Building Websites - HTML Manual of Style - page 257

parking-law violators to municipal cleanup tasks. his headline might
make people smile, but it will only confuse robots. Would anyone look-
ing for information on how cities deal with misdemeanors and minor
crime search Google with the phrase “grime and punishment”?

Use emphasis and strong emphasis to mark up keywords and searchable
phrases in the content. Try not to “bury the lead.” hat is, if you want a
page to rank high for a given set of keywords and phrases, ind a way to
embed those exact words in the page's opening paragraph— with empha-
sis! If this starts to look too jumbled, reduce the emphasis using CSS.
Strongly emphasized text can still be bold, but in a lighter color than
normal paragraph text, or a diferent font:

.

p { font: normal 1em Arial, Tahoma, sans-serif; color:
#000; }
p strong { font: bold 1em Tahoma, Arial, sans-serif; color: #666;
}

Do not hide important information in images or other objects that
robots cannot scan, such as Flash animations or video. As an exercise,
turn of image loading in your browser to see what might be missing
from the text. If the page design requires such precisely styled headings
and titles that they must be done graphically, use CSS to set the graphic
as a background image for a properly coded heading. hen make that
heading invisible. For example, instead of a heading that incorporates an
image like this:

.

<h2> A Is For
<img src="images/aardvark.png" alt="Aardvark" height="55"
width="80"/>
</h2>

use the image as a background under the complete heading, and make
the heading invisible with CSS like the following in a style element or
stylesheet ile:

#aardvark { background: url(aardvark.png) no-repeat right bottom;
height: 55px; width: 200px; }

#aardvark em { visibility: hidden; }