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Better SEO ranking by optimisation of site structure and content

9 Apr 2013

Almost every SEO report I write contains some kind of advice on stripping unnecessary HTML, Javascript or CSS for better content to structure ratio. Almost every website contains excessive code which has effect on your SEO rankings. Think of on-page Javascript or CSS which is loaded at every page request, this should not be in the HTML page. It should rather be relocated to it's own Javascript or CSS file which are included in every HTML page. It's all about clean code.

And while I'm at it, make sure you have a single Javascript file and a single CSS file, each collecting all neccesary code. And to make things lean-and-mean, use some code compiler to 'minify' your code to a minimum. Why go through all this hassle? There are 3 good reasons.

1. Load speed

Google claimed that pagerank takes site speed into account. Load speed is all about how long it takes to download the page and all it's includes. So make sure files are small (in kb's) and not too much server requests are needed.

2. Render speed

Site speed is also measured by render speed in the browser. On-page scripts take time to render and so do inline CSS scripts. You should really prevent writing code like this:

<script type="text/javascript">
  var seo = 'stupid code';

a href="#" style="color:#f00;">stupid colored link</a>

3. Content to structure ratio

The amount of content on the page in relation to the amount of structure (or code) is important too. The higher the percentage of content, the better. So, strip off all unneccesary HTML, on-page Javascript and inline CSS. That will make the percentage of content on your page relatively high. And that's what both search engines and users prefer.