This article will help guide you when creating an SEO friendly website.
Your website is the source of your electronic marketing and advertising world — the location that all digital rivers run toward. And needless to say, the biggest of its own traffic resources are normally organic search.
Yet all too often, companies do not think about SEO until after using a website design (or redesigned), and such sites are often sadly lacking about the SEO and electronic advertising entrance. Also if the marketing smarts are not cooked in at design time, then you will be running the marketing race with a wooden leg.
We have been thinking about the SEO and web design link a lot recently and we just published a website design preparation manual to aid in what could be a complicated process. This is a companion piece to this guide that actually covers the SEO concerns in a lot more granular detail.
We will also take a peek at some of the common pitfalls that may befall businesses seeking to build a new website that is essential to your digital marketing efforts.
In brief, I am going to help you guarantee your following website is a lean, mean SEO and digital advertising system.
Developing an SEO-friendly website
At a basic level, an SEO-friendly site is one that allows a search engine to explore and read pages across the website.
A search engine utilizes a web crawler for this particular undertaking, and we’re attempting to work together with the search engines rather than against them. Unfortunately, there are lots of techniques to make a website, rather than all technologies are constructed with search engine optimization in mind.
As a marketing tool, your site should be constructed upon a strong digital marketing plan with a transparent business model and value proposition. If that’s unclear, then you need to reevaluate that first.
Assuming you have all that great things set up, let’s dive in.
There are a couple of core elements that set the stage for a well-optimized website design procedure.
Your business may utilize example.com as the primary domain name. But you may have others. Ensuring your domain is logical and relates to what you do would be super-important. Ensuring that all versions and subdomains correctly point at the main site and redirect to a single canonical version of the site is vital.
Our business is named Bowler Hat. We operate in the United Kingdom. We are a web-based small business. It obviously follows that our domain is www.bowlerhat.co.uk. All subdomains 301 redirect back to the primary URL www.bowlerhat.co.uk. We’ve got few domain variations that 301 redirect back to the main URL. This all makes sense.
Do not be tricked into thinking that having-my-keywords-in-my-domain. com helps. It simply seems daft. It may help a little for local companies, but ensure you’re mapping into the actual world. Be sensible.
Context is further indicated by the URL.
Following are two hypothetical sets of URLs which may map to the Services > SEO > SEO Audit path laid out above — yet one makes sense, and another does nothing to assist.
Of course, the second set of URLs is a purposely daft instance, however, it serves a stage — the very first URL naming convention helps both search engines and users, and also the next one hinders.
Your hosting can also be important. A slow website makes for miserable users. Your hosting needs to follow common-sense rules. Be situated wherever your audience is located. Be quick. WP Engine is a good example, as it gives a platform tailored to WordPress sites.
The CMS (content management system) you choose for your business can hugely influence how successful you’re. WordPress is a good alternative in most situations, but it’s not the only one. It certainly is wired up in a fundamental level in a manner that Google can comprehend. This isn’t to say it’s the ideal selection for all situations, but certainly, it’s a good beginning point for most businesses. Just make sure that the CMS you choose will be the right one for your situation, instead of the one your preferred web provider prefers to utilize.
Crawling & accessibility
The initial step is making sure an internet search engine can crawl your website and know what it is that you just do (and where you get it done).
To understand your website, they need to have the ability to read the content of the page. This usually means that the chief content of your site should be text-based behind the scenes. Not pictures. Not video or flash. Even within this ever-advancing entire world, your main content should continue to be text-based. There are a few great tools, like web fonts, that mean you may still look the part, along with your images have a location, but be sure to talk in clear language about what it is you do this the search engine can read and understand your own offering.
Pictures, videos, PDFs, and content will also be important and can be a source of search engine visitors. Again, these need to be discoverable and indexable.
To index your content beyond the home page, you require internal links that the search engine can crawl. Your principal navigation, search motor directives, and tools such as XML sitemaps all help the search engine crawl your site and find new pages. Tools like Screaming Frog can help you make sure that your site can be easily crawled by a search engine.
Information architecture and structuring your Website
The major categories are the drawers. The subcategories are the connections in the drawers. The pages are files in the folders.
Cabinet: your website
Drawer: high-level category
File: person document/page
Context is indicated not only by the site it is based on but also by the position within that site. Our own site has a drawer for solutions, and every service has sub-services in folders. Your website will be mainly the same.
If we consider the following structure of this website for instance:
— — Service Region
— — — Individual Service
— — SEO
— — — SEO Audits
So, there is a page in this information structure that is only /audits/.
The /audits/ page is present in the SEO folder at the services drawer. Nice and coordinated. This may follow through with other SEO elements to clearly indicate context far beyond what may be indicated by the document alone.
This is pertinent to blog articles, articles, FAQ content, services, locations and just about anything else that’s a thing inside your company. You are looking to structure the information about your business in a means that makes it understandable.
Some sites may have a deep approach to structuring content. Others may have a broad approach. The key takeaway here is that things must be arranged in a way that makes sense and simplifies discovery and navigation.
A three- to four-level approach similar to this ensures that most content is easily navigated to over four clicks and tends to work better than a deeper approach to site navigation (for users and search engines).
Your website navigation is every bit as important. When a site is well-structured, the navigation works together with the arrangement, the URLs and other components, such as XML sitemaps, to help solidify what each page or part of the content is about.
Navigation is more than simply the menu on top of your site. It is the way you signpost users to the most important portion of your website. Navigation may be a tool to raise awareness of further services and includes not only text links but content on web pages and in the templated design elements of your website.
I have always liked the signpost analogy. I walk into a grocery store and look for the hints to get what I want. Your website is no different. If a user is referred and searches for your brand name, then they will land on your homepage. Then they need a signpost to receive them into the appropriate support. And it had better be easy to discover!
It is very simple to get this wrong, and careful thought must be implemented — prior to you construct the website — regarding the needs and needs of your customers. A website is an electronic element which should execute the strategy out of your marketing program. Knowing users this is crucial so it is possible to make sure that you’re meeting their needs.
Navigation should not need any real cognition — it shouldn’t make the user need to think. The following picture is a signal from my regional home improvement shop. Which direction takes you to the car park and which direction takes you to the deliveries entrance?
However, the consumer car park is to the left. There is nothing there to clearly illustrate that’s wrong or right.
I need to think. Or in practice, I go in the wrong way a few times before I understand. However, if users don’t find what they’re looking for on a website, they will return to the wonderful ocean of rivalry that Google search results signify.
Make sure your navigation is crystal-clear — if one user can make a mistake, many others may, too.
There are many possible issues with content that can’t be found or can’t be understood from the search engine that can work against you personally. For example:
Orphaned content that can not be found
Content only available via website search
Flash documents, Java programs, audio files, video files
AJAX* and flashy website effects
Frames — Content embedded from the other site could be debatable.
Subdomains — articles split into subdomains Instead of sub-folders
* Google is becoming a good deal better at reading AJAX webpages, but it’s still feasible to obscure content with pointless effects.
Be sure that significant content is readily discoverable, clear and stays in the overall structure of the website in a way that makes sense.
This instrument will give you opinions on mobile-friendliness, mobile rate, and desktop rate. It also wraps everything up into a useful little report detailing exactly what you can do to speed things up.
Web usability is a blend of different factors: device-specific design, page rate, design conventions and an intuitive approach to putting the site together with the end consumer in mind.
Key factors to consider with your website design include:
Important elements should have more prominence. Make more significant elements bigger! Clearly, signpost instructions for consumers.
Large websites need a sensibly positioned search option.
Make forms as lightweight and simple to fill as you can.
Great layout makes everything simpler. This is only scratching the surface here, and usability really has to be customized to the individual website.
The content marketing funnel
Your site has a hell of a job to do: it must help your company get in front of potential clients on search engines, and after that, it’s to participate and convert those clients.
Your website needs content to help with each of these phases of the customer journey. Content and SEO is an important mix here since you might get before a customer as they look for similar services from another company they’re already considering.
A structured way to Take into Account the articles you want here is a Normal marketing funnel:
Awareness — best of this funnel
Awareness content will typically be your site and informational content. We are helping your potential client understand the problems they face and demonstrating your expertise and authenticity in solving these.
Consideration — midst of the funnel
The content at the consideration stage assists your prospect to compare you against the other offerings on the market. This has a tendency to be practical content that enables the consumer make a decision.
Product or service information
Product demonstration videos
Transformation — bottom of this funnel
Bottom-of-the-funnel content drives conversions and should gently encourage a sale or lead.
Remember that customers will search across this entire spectrum of content types. Therefore, ensuring each one of these regions are covered assists discovery through search engines, consideration, and conversion.
If that which is done well, a person and an internet search engine need to have a pretty good idea what a webpage is about before they even look at it. Your typical SEO then just builds on this solid foundation that’s laid out by your information architecture and site structure.
The most popular device used to conduct internet searches and also to browse websites is the mobile phone. We reside in a mobile-first age. Sites optimized for search engines should give equal consideration to the mobile designs of the websites (rather than simply bolting on easy responsive site design).
Yet, in 2017, the responsive layout is not enough. We had been speaking about the importance of responsive website design in 2012. Five years later, with massive technological progress and significantly improved mobile data networks, your future customers are using mobile since the first, and often only, a device to interact with your organization.
From a search engine optimization standpoint, it is worth noting that mobile-friendliness is a confirmed ranking factor for mobile search, and it is the mobile version of your site which will be used from the search engine to review and rank your site. However, far more significant, mobile is the way your potential clients are searching for and surfing your website.
Work hard on optimizing the user experience for mobile users and you’ll reap the rewards for your efforts concerning traffic and consumer participation.
We provide professional SEO services that assist websites to increase their natural search score radically so as to compete for the greatest rankings even when it comes to highly competitive search phrases.
With our lead generation agency, you will be able to increase your revenue by utilizing all major search engines to your advantage. We have developed strict operating procedures that follow our proprietary methods for search engine rankings. Our strategies have been perfected and generate success time and time again.