When starting a new Search Engine Optimization ( SEO ) campaign, clients are always interested in the research of keywords and key phrases, and, how IdeaStar will optimize their content to include more of these words and phrases. When starting a new search engine optimization campaign, keyword research is not the first thing I start with. I like to look at the Web site architecture before I even begin to think about the keywords.
Why would I do this?
If the search engines come to your site and the underlying code is a mess, then the search engines will have a much harder time trying to determine what is index able content and what is site code. Having a site filled with your targeted keywords and phrases will not have the impact that it could if the site is not built correctly.
What are some of the key things I look for when checking a site’s architecture?
- CSS Compliant Code – Is the site table-based HTML or does it separate the code from the content by using a good CSS structure?
- Externalized JavaScript – Put all Javascript in an external file and include that file in the header of your code.
- Internal Link Structure – The search engine bots follow the links through your site to grab the content and determine which are the most important pages. A solid internal link structure will help ensure you get the most out of your search engine optimization
- HTML SiteMap – This will help the search engine get to the pages that might not be so easily found
- XML SiteMap – Submitting an XML SiteMap to the search engines will let them know the pages on your site that you think are most important and lets them know what to focus on first. If you use a Web site content management system like IdeaStar’s Creatasphere, then you should have a dynamically generated XML SiteMap to ensure the most up-to-date file gets submitted to the search engines.
After the site architecture is under control, then it is time to move on to the next steps, keyword research, competitive intelligence, site indexation and external link optimization.
Would you like to learn more? You may:
- Fill out our information request form.
- Review information found on our Web site.
- Or contact me directly at 216-674-1600 x
Tags: CSS • HTML • search engine optimization • SEO • site architecture • table-based HTML
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September 18th, 2008 at 2:30 pm
I couldn’t agree more. Of course, html sitemaps are useful for visitors who get lost in big sites. I’m continually amazed at the brand new, high priced websites that I see that are absolutely overburdened with on page javascript. If you’re thinking about a site design or redesign make sure the firm understands SEO.
September 22nd, 2008 at 11:33 pm
I agree with Jeff. HTML sitemaps are more useful to users than Search Engines. And in internal link structure better to have your anchor text optimization too involved with it.
November 3rd, 2008 at 12:04 pm
I agree wholeheartedly. I always use include files for Javascript and even headers and footer (not only makes the code cleaner, but is a huge help when making updates to the navigation).
You’ve probably covered this in other posts, but what about naming your pages with more keyword type names. For example, instead of “services.html” name the page “search-engine-optimization-services.html” Same with links. Quit using “learn more” and instead use something like “How to Optimize for Search Engines” as the link (or at minimum as the Alt Tag if you’re using an image).