A01 chaf6542 06 se fm indd

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[Chaffey, Dave] Digital business and E-commerce 2nd book

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Alternative graphic text. A site that uses a lot of graphical material and/or plug- ins is less

likely to be listed highly. The only text on which the page will be indexed will be the keyword. To improve on this, graphical images can have hidden text associated with them that is not seen by the user (unless graphical images are turned off), but will be seen and indexed by the search engine. For example, text about a company name and products Meta‑ tags Keywords that are part of an HTML page that result in a higher search listing if they match the typed keyword. Page rank A scale of 0 to 10 used by Google to assess the importance of websites according to the number of inbound links (link popularity) . M09_CHAF6542_06_SE_C09.indd 413 7/23/14 1:29 PM </div> <style type="text/css"> </style> <hr /><div id="page448-div" > 414 Part 2 Strategy and applications can be assigned to a company logo using the ‘ALT’ tag as follows: SRC= “logo.gif” ALT=“Internet marketing links and articles – DaveChaffey.com”>. Again, due to search engine spamming this factor is assigned less relevance than previ- ously (unless the image is also a link), but it is best practice to use this since it is also required by accessibility law ( screen- readers used by the blind and visually impaired read out the text assigned through ALT tags).

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