Webmasters optimize websites for performance and user experience, including search engine optimization, web design, content creation, and advertising. Legitimate SEO methods include keyword density and appropriate links. Good content attracts traffic, while thoughtful advertising can increase revenue.
One of the roles of a webmaster is to engage in website optimization, which may aim to improve website performance and/or user experience. Website optimization includes making sure your site is found in appropriate searches, loads quickly, is easy to navigate, has no dead links, and is attractively structured. Also, all operational parts of the website, including media viewers, shopping carts, and downloads, run smoothly, and any add-ons, such as themes or plug-ins, are kept up-to-date.
One part of website optimization is web design. Web designers set the layout of the page and how this is done can greatly affect the look of the site and how quickly pages load. Webmasters have learned that using CSS (Cascading Style Sheets) instead of HTML table-based layouts gives site visitors a consistent experience and reduces page load times. Using CSS also makes it easier for sites to scale to different monitors, as well as cell phones and other handheld devices. Activities such as sorting page tabs can also make the site significantly better for the user.
Another area of website optimization is search engine optimization (SEO). SEO optimization techniques are divided into white hat methods – those that are legitimate, fair and approved, versus black hat methods – those that violate search engine terms of service, try to make sites look better than they are in reality and attempt to trick bots and search engine users. Both because black hat methods violate the terms of service, and because sites that violate those terms will be removed from search results, website optimization done with white hat methods is likely to provide a quality site that lasts. Legitimate SEO methods include submitting to directories and search engines; paying attention to the density, prominence and proximity of keywords; thoughtful use of tags; and appropriate links.
Content is a third area where website optimization can play a role. Good content that is updated regularly can attract people to a site and increase traffic. Choosing topics for your content to match the site’s focus and making sure images used in your content are saved in a web friendly format are two steps towards optimizing your content. Linking content in useful ways and archiving with logical categories also helps.
Advertising is a fourth area for website optimization. Website ads that will really appeal to the site visitor require some work and thoughtful choices on the part of the webmaster. Advertising your site through social networks can also help increase your site’s traffic and revenue.
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