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HOME > ARTIGOS > OTIMIZAÇÃO DE SITES: UMA QUESTÃO DE PADRÕES E USABILIDADE

Em SEO

Otimização de Sites: uma questão de padrões e usabilidade

02/04/2007 - 18:19

Por Thiago Bacchin

As principais funções dos sites de busca são: localizar, indexar, classificar conteúdo e disponibilizar um mecanismo de busca para que seus usuários sejam capazes de localizar informações específicas dentro do seu banco de dados.

Um dos indiscutíveis benefícios que se obtém com a Otimização de Sites (ou Search Engine Optimization - SEO) é que, cada vez mais, as melhores práticas de SEO cruzam-se com as recomendações da World Wide Web Consortium (W3C), organização internacional que define os padrões e regras do HTML, "linguagem" utilizada para a criação de páginas web. A esse conjunto de normas e definições, do que fazer e como fazer, se dá o nome de Web Standards ou "padrões web".

Ao seguir os Web Standards, você facilita a vida dos robôs dos sites de busca. Objetivam o desenvolvimento de um site de forma correta, possibilitando que seu conteúdo fique acessível a diversas pessoas, independente de suas necessidades ou equipamentos utilizados para ter acesso à ele.

Entre os benefícios de construir um site seguindo os Web Standards, estão velocidade - para carregar as páginas -, compatibilidade com todos navegadores (browsers) e, o principal, pode melhorar seu posicionamento nos sites de busca. Sites que atendem aos Web Standards tendem a ter um melhor posicionamento nos sites de busca, por apresentarem estrutura propícia a um fácil e eficaz indexamento, além deste aspecto ser cada vez mais valorizado pelos sites de busca, como o Google.

Não há problema em se dizer o contrário, que um dos benefícios de seguir os Web Standards é que você acaba otimizando, no mínimo parcialmente, o seu web site. Porém, é preciso deixar claro que, um site que segue 100% os Web Standards, pode ficar muito mal posicionado, enquanto que um site 100% otimizado é bem provável que fique muito bem posicionado, mesmo sem seguir boa parte dos padrões web.

Mas... por que? Porque ter o site indexado por um site de busca é importante, mas o fundamental é ser encontrado por seus usuários, e você precisa fazer os usuários acharem seu site pelo conteúdo que seu site apresenta. Criar um bom conteúdo, construir páginas relevantes, facilitar o caminho que leva o internauta à compra, entender seu comportamento, saber quem visita suas páginas, que horas e por quê escolhe o seu produto, e tantos outros fatores importantes, você não obtém simplesmente fazendo um site nos padrões web, e sim com uma competente consultoria de SEO.

Já foi a época em que otimizar um site para os buscadores era simplesmente apresentar um relatório 100% técnico. Em geral, o posicionamento de um site é influenciado e definido pelos seguintes aspectos:

- Quantidade e qualidade do conteúdo
- Popularidade (número de páginas que linkam para uma página)
- Arquitetura de navegabilidade (estrutura dos links internos)
- Meta informações
- Layout e programação

Mas veja que todos aspectos estão intimamente ligados com os padrões web. Porque tudo, no final das contas, vai virar código HTML. E se ficar mal escrito, ou escrito sem qualquer preocupação com suas normas, é bom contar com uma excepcional popularidade, que realmente é um critério muito forte, onde as vezes resolve sozinho muitos problemas de posicionamento.

Você pode até aprender a construir web sites seguindo os Web Standards e sem saber nada de otimização, porém se você quiser construir um site otimizado, terá que conhecer bem os padrões web.

Você deve estar se perguntando: afinal, devo ou não devo refazer meu site seguindo os Web Standards? a resposta é: depende. Depende do porte do seu site, do tempo e custo que isto vai lhe gerar, do objetivo que você quer atingir, dos problemas que seu site apresenta hoje, da sua concorrência no posicionamento nos resultados de busca, enfim, de todos fatores envolvidos no contexto da comunicação digital que sua empresa possui.

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