Every business needs a compelling website that appeals to both humans and search engines. Optimize all content for local and organic SEO by using “crawlable” content, including the navigation menu labels, image title tags as well as the article text. There should also be local SEO to attract nearby customers. Crawlable content is content that major search engines, including Google and Bing, can read and index.
Don’t Shut Out Search Engine Crawlers
More SEO optimized, crawlable, helpful content on your site often leads to a higher page rank. A few basic site design errors hurt a website’s rank because they prevent crawlers from recognizing the text, making the content invisible to search engines and lowering the page rank. Improperly coded Flash prevents search engines from indexing the content.
Using images instead of text on graphics and menus makes the text unreadable, as does using frames to format your pages. The best advice for ensuring that search engines index every word on your site is to keep the design simple.
SEO and Conversion Optimization
If you are advertising with Pay Per Click, it helps to optimize your landing pages in relation to the associated keyword. What this does is improve the AdWords Quality Score . This little trick will lead to more clicks with the same amount of spend. Don’t keyword stuff, because you need the content to be interesting and engaging for users.
Every page should include a captivating call to action above the fold, or the upper third of the page. Make the call to action a button that stands out from the rest of the page by using a different color from the predominant page color. Make the text on the button clear and descriptive. Don’t just put “Click here,” on the call to action button, spell out what you want the user to do and what they will get by using “Click here to download the whitepaper.”
These simple tips alone can increase the lead potential and conversion rate of a website. Make sure that your website is responsive so that it displays correctly on Smartphones and other devices. According to Think With Google, 62 percent of U.S. smartphone owners surf the web on their smartphones every day. Since 44 percent of the population own a smartphone, that’s a large audience to miss if your website doesn’t display correctly or hangs when accessed by a mobile device.