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Website Architecture Aaron Abbott

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www.BrandLessBox.com White Paper

www.BrandLessBox.com White Paper

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  • 1. Aaron  Abbott—www.BrandLessBox.com   1     Running  Head:  WEBSITE  ARCHITECTURE               Website  Architecture:    Important?   Aaron  Michael  Abbott   www.BrandLessBox.com                                   1  
  • 2. Aaron  Abbott—www.BrandLessBox.com   2   As  the  Internet  and  its  tools  evolve,  designers,  developers,  and  Web  site   owners  mature.    It  took  time  to  get  use  to  all  that  we  could  do,  in  order  to  be  able  to   focus  on  what  we  need  to  do—for  our  conversion  goals,  and  for  our  user’s  goals.     Google’s  Webmaster  guidelines  points  out  many  tips  that  “will  help  Google  find,   index,  and  rank  your  site”  (Google.com,  n.d.).    While  Google  is  the  biggest  tree  in  the   “search-­‐forest”,  it  is  safe  to  assume  the  other’s  apples  taste  the  same.    The  rule  of   thumb  is  to  feed  the  search  engine  text  links  that  can  be  followed;  without  speed   bumps  (like  301  and  404  redirects),  the  detours  of  Flash,  and  the  little  things  that   create  havoc  for  search  engine  spiders.    What  matters  most  is  SEO  and  user-­‐ experience  facilitation—each  depending  on  the  architecture  of  your  site.   “SEO  friendly  Web  site  design  can  double  or  triple  the  visitors  to  your  site,”   (CodeJam.com,  n.d.).    Why  would  you  ever  ignore  the  standards  and  build  a  site   loaded  with  special  effects  just  because  you  thought  it  would  look  cool?    This  is  not   Hollywood!    This  is  the  Internet.    The  simple  things  matter  most.    Check  your  links   and  indexing  frequently.    Redirect  dynamic  content  to  static  files,  minimize   duplicate  content,  and  use  canonicalized  redirects  (Spencer,  2006).    Give  the  search   engines  what  they  need,  and  do  not  allow  errors  to  hinder  their  path.    Then  give  the   people  the  content  they  need  in  as  few,  easy-­‐to-­‐follow  steps  as  possible.       By  implementing  tools  into  your  browser,  like  Mozilla’s  “Live  HTTP  Headers”   you  can  keep  a  good  eye  on  any  possible  issues.    Save  the  interactivity  that  Flash  and   JavaScript  provide  for  the  times  when  they  are  appropriate  and/or  needed.    Focus   on  user-­‐friendly  architecture  that  allows  your  site  to  be  crawled  and  facilitated  by     2  
  • 3. Aaron  Abbott—www.BrandLessBox.com   3   search  engines,  as  well  as  architecture  that  directs  users  to  digest  your  content   easily.                                               3  
  • 4. Aaron  Abbott—www.BrandLessBox.com   4   References   CodeJam.com.  (n.d.).  SEO  friendly  website  design.    Retrieved  February  20,  2010     from  http://www.codejam.org/seo-­‐friendly-­‐website-­‐design.html   Google.com.  (n.d.).  Webmaster  Guidelines.    Retrieved  February  20,  2010  from     http://www.google.com/support/webmasters/bin/answer.py?hl=en&answ er=35769#1   Spencer, T. (June 7, 2006). .htaccess, 301 redirects & SEO: guest post by NotSleepy. SEOBook.com. Retrieved February 20, 2010 from http://www.seobook.co m/archives/001714.shtml           4  

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