- Identify how your web presence will be laid out. Web designers use wireframes to lay our each page navigation, but if you are technically challenged you can do so on a piece of paper. This will also help assess costs for launching and maintaining associated components such as a microsite for an app or an e-commerce cart.
- Choose your downloadable material for the site - these can be tagged in analytics through features such as event tracking, a minor code typically added to the HTML links for the documents. Tag managers are also available to make tag management manageable.
- Consider names for each webpages that includes a highly-trafficked keyword if feasible. You'll have to keep page name lengths simple for user convenience (and it may depend on the URL you select). Three words in a subdirectory URL is a good rule of thumb to maintain. So a URL can appear like this example below:
www.site.com/shoe-repair-servicesIn this example, three words can be selected to the subdomain, kept relatively short in case a customer is typing the URL or speaking the words into a search window on a smartphone. Each word can be an opportunity to use a keyword - say "shoe repair" in this instance - or a useful high volume description like "Chicago" to help in local search.
www.site.com/Chicago-shoe-repairThere's no one combination that will guarantee success, but the key is develop the most descriptive page names that will aid discovery in a general search engine.
- Make sure each page title and description are filled out, since those come in handy not only for search engine but in sharing content on Facebook, Google +, Pinterest, and other social media platforms.
- Identify a goal page from your website. This will aid reporting on how well people are navigating on your site.
- Plan your marketing in addition to executing a search strategy. Search traffic is helpful, but you may need to select marketing for an additional reach to your audience.