A top Google position is useless if visitors aren’t converting into buyers. That’s where usability and site architecture become important. This column looks at the six building blocks of a successful site architecture that addresses the needs of both search engines and visitors.

+As a general rule, pages closest to the root directory are considered the most important pages on your site. The two most important documents that should be in the root directory are the home page, commonly named index.html, and the Robots Exclusion Protocol, commonly named robots.txt.

+Does your visitor prefer the pretty button over the boring text link? If so, then integrate text links throughout your site to combat the lack of keywords viewable within your navigation

+Cross linking is important for SEO and visitors.

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