Nearly every business from local plumbers, large blue-chip organizations and even churches have websites, and each and every one wants to spread the message about their products, services and profiles, and what they can offer you as a consumer. That is where SEO comes in. SEO has become a valuable online marketing tool for businesses of all shapes and sizes, but for an SEO campaign to be successful, solid foundations need to be in place. Doing things right from the offset can really reap the benefits, save time and money.
Many businesses will have a clear plan of what they want to achieve in terms of targeting. This may range from targeting the local area, national area or even global.
With this in mind, when designing wire frames, deciding on customer journeys and sitemaps, you can start to build, in addition, pages for content that target these specific keywords based on your findings, or at least have a plan of where these pages may go down the line once the site has launched.
From a design perspective, there is nothing worse than going back to a website six months later and having to change the structure and internal elements for additional content that may be used for SEO purposes. So Plan early!
Search Engine Friendly Navigation
Now when I say search engine friendly, I mean a navigational system that the search engines can read and follow. One of the many factors of on-page SEO is the internal linking structure and the navigational system is the backbone for this. Having buttons and links which are text-based is a major plus and great for accessibility.
Always avoid flash based navigational systems for one simple reason; Google along with the other search engines can’t read text on images. The other thing to consider with this is, as the web moves more and more to mobile devices how many of these will support flash? Apple has already said they won’t support flash elements and even my Blackberry doesn’t do a great job of flash websites. Please don’t think I’m not a lover of flash, because I do like the concept, but from an SEO point-of-view it can be a big barrier, especially with navigations.
Instead of flash, why not use CSS methods or jQuery? These can be just as good if not better, but make sure the load times for these elements are fast.
Also with navigational systems, it’s important to clearly label the links. If a link says “about”, it should take the user (and the search engines) to the “about” page. As mentioned above, your internal link structure needs to be good, if not bullet-proof! Another example would be, if you have a page about “restaurants in London”, label any links that go to this page from the navigation or other internal links with the anchor text “restaurants in London”. Make it clear and descriptive for the search engines, thus adding that little extra internal link juice from a SEO perspective.