These top factors for a SEO oriented website design are key to you online business visibility in Google. If your site isn’t getting the results you were expecting, check them out and try to correct them in your website.
When it comes to availability or presence vs visibility, most people don’t even stop to think about the difference between them, because, unconsciously, they probably think both terms mean the same in this world called the Internet. However, there is a HUGE difference: visibility is the key to the success of your online business.
Difference between availability or presence and visibility
Once your website is up and running, it’s “present”, it’s available.
However, it’s invisible to 99.99% of the internet users who might become your potential customers. They just don’t know your new website exists and they probably never will unless you do something about it.
I can still remember the time when my brother-in-law said to me:
Of course my site is visible! When I type my domain name in Google, my site comes up the first one!
THIS is NOT visibility. THIS is availability. Of course your site will come up if you type the whole domain. (I’d be even more worried if it doesn’t! Check it out!).
Availability or presence
So, availability means that, 99% of the time, ONLY those people who type your domain name in the search box will get to visit your site. Your site’s visibility and traffic are limited to the people who know you, or have seen or heard about you OFFLINE.
For example, if you hand out business cards to a few people in a meeting, or if you tell your former or present customers that you have a new site, or when your friends visit your site from time to time, or even when you share your blogposts in social media and people click on them.
But what about the thousands who could end up visiting your site if it were really visible?
Visibility means that your site comes up in Google’s results page (SERPs) when someone types something they need and you offer, not your name or domain.
For example, let’s say that you are a coach or a therapist who specialises in couples. If your potential customers type their needs and your site appears within the first page of Google’s results, then YES! IT’S VISIBLE! Bear in mind that your potential customer may phrase his or her needs in a thousand different ways. Think of as many ways as you can and use them.
Factors for a SEO Oriented website design or how to improve your visibility
So now that you know that visibility is the key and the difference between your site being available and visible, let’s start with the top key factors that will make your website better oriented to SEO and therefore more visible to your potential customers.
#1. Clear market niche to target
The more specific is your market niche, the easier it will be to target it.
Have you heard of the travel agencies who specialise in film locations? Those who specialise in adventure? Luxury travel? Travel to specific parts of the UK? Of Europe? Of Spain?
Why do you think all businesses are specialising more and more? Like travel agencies? (No, seriously. Think about it, because it is important that you realise how crucial specialisation is).
They focus on more and more specific targets.
That’s why your online business must adjust to the times and do the same.
Discover the niche you’d love to work for. It doesn’t have to be a homogeneous group of people in aspects such as gender, age or location. Their homogeneity must come from their NEEDS (worries, concerns, requirements, wishes).
#2. Clear needs of the market niche
When you specialise in a specific market niche, you get to know their needs much better, or you should.
When you know their needs, worries or wishes, you can target them more easily. Find out what concerns them most and how they word those concerns. This is key: how they word their concerns or needs. This is what they will type in the Google search box.
#3. Clear primary keywords, based on the niche’s needs
Your primary keywords will be derived from both, your specialisation (coaching for couples, couples coaching, couples’ therapy) and the carefully identified needs of your potential customers (“improve the relationship with my partner”, “how to overcome a rough patch in your relationship” and such concerns).
You must include as keywords the ways in which they might word what you offer to solve. What do you think a potential customer would key in the search box, apart form the obvious (coaching for couples)?
Maybe there are more searches of “marriage coaching”, or maybe you should specialise in “overcoming breakups” or in “married couples coaching and therapy”? This is the kind of analysis you must make.
You will come up with a few typical keywords and you’ll need to place them correctly in your website design. I.E.: many times, as the title of the pages that form the navigation menu.
#4. Great Website Structure – navigation, links and categories
If you come up with two or three keywords that are very important to your online business, you must place them as the title of the pages within the menu.
For example: coaching for couples and coaching for senior couples.
Apart from the typical pages HOME, CONTACT, ABOUT, and BLOG, you must structure your navigation menu so that
- Google knows sooner rather than later what you´re on about
- Your users know what you do just by looking at your menu
Don’t make the grave mistake of adding too many pages or services. Apart from the 4 I’ve just mentioned, I’d only add 3 or 4 more.
Ensure all of your pages (both static and dynamic) are linked amongst themselves. Don’t leave “orphan” pages around. This is most important for your main static pages.
Also, make sure you use your keywords in your blogposts and create a good categories’ structure. Don’t add categories randomly. Plan what categories you will add and stick to them.
#5. Great copy and usability
Make your user feel at home… past the home page.
A great copy is key to convert potential customers; usability is key to create a good user experience.
The first must be focused on attracting the attention of the user and guiding them to the contact page, the registration form, the shopping cart or wherever you would like them to go. This is achieved via a good copy and calls to action.
Do not use more than one explicit (2 at the most) call to action. If a user is faced with too many choices they’re overwhelmed (unconsciously) and they just do not choose anything or leave.
As per the usability, make sure your site is designed in a way that the user feels how easy everything is. Add links, don’t hide the menu, make it really, really, really, easy for them.
If you have an online business you must ensure that it is visible to your potential customers and this can only be achieved by means of careful analysis of their needs which in turn will give you the key to identify the keywords that they will key in the search box. Then it’ll be a matter of using those keywords correctly within your pages and blogposts so that your potential customers will be able to find and click on your site.