This is part two of our Do’s and Don’ts series. The purpose here is to provide quick actionable snippets of information to help you avoid any pitfalls in developing a strong web identity.
Do: Link to every page of the site from at least one other page on the site.
Do: Use absolute links in your link code, starting with the “http://”.
Do: Link key phrases within your copy to other relevant pages on the site.
Do: Use keywords in your page and folder names. However, keep the names short and simple. Separate words in page and folder names with a hyphen or an underscore. Do not use spaces or special characters in your naming conventions.
Do: Validate your html code and correct any errors. Use this online validator from the W3C.
Don’t: Use frames or iframes in your html code.
Don’t: Serve different pages to the search spiders than your human site visitors. Nothing will get you dropped from the SERPs quicker – just ask the German BMW website.
Don’t: Use lots of folders and subfolders in your site structure, spiders like relatively flat websites.