Web Design techniques for increasing keyword prominence

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Search engines generally assume that the most important keywords occur at the very top of the page. E.g. when optimising for the keyword webdesign, from the search engine viewpoint, the structure of the page should look like this:

<h1> Webdesign something </h1>
<p>Webdesign some text ... webdesign more text </p>

<p> Remaining text with sufficient occurrence of the keyword (webdesign in our example) to ensure proper keyword density

Keyword prominence is only one from many "on page" factors. But it is relatively important and you should use it to minimise the necessary investment to the expensive "off page" SEO. Unfortunately, this requirement is in a blatant conflict with your webdesign needs. You do not wish to start your page by the <h1> followed by a text paragraph. Not even by the <h1> tag tamed by CSS. Nope. The top of the page is traditionally occupied by eye-catching slogans, navigation and advertisements.

This article will explain how to ensure keyword prominence by CSS-based webdesign. Several simple tricks will accomplish that the search engine crawler will see your page differently than a human users equipped with any of the common browsers. The technique is a clean, since there are no indications that it is being frowned upon by the search engines.

Using the absolute positioning

We will divide the page into two <code>div</code> elements:

<body >
< div id="down">
  This is the first sentence visible for the web crawlers.
</div >
< div id="top">
This is the first sentence visible in most browsers.
</div >
</body >

Now we will define some properties of the "top" and "down" <code>div</code> elements. For simplicity, we will add the definitions into the <code>head</code> section of the document:

<head >
 < style >
  body{margin: 0}

  #top{border: 1px solid red;
       position: absolute;
       top: 0px;
       height: 60 px;
       width: 100%;
  #down{border: 1px solid blue;
       position: relative;
       top: 60 px;
       height: 50%;
 </style >
</head >

This simple code will ensure that the #top element will be always placed at the top of the page, no matter where it is defined in the html source text. In fact, the #top element occupies the space normally used by the #down element. The top position of the #down element is shifted downwards by the instructions position:relative; top: 60px;
A couple of <br /> tags added to the end of the #down element will  prevent potential scrolling problems.

You can see the result in the webdesign with CSS example 1.

Publication Date: Wednesday 1st September, 2004
Author: V View profile

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