There is nothing more frustrating for an SEO specialist than to get tasked with the painful job of building SEO for a poor website. The real frustration, however, should be felt by the business and website owner who is missing opportunities every minute to capture and convert searchers. You cannot and will not achieve great SEO success without a decent website.
If you hadn’t yet considered what role your website has in ensuring SEO success, let’s take a look.
Optimising your website
When it comes to SEO web design, there are so many ways in which a website can be optimised. Some of these amendments can take a day, and others are much more long term. All on-page content should incorporate your keywords, balancing the right density throughout. You should also have your keywords used within your headings (H1, H2 and H3) as this signals to Google that your website is speaking to those keywords at length rather than a few flyaway mentions. There are even ways you can be tagging your photo and video media that can optimise your page, so be sure to include every inch of your website in your total audit.
The nitty gritty
Having a website that looks and reads well is great. But ultimately, you will uncover a high bounce rate if your site speed is too low, or if there is too much data on your website to keep it moving as it should. Humans have a short attention span, and if your website has not loaded in less than four seconds – they won’t be sticking around to wait for it. In addition to being a hindrance to your web traffic, it’s also something that Google notices and will penalise your ranking as such. Google wants its users to have a great experience, so don’t give them a reason to think your website will not because you will certainly pay the price.
Link building opportunities
Link building is a fantastic strategy that will increase the volume and quality of your backlinks, creating some decent referral business in the process. But before you start link prospecting, you will have to face the fact your website might not be one that others want to link to. Sure, most of the time there is a payment exchanged, but your prospects will still have a standard to which they will abide. If you still can’t convince the right people that investing in a sleeker website is worth it, they may need to face facts that their future SEO options could be limited to only on-page.
Tagging and directing correctly
A lot of thought can be put into creating a web page, but by the time you get to the meta titles and descriptions? The inspiration has completely vanished, leaving a manufactured and unhelpful string of words. Take the time to write descriptions for all your pages, so that your audience can take it in and decide whether they visit. It’s also a great opportunity to inject some USP’s that your competitors may not have. You should also look to direct all traffic to the right place, whether they come from link building, Google Ads or any campaign. Often you find that companies will point all activity to the homepage when there is perhaps a service-specific page that would have been a better option.
A great website doesn’t equal SEO success, just as a great SEO strategy doesn’t mean your website is working. Investing and building both will give your brand great visibility, with tangible results that you can begin to build on.