“Google reads content higher on pages versus lower on the page,” continues Gullaksen. “You want as few images as possible, and label the ones you have with alt tags [which tell the engine what the image is].”
Further, design your site with minimum drill-down; customers shouldn’t have to click through more than two levels from the home page to find what they’re looking for.
“A rule of thumb is to not have a site with more than two sublevels,” recommends MoreVisibility’s Laratro. He also advocates the use of subdomains when applicable. A large company like Megalocorp with many subdivisions might have separate subdomains for, say, its music and movie divisions at http://discs.megalocorp.com and http://movies.megalocorp.com.
Another structural consideration is a site map, essentially a page containing all a site’s links. Site maps function like tables of contents. They’re helpful for humans, and more so for spiders.
“The site map allows you to store all the internal links on your site within one page,” says Gullaksen. “It’s like spider food for a spider.”
More than a mere list of links, the site map allows you to show the spider how to read your site. “A site map allows you to incorporate the priority of the pages in your Web site,” says Gullaksen. The site map will “tell the spider what pages to read first.”
“A good site map can have category levels,” says Laratro. “You can put keywords or even descriptive sentences as to what the landing page is. This is very powerful for helping Google know what’s on a page.”
Of course, there are many other considerations. SEO is an ongoing process, and the Internet is a constantly evolving beast. However, SEO need not be a constant process. Says Lloyd-Martin: “It’s a big scam of some unethical SEO companies to make clients feel like they have to rewrite every month.”