5 Tips to Align SEO with Web Design
Marketers who manage search engine optimization (SEO) know how
crucial it is to the overall integrated marketing strategy for generating
online results. While it is widely acknowledged to be a critical function, even
many seasoned professionals make the mistake of thinking that SEO doesn’t have
a place in the marketing mix until campaigns and advertising are well under
The truth is, SEO
can significantly impact your search results when implemented early in your web
design and development cycle. On their blog, Smart Insights
highlights five ways SEO can help you
address any performance objectives when implemented during the initial design
or redesign phases.
Understand How Traffic Arrives at Your Site
The right audience
doesn’t usually just stumble across your website. Getting visitors to your
site—especially those who meet the criteria for your ideal customers—are a
matter of an effective keyword research campaign. Web crawlers index your site and rank it. Your ranking is determined
by a number of criteria, use of relevant keyword phrases, is one of those
criteria. Taking the time to understand how traffic is driven to your site and
how you can influence that traffic will help you become a more strategic
digital marketer and SEO expert.
Take Research Insights to Your Web Team
research into keywords and trends, you will no doubt find a tremendous amount
of relevant information that should help determine the direction of your site
design and copywriting, contributing to a smooth user experience.
The more you can come into early-stage site planning armed with data and
guidance, the less time you will spend “fixing” your site later.
Implement a Thorough Pre-Launch Review
taking the new or redesigned website live, integrated marketers with a strong
grasp of SEO will spend some time checking into how web crawlers are indexing
your site. This will help you look for any coding, SEO, and other glitches that
can negatively impact your site’s Search Engine Results Page (SERP) performance.
Work closely with your web team to make sure any obstacles or challenges are
addressed before go-live so that you ensure effective organic SEO, and mitigate
any later repair work.
Protect Your Site Against Risk
and relaunching your website (as opposed to launching a new site), you’ll want
to ensure that you retain the most popular information that previously helped
you build trust and authority. It may take some time for search engines to
recognize the changes and confer your site with the same level of influence. If
the changes are too drastic, you may see a decline in visibility and traffic
performance. By ensuring that SEO and web development are closely aligned, you
can take the necessary steps to reassure crawlers and customers that
you are the same recognized authority.
Stay on Top of SEO Trends
Remaining at the
forefront of technology and trends will help you keep a competitive edge over
your competition. Due to this preparation, you and your team will be ready to
handle any changes when search engines update their algorithms, or the industry
develops a new must-use practice.
Integrate SEO Early for Greater Value
website is the always-on advertisement you show the world. Customers and
potential customers will be checking it out 24x7x365, and they will expect a
seamless user experience, including easy access to their desired information.
By incorporating SEO into the earliest stages of web design and development—not
only when things are off-track—you ensure successful performance, a logical
search strategy, and visitor ease-of-use.