If your site contains different distinct subjects, then you may want to consider splitting your site into multiple domains where each domain deals with each specific area of your site. In cases where the site cannot be split, then the navigation and category structure should be organized to take that into account.
It is important, if you choose to split your site into multiple domains, to make sure that there is no duplication of content. Google is known to drop duplicate pages from its index. It may also be beneficial to use separate ecommerce hosting providers for each site so that Google will not mistake similar sites on the same server as an attempt at making duplicate sites. When you use a different web host to server your separate websites you should make sure that each web hosting provider uses a different class of C Block number. The class C block is the number shown on the third section of an IP address such as 123.456.789.012 where 789 is the C block. Separate web hosting companies should have a different Class C block value in their hosted webpage's IP address.
Some internet marketing companies may try to use multiple sites each small in size containing content that is either junk or duplicate in order to increase the number of inbound links to the parent ecommerce website. Since this technique has been abused by spammers, it is considered a 'black hat' SEO technique and is likely to get the associated website banned from Google's index.
A similar method is to use multiple domains each pointing to the parent site. Each of these multiple domains will be one of the website's primary keywords. Domain forwarding to redirect visitors from those pointer domains to the parent domain is considered a safe method. It is also useful to make sure that a competitor does not end up owning one of your primary keywords which you would want to be associated to your website.
The use of subdomains is also considered ethical practice. Subdomains are prefixed to the domain name of your site such that for the ecommerce webpage of b-1st.com, you may use the subdomain "ecommerce" to produce the full domain of "ecommerce.b-1st.com". Since search engines including Google treats subdomains as separate domains, it may work out more cost effective than purchasing whole separate domain names if your website targets a large number of keywords.
Sometimes it may be necessary to change a domain name such as would be the case if the name of the company changes or if you simply choose a bad domain name. An important factor to remember in this case is that Google will interpret a new domain name to be a new site and therefore you will need to use a 301 redirect (available through .htaccess files on unix servers) in order to maintain the validity of inbound links to your new domain name. The failure to do so will mean that all the inbound links from your old domain name will be lost and your website will eventually fall out of Google's index. You must have at least one incoming link in order to be included into Google's index at all.
Finally, avoid the use of Flash homepage animations which then redirect to the site's homepage. The use of Flash on homepages is considered bad practice both in terms of SEO and web design. In the context of SEO, a flash animation does not contain textual data and therefore does not provide Google with the opportunity to associate text to the most important page of your site - the homepage. Secondly, many users do not have flash software incorporated into their browsers and are therefore unable to see flash animations. In such an instance, a flash animation would frustrate a potential customer into leaving the site prematurely.
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