Link Component

One of the most important components of a successful search engine marketing campaign is the link component, also referred to as site architecture. Site architecture refers to a web site's navigation scheme, individual page layout, and how directories are set up on your web server.

Site architecture is very important because the search engine spiders must be able to find and record the keyword-rich text on your web pages. Therefore, the way your pages are linked to each other, and the way your web site is linked to other web sites, has a major impact on your site's search engine visibility. Without an effective site architecture, web site marketers must pay for search engine visibility through paid inclusion or pay-per-click programs.