Search Engine Optimisation

SEO is easily divided into 3 groups - technical optimisation, on-page optimisation and off-page optimisation. This post and my next two will knit together as a brief guide into the key considerations for any SEO strategy.

Technical Optimisation

There are a number of factors that need to be addressed that all help search engines to crawl the pages more effectively and index the content. It is really important to keep in mind usability whenever making technical changes to a site. The Key areas are:

Site Architecture
All of the pages on a site should accessible within two clicks of the home page. This makes it easier for search engines to crawl the site.

URL Normalisation
The URL’s should be standardised and contain relevant keywords to allow search engines to know what the page is about.

Site Navigation
Search engines should encounter the main body of text as soon as possible. Also flash and javascript should be avoided for navigation scheme because search engines may not be able to crawl the site if they are used.

Internal Linking Structure
Search engines understand anchor text to be a clear and concise description of the page it points to. The inclusion of important keywords into anchor text can have a real baring on the final ranking of a page.

Hosting
A good hosting partner is essential for site security, back up and speed of loading.
This is particularly important if things like video are to be added.

HTTP Errors
These have a negative affect, mean less pages will be indexed and spoils user experience of a site. Redirects should be employed to lessen the risk of these.

Site Map Implementation
A site map provides Google with information about the pages contained in a site. One should be submitted to Google, Bing, Yahoo