What process you follow for your own websites?
Sure, it is really quite simple, I don't work on web 'sites', I work on web 'pages'.
Everything I do is best ('best' being what I consider ideal or useful) for the page and and possibly the site target audience. Why I say "possibly the site" is based on the fact that every single document URL (page) has to stand on it's own merit, with users and search engines. Individual URLs are what users see and read, and this is true even on 'big brand' sites, and individual URLs are what search engines crawl, index and show to their users.
No-one really visits Amazon or eBay with the express idea of buying the first thing they see on the "home" page. In precisely the same way as they use Google, Yahoo! or whatever Bing is currently called this week, they visit a website 'home' page URL with the
intention of using Search (capital 'S'), to find the individual URL they hope will 'solve' their current dilemma. Certainly people
speak about 'home' pages as in "I found it on eBay" but
if they link to what they bought, that link will be to a specific individual URL and that now becomes an "entry point", in this way EVERY SINGLE PRODUCT becomes your 'web site', so has to be optimal for whatever your "call to action" is because it may well be the one and only chance you have to make that conversion.
This is one reason why I despise and am so denigrating in 'reviews' of 'sites' that employ the ridiculous "continuous scrolling" as it does NOT give the end user any indication of when to move on, instead it allows them to become
bored with the process and move on, quite possibly
before they located the item they were looking for. And before any one chips in with "it's okay for 'mobile'" let me assure you it isn't. it becomes a game of "Russian Roulette" where the viewer 'flicks' the screen then tries to stop it at something that might be close to what they want. If you think this is a "cool" idea I suggest you purchase a copy of "Don't Make Me Think!" by Steve Krug.
As I am quite fond of saying, SEO was a misnomer from day one, because it gives almost everybody the wrong idea of what it really is, it's not about search
engines, it is about Search (with a capital 'S'), and Search has become what it always was going to be, ... ... Ubiquitous. Search is
everywhere, a better way to think about SEO is to rename it to
Site
Experience
Optimisation where the aim is make the "User Experience" on your pages as hassle-free as possible, Optimisation is the process of making something "
Optimal", which means "The best it can possibly be" and being the best IS what you should be working towards.
It is not about 'key' word URLs, Heading elements (Hn tags), Alt attributes,
keyword density, or frequency, having nnn number of words,
'x' number of backlinks or any other of the "factors" that 'experts' claim to have specific knowledge of and it is most certainly not about "rankings". It
IS about reaching
users who, after all is said and done ARE the ones who will buy your products or read your articles and might just click through to one of the adverts you may have on your 'pages'.