Following on from Part Three â€œSite Contentâ€œ. This is Part Four of a series of posts forming a beginners guide to search engine marketing techniques in 2007.
- Optimal site structure serves two functions: allows visitors to navigate site content, and allows search engine spiders to navigate site content. Spiders and visitors often have different requirements.
- Unlike most of your visitors, a search engine spider is “blind”. It navigates your site by following links and reading code. It has difficulty reading the contents of image, flash, sound, and other multimedia files.
- Consider using a site map to point to each page on your site. This will help the spider find each page on your site. Check out Google’s Webmaster Central for help and resolution on crawling issues.
- Links should be used within the body of the text, and for navigation. Search engines often place particular emphasis on links that appear within the main body of text.
- Use keyword terms in your links. Point these links to the pages that cover each keyword topic.
- Generally speaking, the page with the most, or highest quality, inbound links stands the best chance of ranking well in search engines. Pages within your site that have few, or no links pointing to them, have less chance.
- Ensure your important pages are well linked within your site, and keep your architecture reasonably flat. Many people advocate arranging a web site pages into logical, and descriptive, directories. For example, www.cars.com/jaguar/, www.cars.com/bmw/ etc.
- Similarly, you could keep all pages on the top level. For example, www.cars.com/jaguar.html, www.cars.com/bmw.html etc.
Tomorrow: Part Five – External Links