Domain Name

• Short names are better than long one
• Don't use more than 3 hyphens on the name, it's considered spam
• Do your homework before buying an existing domain
  • It may be banned
  • It may have a bad history
  • Better to start with a new one when possible

Site Structure

• Most important pages on root level
  • Put keyword rich content at root level
• Plan directories and file names
  • Use key phrases - big win!
  • Don't use underlines, separate words by hyphen.
  • Stay relevant, does it mean something to the visitor?
  • Long but not too long
    • Consider if it's used on emails - don't want wrap
    • Consider if tracking codes will be added
    • SE don't like dynamic additions to the URL (% $ ? etc.)

Page Optimisation

• Optimise Entry pages (2nd and 3rd level pages)
  • Search Engine don't always index the home page
  • Optimise and submit those pages
  • Make them stand alone like the home page
  • All entry pages should point to all other entry pages to encourage Search Engine spiders to follow
• Ideally have pages linked form two different places (i.e. navigation and site map)
• Have Unique Content
  • Page specific title
  • Separate pages only when there is separate content
• Avoid Spam
  • Excessive doorway pages/Domains
  • Keyword stuffing
  • Hidden Text/Links
  • Link Farms/Massive Domain Interlinking
  • Cloaking

Site maps

• Site map is Special and Useful entry pages
• Site map is food for hungry spiders
• You can have links that are not on the homepage
• Robots will follow them and index the pages

404 error pages

• Use logo and navigation
• Or logo and a site map

Splash / Intro pages

• Avoid the use of splash pages or intro pages
  • No html usually a movie (which SE don't understand)
  • A delay tactic disliked by users
  • Only 1 or 2 link for spider to follow if it can find it

Avoid Re-directs

• SE sees re-direct as an attempt to spam them
• Use other techniques for tracking other than re-direct
• No meta tag re-directs or JavaScript re-directs
• If it's a real re-direct then use and Error 301 Page

... and

• Avoid, when possible, the use of frames
• Always have a text link navigation
• Use robot.txt page
• Avoid Session Ids