The Demo Site

Find out why it can be beneficial to start SEO work early in a websites development.

Ensuring that a website is properly optimised for search engines is one of the most important steps that an online business will take. Until a business manages to become renowned online (such as amazon, ebay, etc) a huge amount of their traffic will be derived from search engines. Due to this it is vital that the website appears near the top of search engine results pages. Despite the fact that most business owners are aware of the importance of achieving a high ranking in the big 3 search engines (Google, Yahoo and Live) a huge number of them don’t even consider search engine optimisation until they have either launched a website or are preparing to. This article aims to explain why it can be hugely beneficial to start an SEO campaign at the same time as, or slightly before, the website is being designed.

Keyphrase Selection

When designing and building a website it is enormously beneficial if the keyphrases have already been selected. This allows the developer to tie the different sections of the website (or product categories for e-commerce sites) to the keywords making each of these sections far easier to optimise for in the long run.

On-site SEO

Copywriting

Ultimately while it is perfectly possible to embark on an SEO campaign after a website has been completed it usually makes far more sense to start it early and then build the site with the SEO in mind. This can save the considerable amount of time that rewriting Titles, headers, descriptions, content, etc can take and result in a website that is ready to launch with the highest potential to rank highly.

source:www.pageresource.com

1. Format your text using CSS.

2. Make the font size big enough to read.

3. Make the text contrast with its background.

4. Give the lines room to breathe.

5. Break text up into chunks.

And finally (not one of the 5 Easy Ways to Improve Legibility but still quite important) check your spelling. Nothing irritates me more on a web page than spelling errors - it simply makes you look like you don't care enough to get it right. Use that ubiquitous spellcheck tool.

Making your website's content more legible is easy. It doesn't take a lot of time, mainly common sense. The payoff will be text that's more readable, customers that stick around long enough to get your message, and improved credibility with your visitors.

What does your home page say about you or your company? Chances are, if it's like many Web sites out there, very little. Many companies realize that Web sites are a prime marketing channel for their business, but they forget that other people, including potential customers don't eat, drink, breathe and sleep their products. This means that their Web site front page ends up being a showcase for whatever company project has the focus at the moment.

Some of the more common elements of a company home page are:

• Products for sale
• News and Press Releases
• Events and Announcements
• Navigation
• Search

What's missing from many home pages is a clear and concise description of the company. If your customers can't figure out what you're trying to sell or do for them right away they might just give up and leave immediately.

What About Existing Customers?

You might be asking, "But our existing customers already know who we are and what we do." While that is probably true, your Web site should be a ready resource for attracting new customers as well as retaining existing ones. But if the new customers aren't really sure what you offer, they might leave for a firm that is more clear.

What you should aim for is a balance between providing the tools returning customers crave with the information that new customers need to make the decision to go with your company. This can be just a sentence or two, with links to more if they need or want it. Leaving this out may satisfy one department's need for one more sentence about their product, but risks alienating new customers before they've even gotten to that product.

Real World Examples

I took a look at three company home pages. Chances are you've heard of at least one of them. None of the three have names that would really tell you what the companies do, so hopefully the home pages are a help. Let's find out...

• Symantec
• McAfee
• Google

I'll be looking for:

• A summary of what the purpose of the site is.
  This might be textual (preferably) or it might simply be obvious from the entire layout of the site.
• Products or services displayed prominently and clearly.
  This allows new customers (and returning) to visualize what they will be getting.
• Clearly defined links to other pages with more information.
  Links like "About Us" or "Company Information" are good.
• The above information should be "above the fold".
  This means, on a lower resolution browser, the prominent information should be visible without the customer needing to scroll.

When you create a Web design, one of the more overlooked aspects of the design is the layout. Now, many people think about how to do a layout (CSS, tables, frames, etc.), but the basics of Web layout are often completely ignored.

Space and Whitespace

Use the whole space, but don't be specific in your use. In other words, use relatively sized layout sections on your Web pages, so that they expand and contract to fit the browser window.

Keep screen resolution in mind. While the majority of computer users have moved away from 640x480 resolution, keep that in mind when you're designing. Having customers leave because all they can see is a logo on their monitor is not good customer service.

Use color to define spaces. If you want to have a page that's a specific width, why not center it on the browser screen and make the background color of the page a different color? This will help the page appear to resize for different browsers; larger browsers will just have more background color showing, while smaller browsers will have less or none showing.

Images and Graphics

Align your images. One of the most common newbie layout mistakes is to slap images into a page willy-nilly without thought to layout. If you just use an img tag and then write text to follow it, you'll have the image and then one line of text to the right of it. Using the align attribute will help make your images part of the layout.

Balance the graphics and text on a page. It's easy to get carried away with lots of images and animations, but they can make a page very hard to read. When you're considering your layout, remember that images are a major part of the design, not just afterthoughts.

Text Width

Think about text width. This is often called the "scan length", and refers to how many words are displayed on one line. Most people can comfortably read about 7 to 11 words on a line. Longer than that, and the text is hard to read, shorter than that and it's disjointed and distracting. When designing your layouts make sure that the major text area displays the text in a readable width.

1. Think small, like 10-12KB per image. Yes, depending on the source, the number of broadband users is going up. But slow pages are still really annoying, even if you're on a T1. And huge images are a primary cause of slow pages. It's easy to optimize your images.
2. Always use graphics that fit the content. Just because you have an adorable photo of your dog doesn't mean you should have it on your Web site about Web Design (sorry, Shasta...). The main exception I would make to this is for "design" images. These are photos or graphics that help make up the design of the page, and are not intended to illustrate the content.
3. Do not use images that blink or move or change or rotate or flash or do anything on your page. Or use them sparingly. There have been many studies that show that flashing graphics are distracting and annoying to people. In fact, in one focus group I watched the browsers actually physically cover up flashing graphics so that they could read the rest of the page.

   Layout

4. Stick with standard layouts. I've seen some pages that use 6 or 8 frames on one page. Another site used a layout where you had to scroll to the right to read everything on the page (but you never had to scroll down). These layouts are cute, and you might find them fun to build, but they will drive your readers nuts. The reason that the 3-column layout is so popular on Web sites and newspapers is because it works. You might think it's boring, but you'll keep more readers if you stick with something simple that they can understand.
5. Whitespace is more than the CSS property, it is a function of your layout. You should be aware of the whitespace on your pages and how it affects how the content is viewed. Whitespace is just as important in a Web layout as it is in a paper layout.
6. Use your graphics as elements in your layouts. Graphics can be more than just graphics when you use them as actual elements in your layouts. An extreme example is when you wrap text around an image, but any image you have on your site is a layout element and should be treated as such.

   Fonts

7. Serif for headlines and Sans-Serif for text. If you've taken any type of print design, this might be exactly the opposite of what you were taught. But the Web is not print. Sans-serif fonts are much easier to read on computer monitors because the screen resolution is not as high as in print. If you use serif fonts for normal text, the serifs can blur together on the screen making them hard to read. Your printer friendly page should use the opposite fonts (serif for headlines and sans-serif for text).
8. Limit the number of different fonts. One of the best ways to make your Web site look amateurish is to change the font over and over. Sure, it's possible to do, but limiting your page and site to 2 or possibly 3 standard font families is easier to read and looks more professional.
9. Use standard font families. Yes, you can choose to use "Rockwood LT Standard" as your font on your page, but the chances that one of your readers will have that font as well is pretty low. Sticking with fonts like Verdana, Geneva, Arial, and Helvetica may seem boring, but your pages will look better and the designs look correct on more browsers.

   Advertising

10. Don't be greedy. If you have any control over the number of ads on your site, be aware that your readers are not coming to read the ads, they are coming for the content. If the ads overwhelm the page content, many readers won't stick around long enough to read your purple prose. Yes, it's important to make money from your Web site, but if your ads drive people away, you'll ultimately lose money.
11. Treat ads as you would any other image. Keep them small, avoid blinking/flashing, and keep them relevant. Just because you can have an ad on your site, doesn't mean that you should. If the content is relevant to your readers, they're more likely to click on the ad.

    Remember Your Readers

12. Test your pages in multiple browsers. Writing Web pages that work only on the most modern browser is both stupid and annoying. Unless you are writing a Web site for a corporate intranet or a kiosk where the browser version is completely fixed, you'll have problems with people not being able to view your pages.
13. The same is true for operating systems. You can't assume that just because your page works in IE5.0 for Windows it will work in IE5.0 for Macintosh.
14. Write content that they want. Unless you're writing a site purely for yourself (and if you are, why is it posted to the Web?), make sure that your content covers topics that your readers want to read.

Web designers, like any creative person, can suffer from writers block. But because of our work, there are many ways you can learn to deal with the blocks and get unstuck. These six suggestions have worked for me to get new design ideas in the past and will work again.

1. Be prepared for procrastination to try to block you. When I'm working on a new design or article idea, I find that that's when ideas for other projects will come up. For example, I might start thinking of ways to paint my office, about the wool I need to wash, or a possible location for a new kitchen garden. I realize that these are just ways of procrastinating, but they are also things I'd like to do. So, if I'm writing or working on a Web design, I write them down and continue brainstorming my current project. I've found that if I write down the things I want to procrastinate, they don't press as much as they would if I try to simply ignore them.
2. Start in the middle. For some reason, many Web designers feel an intense need to start at the top of their Web page and design down. Yes, ultimately, you'll have to think that way about the HTML or CSS, but when you're working on a design, you should focus on the most important part first - and that's not usually the navigation, branding, or advertising found at the top. When writing content, the same is true, I've found that if I start writing with a title, my articles are usually completely different than what the title says. So I have to write a new title when I'm done anyway.
3. Step away from the computer. I've found that it can get very easy to get hung up on technical issues like HTML or JavaScript when I try to do an initial design on the computer. While I do most of my rough writing drafts on the computer, I do most of my designs on paper first. For one thing, they're easier to erase and scratch out. Plus, since I use scratch paper for most rough drafts, so if I decide I hate an idea, I don't feel bad about throwing it out.
4. Take the time you need. Planning is one step in most projects that is both the most important and the least used. Most people, including Web designers, prefer to jump right in and start building things. If you prefer designing a page, you probably get out Dreamweaver or Photoshop immediately after starting a project. If you prefer developing pages, you probably jump right into the PHP or JavaScript to generate behaviors. But most Web design and development projects end up over budget, over time, or not meeting the requirements - and this is usually because the planning phase of the project was glossed over in favor of action. Take time with your planning and when you think you're done, take a little more time. Planning won't hurt your designs, but lack of planning will.
5. Ask for help. Don't be afraid to ask for help, but be sure to find people who can provide you with constructive criticism. It doesn't help if they are too effusive about how wonderful it is, but someone who can't find anything good is also not a lot of help.
6. If you're really stuck, do something else. The idea is to get your mind off of the problem you're working on. This can allow your subconscious to think about it unobstructed. I can't tell you how many times I've gone to sleep and woken up in the morning with the ideal solution completely formed in my head.