It is critical to websites, if they are to be successful, the deployment of web design tactics that don’t harm their competence to appear in search engines. It is vital to have a website compatible with search engines. Consequently, the use of techniques that don’t hamper or restrain search engines from crawling, indexing and ranking a website against related search queries, must take precedence over any other techniques.
This process should be implemented through the first stages of a website, if possible. Many webmasters will plan a website focus on visual appeal, rather than search engine compatibility or query terms.
Back in 2001, a digital marketing company called iProspect conducted a study of the Fortune 100 companies in the USA, Fortune 100 Companies Damage Their Ability To Be Found Online By Prospective , asserting than more than 97% of these companies didn’t consider any SEO strategy during the development stages of their sites. Most of these sites had web design aspects that harmed their chances to be found in search engines.
This shocking revelations, comes to confirm that having a search engine friendly website is not as straight forward as some people think. In fact, knowing that big companies omit most of these techniques to optimise their websites, shows that there is a important dearth of knowledge on this area. The effects of a website not being search engine compatible can be devastating if we take into account that, 80% of online users do not go beyond the third page of SERP’s.
The value of SEO cannot be underestimated, whereas in fact, it is very valuable if we know some hard facts, such as, the difference in the number of clicks considering the first two listings can be more than four times, the top 5 pages achieve an amazing 80% of the traffic, so the aim is to be in the top 5 of the listings.
There is a lot of room for improvement when it comes to the search engine visibility of businesses, starting for making their pages more search engine compatible and friendly to search engines. It still seems difficult to understand how some large companies invest important sums of money and time into having an online presence, but disregard the fact of being found organically. It is like building a house without any doors. Companies spend thousands on online and offline advertising, including Pay per click advertising, but they overlook the way of bringing free traffic through the improvement of their organic search engine listings. They are clearly letting go the opportunity of attracting more traffic to their sites.
Research shows that well-optimized web sites have considerably better visibility on search engine results pages than their un-optimized competition. After all SEO is simply the use of search engines to draw traffic to a website. As Internet marketing continues to evolve, organic search is instrumental in the success of any online marketing strategy.
Having your site optimised and being search engine compatible, means that the visitors that arrive at your site are already qualified leads, and more likely to purchase or to convert. This is due to the fact that, those visitors have conducted a search for the keywords and phrases related to your business.
The economic impact and ROI of SEO combines a low cost entry against a high rate of return. Expenditure on SEO and having a search engine friendly website should be an overriding concern to achieve business efficiency.
Why are companies not spending in SEO?
First of all, Search engine marketing is relatively new and in its early teens. Some large companies still fail to comprehend the impact of increased search engine traffic on their business. However, this is changing gradually, and SEO is fast growing.
Secondly, web designers are in part to blame for the designing of websites without taking into account Search engine compatibility. Some of them don’t even submit a sitemap of the site to important search engines. Some of them don’t make a reference to Meta tags in the Html code, or optimised the site for the wrong search terms, not related to the business. As a result, these sites perform poorly on SERP’s.
Overall, if you want to be found online by your target audience, and achieve solid returns on your investment, make sure your website design is not negatively impacting your search compatibility. The most common design elements that can impact your compatibility are:
- Title Element
- Meta descriptions Tag
- Alt Image attribute
- Text links
- Keyword rich body text
- Active content
- Incoming and Outgoing Links
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