A lot of major sites out there have difficulty optimizing themselves to improve rankings in search engine results pages (?SERPs?) in order to increase their organic traffic. It requires a unique mixture of conditions to do SEO: an expert who can diagnose all the structural factors that block spidering; programmers and system administrators who can make all the changes recommended by the expert; statisticians who can interpret the web metrics to monitor the impact of changes; writers and taxonomy specialists who can perform keyword optimizations; and, strategic analysts who can find new advantages to exploit.

Most companies don?t have all the necessary capabilities on-staff to do optimization fully in-house, and many companies continue to ignore their natural search marketing in favor of less-complex initiatives.

Online retail sites frequently share a number of nonoptimal characteristics including:

- Title tags not uniquely formulated for each page;
- Non-unique or non-existant META Description tags;
- Sitewide navigation dependent upon Flash/Java/Javascript applications such as commonly found in dynamic menus;
- Non-unique or nonexistant H1 tags;
- Lack of link hierarchy exposing all pages to search engine spiders;
- Internal links using worthless terms in link text;
- Category nomenclature using keywords which don?t perform well;
- Page URLs containing stop characters which block spidering;
- Page URLs too lengthy;
- User session IDs parsed into page URLs, causing massive duplicaton;
- Page URLs do not include keywords;
- Insufficient text content on pages and image-only page content;
- Image tags not containing valuable ALT text parameter;
- Pages too tightly focused on keywords instead of including a few additional terms to enhance traffic;

Get the full story at naturalsearchblog