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Ensure a Search-Friendly Web Site Architecture

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Okay, we need to delve into a bit of technical detail for a minute. Unfortunately, the detailed structure of a Web site can affect your search engine placement in important ways. If you’re not generally familiar with Web site construction concepts and HTML (the language of Web sites), you may need to flag this section to the attention of a trusted Web developer.

Spiders don’t read in the same way that a human would, so it’s important to follow some basic site-structure guidelines to ensure that they can find and read your information:

Ensure there’s a simple link to every page on your site. JavaScript navigation schemes — particularly ones that use rollovers — can make it hard for spiders to recognize and follow a link. Dynamic URLs, particularly ones that indicate the parameter with a question mark, can also be problematic. If your site is dynamic, consider creating a site index that contains a link to every page. Ideally, convert your dynamic URLs so that they look like static pages with a command like mod_rewrite.

Include content early in each HTML page. When looking for content keywords, search engines prioritize keywords that show up early in the text of the page — and that text includes all of the HTML code. Try to structure the page so that the HTML code includes the content as early as possible — as opposed to, for instance, including code for complex headers, navigation bars, and sidebars before getting to the actual page text.

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