Web Structure II

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Web Structure is an important part of SEO, ie the way in which a website is built.  Sites built within frames are difficult to see even when all the meta and content is correct.  Rather than try to SEO a site which will clearly never do well in organic searches it may be better to redo the website into readable language.  This is a cheaper alternative to PPC & SEO is certainly more time consuming and expensive than Web building.  There are many free templates available where self build is possible for even the least techy amonsgt us.

The advantage of free templates is that they are generally well built and the web owner has the control of meta data as well as implementing third party tools such as Google Anaysis or Statcounter rather than re-employing the web builder to implement the changes.  They can be limiting and some free templates have limited template availability.

I recently built an ecommerce site with Freewebstore and it is a doddle.  There is an option to place code in for Google Analytics but I used Statcounter which it allowed.  Its logical where to place all the meta data both on product pages as well as main pages.  Products can be integrated onto Google Shopping and many ecommerce options are in place.  Domain assignment is easy, although there is no need providing you are happy to keep a freewebstore adress.  There are instructional videos should any part of the process be problematic.  The disadvantage is that you can only utilise the site tools so you are relying on them to be proactive regarding modern web add ons.  You can also only have a maximum of 15 products to qualify for a free site as well as have ads appearing for which you do not benefit.  After this there are various package options available.

We built a 50 product site costing £6.99 /month which is  cheap retail space as well as very cheap website and hosting.  A paid template means that you can benefit from advertising space which may actually pay for your site.

It is better to invest either time or money into a Google friendly site than optimise a website which is unlike to get seen by search engines.

Content on home pages should be keyword rich but without being spammy.  This should also be mirrored within the content of the other pages - not copied.  I have recently been asked to assess 2 websites for 2 clients.  One had no content at all, ie was just made up of images and the other had a home page that was just an image.  The harder it is to find text , the more down graded the site will be.  The former doesn't stand a chance and the latter needs the home page updating to contain text.

Images should contain meta tags but cannot be spammed with keywords. 

In summary:

• Website should be readable - not built in frames
  
• Text rich home page with keyword rich content

• Meta data should mirror keywords on home page and contain other search terms within the context of the website
• Individual pages should have relevant meta data differing from other pages
• Images should be labelled with tags
• Internal keyword linking - particularly use your main keywords to link the sub pages to the home page
  

Once all this is in place - run it through Google Webmaster Tools to see how well it performs.  If you have created an honest appraisel with relevent meta and keyword rich topic then it should be OK.  Use Google keyword tool to see what are the popular searches, make them location specific,  choose ones that are well searched but may be less competitive.  Don't be too scared at competition if the traffic is worth it for you and its your absolute target market.  Just follow the SEO rules.  Many competitor sites will not have implemented the fundamentals in meta and web build.  If you have, then as long as your prepared to put the time in to a quality external linking strategy then you will see your efforts rewarded!

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