SEO is becoming increasingly important for online businesses wanting to meet their objectives, enhance sales figures and increase website footfall. Without traffic, even the best looking website or most exciting product stands little chance of making an impression on the internet. For this reason companies are increasingly turning to the professionals – search engine optimisers.
A SEO friendly websites provides a strong foundation from which websites can creep into pole position in search results relative to their business or their product. For the purpose of simplicity, this article will focus on three main areas of SEO web design to get you started.
The first area we’ll look at within SEO web design is keyword research and architecture. Taking the time to work out what are the key areas of a company and the service they offer is integral to SEO friendly web design. For example, a website that sells pet supplies would preferably want a separate page for every category of pet supplies it sells. For example, a page featuring accessories for dogs will fare very poorly under the title ‘products’.
The word ‘products’ is far too generic and anyone looking for dog leads – for example – will not be typing ‘products’ into Google as their search phrase. Titling your pages with relevant and unique key phrases such as ‘dog leads’, ‘dog beds’ and ‘dog food’ is much more accurate with regard to what consumers are typing into search engines.
Once you have your key phrases mapped out and ready to go you can turn your attention to the content on your website. There are two areas that improve that repeatedly crop up in SEO web design. The first of which is relevant content. Having content that adds up to what you’re offering on your website is extremely important if you want to build up a good relationship with search engines. If your website is designed to offer pet supplies and the content on your site is trying to sell people advertising instead, the chances are any visitors will immediately leave. When the search engines ‘spider’ (a process of collecting data from a website) they will also be able to tell that the two don’t match up. The other area regarding content is duplicity. Having multiple pages on one website featuring the same content will cause the search engine to record each page has a separate result, not a collective result. Thus preventing the website from moving any further up the results since duplicity dilutes value.
The final area of to look into is internal linking. Developing a link strategy is extremely important with links affecting your ranking in search engines. Many people believe that links from external sources such as other websites and blogs are the only ways you can boost your page ranking but while this is the case, internal links are often over looked. Adding internal links within your site to other areas will help visitors navigate your site easier.
Sites that are difficult to navigate often prompt visitors to leave and seek somewhere that offers better usability. By setting up internal links with keywords as anchor text, your site will go up in the search rankings while an easier to navigate site will encourage online sales as people can find what they are looking for much more easily.