Search Engine Optimization: Sitewide Factors

Keyword Research, Evaluation & Selection

• Popularity, frequency of searches
  
• Competitive analysis
  
• Single keywords
• Multiple-word phrases
• Synonyms
• Mis-spellings
  

Determine the Site Theme

• Determine the broadest general descriptive term
  
• Identify sub-themes

Domain Names and Selection

• Company name, branding vs. keyword domains
  
• Hyphens in domain names - yes or no?
  
• Using and managing multiple domain names

Structuring the Navigation:
Planning the Internal Linking Structure

• Hierarchical structure based on keyword analysis & selection
  
• All in root vs. use of /subdirectories/
  
• Directory and page file names: hyphens, underscores or run-ons
  
• Usability & search engine friendliness
• Ease of site maintenance
  
• Consistent and easy for users to understand and follow
  
• Routing traffic and conversion factors
  
• Seasonal factors
  
• Links in common navigation / links in body text
• Other SEO considerations
  
• Internal Page Rank distribution

Navigation Elements

• Types of navigation
  * Text navigation
  * Graphics
  * Site maps
  * Dropdown lists
  * Javascript navigation
  
• Integration of sections and pages into whole site navigation
• Format and location of global navigation
  
• Format and location of sectional navigation