- You can easily pick a technology to build your site that will cause search engines to not crawl your site, or to crawl and index your site in a less than optimal manner. An SEO expert must review the Web development choices before any decisions are made on Web development technology.
- Performing keyword research before you start coding is also critical. This will help you learn the behavior patterns of your customers, and this knowledge is likely to impact the site architecture and navigation.
- You need lots of content, probably far more than you might think (or a smaller number of pieces of earthshakingly good unique content). Content drives link building, and is also essential for picking up search traffic from the long tail of search, which is where 70 percent or so of all search volume can be found.
- You need the previous three items to have a chance to compete for search traffic, but you need inbound links to drive rankings. Put another way, without links, you can't rank. Far too often, people understand the need for technical SEO, but then think they're done.
- While you may already know these things, it's also critical that senior managers who make decisions related to the Web site also understand them. They may need to receive some training on the nature of search engines and what needs to be done to obtain traffic from them. Try to get them to learn these critical points so they don't unintentionally blow up the Web site's chances of success.
- What are the goals of the Web site? To sell a product? To develop leads? To disseminate information? How would you build the Web site if no special activity was needed to obtain search engine traffic?
- How will you market the Web site? What is your plan for getting people to link to your site, and why will they link to your site? The link building plans for a Web site are likely to change the organization, structure, and even the look and feel of the site.
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