A01 chaf6542 06 se fm indd

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SEO support. We saw in Chapter 9 that different on-page optimisation techniques are 

important to indicate to search engine algorithms the context of the page. Box 12.2 high-

lights some of the main standards. Unless SEO support is strictly defined as part of a site 

redesign it may be difficult to change these attributes of a page through a content manage-

ment system. The on-page factors should be uniquely defined for each page within the 

site to avoid a ‘duplicate content penalty’ meaning that the search engine does not index a 

page since it is considered similar to another page.