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Three web design mistakes that can hurt SEO

May 12, 2010 Beth Devine

You just started your business.  Your marketing budget is limited and you know you need a website, so you opt to use one of the many low-cost tools available to build your own website or you have your  daughter, (son, nephew or sister-in-law, name the friend or relative) who “knows the computer” do it for you.   You work your way through this uncharted territory and you manage to get your website up and running and it even looks pretty good.

Job well done! But as time passes,  you begin to wonder why it doesn’t rank better on the search engines.  Many techniques factor into good search engine optimization (SEO) but novice website designers or do-it-yourself business owners often make three big mistakes that can hurt their SEO.

  1. Search engines can’t read an image.  Overuse of images. If you have website pages that are made up entirely of images or if you have blocks of text that are made of images you’re preventing search engines from reading the text on your pages. If search engines can’t read your page, they don’t know how to index your page. I usually see this mistake made by those with some graphic design experience.  They may know how to create a beautiful layout but they haven’t learned the HTML/CSS code to transition that layout to the web correctly so they opt to insert the image into the web page instead of taking the time to code the page correctly.
  2. Search engines can’t read an image – the sequel.  Underuse of image alt tags. Each image used in a web page should use a descriptive alt tag. If alt tags are not used, search engines are not able to discern what the image signifies, so they ignore it. For example, say you’re Joe and you sell bicycles.  You’ve  created a fantastic logo that clearly identifies you as Joe’s Bicycle Sales & Service. You put it on you web pages and it looks beautiful but you fail to use the alt tag.  Now when search engines crawl your site they’re not able to discern what the logo says.  However, if you have used the alt tag correctly, the search engines will read the alt tag that says “Joe’s Bicycle Sales & Service” and because you’ve provided that information, the search engine will have more information available to index your website.If you’re building your website using a do-it-yourself tool, you should see a field called alt or image description in the tool.   If you’re coding, you’re image code should look something like this:

    <img src=”logo.jpg” alt=”Joe’s Bicycle Sales and Service” />

  3. If you wrote a book you, would you title it “Book”?  Title tags and meta descriptions not used at all or used ineffectively. Just like a book or magazine article, every web page should have a unique title. In addition each web page should also have a unique meta description that accurately describes the content on that page — think of the meta description as the book synopsis often found on back or inside jacket of the book. In an html document both the <title> and <meta description> tags are within the <head> of the document which, as you might expect since it’s called the head, is toward the top of the document.  So when search engines crawl the page the title and meta description tags are among the first indexable information they come across and search engines expect the tags to describe the content on the page because that is what the tags were designed to do.

    But too often, inexperienced or lazy web designers use a title tag like “home” instead of “Joe’s Bicycle Sales | Yourtown, Your state”. Or on the page that shows products the title tag says something like “products” instead of “Bicycles – Raleigh, Schwinn, Trek, bikes for all ages”.  And the meta descriptions are either ignored entirely and left blank, or the same generic information is duplicated on each page.

    The title tag is the information the web browser shows at the very top of the browser screen–above the toolbar and url address field.  You generally want to limit your title descriptions to less than 60 characters. The meta description tag is not viewable on a web page (unless you view source) but search engines sometimes use the meta description you provide on your html page as the description in your search engine listing.  Limit your meta descriptions to about 160 characters.

So if you’re not satisfied with your search engine rank, check to make sure that you haven’t overused images in your design; that you have described all your images with alt tags and that you’ve written unique title and meta descriptions for each page on your website.

Filed Under: Search Engine Optimization (SEO), Web Design, Web design/Internet Marketing, Website Maintenance

Clean up incoming website links after redesign

January 15, 2010 Beth Devine

Every so often you need to take a look at your website and prune some of the old material from your website. I recently went through the process with cgwebhelp.com. During the recent redesign, I removed the whole FYI section and many sub pages from other sections. The material was dated and it was time to streamline the site.

While search engines love to see current relevant content, you should take care when completing a redesign so that you don’t lead visitors and search engines to an old page or worse a page not found. Not only is it confusing and annoying for people coming to your website but it can also hurt your search engine rank.

If you go to Google and search site:cgwebhelp.com, you’ll see all the incoming links that Google has coming to the site. Many of the links listed are pointing to old pages. You’ll want to fix that so all listings are pointing to your new website.  To do that, you’ll want to do two things.

  1. Make sure that the old pages are actually removed from your server
  2. Set up a 301 Permanent redirect for any removed pages to an applicable section of your new website.

If you’re working with a web designer you’ll want to ensure that they’ve completed those two things when completing the updates to your site.  To check, you can  do a search on your site by searching “site:yourdomain.com”  and start clicking through the links — if they all direct to your new site, you’re in good shape.  If not, there’s still some work to be done.

If you’re a do-it-yourself kind of person and you have access to your  hosting account and Cpanel you can set up the 301 redirects yourself.   Log in to your Cpanel and look fro the Domains>Redirect link.  Once there choose “Permanent 301 from the dropdown, type in the url of the old page or directory that needs to be pointed to a new url and the new URL in the spaces indicated click update and you’re done.

301 redirects

If you want to redirect a whole directory as I did in the example shown above click the “Wild Card Redirect” box.  That’s it.  Now go back to Google and click through your links to verify that they’re all going to your updated pages.

Filed Under: Search Engine Optimization (SEO), Website Maintenance

Question of the Day: Any Value to Reciprocal Links?

December 4, 2009 Beth Devine

Is there any value in responding to the email and to providing a link to the website from your site?  If you have a website it’s likely you’ve received emails like the email below:

I have visited your website yourdomain.com and I was wondering
if it would be possible to get a link to my partner’s website on it?

I’ll place a link back to you on our website, your link will be placed exactly here:

If you agree, then please link to me….

Please don’t forget to send me the title of your website after you
place my link so I can do the same.

Years ago getting reciprocal links was a pretty common practice.  It was thought that search engines would rank sites better if they had numerous inbound links.  It may still be true that sites with numerous inbound links will rank better than those without inbound links, but modern SE’s  recognize if the links are relevant or if they are just exchanged links.   So rather than respond to or initiate reciprocal links with unknown sources, a better strategy for obtaining inbound links might be to find relevant directories or businesses that are a source of referrals for your business in the “real” world and if appropriate ask them to link to your websites.  Inbound links can also be generated through the social networks – join a discussion on LinkedIn, Twitter or Facebook and you’ll likely see a spike in traffic to your website

Filed Under: Question of the Day, Search Engine Optimization (SEO)

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