| Uniquely built web sites can create unique issues | | | | relevant content. The more efficiently written web |
| when being promoted on the search engines. From a | | | | sites usually achieve higher rankings. Our choice for |
| basic 3 page brochure site to a corporate site with | | | | web design software is Adobe Dreamweaver, as it is |
| hundreds of dynamically generated pages, every web | | | | an industry standard. It also makes using CSS |
| site needs to have certain design aspects in order to | | | | (Cascading Style Sheets) a breeze, which can |
| achieve the full effects of an SEO campaign. Below | | | | drastically cut down on the amount of text |
| are a few points to take into consideration when | | | | formatting in HTML code. Hand-coding HTML to |
| building or updating your web site. | | | | design sites is also a good method if you are |
| 1. Size Matters. | | | | proficient enough. |
| The size of a web site can have a huge impact on | | | | There are some no-brainers too: Web sites with |
| search engine rankings. Search engines love content, | | | | abnormal amounts of hyperlinks, bold or italicized |
| so if you have only a few pages to your site and | | | | text, improper use of heading, alt, or comment tags |
| your competitors have dozens, it's difficult to see a | | | | can also expect to see low rankings. |
| top page ranking for your site. In some cases it may | | | | 5. Choosing a Domain Name. |
| be difficult to present several pages of information | | | | The golden rule to web development of any kind is |
| about your business or products, so you may need | | | | to keep your visitors in mind above all else - even |
| to think about adding free resources for visitors. It | | | | search engine optimization. When choosing a domain |
| will help in broadening the scope of your web site | | | | name, one should pick either your business name (if |
| (which search engines like) as well as keep visitors on | | | | you have a high-profile business name such as |
| your site longer, possibly resulting in more sales. | | | | Chapters or Coca-Cola) or a brief description of your |
| 2. Graphics-Based Web Sites. | | | | products. Domain names can always help with search |
| While web sites that offer the visitor a more | | | | engine optimization, as it is another area of your web |
| esthetically-pleasing experience may seem like the | | | | site that important keywords can appear. Forget |
| best choice for someone searching for your product, | | | | about long-winded domains such as as no one will |
| they are the most difficult to optimize. Since search | | | | ever remember it and it will be hard to print on |
| engine robots cannot read text within graphics or | | | | business cards or in ads. |
| animation, what they see may be just a small | | | | If you need to change your domain name for any |
| amount of text. And if we learned anything from | | | | reason you obviously don't want to lose existing |
| point #1, small amounts of content will not result in | | | | rankings. An easy way to do this, and one that is |
| top rankings. If you really must offer the visitor a | | | | currently supported by most search engines, is the |
| graphics-heavy or Flash* web site, consider creating | | | | 301 redirect. It allows you to keep your existing |
| an HTML-based side of your site that is also available | | | | rankings for your old domain name, while forwarding |
| to visitors. This site will be much easier to promote | | | | visitors to your new web site instantly. |
| on the search engines and your new found visitors | | | | 6. Using Frames. |
| will also have the option to jump over to the nicer | | | | Don't use frames. Frames are a thing of the 90's (and |
| looking part of your site. | | | | in the Internet world that is eons ago) and are not |
| * Author update - As of July 2008 Google has | | | | even supported by some search engines. The search |
| updated their algorithm to take advantage of | | | | engines that are able to index your site through |
| Adobe's searchable SWF library, enabling the indexing | | | | frames will most likely frown upon them. Whatever |
| of Flash content for the first time. | | | | you are trying to accomplish by using frames can |
| 3. Dynamic Web Pages. | | | | usually be done with the help of PHP includes or CSS |
| If most of your web site is generated by a large | | | | (Cascading Style Sheets). Some browsers are not |
| database (such as a large book dealer with stock | | | | frames-compatible, so there is the danger of some |
| that is changing by the minute) you may find that | | | | visitors not being able to see your site at all. |
| some of your pages do not get indexed by major | | | | Bookmarking of individual pages within a frame |
| search engines. If you look at the URL of these | | | | becomes difficult without lengthy scripts being |
| pages they can be extremely long and have | | | | written. |
| characters such as ?, #, &, %, or = along with | | | | 7. Update Your Information. |
| huge amounts of seemingly random numbers or | | | | Not only does stale information look poorly on your |
| letters. Since these pages are automatically | | | | organization when it is read by a visitor, you could |
| generated by the database as needed, the search | | | | also be missing out on some good rankings by not |
| engines have a tough time keeping them up to date | | | | having content include new trends in your field. Web |
| and relevant for search engine users. | | | | sites that continuously update and grow their web |
| One way to combat this problem is to offer a search | | | | sites usually experience higher rankings than stagnant |
| engine friendly site map listing all your static pages | | | | sites when dealing with an industry that experiences |
| just to let them know that you do have permanent | | | | a high rate of growth or change. While the age of a |
| content on your site. If search engines see links going | | | | web page is looked at as part of a search engine |
| to and from these dynamic pages within a good | | | | algorithm, it has no bearing on searches for items |
| internal linking system, this may also lead to the | | | | recently in the news. Consider creating a section of |
| pages getting indexed. The link popularity of your site | | | | your site devoted to news within your organization, |
| may carry more weight in this case as well, so if you | | | | or have a constantly updated blog. |
| can't offer as much static content as your | | | | Many shortfalls of web sites can easily be attributed |
| competition, make sure you have an aggressive link | | | | to designers who just don't keep the user or search |
| campaign on the go. | | | | engines in mind. Search engine algorithms are quickly |
| 4. Proper Use of HTML. | | | | improving to try and list the most user-friendly sites |
| There is quite a bit of sub-par web design software | | | | higher, given that the content and link popularity are |
| out there. Word processors usually have a way to | | | | there to back it up. So first and foremost, know |
| create HTML documents which can be easily | | | | your target market and make your web site work |
| uploaded to a site via ftp. However, in many cases | | | | for them before focusing on search engine |
| the code that the search engine robots see is mostly | | | | optimization. If you build it (properly), they will come. |
| lines and lines of font and position formatting, not | | | | |