Understanding Business Website Structure

Making your business website search engine friendly involves techniques such as using JavaScript and cascading style sheets (CSS) that don’t make search engines hiccup. Requirements for “friendliness” change over time as technology and search algorithms improve.

To ensure the best results in search engines, avoid using these techniques on your site:

  • Don’t place words within images. Graphics are invisible to search engines.

  • Don’t use text that isn’t in standard HTML format. To be accessible, any content you embed in rich media such as Flash or video should also be available in text format. Though Google can crawl the text content of Flash files, some structure and context may be missed. The graphics in your header usually don’t cause a problem.

  • Don’t place content in frames. When you use frames — the old-fashioned method of programming that places multiple web pages and URLs within one page — they may not be properly indexed. Though Google may partially support frames, many other engines don’t support them.

  • Don’t place content on dynamic pages. Some dynamic pages, which are composed on the fly from a content database, may not be indexed by search engines.

  • Don’t try to outsmart a search engine. Playing games to outsmart search engines is likely to come back and bite you. Your site can be blacklisted for spamming search engines.

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