Search engines are the exponents of the explosive growth of the Internet, and an entire industry has grown around their huge popularity. Each visit to a search engine potentially generates a conversion for a business. Obviously, this can be fantastically lucrative if exploited.
Less obviously, the effect of the search engine explosion phenomenon is that web developers are now more involved in the search engine marketing process. To rank well in a search engine, it is not necessarily enough to "write relevant content." Rather, the web application developer must be aware of the implications design may have on marketing, and he must build a web site fully aware that certain features or technologies may interfere with a search engine marketing campaign.
Search Engine Optimization Cannot Be an Afterthought
An improperly designed web site can interfere with a search engine's need to periodically navigate and index the information contained therein. In the worst case, the search engine may not be able to index the content at all.When people ask us where we'd suggest spending money in an SEO plan, we always recommend making sure that one is starting with a sound basis. If a web site has architectural problems, it's tantamount to trumpeting your marketing message atop a house of cards.
Architectural Minutiae Can Make or Break You
The search engine spider is "the third browser." Many organizations will painstakingly test the efficacy and usability of a design in Internet Explorer and Firefox with dedicated QA teams. Unfortunately, many fall short by neglecting to design and test for the spider. Perhaps this is because one must to design in the abstract for the spider. We don't have a Google spider at our disposal after all; and we can't interview it afterward with regard to what it thought of our "usability." However, that does not make its assessment any less important.
That foundation — the architecture of a web site, is a primary focus of SEO Egghead, Inc. when designing our custom applications. The CEO of SEO Egghead, Inc. is the author of Professional Search Engine Optimization with PHP, which aims to illustrate how to build a solid foundation. If you are interested in having us design a custom application, click here for a quote.
We also work to retrofit and/or fix web sites that present problems for spiders. Sometimes it is difficult — other times it is trivial. If you are interested in those services, click here.