When creating a new website, the emphasis should be on functionality and design and the proper structure, technical and content optimization for search engines, such as Google, Bing, etc. The full-text search engines and organic traffic (traffic from natural – unpaid – search results) make up a significant share of the total website traffic. This means that if SEO is not considered when creating a website, you lose a large part of the unlimited traffic potential from the beginning, resp—website or e-shop performance.
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What Do You Mean By Technical And Content Optimization For Search Engines?
As part of its algorithms and ranking of websites in search results, Google evaluates many factors, which are primarily divided into on-page and off-page SEO factors. On-page SEO signals are located directly on the website, while off-page SEO signals come from an external environment, i.e., outside the website itself. When creating a website, we must focus on on-page SEO signals, which we can divide into the already mentioned technical and content.
Technical SEO Signals Include:
- HTTPS protocol
- Correct setting of canonical URLs
- Website speed
- Website responsiveness, etc.
Technical readiness also means applying relevant structured data, eliminating duplicate content through technical elements, the correct structure of URLs, the setting of robots.txt and sitemap.xml files, and many others ultimately contribute to better positions in search engines. Unfortunately, many programmers do not emphasize these elements, which in the end will only be felt by you in the form of lower organic traffic, respectively in need of additional investment for technical SEO analysis, as well as its subsequent incorporation.
Among The Content SEO Signals, We Can Include, For Example:
- Involvement of keywords in headlines, descriptions, headings and texts
- Correct naming of pictures and filling in alternative descriptions
- Use keyword highlighting in texts
- Using internal relinking
- Add unique content to your website regularly
- Possible local optimization, etc.
The structure of the website is closely related to its content. For example, the network should be pretty complex if you sell office furniture, specifically desks, armchairs, cabinets, and containers. In other words, if you create the categories of desks, armchairs, cabinets, and containers, you’ll probably have little potential for keyword targeting. As users search the Internet more specifically, the structure of your website should match. For example, office chairs can be searched by material, style, color, adjustability, etc. Therefore, you should have in your structure, for example, the subcategories of wooden office chairs, leather office chairs, adjustable office chairs, etc. Of course, this can also be solved in the form of filters. Still, in terms of content, you will only be able to optimize the category of office chairs, which will undoubtedly not be ranked on keywords such as leather or adjustable office chairs. In this example, it is nice to see that the very structure determines its success in organic search. To create the proper website structure, keyword analysis is appropriate to show exactly what and to what extent users are searching for your business.
What Does This Article Mean?
If you are only looking at the price when choosing a company to create a website, and your demands are placed solely on functionality and excellent design, you have already lost a significant part of the potential that the website could bring. In addition to functionality, design and price, which are very important, it is necessary to think about SEO, respectively—appropriate structure and technical or content optimization.