Search engines, despite algorithms, analytics and other intricacies, lack intelligence. You need to know how they basically work, and make it easy for them to understand what your site has to offer.
If you are starting with content that is physical in nature, for instance a brochure or a book, anything on conventional media, you will need to re-configure it for the net.
In general a web platform should be split into multiple landing pages with specific (concentrated) content, as opposed to fewer pages with diversity of content. This MarketingMind site is an apt example. It splits the Marketing Analytics eGuide, into a platform that is better designed for search.
Once the pages are in place they need to be interlinked so that the content remains intact and integrated. This not only improves navigation, it enhances ranking by search engines. The process is akin to converting a passive, linear brochure/book into a well-connected network of pages, fully exploiting the web’s true potential.
Bear in mind that search landing pages should preferably be static, because search robots like Googlebot have difficulty with indexing pages that are dynamically rendered. This implies that you:
Dynamic web page: A layman’s example of a dynamic page is a web page where the content is determined by a set of parameters. For example, the page www.mas-homefinder.com/view.php?n=2589&typ=Rent on the mas-homefinder property platform, configures the web page for property ID = 2589. Dynamic rendering is of great convenience particularly for developers of eCommerce sites. It allows them to use a single page to render thousands of product offerings.
Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.
Two-day hands-on coaching on Digital Marketing and Advertising, to train participants in developing and executing effective digital marketing strategies.