No consultant can ensure an optimized web page for search engine without adequate content in it. Website content development has dual tasks of keeping the natural flow of content to reach website visitors and appropriate key phrase density to earn favour of search engines.

What is the website for?

Due to the business paradigms and marketing criteria, the site owners tend to put their entire effort to make the site visible to search engines – they optimize the website for search engines. There are many instances when they forget the situation where the consumers or visitors in flesh and blood use the website after finding it through search engines. Usability factor comes in.

SEO requirements

Search engines look for or are comfortable with the following aspects of the web pages when they crawl in:

  • The page content must revolve around the keywords and will possibly contain them.
  • The page should have a brief title containing keywords that are employed in the page content – this is displayed within search results. The page description should be kept in META, as should be brief and unique as that is displayed in the search results. Moreover, the page should be W3C validated with respect to XHTML and CSS. It is better to expose content coherently to search engines by taking javascript and CSS to external files.
  • The URL of the page should be short and should not contain query strings as the determiner of unique content. Placing keywords in the URL is a good idea.
  • The page should have a header with h1 tag that may be different from title but must specify what the content is all about.
Usability requirements

Users or visitors of the website would like the following things:

  • The content should be organized well with proper signs and symbols on the web page
  • Title and META description of the web page should be unique as they are displayed on the search results and is a means to decide to click on the hyperlink or not.
  • The web URL should be readable and short

If you review the above seriously, you would come to a conclusion about several aspects of CMS that are essential to incorporate both SEO and usability factors:

  • Facility for Title and META tags of every web page created through CMS
  • Template should be W3C validated and should have h1 tag for each page. Javascript and CSS can be externally places to make the XHTML content centric.
  • Search engine friendly URLs should be adopted – query strings determining unique page content should be avoided.

In fact, the factors of SEO and usability are broad and can be very extensive. However, the above points if adhered to can make the task achievable practically.

By Ashwini Kumar Rath