Websites That Work

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Websites must be responsive

I cannot believe how many websites I’m finding for businesses that do not work properly on mobile devices! Major news organizations, attorneys and even Apple’s own website that introduces people to their new 7 Plus iPhone requires a magnifying glass to read the text even on one of the biggest phones in the world with one of the largest display screens. There is also a side scroll bug on the Apple website that prevents the entire top navigation menu from being displayed properly in vertical mode requiring users to flip to horizontal to even see the selections. How can this be?

Clients and customers need to be able to read your marketing content and navigate your website without a hassle or they will simply bounce away to your competition in milliseconds. People are clicking and moving around the internet at astonishing speeds. Click, click click. You can lose potential clients and customers as fast as a touchscreen tap or swipe if your website does not work.

Securing your target clients and customers from the internet starts with making sure your website works properly on all devices. In other words, your website needs to be responsive. No matter whether a visitor to your website is browsing on a laptop, iPad or a phone it simply needs to work. Your photos should look good, navigation elements need to be clearly visible and legible plus easy to click and users should never be forced to side-scroll or zoom to read your content.

In 2017, figures suggest that more than 90 percent of internet users will access online content through their phones.

Scott Web Media specialists can redesign your website so that it is responsive to all devices.

Websites must be friendly to search engine indexing

Additionally, your website needs to be friendly with search engines allowing them to index your content and understand it.

One of my favourite sayings is “Google is like a blind person”. Google does not have eyes, maybe soon, but not yet. When a Google bot visits your website the various elements and pages should present themselves to it with this in mind. For instance, when a bot encounters a photo how does it determine what is on the photo, the message being displayed, the meaning of it all? The bot examines the alt tags,  file names and surrounding text content to determine what the photo is about.

If the filename of your online photo is something obscure such as top001862.jpg, if it doesn’t contain a descriptive alt-tag and the surrounding content doesn’t support the bot’s understanding of your photo then good luck having a blind person or the bot understand what your photo is about. Messy website content such as this will not be indexed properly by the search engines for your target keywords.

Unless a web page is indexed, it cannot generate any traffic to the website from search engines. If you could have more than one listing in the phone book for all of the products and services you offer, you would.  Indexing is very similar.  It’s the way that search engines include pages in their database and is the starting point for evaluating overall search marketing performance.

Depending on how your site is built and the value it provides to an audience, the search engines might index one of your pages, or they might index thousands of them.  Search engines crawl the World Wide Web to include web pages they find relevant within their search engine index.

Today, it is estimated that only 20% of all material published online is being indexed by search engines.  If your website has two-thousand pages, but only ten of them are indexed, only .5% of your website is available to people searching.  The more pages you have indexed, the more keywords you can compete for.  If 100% of your website is indexed, these pages represent hundreds, if not thousands, of ways to be found.  Pages can’t rank in search results if they aren’t indexed!

Every webpage you have indexed at search engines such as Google is like having another fishing pole in the water. The more fishing poles you have in the water, the more fish you can catch.

Scott Web Media’s SEO services will examine your website architecture and content, eliminate barriers to indexing by search engines, increase the number of pages that are indexed, generate more search engine traffic, and extend your reach to desired prospects.

Increase your ranking

The goal of ranking is to be considered more relevant than the competition for business critical keywords.  Since most searchers usually don’t click past the first 3 pages of search results, sites that rank high on search engines are proven to produce more traffic.  Therefore, keeping watch over that traffic for key marketing phrases and other search engine marketing benchmarks is a necessary ongoing activity.

The content of your website is one of the most important factors for successful search engine marketing.  Scott Web Media defines content as any text that a search engine can read in order to determine the relevance of the page.  The pages of your site should provide valuable information that references very specific terms and concepts that are unique to your business. If you are successful at weaving your keywords into compelling copy (remember humans are your primary reader) you are more likely to be relevant for keyword searches.

Don’t let your web marketing remain antiquated. Don’t drop the ball by hanging onto an old clunky website that doesn’t work. Re-design your website if you must and implement search engine best practices to be most successful in your online marketing efforts. Contact us today.

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Websites That Work
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Chris discusses the importance of good web design and the challenges faced by business websites to be responsive to mobile devices and friendly to search engines.
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