SEO + Website Importance
Whitespace Creative and Strategie & Co. relentlessly pursue and research subject matter related to brand building.
Our recent study focused on the importance of website and SEO development basics, delivering vast insights into the plethora of principles and strategies relevant in this regard. Despite a mountain of possible considerations, we have summarised the essential traits and must-haves for websites in general and share these with you. Often fooled to believe that websites are designed and then programmed, our research findings highlight the importance of expert planning, curated content and quality visuals above all else, supported by the below explanation.
Websites are an essential element of the internet, forming the backbone of an online presence. Websites are crucial in informing potential customers regarding products and services. They are necessary for representing brands, quickly allowing the distribution of goods online, allowing users to think less and do more.
Most of the world population spend a lot of their time online, much more so even after the start of the Covid-19 pandemic. Having websites and being present on digital media is crucial for businesses to communicate and sell products. These are eleven critical reasons why having an effective website is vital:
1. 24/7 online presence – this is now a given, and downtime is frowned upon.
2. 24/7 customer support should be offered for global brands, particularly in respect of commerce-driven sites.
3. Information exchange offering insights, understanding and explanations to support the target market
4. They are establishing credibility and building trust - the most crucial purpose of any website.
5. Websites drive pre-sales considerations and amplify brand value and purpose as the most critical information driving purchasing decisions for future generations.
6. Revenue generation is indirect, yet the intended purpose of all online presence.
7. Cost-effectiveness is often mistaken for low budget – SEO, quality visuals and content are often compromised in cost considerations, resulting in ineffective platforms.
8. Visibility of brand and messaging and the meticulous curation and design thereof.
9. Marketing of the site itself is highly recommended as a default digital strategy.
10. Portfolio promotion detailed with SEO considered descriptions enhances search-ability.
11. Growth opportunities, future partnerships and collaborations often start with online searches.
Effective websites are accessible on mobile devices, computers and tablets and designed with mobile-first in mind. Consistent fonts, images and layouts help in keeping websites accessible across all devices. Therefore, an effective website meets and understands its users' needs in a clear, easy and effective way.
Great websites are built on the following essential principles:
- A clear and defined purpose and function of the website.
- Good knowledge of the audience of the website.
- Straight-forward navigation.
- Unique, distinct and appealing design as well as high-quality visuals
Search engine optimisation (SEO) improves the rankings of a website in non-paid, organic search engine results and underestimating its value as part of the planning process is a gamble not worth taking anymore. SEO makes a website display higher up in the search engine result page, and specific, intentional design and content designed websites are more attractive to search engines and easier to access by all.
SEO is valuable in creating brand awareness, ultimately achieving a positioning of the business as a credible and trustworthy brand. Organic search results are more visible, more engaging, and generate more traffic, getting 51% of all traffic to a website. 89% of consumers use search engines to make an informed purchase decision. SEO is at the centre of all online engagement and yields much better results in customer acquisition in a cost-effective manner.
SEO works by search engines displaying results to search queries in decreasing order of relevance. Search engines show the pages they see as most relevant regarding the search query through crawling, indexing, and ranking.
Crawling refers to the discovering and indexing of all online content. This index is where the search engine can pull relevant information regarding whatever has been searched. This index, therefore, acts as a database. Data is stored in a way that allows search engines to quickly sort through billions of pages of the index and give the search engine user the most relevant information. The ranking is the part that the SEO aims to influence. Search engines use an algorithm to look at a list of pages it pulls from the index, yet very little is known about the substance of these algorithms.
There is an unfathomable quantum of strategies to consider when implementing SEO. However, substantial improvement can be achieved by applying basic principles in its design and planning phase, leading to a vast increase in site traffic. Monitored and managed, the results are further enhanced.
SEO can be split up into on-page SEO and off-page SEO. On-page SEO refers to techniques used on a business website to improve the search engine ranking, using content, keywords, meta title and meta description. Off-page SEO refers to all that can be done outside of the business website to improve site visibility; this refers to back-links, digital media and online directories.
For on-page SEO, it is essential to use relevant, to the point information, answering users' questions before they ask. This includes info-graphics and in-depth blogs. Concerning content, quality always outweighs quantity, which will be very evident in how your SEO performs. Keywords are used in the content and need to point to your users' desired topics and interests. Keywords are the basis of every online search and should be focused on relevance to your offering and not just overall buzz words to attract attention. The meta title and meta description is the user's first impression of the search engine used, and this first impression makes a massive difference.
With off-page SEO, an important aspect is back-links – conversations and links to your website happening on other websites. To optimise this, strong connections are needed in the industry, via marketing or in the media to refer people to your page from others. In terms of digital media, a strong presence is a great way of directing traffic to your business and continuing to provide updates and new content without changing the website. It also automatically offers more back-links. Online directories can be described as the "Yellow Pages" of the internet and mainly provides paid lists of businesses and brands. These directories should be carefully picked to ensure and instill confidence in your brand. Reliable online directories can, however, be a great source of traffic and boost SEO rankings.
The subject matter is overwhelming, but we believe that if the above basic guidelines are followed, you will be guaranteed a transformation that will deliver immediate and exponentially enhanced measurable results.