Off all the definitions for “fundamentals,” the one I like best is “down to bedrock.” It’s not commonly used but, for this SEO fundamentals post, I think it fits. The phrase is defined as meaning “Down to basics or fundamentals; down to the essentials.” Bedrock is literally a hard, solid layer of rock underlying the upper strata of soil or other rock. By extension, it’s any foundation or basis.
So the question then becomes, “How do I lay a rock-like foundation for my website that will provide a solid base from which to grow?”
My first website became a house with many rooms added on as an afterthought. I just kept shoving new pages up when I wanted to expand on a theme. I probably had a few rooms with no entryway. One of the reasons companies still pay big bucks for websites is because they hire professional Web design firms who help them think through the process. So take the time and spend the money to work with someone who will lay out the navigation and interior pages in such a way that you can grow, when needed.
Research your query space.
Researching the query space is a little different than conducting keyword research. You may find that researching topics or themes on different search engines yield business opportunities you didn’t know existed. Remember, there’s a lot of garbage on the Internet. If you’re launching an innovative product or have a unique selling proposition that no one seems to be talking about, then you have a chance to actually create a unique query space.
Once you discover this unique query space, you can create content that matches and promote it through various online and offline channels. And at your next trade show, you can offer swag (t-shirt, mug, thumb drive) with the words “search: unique query space” printed on it.
Over time, your company will OWN that search space. I only wish that scientists and academics knew this trick because so much of their published works cannot be found online.
Create both an internal and external linking strategy.
This provides the blueprint that could be replicated across websites, if you chose. This is the road map you are providing to search engines and visitors, which is why a static HTML site map is still important. You want every page accessible on your site but not all linking from the Home page necessarily.
An internal linking strategy would include where you place your links, how many links per page, anchor text of the link, and so on. An external linking strategy would include links to industry resources, attribution to supporting authors or documentation, links to customer websites and member associations, etc.
Remember, your links help create persuasive momentum which influences search rankings and user behavior.
Taking the time saves you time in the long run.
When you take the time to frame your Web pages in a way that serves your target audience and gives search engine robots a logic they understand, that’s when your SEO fundamentals will allow your site to grow, confident that it will not only stand the test of time, but also remain immune to any Google updates.
Photo credit: scottchan
