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Websites and Optimization
Optimized websites now play a key role in any sales and marketing effort. By “optimized” we mean optimized from a design and content point-of-view for the search engines. The objective is to make it easy for the search engines to fully index the site and find the right keywords so that people searching for the products and services that you provide can find you easily. A site that has been optimized from an SEO point-of-view is also optimized from a user experience point-of-view and vice-versa. The two go hand-in-hand.
While it can be very effective to apply Website Search Engine Optimization (SEO) techniques to an existing site, its even more effective to apply best SEO practices as the site is built or overhauled.
Our experience has been that everybody wants SEO but they are not sure who implements it. The design team usually thinks it’s a content issue and the people producing the content think it’s a design responsibility. In reality, both the design and the content should work together to reinforce your SEO efforts.
From a design point-of-view, the page links and hierarchy are important as are many other factors that are normally not noticed by the casual browser. Please see our page on website design for a more complete treatment of this subject.
Your website content has to be readable and worthy of being read. That is, the content has to be easy to understand and laid out in a logical manner. Further, the content should be of interest so that your site visitor is fully engaged. See our Website Content page for specific examples and helpful suggestions.
Website Search Engine Optimization or SEO is all about helping new customers find you on the web before they find your competition. Its easy for them to find you if they know your name. That’s like looking in the White Pages. The object is to make sure that, when a new customer is looking for the products and services that you provide, they can find you. Search engines are the new Yellow Pages. Its not good enough to call yourself “Aardvark Products”; your pages have to be optimized to appear higher in the search engine results page.