Some of the main considerations when optimising your website include Content, site structure / architecture and useful meta data but also using tools such as Google Analytics to monitor and improve performance for key conversion areas.
Primarily the content on your site is its most valuable asset, this is what your audience is hopefully searching for; it needs to be appealing and interesting not only to build recognition and encourage return visits but to build recommendations in the way of link backs, blog posts, emails etc.. Legitimate links to your website especially those from other reputable sources re-enforce your sites value to the Search Engines (SE’s).
Your website structure should be created logically for your users experience and interaction but also to assist the SE’s indexing of your website to provide the best possible search results.
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