SEO Best Practices Part 5

Site navigation

A sitemap (lower-case) is a simple page on your site that displays the structure of your website, and usually consists of a hierarchical listing of the pages on your site. Visitors may visit this page if they are having problems finding pages on your site. While search engines will also visit this page, getting good crawl coverage of the pages on your site, it’s mainly aimed at human visitors.
An XML Sitemap (upper-case) file, which you can submit through Google’s Webmaster Tools, makes it easier for search engines to discover the pages on your site. Using a Sitemap file is also one way (though not guaranteed) to tell Google which version of a URL you’d prefer as the canonical one (e.g. http://leroysstampcollecting.com / or http://www.leroysstampcollecting.com).

Naturally flowing hierarchy

Make it as easy as possible for users to go from general content to the more specific content they want on your site. Add navigation pages when it makes sense and effectively work these into your internal link structure.

• Avoid:
  • Creating complex navigation links, e.g. linking every page on your site to every other page
  • Going overboard with cutting up your content (it takes twenty clicks to get to deep content)

Text for navigation

Controlling most of the navigation from page to page on your site through text links makes it easier for search engines to crawl and understand your site. Many users also prefer this over other approaches, especially on some devices that might not handle Flash or JavaScript.

• Avoid: Having a navigation based entirely on drop-down menus, images, or animations (many, but not all, search engines can discover such links on a site, but if a user can reach all pages on a site via normal text links, this will improve the accessibility of your site)

Breadcrumb navigation

A breadcrumb is a row of internal links at the top or bottom of the page that allows visitors to quickly navigate back to a previous section or the root page. Many breadcrumbs have the most general page (usually the root page) as the first, left-most link and list the more specific sections out to the right.

• Example: Leroy’s Stamp Collecting > Articles > Top Ten Rarest Stamps

HTML sitemap and XML Sitemap

A simple sitemap page with links to all of the pages or the most important pages (if you have hundreds or thousands) on your site can be useful. Creating an XML Sitemap file for your site helps ensure that search engines discover the pages on your site.

• Avoid:
  • Letting your HTML sitemap page become out of date with broken links
  • Creating an HTML sitemap that simply lists pages without organizing them, for example by subject

Consider what happens when a user removes part of your URL

Some users might navigate your site in odd ways, and you should anticipate this. For example, instead of using the breadcrumb links on the page, a user might drop off a part of the URL in the hopes of finding more general content. He or she might be visiting http://www.leroysstampcollecting.com/news/2008/upcoming-stamp-collecting-shows.htm, but then enter http://www.leroysstampcollecting.com/news/2008/ into the browser’s address bar, believing that this will show all news from 2008. Is your site prepared to show content in this situation or will it give the user a 404 (“page not found” error)? What about moving up a directory level to http://www.leroysstampcollecting.com/news/?

Have a useful 404

Users will occasionally come to a page that doesn’t exist on your site, either by following a broken link or typing in the wrong URL. Having a custom 404 page that kindly guides users back to a working page on your site can greatly improve a user’s experience. Your 404 page should probably have a link back to your root page and could also provide links to popular or related content on your site. Google provides a 404 widget that you can embed in your 404 page to automatically populate it with many useful features. You can also use Google Webmaster Tools to find the sources of URLs causing “not found” errors.

• Avoid:
  • Allowing your 404 pages to be indexed in search engines (make sure that your web server is configured to give a 404 HTTP status code when non-existent pages are requested)
  • Providing only a vague message like “Not found”, “404″, or no 404 page at all
  • Using a design for your 404 pages that isn’t consistent with the rest of your site

Popup windows

A splash page is a main entry page that displays either a large graphic image or a Flash animation, usually with a link to Enter a web site or Skip Intro (skip the animated introduction page). Splash pages usually redirect to a new web page after the animation has completed. As you might expect, splash pages typically lack keyword- or key phrase-rich content, as they contain little or no visible body text other than Enter or Skip Intro links. Given little or no text content, the search crawlers have nothing to index.
Typically, splash pages use redirects to automatically advance the user to the web site’s actual homepage. Currently, search engines tend not to index web sites that use redirects, and they’ll ban web sites that create artificial redirects in an attempt to achieve higher rankings. So, by using a splash page that contains little or no text content, and uses redirects, you’ll likely have ruined your chances of having your web site indexed – let alone ranked – by search engines.