BACKRiding out the website storm – Part 2
Published on Tuesday, April 03, 2012 Comment(s): 0
Part two of our 'riding out the website storm' article, which is about the recent changes to the Google algorithm and how to respond. If you've not read part one of the article regarding the Google algorithm changes, please take the time to do so. So in part one we looked at why Google is making the changes, mainly identifying unnatural link building, possibly making adjustments for poor quality content, trying to help relevant results rise in the rankings, but what can you do today to help 'ride out the storm'?
Deploy the best website you possibly can.
If you've built thousands of unnatural website links, chances are you can not remove them, but only hope many drop away over time. Now you need to focus on your website, and deploy a website that meets both your requirements as an administrator and your visitors requirements. Build a website that is both visually and technically suitable to provide the best foundations for website growth and the site meeting its objectives. Essentially build a website that is relevant to your target market and performs well.
For example a good website design isn't just about 'looks', but also about accessibility for the disabled, and those using different technologies to access your website. Plus you need to make sure the website is optimised for performance, as well as helping guide people to the correct areas, to help you meet your website's objectives.
It is important that the content management system powering the website, is 'up to par'. There is no point using a CMS that does not help you fulfil your objectives. A good example is using a CMS that provides a strong blog platform, but has weaker eCommerce capabilities, yet your primary aim is to sell goods. The sooner you migrate to the correct content management system the better for everyone. Trying to 'make do' with a CMS that is not tailored for your needs, will waste time, money and restrict the benefits of having a website.
Deploying the best website design and technology for your specific requirements, provides many benefits: Administrators able to more quickly perform their duties. Visitors have an improved experience. Your website's objectives can be met with minimal fuss.
Utilise sensible marketing techniques.
There is the excuse that if you don't deploy dubious SEO techniques, how can you ever hope to achieve a reasonable search engine placement? The second part of that excuse also at times has been, why should a business owner spend time promoting their website, when they just want to focus on their job?
Obviously this is nonsense, people have never been able to build a product or service and hope it 'flies off the shelves', because it is good. By giving your marketing team, such as writers the best CMS tools, they can turn your website into an authority website, that answers prospective client's questions, provides useful advice, as well as showing your product or service in the best possible light – all of which should be supported by the non-marketing aspects of the site, to help maximise the chances for increased search engine placement.
A search engine user has a requirement, which they search for and land on any number of pages on a site. They are then either provided the answer they require or directed to the relevant area of the website. If the visitor is buying a product or service via the website, the steps to buying should be as few as possible.
Search engines such as Google are keen to present the best search results, and sites they penalise quite frankly are trying to cut corners. A higher search engine ranking is a mixture of different elements, not just SEO techniques. First of all you need to make sure you your website content management system and design are 'fit for purpose'.
Your next step? Give Geonet Solutions a call to discuss your website design and development requirements.