Brown benin website architecture_excercise3

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Brown benin website architecture_excercise3

  1. 1. Website Architecture 1 Running head: WEBSITE ARCHITECTURE IMPACT Exercise 3: Website Architecture and Its Impact on SEO Benin Brown Full Sail University
  2. 2. Website Architecture 2 Exercise 3: Website Architecture and Its Impact on SEO In Richard Baxter's piece entitled, "Diagnose Critical Website Architecture Issues for SEO (2009)" Mr. Baxter described how website architecture can impact a web site’s performance in the search engines. The article is relevant to Internet marketers because there are instances in which website architecture problems cannot only adversely affect site findability but also user experience. Flat Site Architecture Baxter opens the article by highlighting the necessity for building flat architecture into web site design. This part of Baxter's argument can be summarized by saying that sound website design calls for a minimal amount of page layers between the homepage or top page and the deepest level page within the site. This is also known as flat architecture. There are two primary benefits derived from having a flat architecture: • Fewer pages to crawl mean that important information will be easer for the search engines to reach (Harris, 2007). • The easier it is for site users to get to the bottom of the site map, the more likely users will remain on that path instead of abandoning it.
  3. 3. Website Architecture 3 Broken Links Next Baxter addresses broken links as a threat to local SEO efforts. Baxter did not provide information on why broken links can harm SEO. However, it is understood that search engines see broken links as dead pages and this can damage the quality score of the landing page or page linking to the non existent page (More Visibility, 2007). Additionally, the search engines ask web site creators to not publish content containing broken links. Server Header Problems A large part of SEO is developing web sites that are able to properly communicate to the search engines. Baxter addressed this topic by discussing server header responses. His suggestion is that search engine marketers check every single response code to ensure that the website’s server doesn’t send out codes that confuse search engines. For instance, if a web site has a 404 page that isn’t actually sending the proper 404 response codes to the search engines, then the search engines might index the 404 pages. Upon the search engine determining that a page that should have been coded as a 404 page was not coded the search engine may choose to give the site a lower search ranking (Boggs, 2008).
  4. 4. Website Architecture 4 Duplicate Content The next topic that Baxter visited was duplicate content. He cited this as one of the most important elements of SEO. The main problem with duplicate content is that by spreading (Ohye, 2007) links across several versions of the same page duplicate pages can diminish the link popularity of the original or canonical page. Canonical Redirects Baxter also suggests that users check their sites to learn whether their sites are indexed with and without the “www”. If both versions are indexed the solution is to set up the canonical tag, which is also referred to as the 301-redirect tag. The URLs’ that don’t start with “www” should be permanently redirected to the original page that begins with “www”. Alternatively, a web master may need to move her site to a new domain (Enge, n.d.). In doing so if the 301-redirect is not used a duplicate content problem might arise and prevent the new site from getting its proper ranking. Utilizing the canonical tag would therefore be appropriate in this instance, as well.
  5. 5. Website Architecture 5 References Are broken links sinking your site? (2007, April 19). More Visibility. Retrieved March 20, 2010, from http://www.morevisibility.com/seoblog/broken-links.html Baxter, R. (2009, April 10). Diagnose critical website architecture issues for SEO. Search Engine Journal. Retrieved March 17, 2010, from http://www.searchenginejournal.com/seo-website-architecture-issues/9760/ Boggs, C. (2008, September 26). Common problems with 404 error pages. Search Engine Marketing, Search Engine Optimization (SEO) and Paid Search Advertising (PPC) - Search Engine Watch (SEW). Retrieved March 21, 2010, from http://searchenginewatch.com/3631002 Enge, E. (n.d.). 301 Redirects. Strategic SEO planning, technical SEO and link building. Retrieved March 20, 2010, from http://www.stonetemple.com/articles/301- redirects.shtml Harris, S. (2007, July 6). Flat site architecture is SEO-friendly. Big Oak SEO Company. Retrieved March 19, 2010, from http://www.bigoakinc.com/blog/flat-site- architecture-is-seo-friendly Ohye, M. (2007, September 12). Google, duplicate content caused by URL parameters, and you. Official Google Webmaster Central Blog. Retrieved March 17, 2010, from http://googlewebmastercentral.blogspot.com/2007/09/google-duplicate- content-caused-by-url.html

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