First, let's talk tech. There are going to be a number of technologies that could be used to drive your website. If you have a database and content management system you might be using products such as .net, .asp, .cfm, or .jsp. The technology itself does itself affect SEO, but rather the page code developed with the technology that generates SEO'd content is the key. No technology is better at generating the proper code, it is the hand of the programmer of the code and the tools that have been created to create the pages. This may be some type of admin panel that lets you input your textual content, mark up the text to include header or other specialty tags and then render the page.The output of your web pages themselves are formatted using HTML and CSS. These could be defined as page layout tools and style sheets. It is with these specific functions that you perform what could be lightly termed the special sauce; added to your content, this does the final optimization of your web page. Think of it as mama's special spices for her world class spaghetti.
Without rehashing too much regarding the actual text or content of the page which I discussed in a previous blog article, part 3 of this series, it is the application of html and css tags to that content that delivers that final SEO spice. This is the use of specific markup tags that create headers, sub headers, bold text, lists and much more. All of these let you emphasize specific text such as with the header H1..H5 tags, it also creates logical sections and breaks up the text to make it more readable for your viewers. So this performs multiple functions and that is SEO for the search engine spiders and SEO for the viewer. If your audience is engaged, reading, then they are more apt to follow your call to action. Bolding words also lends more emphasis within paragraphs and large quantities of text. And hyperlinks, that are links to other pages within the content of your site leading the user to more valuable information. Again all of these help SEO for the visitor whether it is a person or search engine spider.As for CSS or Cascading Style Sheets, they allow you to manipulate components and the presentational characteristics of the html. This includes the font size, face, weight among some of its variables. One of the most overlooked features that css allows the developer to order the data in what is termed the final source code of the page. The most important data of a page should be found near the top of the page just like the most important pages of a website are typically found near to or directly linked from the home page. CSS allows the programmer to make sure the generated code of the page contains the most important text of the page near to the top of each page. This is an oft overlooked capability afforded the programmer.
Finally, there are the meta tags. The primary tags are the title, technically not a meta tag, and the page description. Each page needs a title, this is a keyword rich narrative regarding the content of the page. Very importantly, each page needs a unique title. Each page should also have a meta page description. This is usually a more robust keyword rich narrative regarding the contents of the page. Typically, the title and description tags are utilized by the search engines to show narrative in their search results. So placing your keywords at or near the beginning of each of these tags is optimal.In concluding this series of blog posts on SEO for the CEO, to truly optimize your website you must consider all five components: design, layout, content, page names and coding. So to SEO your website, you have to have all of these completed properly. So is your site truly optimized or is there some work that needs to get done?