If one of your corporate branding strategy focusses is on search engine optimisation, or SEO (as it should be), you’ve probably been thinking a lot about keywords and keyword placement. That’s important; however, there’s more.

Have you considered how crucial your website’s programming is to search engine optimisation? Or how favourable your links, software, and platforms are to crawling spiders?

Spiders, or webcrawlers, are sent out by search engines to ‘crawl’ over links and pick up what’s applicable to a search. These spiders aren’t as technologically advanced as some of the programs out there, so they either avoid or simply fail to acknowledge some programs and programming tools.

Today, I’m talking about how you can make your website as spider-friendly as possible, to advance your corporate branding strategy and build your brand.

SEO for Spiders:  A Corporate Branding Strategy

Brilliant SEO within a comprehensive, well-balanced, and customised corporate branding strategy attracts spiders, which in turn gets your website noticed by all the right people. However, there are some things you or your web programmer can do to scare away these not-so-creepy crawlers. Here are some things that will repel spiders, resulting in poor or non-existent search engine results for your webpages:

  • If your entire site has been designed using Flash, it will go undetected by spiders. Your website’s information will be virtually hidden (and ultimately impossible to process) in this graphics format. Even websites designed partially with Flash often trigger problems for search engines, causing poor search engine rankings.
  • Likewise, Javascript isn’t detectable. When using goToPage programming, only the home page will be crawled and indexed by spiders. Additionally, DHTML drop-down menus created with Javascript are invisible to spiders.
  • Query strings are usually found on database sites that utilize technology like Cold Fusion, ASP, JSP, and PHP. Because query strings can be redundant, spiders will crawl right past most of them because they’ve already indexed something that seems identical.
  • When Frames are used, spiders will only index the home page that includes FRAMESET tags and will crawl right past the rest of site. This can be remedied by using a NO FRAMES section that includes content that’s relevant with keyword search engine optimisation (spiders will crawl through this content).

Of course, search engines and the technology that supports them are continually changing. The best plan for staying abreast of all these changes is to work with a web programmer who is informed in all-things-SEO. And remember, How to Build a Brand are here to guide you through the entire process, from finding a programmer to designing and carrying out your corporate branding strategy.


Until our technologically challenged arachnid friends join us in our programming preferences, search engine optimisation must remain spider-friendly. For more about web programming that’s conducive to crawling, highly effective search engine optimisation, and the building of a picture-perfect corporate branding strategy, contact How to Build a Brand.

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