Structuring your URLs

Your URL is what appecirs in the browser bar at the top of your page when visitors navigate to your site. Your URL should be concise and include keywords. You also want to structure your URLs to mimic your site s peige structure in order to show a clear hiereirchy. Search engines use this to determine how items relate to one another on your p e and in the overall context of your keywords. 

Note the hierarchy here. We know that Press Releases are in the News section, which is in the About primary navigation. It is logical, obvious, and 1 know exactly what the page is from looking at the URL. 

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This is your chance to up the ante and entice more leads to click. Think of your meta description as an online ad or even a tweet. Note that meta descriptions are only 160 characters, so you need to keep them short, sweet, and interesting. For optimal lead generation, think about including a strong CTA so you can ask for the click. 

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The 3D-PSSM (Kelley et ah, 2000) server at http //www.bmm.icnet.uk/ 3dpssm/ offers online protein fold recognition. On the submission form, enter your e-mail address and a one-line description of the query protein, then paste the query sequence into the sequence box and click the Submit button. The query sequence is used to search the Fold library for homologues. You will be informed of the URL where the result is located for 4 days. The output includes a summary table (hits with statistics models that can be viewed with RasMol classifications and links) and fold recognition by 3D-PSSM with a printout as exemplified in Figure 12.13. The alignment displays consensus sequence, secondary structures (C for coil, E for extended, and H for helix), and core score (0 for exterior to 9 for interior core). 

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