SEO Visual Blueprint 2nd Edition Preview – Chapter 5: Advanced Web Site Structuring

In anticipation of the release of the second edition of “SEO Visual Blueprint” I’m happy to provide you with previews of each chapter. Scroll to the bottom of this review for easy links to each review.

SEO Visual 2nd Edition - Kris Jones

In my Chapter 4 preview we went over Basic Web Site Structure – I compared the components of basic Web site structure to elementary school because the chapter really represents the building blocks to Chapter 5 – Advanced Web site Structure. Advanced Web site Structure is the most advanced chapter of the book – it’s probably best reserved for “advanced” readers of the book – if you outsource have your vendor read the chapter and follow the instructions. If you perform SEO in-house have your SEO or IT guy read and follow the instructions. If you dare to read you’ll end up with a deeper understanding of some of the complexities of advanced SEO and Web site structuring. If you decide to skip the chapter all together (and pass it to your IT guy / gal) I completely understand. Here’s a preview….

Chapter 5 – Advanced Web Site Structuring

Once you have the basic structure of your Web site in place, you can implement several additional advanced structural considerations to optimize your site for search-engine purposes. For example, beyond setting up your Web site so that it is indexed, you may want to instruct the search engines not to index a particular page. A robots.txt file allows you to tell the spiders what they may and may not do when they arrive at your domain. Robots.txt files also provide you a means to prevent both potential copyright infringements and search-engine spiders from consuming excessive amounts of bandwidth on your server.

One primary example of advanced Web site structuring includes the use of the nofollow attribute. The nofollow attribute instructs search-engine spiders that they should not follow a particular link or view that link as anything of significance when determining ranking. Because search engines count links from your Web site to another Web site as a vote for search-engine ranking purposes, you can add nofollow if you do not want the search-engine spider to credit the link.

A second advanced Web site structural consideration is the way you structure your URLs. URLs must be structured so that they are easily spidered and organized and create a user-friendly Web site navigation system. For example, search engines as well as people prefer URLs that are simple and that include the keywords describing the page within the URL string.

A third structural consideration is the use of an .htaccess file. An .htaccess file is the Apache Web server’s configuration file. It is a straightforward yet powerful text file that can accomplish a wide variety of functions that allow you to protect your Web site from content-stealing robots. Moreover, .htaccess is useful in that it allows you to dynamically rewrite poorly formed URLs that shopping cart or blog software generate.

Other advanced Web site structural considerations include using mod_rewrite to rewrite URLs, redirecting non-www traffic to your www domain, and using 301 redirects whenever you change or redesign your Web site. Each advanced structuring technique provides you with procedures to ensure that search engines recognize your Web site and that each of your Web pages are correctly indexed.

Next up is Chapter 6 – Content Creation.

Click any of the links below to read previews from previous chapters:

Chapter 1 – Intro to SEO
Chapter 2 – Keyword Generation
Chapter 3 – Creating Pages
Chapter 4 – Basic Web Site Structure
Chapter 5 – Advanced Web Site Structuring

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