SEO Best Practices

1 The Paradigm

We all have tendencies to follow cow paths. As cows traverse, they tend to follow the path of least resistance. Over time these paths became roads. The streets of Boston were originally cow paths that were paved over. We tend to follow the same pattern when building websites, viewing them as we view brick and mortar establishments.

Brick and mortar stores have very defined entry points from which traffic flows. Merchandisers utilize this to feature their latest goods and channel people through their stores. A good example is how Ikea stores channel you through every department before you have an opportunity to check out.

Websites however, tend to have multiple entry points. And these must be clearly defined in order to optimize conversion. Not everyone enters a site via the home page. So a different mindset is required to take advantage of this user behavior.