Search Engine Optimization: 7 SEO Secrets Your Webmaster Wont Tell You
5. Optimize within the limitations of existing web systems and technology.
It's impractical to replace or override legacy systems that aren't SEO-friendly. Instead, work with your IT partners to understand what can and can't be changed on your site.
Case in point: A site generates dynamic URLs that are strings of characters unrecognizable to humans and search engines. You cannot move away from dynamic URLs, but you may be able to change segments of the string to include keywords that attract search engines.
Bob Bly is a freelance copywriter specializing in B2B and direct marketing. He has written copy for over 100 companies including Sony, IBM, AT&T, and Intuit. McGraw-Hill calls Bob Bly “America’s copy copywriter.”
Bob is the author of 100 books including The Copywriter’s Handbook (St. Martins). He can be reached via email at rwbly@bly.com or on the web at www.bly.com
