Several factors influence the position of a site in the search results. They can be divided into external and internal ranking factors. Internal ranking factors are those that are controlled by seo aware website owners (text, layout, etc.) and will be described next.
2.2 Site structure
2.2.1 Number of pages
The general seo rule is: the more, the better. Increasing the number of pages on your website increases the visibility of the site to search engines. Also, if new information is being constantly added to the site, search engines consider this as development and expansion of the site. This may give additional advantages in ranking. You should periodically publish more information on your site – news, press releases, articles, useful tips, etc.
2.2.2 Navigation menu
As a rule, any site has a navigation menu. Use keywords in menu links, it will give additional seo significance to the pages to which the links refer.
2.2.3 Keywords in page names
Some seo experts consider that using keywords in the name of a HTML page file may have a positive effect on its search result position.
2.2.4 Avoid subdirectories
If there are not too many pages on your site (up to a couple of dozen), it is best to place them all in the root directory of your site. Search engines consider such pages to be more important than ones in subdirectories.
2.2.5 One page – one keyword phrase
For maximum seo try to optimize each page for its own keyword phrase. Sometimes you can choose two or three related phrases, but you should certainly not try to optimize a page for 5-10 phrases at once. Such phrases would probably produce no effect on page rank.
2.2.6 Seo and the Main page
Optimize the main page of your site (domain name, index.html) for word combinations that are most important. This page is most likely to get to the top of search engine lists. My seo observations suggest that the main page may account for up to 30-40% percent of the total search traffic for some sites
2.3 Common seo mistakes
2.3.1 Graphic header
Very often sites are designed with a graphic header. Often, we see an image of the company logo occupying the full-page width. Do not do it! The upper part of a page is a very valuable place where you should insert your most important keywords for best seo. In case of a graphic image, that prime position is wasted since search engines can not make use of images. Sometimes you may come across completely absurd situations: the header contains text information, but to make its appearance more attractive, it is created in the form of an image. The text in it cannot be indexed by search engines and so it will not contribute toward the page rank. If you must present a logo, the best way is to use a hybrid approach – place the graphic logo at the top of each page and size it so that it does not occupy its entire width. Use a text header to make up the rest of the width.
2.3.2 Graphic navigation menu
The situation is similar to the previous one – internal links on your site should contain keywords, which will give an additional advantage in seo ranking. If your navigation menu consists of graphic elements to make it more attractive, search engines will not be able to index the text of its links. If it is not possible to avoid using a graphic menu, at least remember to specify correct ALT attributes for all images.
2.3.3 Script navigation
Sometimes scripts are used for site navigation. As an seo worker, you should understand that search engines cannot read or execute scripts. Thus, a link specified with the help of a script will not be available to the search engine, the search robot will not follow it and so parts of your site will not be indexed. If you use site navigation scripts then you must provide regular HTML duplicates to make them visible to everyone – your human visitors and the search robots.
2.3.4 Session identifier
Some sites use session identifiers. This means that each visitor gets a unique parameter (&session_id=) when he or she arrives at the site. This ID is added to the address of each page visited on the site. Session IDs help site owners to collect useful statistics, including information about visitors’ behavior. However, from the point of view of a search robot, a page with a new address is a brand new page. This means that, each time the search robot comes to such a site, it will get a new session identifier and will consider the pages as new ones whenever it visits them.
Search engines do have algorithms for consolidating mirrors and pages with the same content. Sites with session IDs should, therefore, be recognized and indexed correctly. However, it is difficult to index such sites and sometimes they may be indexed incorrectly, which has an adverse effect on seo page ranking. If you are interested in seo for your site, I recommend that you avoid session identifiers if possible.
Redirects make site analysis more difficult for search robots, with resulting adverse effects on seo. Do not use redirects unless there is a clear reason for doing so.
2.3.6 Hidden text, a deceptive seo method
The last two issues are not really mistakes but deliberate attempts to deceive search engines using illicit seo methods. Hidden text (when the text color coincides with the background color, for example) allows site owners to cram a page with their desired keywords without affecting page logic or visual layout. Such text is invisible to human visitors but will be seen by search robots. The use of such deceptive optimization methods may result in banning of the site. It could be excluded from the index (database) of the search engine.
2.3.7 One-pixel links, seo deception
This is another deceptive seo technique. Search engines consider the use of tiny, almost invisible, graphic image links just one pixel wide and high as an attempt at deception, which may lead to a site ban.