With the omnipresence of websites and Internet, you would think we all know how to avoid ending up with a useless website. Thankfully if that was the case, we would be out of business but thank the Lord we are still here, because there are still hopeless website around!
So how do you avoid Website Disasters.
So first aim for function you expect your website to perform. If you want an online brochure then by all means go for the fit-on-one-page concept, use flash and music (Dear God please don’t). However, if you are expecting your website to generate leads and revenue, then avoid all of the above. Google and other search engines cannot read Flash, which means they cannot decipher your content, hence cannot index your page or pages. Further more, they will mark you down for usability as you have introduced extra clicks between your content and your visitors.
In order to get your functionality right follow these steps:
You should gather all your content before you design a website and not afterwards. Content is the key for search engines and can hold the solution to ease-of-use. If you want to show up in SERP you need to think about content first before you even decide on the design.
However, before you amass mountains of content you need to start with your target keywords. Don’t randomly select keywords as your customers may not be thinking or searching the way you expect. Do some research and find out the volumes of search for these keywords. It is no good being Number 1 in Google SERP (Search Engine Results Page) for keywords that nobody uses.
Content should also drive the structure of your website, grouping them under logical headings which in turn allows you to create logical navigation.
To get your content correct follow these steps:
Structure and content feed into each other. Many people do not realise humans and search engines behave very similarly. We look for terms that we recognise and have significance to our purchase. We then look for clues that confirm the suggested website match these qualities.
Your website should reflect this for both human visitors and search engine’s spiders. Both sets are looking for signals that shows your content to be considered of value. Grouping your content, navigation and then creating URL’s that reflect these properties are critical in getting your message across to potential clients and search engines. This also goes back to the start of this article, namely do not use terms and language that is unique to your company as your audience does not understand it nor do they look for it.
To get your URL right you should:
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