Consistent site structure 'is important'

21/11/2008

Companies considering a change in their web design have been advised by experts to keep the structure of the site consistent.

Aaron Wall at Search Engine Land said that content management is one of the biggest problems faced by those in the search engine optimisation (SEO) field.

He stated that SEO momentum can be maintained by mapping out a site in advance and including seasonal pages, such as ones with Christmas offers.

Mr Wall said: "Product lines, editorial calendars, marketing, and content management systems often dictate that pieces and parts of a site are organised in a sub-optimal way and or move locations."

His opinions echo those of Tim Berners-Lee, who said in 1998 that one of the reasons there are so many "dangling links" on the web is a lack of forethought.

In related news, Duane Forrester, a senior program manager of SEO at Microsoft, told BtoB magazine that SEO should be "at the core" of all marketing initiatives.