Even though Google is constantly adapting its algorithm to deliver what it deems the truest answer to a particular query, there are basic search engine optimization guidelines that all sites – large and small – must follow to improve in search engine ranking. These are:

Code – Keep it simple

• Follow standards and get as close to validated markup as possible
• Make it easy for search engines to crawl your site
• Make CSS class and ID names obvious, especially for section div tags
  • Name your header dive header
  • Name the CSS ID of your right sidebar div right-sidebar

Web Design – Less Navigation is More

• Websites should have clean vertical internal linking
  • Every page links to the home page.
  • Every page links to every category level page. This is your main navigation.
  • Sub-category pages link to other sub-categories within the same category only.
  • Sub-category pages link to their own topic pages only.
  • Topic pages link to sub-category pages within the same category only.
  • Topic pages link to their own article pages only.
  • Article pages link to each sub-category page within the same category only.
  • Article pages link to each topic page within its own sub-category.
  • Article pages link to other article pages within the same topic.

Content – Engagement & Agility

• Emphasize community and conversation
• Create content that people will want to link to and talk about
• Embrace agility – update content frequently
• Update your old content – particularly advertorial content