Web site building, site structure and mapping
Content is king, linking is queen, but structure comes first. A
logical structure of your site is an asset to take into account
and not to be underestimated. Actually, I believe that structure
is the most important of the three. Site mapping
Imagine a piece of paper, just a white sheet. Put your home page
on top. Below it, put the pages that are at the same level as
your home page. Below that put the sub directories that you have
on your host and their pages below them. You really should not
have sub directories of your sub directories (search engines
will not easily find them) so it stops here. Draw a circle
around it all and start adding your internal links drawing lines
between your pages. Now draw outgoing and incoming links (one
line can represent several links).
This is what I call site mapping, your site structure. You
should build your site structure the same way you build your
page structure, with extreme care and with a purpose. AND, your
structure should reflect your strategy. You can have 2 main
strategies for your home based business site, so we will discuss
2 main structures as well. Two types of structures and
strategies
One type of structere is when the main purpose of your site is
to "sell" the things you show on your home page (or main selling
pages). This is a very simple strategy and everything should
point mainly to those pages. Your other pages will have one
goal, lead your visitors to your home page and try to sell (or
offer) them your product or service.
This means that all your resources, all your work should be
concentrated on improving and updating your home page, so your
visitors will come back to it. All your optimizing efforts are
concentrated mainly upon your home page and PR (Page Rank) and
keyword optimization will be of the utmost importance to that
page. This will result in five or six, links on each page,
deliberately concentrating PageRank on a small number of sales
pages which you want to rank highly in search engines.
The other strategy is that you have several main pages. Your
home page and several pages at the same level that are directly
and logically (inter-)related. Visitors can jump around, go from
theme to theme and find several things they are interested in.
Your main strategy is not to lead them to your home page, that
is only something like a welcome page. Your main strategy is to
keep your visitors on your site or get them interested in coming
back.
Your incoming and outgoing links are spread throughout your main
pages. You are spreading PR and keyword optimization throughout
your site. This results in dozens of links on every page, to all
other pages of the site. This helps distribute PageRank evenly
throughout the site. When you start building your site, you will
have to choose between one of these two strategies. Once chosen
one, stay with it. I think I would rather make a new site than
try to change or combine these strategies and structures. Is one
better than the other? No, it all depends on the purpose of your
site. How can this mapping of your site help you?
You need a logical structure for your site. The map shows you
how people enter your site, leave your site and where your main
attention should go to when updating and optimizing. You need
the flow of your site to be smooth and easy to follow for your
visitors. It is as if you take them by the hand and show them
what you have to offer and that should be a pleasant ride.
All the pages of your site should use the same template and it
should be obvious what you want them to do and it should be easy
to follow this flow. It is extremely important that your site is
easy to navigate! Try to want them to stay on your site and
invite them to come back, and of course, give them a reason to
do so. Give the option to bookmark your site and be sure that
your site title is unique, clear and inviting. Offer your
newsletter, updates, articles etc. I do not like pop ups,
actually I hate them. I did not ask for them, so I do not want
to see them. Tracking
You need to know if your strategy is working, so you need to
know where people enter your site, how they browse around, where
they left your site and how long they where at your site. Of
course you want to know for each visitor what they did. Use this
information to tweak your site and strategy. I use StatCounter,
simply the best tracker there is.
I would like to know what it is they are looking for. Your
tracker should give you the information about which keywords
people used to get to your site. An other service that can be
extremely helpful is a robot watch that tells your when search
engines visited your site and how they crawled it. Robot Manager
provides this service.
But what would be even better than knowing where your visitors
came from and which keywords got them to you? I would like to
know what they are looking for on my site!
Of course you can ask them. Get them to fill in a survey or
something like that (and reward them for doing so). I have heard
people who said it worked quite well. I could understand that if
you have a high traffic site, but if not? There wont be a lot of
people willing to spend their time to supply you with this kind
of info. What do I do? I use a site search box that once a week
gives me the information of what people searched for on my site!
There is no better way to please your visitors as to give them
what they are looking for. You can find that search box on my
home page.
Use the tracking information to improve your site structure and
to give your visitors the service they deserve and are looking
for.
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This is the second article in a series about web site building
(for beginners). The other articles can be found on my web site:
Ebiz Setup Tutorial - Starting a homebased business for
beginners.