SEO is a field that talks to two types of audience. First, you have a human audience – your regular readers. Second, you have robots – the algorithm or Google bots. In order to grow your business on search engines, you need to find a way to satisfy both of these groups. On the one hand, your website needs to be rich with content and it needs to be so appealing that it attracts the right kind of positive attention. Second, you need to pass all the criteria set by the algorithm and get a satisfactory mark. Achieving both of these things is definitely not easy. For it to work, you need both programmers and designers.
While larger screens (tablets, laptops and desktops) have better conversion percentages, mobile users are still a majority of your online traffic. This is why it’s so important that you develop a solution for your mobile users. You can go for a responsive website, which will be a perfect compromise for users across all devices. You could also invest in an adaptive website, which is more complex, more expensive, involves more people but ultimately provides optimal results. Lastly, going mobile-first is also an option that you shouldn’t be too quick to dismiss.
Creating a fast website is of the utmost priority, seeing as how your bottom line is greatly affected by your loading speed. According to some surveys, about 25% of your entire audience will leave if the website fails to load within 4 seconds. Ideally, your website is expected to load within the first 2 seconds. This is what it takes for you to make a great first impression. Speed is also a testament to your efficiency and expediency. It gives your audience a clue on what they can expect from your business.
Effective navigation and architecture
Two types of audiences that you receive have their own preferences when it comes to the way in which they explore your website. First, you have the human audience and second, you have the search engine algorithm (and its bots). Designers are there to ensure that your website is visually captivating, which is supposed to lower the bounce rate and increase the average duration of the visit. Website architecture, on the other hand, is there to provide support to bots exploring the platform. Needless to say, you need both.
In order to improve the readability of your website, you need to learn how to properly manage whitespace. An uninterrupted column of text is quite unaesthetic and may drive some people away from exploring your content. So, you need a designer to determine an ideal ratio. On the other hand, you also need to appeal to the algorithm, which is why every page should have a suitable text-to-HTML ratio. Ideally, you should aim between 25% and 70%.
Creating a great first impression
On average, you have about 9 seconds to persuade your audience to stay. Of course, if your website is too slow, your audience might start leaving in 2-4 seconds. So, how do you get them to stay? It’s simple, you have to offer them several things. First, you need to visually captivate them. Consulting a graphic design agency about this would be a good idea. Second, you need to make sure that they know exactly where to go next. We’ve already discussed the matter of architecture and navigation but learning a thing or two about the CTA is not a bad idea either. A proper designer should be able to use their knowledge to come up with a perfect position for it.
There are so many things worth keeping in mind when developing your website. One of them is the future development of your business. For instance, machine learning is just one of the concepts that are changing the face of the digital world forever. Seeing as how the algorithm heavily depends on the development in the field of AI, every improvement to the concept of machine learning and deep learning will go to improve these crawlers. It means that algorithm changes will be more frequent and even teams behind them won’t always be able to keep up with them.
With SEO becoming bigger and bigger as a trend, it becomes more than clear that it takes a team of specialists to conduct a successful SEO campaign. On your side, you need programmers, designers, content writers, project managers, analysts, strategists and others. This is also one of the reasons why SEO agencies are so quick to diversify their tasks and why more and more experts opt for white label structure. Overall, it is a field that will definitely evolve in the future and keeping up with it might take quite a bit of work.