Website optimization:
You probably already know how important user experience is to achieving good results in digital marketing.
After all, who wants to try to make a purchase or look for information on a slow website that doesn’t work on cell phones, with a small font and confusing navigation?
Now, the point that not everyone knows is that this experience, all these factors, are also discoverable by Google.
And it’s not even that complex. Of course, the search giant analyzes different signals to consider the user experience on your website.
But there is one very obvious sign: time on site.
Consider that someone did a search. And it is known that the search intention is for a denser answer, which will certainly require more than 30 seconds of reading.
And then, the user finds your result on Google, which should answer that question. But then, he enters your website and leaves in less than 30 seconds.
What does the search engine understand? Your website is bad. And Google throws you down in the search results.
With this, obviously, it is clear that you cannot do SEO without improving the website. And here, in practice, it is common to run into some contexts:
- The website is bad, but the company doesn’t want to create another one;
- The website is managed internally or by another company;
There is no way to maintain the site due to the language in which it was created.
When considering the budget, the SEO company needs to take these points into consideration, and explain how they will be addressed.
The website is bad, but the company doesn’t want to make another one
In terms of a bad website, we are talking about:
- Slowness;
- Outdated cell phone operation;
- Confusing navigation;
- Inadequate conversion guidance.
In practice, we are talking about filling a leaky bucket.
If your company insists on not touching the website, because it likes it, because it was created recently or for any other reason, the supplier needs to make it clear in the budget that this is a bottleneck, and will need to be addressed sooner or later.
The website is managed internally or by another company
In principle, this is not a problem.
The point here is that the modus operandi will be focused on an SEO audit process.
In other words, in short:
- The company or SEO professional carries out a diagnosis of the website;
- The supplier sends a list of corrections and optimizations to those responsible for the website;
- Corrections and optimizations are carried out;
- The company carries out an adjustments conference;
- A list of new corrections is generated;
- And we go back to the beginning.
So, the SEO company work will be more strategic and less tactical.
The execution, in terms of website optimization, is the responsibility of the internal team or another supplier.
However, this can become a problem if:
- Those responsible for the website do not have the time, budget or
- Allocation to make adjustments;
- Whoever will make the corrections does not have the technical expertise to do so;
- There is “competition” between website managers and SEO agencies.
- The responsibility of whoever will prepare the SEO budget is to map these risks before and when presenting the proposal, to ensure that they do not block the process later.
There is no way to maintain the website due to the language it was created in.
This is a serious case where the website is ready, but no one can touch it.
Neither the old supplier, nor the internal team nor the company that will provide the SEO services.
What happens here? There is no website optimization.
And since without website optimization there are no organic results, there is not much option but to throw the website away and create another one.
Now, just as happens if the website is bad but the company doesn’t want to change, if there is no interest in redoing the company page, we are talking about poor SEO work.
Ultimately, website optimization can come up against several technical aspects. And this is quite common.
The important thing is that this is made clear during the budgeting process so that there is no wear and tear later.
Content production and Optimization:
Effective SEO work cannot be deprived of content production.
You will probably find other professionals who disagree or who at least place their technical SEO orientation more on the on page issue, that is, on website optimization.
However, in our understanding, doing SEO has the ultimate objective of generating organic traffic.
And how can you do this without creating answers to the questions people ask on Google? Without producing content?
We don’t see how:
So, producing content, whether in video, text, image or similar (remember the search intent) is essential to achieve results in organic search.
It can be done in these ways:
- Denver SEO company can produce the content;
- The supplier can bring in a partner to produce the materials (a freelancer or company);
- The company can organize itself to write the texts.
Before choosing the path, however, it is important to take a step back and consider some details:
- Google values robust, unique and differentiated content;
anyone can make generic answers and texts; - Paying someone to write is relatively cheap and quick to arrange;
- Your text needs to please the user and Google to gain positions in the search.
What needs to be clear is that there is no point in producing several texts of less than 500 words, taking content from others (even citing a source) or posting news about your company on the website.
You need extensive content that actually answers your audience’s questions. Texts that he cannot find in his competitor.
And here the responsibility of the Company or SEO professional is:
- How are we going to have production frequency?
- How will we guarantee the quality of the texts?
- how we will seek to have better answers than the competition.
This needs to be in the budget. And some ways are possible:
- The company provides content input (interviews, questionnaires, raw texts) and the company takes care of polishing and applying the web writing;
- The company hires someone from the market, who has technical expertise and knows how to write for the digital environment;
- The company commits to producing the content (this is more difficult to achieve).
