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Developing Your Web Site for Maximum SEO Performance


Websites are the key to the success of your online enterprise. While designing website you must aim to reach out to maximum number of people, and you need Search Engine Optimization (SEO) for this. For SEO a website should be crawled frequently by the search engine spider. And, spiders crawl and index web pages, not websites. Therefore, first, you must consider your website as a collection of web pages, respecting their individuality.

The factors that influence the success of a website for SEO are

Content

Design

Keywords

Domain Name

Navigation Menu

Linking Strategy

Content

The importance of good content cannot be ignored as web browsers surf through sites only for obtaining useful information. The content appearing on your site should be unique and interesting. If you use copied content search engines will not index your pages, as this will also put a stake on their reputation.

Web surfers are impatient. If you cannot hook them within 30 to 40 seconds, they will drift away to the next link. Use short and crisp language, brief paragraphs, and bulleted points to organize your text. Make your pages as interactive and responsive as possible. Each content page should have valid HTML that can be easily read by the search engines as well as web browsers.

Classification and arrangement of the information is also important. For example, never present your products and services on the same page. List them on two separate pages. Content is so important that the other factors we are going to discuss now have their strategies depending on it.

Design

It is needless to say that the design should be appealing with nice color scheme and layout, attractive logo, beautiful fonts, and MUST be simple. Complex designs tire human eyes. There are some techniques like presenting the motive of the site in a bold and eye catching manner, keeping the text section segregated from the top section, minimizing the use of Macromedia Flash/Java, etc., that help the site greatly to earn page rank. Avoid use of frames as search engines often fail to index them. Using LONGDESC attribute for providing the URI of the full HTML description is also equally important.

Keywords

The content should be supplemented with highly targeted keywords. You should focus on 1 to 3 main keyword/key phrases and say up to 6 to 7 secondary keywords. What you should do is to

Prepare a list of keywords and key phrases. Scan through your competitors’ site and take help of web analytic tools to find out which keywords are drawing maximum traffic.

Add unique modifiers like geographical keywords, adjectives describing your services, industry-specific words, etc. You will earn higher page rank with specific keywords than with highly competitive generalized keywords.

Analyze your keywords using free tools provided by search engines like Google or Overture.

Decide on the number of main and secondary keywords to be used in each page.

Use SEO keywords variations as it adds flavors to the content.

Domain Name

The name of the domain has powerful impact on both your customers and the search engine crawlers. Use analytics tools to decide on the name and use the main keyword as the domain name. It improves the perceived relevance of the site for the users as well as for search engines and directories. Your domain name should be indicative (www.gardeningequipment.com). Use dash/s to separate keywords.

You can also think of buying other versions of your domain names. You can use it and it also ensure that your competitors cannot use it. Include the name of the company if it says about your products or services. Use of subdomains also helps in SEO.

Navigation Menus

Navigation should always be customer centric. It should be located easily on the page. Use either a simple menu bar across the top and a detailed list at the bottom or at either sides. Keep them simple and straightforward.

The link text inside the button should be easy to read. Choice of colors and fonts plays an important role here. Use terms that your client may have used in the search engines to locate the information. Do not dilute the impact with too many navigation links.

Linking Strategy

Inconsistent linking to the index page can be blamed greatly for the poor performance of a website. It can dilute the impact of your most important pages to the search engines. If the index page is linked in different ways, the search engine treats each linking as a separate page and not as two links to the same page.

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