“Build it and they will come…”
Unfortunately in the world of websites this is not the case as lots of businesses find out only too late. The WWW has become saturated with websites offering everything from gambling tips to custom t-shirts to advice on a poorly tummy – everyone wants a slice of your time and money. For site owners, competing with this noise is a problem.
“The best place to hide a dead body is on page 2 of Google…”
It is a common notion that if your site sits beyond the 1st page of Google it might as well not exist as <10% of searchers click past page 1, so how do you get there? The key is relevancy, usefulness and authority.
For a site to be relevant for a particular search query, it’s content must strongly match. The site’s components must be optimised to include the kind of keywords and phrases its intended audience will be using to find the site. Usefulness is judged by the users and on-page metrics such as time-on-site, bounce rate, pages-per-visit give Google a good understanding of how useful visitors find the site and its contents.
Authority is built over time. It has much to do with how trust-worthy Google finds your site based on its age, the number of incoming links and the buzz around your site and brand on social media.
I have recently written two articles on The Fresh Lab Blog aimed at web designers that focus on the first two; relevancy and usefulness. They help web designers “bake in” the necessary components and elements that make an SEO-friendly site that stands the best chance of ranking well from day one.
|Baking In The SEO: Technical & Programming Edition focuses on the key technical elements that should be included in any web build but can be overlooked by inexperienced programmers. These can often be difficult to retrospectively add in or optimise once the site is complete and include URLs, micro data, common site errors, duplication and more.|
|Baking In The SEO: Content & Design Edition looks at design issues that could hinder your SEO and the importance of indexable content. Using real-world examples, the article looks at image optimisation, social media data and the issues with Flash among other things.|
If you are a web designer/programmer and have any additional thoughts and recommendations based on your experience I would love to hear about them, please follow me on Google+