Best practice for SEO

According to software solutions provider CoreSense, three areas are critical to the success of your search engine optimisation (SEO) programme: site structure, on-page and off-page. In its white paper “A Guide to Search Engine Marketing for Retailers”, it outlines best practice for each area. Among its suggestions:

Site structure optimisation

• Use a crawlable navigation. Avoid JavaScript and form-based structures if possible, as search engine spiders can’t crawl them. If you can’t avoid using them, include hyperlink navigation on each page.

• Remove unnecessary code. CoreSense suggests using a well-regarded design and development tools such as Dreamweaver, along with style sheets.

• Include a breadcrumb trail as a navigation option.

• Opt for page URLs that consist of keywords (www.johns-store.com/plaid_mens_shirt) rather than session IDs, punctuation and other variables (www.johns-store.com/productdetail.asp?productcatalogue=470).

• Use a 301 redirect for pages that have moved or have new file names.

• Make sure that all database-generated pages have unique URLs.

• Include a user-navigated site map and an XML site page; the latter is for submission to Google, MSN and Yahoo!

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