A website can be broken down into three main development parts: content, design and functionality. To optimize a website for search engines, it’s important for developers to separate content, which is of interest to search engines, from design and functionality, which are not.
Content is the information a web page contains, usually in the form of the text and links, and is available to visitors. This information is at the heart of why people visit a web page and is what developers want the search engines to recognize. Content for a web page belongs in the actual HTML document, and should be the only thing in that HTML document. Developing the HTML document for a web page should center on:
- keyword and key-phrase placement,
- content placement within the code, and
- accessibility and standards compliance.
Once you have created the content for a web page and put it into clean HTML document, you can move on to design and functionality. To design a web page, you should use cascading style sheets. The reason for using CSS is:
- it allows for easy design changes,
- you can define visual formatting for different devices such as web browsers and mobile phones; and
- it does not compete, for search engine purposes, with the content because you’re not using HTML code for the design.