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Web Page Structure

Web Page Structure and Optimisation

Web pages can be written in a number of different programming languages. The most common static language is html, and other dynamic languages include php and asp. Also, different web authoring / web design software packages, CMS systems and e-commerce website design packages tend to have different levels of flexibility, and there are also differences in the way web pages and websites are put together. In general however a web page consists of 2 parts. The ‘head’ of the web page consists of all the information which appears between the <HEAD> </HEAD> tags in the code.

The only part of the information in the head of your web page which is visible when viewing your web page through a browser is the document title / page title. This is the information which appears between the <TITLE> </TITLE> tags, and is displayed in white text in the blue horizontal band at the very top of any browser window. This title is also displayed in Google’s search engine results as the first of 3 lines of information. The title appears in these results as a blue hyperlink. In terms of optimisation, the Document / Page Title is the first tag relevant to rankings to be read by the search engines and it needs to contain the main key phrases for that particular web page. Apart from the Document / Page Title, no other commonly used elements in the head of a web page have any real influence on the ranking of the page as far is Google is concerned although Meta Descriptions and Meta Keywords may be viewed differently by other search engines. There is however an argument to say that Document Titles as well as Meta Descriptions should contain things like USPs and calls to action if possible since they are displayed in the search engine results, and as such affect the click through rate to the web page.

The ‘visible’ part of a web page in browser is called the ‘body’ and is contained between the <BODY> </BODY> tags. This is where all the text, graphics, photos and other content appears. In terms of optimisation, good quantities of high quality, text-rich content is important as it is the text which the search engines use to make sense of and categorise the web page. Web page text should be written naturally with human visitors rather than just search engines in mind, should contain the main key phrases, and should contain other related keywords, phrases and terms.

Within the body part of a web page some other elements can help human visitors and search engines to better understand the page. Alt IMG Attributes (alt tags) can be added to pictures, and H1 to H6 Headline Text tags can be added to headings in order to give search engines a further indication of what a page is mostly about. It can also be beneficial to embolden crucial elements of the body text.

Another way to improve your website for visitors and search engines is to make sure it has good site architecture, and is easy to navigate and use. It may be beneficial also to use text hyperlinks on important key phrases as part of the general navigation system, and to use relevant key phrases in the page names themselves.