The fourth page every website needs is a Products Page.  Your Products page is where you get into details about the kinds or types of products or services you provide.  If you are a manufacturer, this is where you get to list the full line of items you make.  If you are a reseller or retailer, this is your online store. You need a solid list of products here, and brand names, listed properly on this page.  This page alone can account for a LOT of your searches in Google or Yahoo!.  But we’ll come back to that later, when we start to integrate SEO into your website. 

If you provide a service, then this is the page where you describe it in detail. Get into the nitty gritty, and use all those long tail key words you found in your SEO research. Use those key phrases as headings, in fact, and you will help Google find you that much better.  (A heading is denoted by the use of an h1, h2 or h3 style code for the text. By making your keywords into headings for paragraphs, you are alerting the search engines that this is a very important subject on your OMP.

 The WordPress dropdown selection box looks something like this:

Just making the text bold and large will not alert the search engines. You must use a h-tag to get the full effect you desire.  Here’s a trick, though. You should only use Heading 1 (h1), Heading 2 (h2) or Heading 3 (h3), as Google doesn’t pay attention to anything under h3.  In fact, there is even dispute now as to whether h3 even shows up in the algorithm any more. 

Now, the Fifth Element you must put in your website is one thing everybody seems to question, and I don’t know why.  The reasons for it are way beyond question, and the reasons against it… well, there’s usually only ONE reason people cite against it…is just an excuse. It’s not real. In fact, this fifth element of your website design is so important, I would suggest that if you had to ONLY do one of these pieces, then THIS is the piece you should do.  Now, remember, I’m not talking about the Five Drivers here, but the five elements of Site Design, which is just ONE of the Five Drivers.

What’s this element?  I think a few of you already have it.  That’s right.  It’s your blog. The blog is the single most important element you can have on your website, and as I said before, if you only had to have ONE element, it would be the blog.  

Why’s that?  It’s easy.  Google HATES old websites. What’s an old website?  You’ve seen them.  Flashing text, black backgrounds with yellow text. Lots of text.  I mean LOTS and LOTS and LOTS of text on the home page.  And pretty much nothing has been changed on that homepage in the last 30 days.  No, I don’t mean 30 months.  I mean 30 days.  Your content HAS to be fresh and dynamic. It has to show Google that your site is still alive, updated and worth visiting.  

There are millions of what I call “zombie sites” out there on the internet.  Not just millions, but TENS of millions… even billions of sites.  They’re dead.  They’re still accessible, but they’re dead.  They’re zombies.  They are the undead of the internet.  When I’m your customer and I see you have a zombie site, I assume your business is as undead as your website, and move on to the next one, hoping for somebody with a pulse.