In the shoes of your customers: Improve your site architecture and find the path to success

If you want to have a successful web site, build it with conversion in mind from the start. Many site owners worry more about creating link paths that are easy to follow by search engine robots. Conversion is an afterthought, and this is one of the reasons why optimizing conversion rates can become extremely difficult and time consuming.

Search engine visitors can land on any page of your site and with completely different expectations. It is not only important to make sure they land on the right page, but also that the page they land on leads them naturally one step closer to the ultimate goal of the site – an RSS subscription, a download, a sale, an e-mail, and so on. Read more

Making the world (and your site) flat—via a Reverse Proxy

flat_world.jpgIn order to protect some of the inventions in our software, I’ve been working with a law firm that specializes in IP protection. I’ve learned a lot from them, but I’ve learned far more from reviewing the patent applications they sent me back as possible ‘prior art.’ Let me share one of the most interesting ones I’ve seen so far, Patent Application 20070143283. Here is the abstract:

A system and method for optimizing the rankings of web pages of a commercial website within search engine keyword search results. A proxy website is created based on the content on the commercial website. When a search engine spider reaches the commercial website, the commercial website directs the search engine spider to the proxy website. The proxy website includes a series of proxy web pages that correspond to web pages on the commercial website along with modifications that enhance the rankings of the pages by the search engines. However, hyperlinks containing complex, dynamic URLs are replaced with spider-friendly versions. When a human visitor selects a proxy web page listing on the search engine results page, that visitor is directed to the proxy web page. The proxy server delivers the same content to the human visitor as to the search engine spider, only with simplified URLs for the latter.

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