If you have one of the data types that the search engines use, you really should look into using ez spokesperson creator review markup; use the Google and Bing links earlier in the chapter to visit their help pages and find out what they currently support. You may also want to spend some time on Schema.org learning about the vocabulary and the Microdata and JSON‑LD markup methods. There may be a way to short circuit some of the work, using Google’s Data Highlighter tool. You’ll find this in your Google Webmasters account (click Search Appearance, then select Data Highlighter; see Chapter 13). You’ll enter a URL, and Google will show you your page. You’ll then select components on the page and (using a drop‑down list box that appears,) select the appropriate data type. Google will then show you other pages on your site; you’ll be able to see how well Google recognizes the data types you defined. The problems with the Data Highlighter are twofold: ✓ You need a pretty consistent format to make it work. That isn’t a problem for most template‑based CMS systems, which account for a large percentage of sites these days. ✓ It’s no help with Bing. You’re just telling Google what the data is. You aren’t actually changing the code. However, Google also provides other handy tools to help with markup: ✓ Markup Helper: This tool helps you tag your data (using the Microdata format); provide a URL or paste HTML, and Google displays the Web page. You can then highlight ez spokesperson creator review; a drop‑down list box appears, from which you select the appropriate data type. Google provides you with the finished HTML code to use. You’ll find a link under Other Resources in your Google Webmaster account (Chapter 13), or you can go there directly: ✓ The Structured Data Testing Tool: Enter a URL, or paste code, and the tool reports back what it found, including errors. You’ll find a link under Other Resources in your Google Webmaster account (Chapter 13), or you can go there directly: ✓ The Structured Data Dashboard: You can find this in your Google Webmasters account (click the Search Appearance menu, then the Structured Data option; see Chapter 13). The console will show you the data that Google has found in your pages, and also report any errors it has found. It is possible to look at your Web site in terms of its search engine friendliness. (Chapter 7 of this book does just that.) It is equally possible, how- - ever, to look at the flip side of the coin — the things people often do that hurt their Web site’s chance of ranking high within the search engines, and in some cases even making their Web sites invisible to search engines. This tendency on the part of Web site owners to shoot themselves in the foot is very common. In fact, as you read through this chapter, you’re quite likely to find things you’re doing that are hurting you. Paradoxically, serious problems are especially likely for sites created by mid- to large-size companies using sophisticated Web technologies. Steering you clear of major design potholes is what this chapter is all about. Guided by the principle First Do No Harm, the following sections show you the major mistakes to avoid when setting up your Web site. Dealing with Frames Frames were very popular a few years ago, but they’re much less so these days, I’m glad to say. A framed site is one in which the browser window is broken into two or more parts, each of which holds a Web page (see Figure 9-1). From a search engine perspective, frames create the following problems: ✓ Search engines index individual pages, not framesets. Each page is indexed separately, so pages that make sense only as part of the frameset end up in the search engines as independent pages — orphaned pages, as I like to call them. (Jump to Figure 9-2 to see an example of a page, indexed by Google, that belongs inside a frameset.) ✓ You can’t point to a particular page in your site. This problem may occur in the following ez spokesperson creator review: • Linking campaigns (see Chapters 16 through 18): Other sites can link only to the front of your site; they can’t link to specific pages. • Pay-per-click campaigns: If you’re running a pay-per-click (PPC) campaign, you can’t link directly to a page related to a particular product. • Indexing products by shopping directories (see Chapter 15): In this case, you need to link to a particular product page.
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