Relationship between the use of dynamic webpages and high visibility through SEO

Pandya, Rushi; Weideman, Melius

Published Online

Pandya, R. & Weideman, M. 2014. Relationship between the use of dynamic webpages and high visibility through SEO. Working Paper, Cape Peninsula University of Technology, Cape Town. Available online:

The look-and-feel of a website plays a vital role in first impressions of a visitor. Basing a website on static design might present a company's products/services to the visitor as being out of date. Static webpages normally do not offer user interaction, and are not the preferred option for online business and e-commerce platforms. One alternative is to use dynamic webpage design – it could provide a more positive user experience. However, if a dynamic website is not created with search engine optimisation in mind, it might reduce the visibility of the website to search engine crawlers. Therefore, it is required to find ways to mitigate the negative influences of dynamic webpages on visibility. A dynamic website was developed and its visibility monitored. After recording initial results, techniques were used to cancel the negative influence of elements of dynamic webpages on visibility. It was found that crawlers have trouble in navigating dynamic websites, and URLs were adapted to reduce this effect. Positive results were also achieved by feeding crawlers with components of static webpages.
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