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.
- 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