The design of your company’s website it crucial to building a new client base and maintaining your old one. Given that majority of customers are now connected online, a poorly created landing page and website could make or break your reputation. This is why it is important that you hire a professional who knows his or her way around the Internet and has a good understanding of how the online audience behaves and thinks.
Even the most talented designers can still make mistakes that can harm your marketing strategy if they don’t understand how SEO works. When developing your website, it’s best to a hire a team that has both design and SEO skills down pat, just to be on the safe side. Or you can bring in a specialist from each area so they can check each other’s work and give recommendations where necessary.
Here are four ways your web development choices can hamper your SEO strategy.
- You focused too much on aesthetics that you forgot about quality content
Of course it’s the web developer’s job to make your website pretty and user-friendly. Depending on their design background, he or she might even recommend that you focus more on imagery and keep the words to a minimum. This is where your online marketing strategy can fail. Without text, search engines will not find you anywhere and, hence, will not likely put you on the top of list of search results. Without content, there is nothing for spiders to crawl, index, and rank.
Thus, try to strike a positive balance between your website’s modern and sophisticated look and quality text. Update your pages from time to time with fresh articles and make sure you don’t have outdated content still going live. For your website to gain a significant audience, it has to be SEO friendly — and mere images will not do that for you.
- You forgot about the meta elements
Talk to you web developer about inserting meta elements, such as meta descriptions and title tags, during the creation process. Most of the time, these sections are just left blank and, once again, there’s nothing for search engines to use. Meta elements tell visitors and search engines what every page is all about. This is why each page should have a unique set of titles and descriptions that contain keywords.
If you’re using Word Press, this is easy, because there’s a section that really asks for you to put these elements in. However, if your web developer is working from scratch, make sure that he or she knows what each page should contain.
- You don’t maximize redirects
So your website has an old and outdate article, it’s easy to just have your web developer delete that, right? Not really. While you should delete that page, searches should not result in an empty space that tells it no longer exists. Instead, use the power of redirects to lead searches to a related article or your top performing piece so the audience is given an alternative. Don’t waste a good opportunity to market your brand further or to introduce your reader to something new. Simply landing on an error page is lazy and will do nothing to boost your SEO strategy.
- You don’t track activity and performance
Ask your web developer to insert a tracking code so you can monitor how a page is doing and the amount of traffic your site gets at certain times. This way, you can quantify and say for sure if your SEO strategy was successful and if your online marketing efforts are working. It also lets you know what techniques are doing poorly so you can cut them out and replace them with new tricks.
Remember that web developers are focused on usability and aesthetics. It’s technically not their job to worry about your SEO. Thus, you should point this out at the start or, better yet, hire an SEO specialist to work hand-in-hand with your developer so you are sure to get what you want out of the finished product.