The Ultimate One-to-One Tool
Other Site Functionality Considerations
A second area of opportunity within a Web site personalization solution involves link architecture for each subsection domain. Following internal linking architecture best practices and removing specific obstacles will result in high rankings and visibility while developing a unique personal experience for end users. It's critical that specifically targeted pages crucial to the product and service offerings be optimized for internal linking and keyword relevancy for high visibility.
Incorporating a Web analytics tool can further enhance a company's personalization solution. For any type of online marketing, a system is needed for tracking and measurement. It should be customized to focus on Web site visibility and consumer behavior. This allows a company to develop ongoing strategic modifications for continual search visibility in addition to personal experience implementations.
Pulling it All Together
Understanding search engine algorithms and how sites are listed in search results allows for the modification of certain optimization elements that will maximize visibility and promote a personalized solution. The outcome will be the creation of a search engine- and consumer-friendly architecture that attracts search engine spiders and users to areas of the site that may not have previously been available, resulting in a dramatic increase in rankings and targeted traffic that leads to higher conversions.
Where Spiders Get Stuck in Your Web
Don't let personalization goals for your Web site hamper your SEM results. The following are a few of the main obstacles for search engine spiders and some solutions to employ.
Obstacle: Appended session IDs.
Solution: Add if/then statements at the server level.
Obstacle: More than three parameters or value pairs in URLs.
Solution: Rewrite URLs to organize parameters/value pairs into a directory structure.
Obstacle: Scripting in Web files.
Solution: Better placement of scripting in files and better linking to reduce file size.