Plan Your Web Site Effectively for Max Success
Types of Websites
Explore the types of Web Site Business Models
Site Types 2
More information on the strategic types of sites
Strategy Planning is essential to Success
Make sure your strategy is up to snuff
Technical Strategic Planning an Outsourcing Contract Work
More on Outsourcing Contract Work
Deciding what will go on your business site and who will provide it
Determing a schedule for content management
Automation for Content Syndication
Keyword Planning Suggestions on preparing keyword research for your site.
Brainstorming and organizing the architecture of your website.
Information Architecture 2
More discussion on the lower tiers of site heirarchy
Technology Planning Scaleability considerations for large and growing sites.
Tech Planning 2Weighing the value of flash technology.
Creating a budget and using it effectively
What type of web host will you need?
Labor related expenses for site creation
Measuring financial success and ROI
Developing a Web Site
Design and Development
Establishing the importance of credibility in design.
Writing the Initial Code
Programming considerations for when you get down to programming.
Promoting a Web Site
Search engines are a great ally to successful websites. A study conducted by Forrester Research in spring 2000 showed that 81% of users found new websites by using search engines. This number has risen from 67% just a year prior. (websearchworkshop.co.uk, The Importance of). It is easy to see that search engine optimization is important to any online marketing campaign, and that success in the search engines can make or break a website that hopes to attain success. It is necessary to note that a lot of strong optimization techniques may be built into a site during the development phase. Strong information architecture was the first step to success in the search engines, and was discussed in the planning phase. The use of CSS to separate style from semantics is a second element that lends to a search engine friendly website. The structure of each page will also have an impact on search engine rankings. Other elements of search engine optimization will be discussed in the promotion phase of this paper.
Each webpage in a site offers the unique opportunity to attract users from the search engines. Search engines are designed to return the most relevant information to user’s queries. To do well in the search engines there are many variables to consider. For the purpose of this section, it is assumed that the reader has some basic knowledge of HTML, for a quick introduction to HTML there are many good tutorials that can be found by doing a search on Google.com for “HTML tutorials”. Understanding the elements of HTML and using them appropriately can be very advantageous to a developer trying to attain high search engine rankings. WYSIWYG HTML can be very detrimental to search-engine ranking positions (SERPs) by adding unnecessary code, and not using the appropriate elements in the correct areas.
Three of the most important on-page variables to high SERPS are correctly using
the <title> and <h#> tags, and having a high on page text to code
ratio. (See Appendix 2-10) Several other factors that can contribute to high
SERPS are code composition, file size, internal link text, “titling”
elements such as <h1>’s and links, and using alt tags for images,
and naming files using their primary keywords. Many of these factors are not
only good for search engines, but improve user experience and improve usability
for disabled visitors as well.
(All in a single document) Appendix 1-1: Overture Search Term
Appendix 1-2: Wordtracker Search Query Research Tool
Appendix 1-3: Google Sets Website Theme Research Tool
Appendix 1-4: Reach/ Acquire/ Convert/ Retain
Chart Appendix 2-5: Zehnder’s of Frankenmuth Information Architecture Flowchart
Appendix 2-6: Search Engine Themes Pyramid Information Architecture Example
Appendix 2-7: Webpage Download Time by File Size Chart
Appendix 2-8: Expected Locations for Common E-commerce Elements
Appendix 2-9: Website Usability Checklist
Appendix 2-10: Text Vs.Code Ratio/ Content Near the Top of Souce Code Examples
Appendix 3-11: Overture Bid Price Tool
Appendix 3-12: Webalizer Website Visitor Tracking Tool
Appendix 3-13: AW STATS Website Visitor Tracking Tool Appendix
3-14: Clicktracks Website Statistics
101 Free Search Engine Optimization Tips
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