Want search engine optimisation to work - build SEO into your web design

Despite ever increasing sites being developed, I would suggest there still exists a cautious approach to search marketing, something I have to back up with saying is changing quickly. However from a client perspective, there is still a lack of awareness of the associated value a Search Engine Optimisation expert can provide, and instead operate the two independantly and in a linear fashion.

Whilst I would add there is nothing wrong with utilising different service providers for your search marketing and web design, the two should work together in order to develop a cohesive campaign, one where a consideration exists for both values, that is the impact to the browser (ie the design of the website and Presentation of content), and that of the search marketer whose role it is to bring the site to the fore on certain phrases. Segregating these two from the beginning won’t stop your campaign from working, however it will lengthen the optimisation process and at the very least mean your whole online strategy requires a rethink.

The last example sounds a bit extreme - however I have been working with a client with a recently designed site, whose extention is also a localised country domain. This was not raised during the development phase, and this has resulted the visibility of the site significantly affected in UK searches, whilst the country specific searches are fantastic. Unfortunately they only offer their services to clients in the North and North West of England. This is something a Good SEO should bring up, and be able to suggest ways of fixing.

Secondly we have work with a number of clients, both agencies and organisations, and on the whole the sites we work with have scope for on-page development, however I have seen a number of potential sites where the potential on-page optimisation of the site is significantly comprimised by the web designer not considering the role of the SEO on the site during subsequent months. This can significantly affect the amount of time and ultimately the amount of money, you as the client are likely to be paying for SEO services.

SEO isn’t simply optimising a couple of meta tags, and submitting to search engines. 2008 SEO is far more valuable than that and offers advertisers/clients a comprehensive web service that should sit seamlessly with any web project development.

Add comment April 5th, 2008