this book, if you plan to run ASP.NET

applications, you need a host that supports ASP.NET. Likewise, if you run PHP appli-

cations, such as the popular WordPress blogging software, you need a host that sup-

ports PHP. Before buying hosting anywhere, always make sure the hosting plan

includes all the features you plan to use.

Did you

Know?

A bit of research can save you lots of money! There are millions of web hosts, and

their services and prices differ greatly. By doing some research and asking

around, you can quickly find that the same service can be up to ten times more

expensive from one host to another. And the most famous hosts are not always

the best ones. I have used five different hosts,and they have been progressively

cheaper yet offered better service.

Six Different Publishing Options

Expression Web 4 offers several different publishing options to choose from, all with

advantages and drawbacks. Which option you should use depends on where you

are publishing the site to, what software the server runs, and your own personal

preferences.

To select a publishing option, you need to set up your Publishing properties. This is

done from the Site view (see Figure 24.1). At the bottom of the Site view are four

options: Folders, Publishing, Reports, and Hyperlinks. To set up your remote website

properties, click the link in the middle of the panel with the text Add a Publishing

Destination.

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