SEO – Search Engine Optimization is one of the very important and most widely discussed process or technique. It is meant primarily to attract traffic from the Search Results on Search engines, without any payment or advertisement based relevance boosting involved. Apart from matching exact keywords, SEO, is governed by quite a number of factors including the following and each has unique weight-age and scoring pattern:
- URL and Domain Architecture – friendly URLs containing keywords to the Page topic and searchable content
- Structure of the Content – usage of right tags for titles, description, Structure, headers
- Information Architecture (IA) – Usage of structured data to enhance listings
- Speed, Authenticity and Authority of the Source
- Mobile friendly – Responsive Design
- Analytics – Page Engage factor, History, Shares
- Personalized – Suitable for Country, Language or Locality
- Sitemaps – create both HTML and XML versions of Sitemap. Makes it easier for Search engines to crawl the site
At my work, we use a home-grown framework based on Sitecore for Site, application building. In this platform it is ensured that implementation of SEO is embedded into its components, IA and Domain strategy so that all the future sites built on top of this framework reaps the benefit of SEO, by default. When the Sitecore UI Components are built, IA and Data design is to ensure the templates fields be mapped to fill content for the right tags. Content Authors need not worry about the UI representation but they focus on the Business Analysis and Keyword research primarily.
There are plenty of guides to say which meta tags to use for different purposes like, Title, is the most important tag and there are guidelines to check the quality of the content in terms of length, placements, relevant and non-duplicated keywords, etc. A well written tags are, to say SEO, is well-begun, and rest of the techniques ensure your pages get the right attraction on top of the table in the Search results from search engines.
In my application, there are quite a number of dynamic pages that are generated for products/items driven by Search (Coveo, in this case). In order to ensure these products are searchable, URL being friendly, containing Keywords on search, is very important. here’s an example of and Map Address.
When you examine these URLs reveals the structure and also keywords like “Gas Stations” and also the URL has location related details. When Search engine is returning the Gas Stations NEAR La Marque TX, this URL matches and tops the search results. Similarly, the URLs included on the Coveo Search index repository has clickableURI that are deep-linked to product directly. Deep linking to friendly URLs with product names instead of product id makes more practical sense.
SEO Periodic Table
Here’s an interesting view of factors related to SEO, prepared by Agency, viz., Search Engine Land. (It reminds me back to my school days when I was forced to read the Periodic table !) However, this SEO periodic table is an interesting representation of various factors that could influence Search Engine Results Page (SERP) It provides SEO into two categories, On-the-page and Off-the-page factors. It also lists the interesting aspects of which feature attracts and which feature create negative scoring among major search engines including Google, Bing, and Yahoo.