On-Page Optimization with Google Best Practices

The architecture, or structure, of a web site can greatly effect it’s rankings. It’s difficult to change the structure after a site is built, so make certain that Search Engine Optimization is an integral part of your web design and development process.

What to Consider

In structuring a web site, the needs of both the human visitors to the site and the Search Engine spiders must be taken into consideration. While a site should be built with the needs of the human searcher foremost in mind, the spiders cannot be ignored.

If the Search Engines cannot crawl and index a site, it will not rank for relevant searches. This usually means search traffic will be sparse, so it’s critical to get both parts of this equation right.

Visitor Needs:

  • To easily find what the information for which they are searching
  • To follow a clear path to find more information, if and when they want it
  • To help funnel them towards the goal of the site, which may be information, membership, a purchase, an email contact, a phone call, etc.

Search Engines Need:

  • To easily crawl all of the pages of a web site so that they can be indexed
  • To easily tell what each page is about so that they can determine its relevance for specific searches
  • To be able to tell where this web site and the information it contains fits into the larger body of information that makes up the world wide web

How the Process Works

  • Perform keyword research and determine keyword strategy for the web site.
  • Organize how the pages will fit into categories and subcategories.  We call this Wireframing.
  • Create a navigational and internal linking structure that allows humans and spiders to easily find their way through the web site