Search Engine Optimisation (search Engine Optimization) | Confessions Of A Web Editor
Search Engine Optimisation (SEO) is a web authors dream, because if you design and write for humans, then the job is already done.
Whilst all good web authors know that the user is king,writing for SEO isyet another useful argument for those that dont and that their shiny new site shouldnt be complicated by organisational structures, technical terms and jargon.
So how does it work? Like a typical user, search engine spiders crawl around your site trying to make sense of it all page titles, headings, content, file and folder names and links.
Does the title and heading reflect the content?
Are folder and file names consistent with headings and links?
Is the content relevant?
Is it a dead-end or are there ways out?
I found a rather trivial example today where a page had obviously started out for contact, but had developed into more. The page heading was Contact us, the file name was contact, all good so far but all links said Further information and the content included downloads and a further link to another site for contacts. Hardly a catastrophe, but it goes a little way to illustrate what I am trying to say!
The Kent template does a lot of the SEO for you, but there is still some work for web authors;
use key words in headings, sub-headings, files, folders and downloads
write and design the structure of your site for the user
avoid duplication of content
regularly update your site with relevant content
link effectively within your site and externally to quality content.
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