| Just like building a new house, your web site must | | | | every page in your site. |
| have a solid foundation before anything else can be | | | | - Include a robots.txt file in your site's root directory to |
| built on top of it. However, small businesses can | | | | provide the search engines with instructions on how to |
| sometimes get too caught up in what THEY think | | | | index the pages on your site (which directories to |
| should be on their web sites that they forget (or | | | | index, which ones to skip, etc.) |
| worse, ignore) what knowledge, research, and | | | | - Use actual text on your pages, not images of text. |
| experience have shown; and that is unless you get the | | | | - Keep subpages within two clicks of the home page; |
| basics right, you run the risk of having problems in the | | | | make it easy for users to find a page and get back to |
| future. | | | | where they came from. |
| So what exactly are the basics? The basics are the | | | | - Use standard, sans-serif web fonts (Arial, Helvetica, |
| elements shared by most, if not all, web sites today; | | | | Verdana) for readability and visual clarity of text |
| elements that must be developed correctly in order for | | | | content. |
| a site to be successful. It is important to remember | | | | - Include a Contact Us page with information on how |
| that when a site's foundation is built correctly, the site | | | | to reach your company, including physical address, |
| performs well for the users, the search engines, and | | | | phone numbers, email addresses, map links, and |
| the business it was built to promote. A solid foundation | | | | comment form so visitors can ask questions if |
| also allows for future site development and | | | | necessary. |
| enhancements as technology changes and improves. | | | | - Don't build your entire site using Flash. It's invisible to |
| Here are some essential standards and | | | | the search engines, often annoying to users, not |
| common-sense practices that are not only basic, but | | | | compliant with accessibility standards, and nearly |
| should also be included when building any web site's | | | | impossible for you to update or maintain in-house. |
| foundation: | | | | - Keep visitor counters off your web site and use your |
| - Follow standard web conventions such as blue | | | | server-based web stats instead. |
| underlined text for links, navigation across the top of | | | | - Keep your most important information above the fold, |
| the page or down the left side, and a logo at the top | | | | such as your navigation, company logo, value |
| of each page that links back to the home page. | | | | proposition, etc. |
| - Don't use pre-designed templates for a business site | | | | Web sites that are built on solid foundations are easy |
| - use a custom designed layout and architecture that | | | | and useful for visitors, meaning users can find what |
| matches your branding, gives a professional impression | | | | they are looking for, and are more likely to return for a |
| of your business, and gives you full control and | | | | repeat visit or pass the site on to friends and |
| ownership of your individual web files. | | | | colleagues. A solid foundation is also essential for |
| - Keep navigation consistent across all pages in your | | | | success in the search engines, since search engines |
| site; from the home page through all subpages. | | | | must be able to read and index a site's pages before |
| - Use text-based or CSS-based navigation, and don't | | | | including the data in their databases or any search |
| use images as navigation elements. | | | | results. Ignoring the basics can often block or prevent |
| - Use tables-based or CSS-based page layouts, and | | | | the search engines from even knowing about your |
| don't ever use pages that consist of one big image (or | | | | web site. So before you become overly focused on |
| many smaller ones, for that matter). | | | | what you THINK users and the search engines want |
| - Include an XML sitemap in your site's root directory | | | | to see, why not take advantage of what research has |
| to ensure that the search engines can find and crawl | | | | taught us - and build a strong foundation first. |