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2.3 Common seo mistakes
2.3.1 Graphic header
Very often sites are designed with a graphic header. Often, we see an image of the
company logo occupying the full-page width. Do not do it! The upper part of a page is a
very valuable place where you should insert your most important keywords for best seo.
In case of a graphic image, that prime position is wasted since search engines can not
make use of images. Sometimes you may come across completely absurd situations: the
header contains text information, but to make its appearance more attractive, it is created
in the form of an image. The text in it cannot be indexed by search engines and so it will
not contribute toward the page rank. If you must present a logo, the best way is to use a
hybrid approach – place the graphic logo at the top of each page and size it so that it does
not occupy its entire width. Use a text header to make up the rest of the width.
2.3.2 Graphic navigation menu
The situation is similar to the previous one – internal links on your site should contain
keywords, which will give an additional advantage in seo ranking. If your navigation
menu consists of graphic elements to make it more attractive, search engines will not be
able to index the text of its links. If it is not possible to avoid using a graphic menu, at
least remember to specify correct ALT attributes for all images.
2.3.3 Script navigation
Sometimes scripts are used for site navigation. As an seo worker, you should
understand that search engines cannot read or execute scripts. Thus, a link specified with
the help of a script will not be available to the search engine, the search robot will not
follow it and so parts of your site will not be indexed. If you use site navigation scripts
then you must provide regular HTML duplicates to make them visible to everyone – your
human visitors and the search robots.
2.3.4 Session identifier
Some sites use session identifiers. This means that each visitor gets a unique parameter
(&session_id=) when he or she arrives at the site. This ID is added to the address of each
page visited on the site. Session IDs help site owners to collect useful statistics, including
information about visitors' behavior. However, from the point of view of a search robot, a
page with a new address is a brand new page. This means that, each time the search robot
comes to such a site, it will get a new session identifier and will consider the pages as
new ones whenever it visits them.
 
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