To continue the topic on Search Engine Optimization (SEO) started earlier, this time I would like to concentrate on the features that every quality web site should have. You’ve already read about the first part of every SEO project which is Choosing Keywords. The second part is the creation of the site itself. It’s one thing to aim a site at chosen keywords and completely different one to make it a quality one. I am going to tell the difference between the two here.

Stuffing in keywords

In the early days of Search Engines (SE) mentioning the targeting keywords multiple times on a page gave you pretty good chances at getting your site ranked high. The growing competition and amount of spam forced SE to develop new methods of ranking web sites which resulted in sophisticated algorithms we have today.

Trying to understand those algorithms in order to manipulate rankings is a waste of time. Firstly, they are too complex and your best facts would be merely based on guesses because no one is going to reveal how they work, especially publicly. And secondly, even assuming you get the latest document describing how a particular SE works, it will become useless before you even take advantage of it because algorithms change quite often.

The solution

These days to be able to dominate SE ranks you have to build quality sites. Not surprisingly, algorithms now consider informational sites to be the quality ones. The factors simply present a number of supportive metrics that help SE determine value of a particular site. An example of such metric would be a bounce rate. The lower the bounce rate the higher the stickiness of your site. This might suggest that your site is good enough for a visitor to stay on for a long period of time (1 minute or more).

The instructions

To make a quality site try to follow these guidelines:

1. Don’t sell but recommend:
I talked about this principle in my post here. Google doesn’t like people making money online off them. So you site needs to look less like an affiliate site and more like an informational portal.

2. Describe the details:
Try to make your site become an authoritative source in your industry. Provide definition of terms, explain variations of products, talk about alternatives, etc. Fill your site with sufficient info to satisfy the prospect so he won’t experience the need to go somewhere else to have his questions answered. A tip: take ideas from suggested searches in the bottom of search results. This is what they expect you to talk about on your site.

3. Make it simple:
Do everything to keep a visitor on your site as long as possible. This serves two purposes: increases your site value for SE (your site is so good that visitors might spend half-an-hour reading all the information you have and checking several pages) and your chances of a sale. However, when the visitor is finally ready to buy make it as simple for him as possible. If a visitor who is ready to buy arrives from SE directly to your sales page, SE wants you to offer a seamless buying process.

When it comes to making a quality site you notice that the main principle to follow is using common sense. Everyone can have an idea of a quality site but a few know how to execute it. The solution lies in educating yourself with principles of usability.