At Searchengineoptimization.co.uk we work very hard to pursue multi-faceted and flexible campaigns on behalf of site owners. This means that methods are adapted to the evolving needs of the sites concerned. While site design is sometimes seen as the preserve of web designers, it is important that the demands of optimization are considered. The following list may be of some assistance:

• A site must have a professional look. If it is representing the interests of a firm then it is crucial that it does not look like the creation of an amateur. It has to be suitable for the sector in which the firm operates. For example, an ecommerce site which sells shelving needs to appear different from a site which retails fancy dress
• It is essential that the home page of a site performs its function in an appropriate way. It must be welcoming, enticing users to engage with the site. It must provide essential information. However, if the homepage is too crowded then it means that users will be turned off. It is therefore imperative that the text which is featured is considered in an appropriate fashion
• Any site has to be designed in a functional manner. Both users and web crawlers have to be assisted in their negotiation around the site. This might mean that the site is adjusted to ensure that the paths users take to obtain knowledge or products are made easier to travel
• Trust is a crucial thing which must be established via the design process. Elements of a site such as a practical Frequently Asked Questions’ page or an amicable ‘About Us’ section, replete with pleasant photographs and brief work histories, can help promote trust. One thing which can adversely affect trust is if the site does not work too smoothly, so getting the loading time down and so on can make a positive difference on occasion. The accuracy of content is also something which cannot be allowed to let the site down
• A site design should be such that it stands out from the crowd. Looking at the sites of competitors in the same sector is an obvious starting point. The site should not be eccentric in any way, but it should have features and style which permit it to differentiate itself from the competition in a very positive manner.

At Searchengineoptimization.co.uk we realise the need to cope with the technical aspects of site management. We advise our clients that optimisation is best conceived of as a continuous process and are prepared to perform any maintenance as required.

Why can coding errors be so detrimental to site performance?

The performance of a site in the search engine results pages is the consequence of a diversity of factors. One important factor is the performance of other sites. If there is a coding error on a site then it will form a hindrance to the essential communication between the search engine and the site. This obstacle will not be duplicated on all the sites of the competition so the specific site will not fulfil its potential in the struggle for visibility. If the obstacle to progress is not perceived and corrected, the consequence will be a depressing and financially painful drag on site performance. Unless you have the relevant technical skill, it is highly unlikely that you will track down the mistake.

Is checking for coding errors time-consuming?

Checking a site for coding errors on a regular basis is best practice. Certainly it is not possible to accomplish this important task in no time at all. However, it does not take too long for a specialist to assess a site. Furthermore, most people invest some time in maintaining valuable equipment and a healthy site is an imperative for an online firm with any ambitions whatsoever. Thus getting regular check ups is an astute move. It is a bit like going to the dentist but less painful.

Can addressing coding errors take up a lot of time?

Correcting coding errors may use up more time and resources than spotting them. However, someone with the necessary experience should be able to fix things in a satisfactory way and without wasting too much time. When site performance is threatened by a coding mistake it is not the appropriate moment to watch the clock while the problem is being sorted. It is much more prudent to take a long term perspective. Search engine optimisation is never performed well when it is performed in a hurried fashion.

Where do coding problems come from?

Some site owners may be a bit unsure of how coding errors arise in the first place. This is not necessarily an academic question because it can help in error spotting. Mistakes can develop when content is added to a site.

If you seek advice from anybody offering search engine optimization services then you will probably be advised to correct any 404 error pages as they can have a negative effect on your search results. For example, if you find that a particular page has a very high level of traffic and is constantly going to an error then this could be cause for concern. Similarly, if you seem to have a lot of error pages within your site then check through your site and remove any dormant pages or links which no longer need to be there.

One common piece of advice is to use a 301 page direct on error pages, which basically means that when a user clicks through to the error page, they are automatically redirected back to your homepage. The downside to this is that it is rather confusing for the user as rather than notifying them of a problem, they just think they clicked on the wrong thing and may keep trying. It is important for your website reputation that you are honest with visitors to your site and a 301 redirect is often confusing and misleading.

There are a few things you can do to make your 404 error pages a little less annoying to users, which of course also helps to benefit your SEO. Not everybody realises that you can create your own error page as opposed to using the standard 404 error message. Making a few simple adaptations to an error page can turn a bad situation into a positive and diffuse any irritation almost instantly. When creating your own error page, rather than just say that the page could not be displayed, post a message to the user telling them there is a problem. An apology or an indication of when the problem will be resolved is always useful, think about when websites are updating, there are often messages here advising that a new site is being built and will be finished soon.

Some advice will tell you to have a search box within an error page so that users can search again for what they were looking for, whilst this is good, taking it a step further is even more beneficial. Instead of just offering an alternative search, offer the user alternative links to pages which are relevant or a suitable replacement for the original site they were searching for.

Or for something a little different, why not go crazy and make your 404 page fun. As long as it fits in with the nature of your business, it is usually well received.

• The appearance of a site is important, but it should not conflict with usability. It will not fare well if users do not have a positive experience on the site
• Avoid excessive amounts of things that the crawlers from the major search engines are not impressed by. It is apparently the case that too much flash or video is not favourably received
• Focus on navigation to help your users out. How easy is it to find a specific item? If it is the online equivalent of getting down on your knees or requesting a ladder from a shop assistant, take remedial action
• Do not give your users information overload. They often appreciate bite-sized pieces of information separated with blank space. Try using lists if they seem appropriate
• Use SEO tools to assess how the site looks to the major search engines. If it is showing the wrong things, perhaps different to those perceived by users, it may be necessary to intervene to correct the situation
• The structure of the site should be logical. The pages should be labelled correctly to avoid any confusion
• The site should feature pages and information which serve to reassure users. In a world where scams and mishandling of personal data are all too common, FAQ and ‘about us’ pages can be great assets if properly designed
• Do not confuse users by having a really inconsistent design across the pages. Remember that each page must be easy to read and recall that too much design variation can make a user feel unsettled

While design and SEO should not be in conflict, it is possible that compromises will be necessary. Sites and their needs are different, so the providing of specific tips is problematic. However, effective communication between an online firm and specialist SEO services should ensure difficulties are ironed out.

Although some contrarians suggest that SEO elements are best introduced to a site when it is in action, it seems that many sites benefit from a consultation with a reputable SEO company at an early stage. This can help avoid the design getting into a war with what will ultimately satisfy users and search engines alike. Such a war will only be destructive to the online firm which has failed to make the essential adjustments to its site. In the current period, consumers will find all their wants and needs addressed on other sites.

The design of a site is central to its chances of prospering online as it can easily have a negative effect on the potential a site has for progress. Design can have a detrimental impact by either alienating users or by presenting obstacles to search engine crawlers. For instance, a site’s design can be less than satisfactory for users if it is inappropriate for its intended function. A site which is not a retail site can thus not afford to be too aggressive in its sales technique. Users would not object to products and prices being featured on the homepage, but excessive detail or a lack of other information could prove counterproductive. Similarly, a design should not conflict with the sector in which the site is active. For example, a payday loan site should probably not have vivid colours or a lot of ostentatious features. It should aim to cultivate professionalism and establish confidence. This of course has no meaning for a search engine, but certainly does with human users.

On the other hand, a design which ticks the right boxes can separate a firm from its rivals in a positive fashion. To do so it must be based on the recognition that design can only have a limited positive impact. Excessive ambition can lead to grandiose and dysfunctional design. An effective design may have novel elements. For instance, a site in the creative industry sector which offers video tutorials may have the edge over sites which do not. However, for the positive response from users not to be compromised by the search engines being unimpressed by the videos, the efforts of a SEO consultant will be necessary. A site should not overdo the novelty if it is to prosper with users and web crawlers alike. Nevertheless, a design which is too bland may pay a price for its excessive conservatism.

Reconciling the principles of good design with those of effective SEO is not an easy task. If it was, almost everyone in the industry would be getting it right. It is hard to make hard and fast rules in this complex area, and exceptions to all but the most obvious statements exist. What is pivotal is to remember to look at sites as users do. Furthermore, it is useful to think about those sites which combine aesthetics with functionality while meeting the requirements of the search engines. This is of particular value if the site is in the same sector as the site concerned. It is not a question of imitation, but a matter of learning lessons and applying them through using comprehensive SEO services.

If search engine optimisation has been implemented from the advent of a site, the situation is quite different. The structure of the site, the content planning and other major features of a continuous SEO campaign will have been established from the beginning. Although adjustments may have to be made in the light of suboptimal performance, changes in the sphere of search or findings related to the need to use new keywords, for example, the adjustments will be made in a context where some of the basics have been sorted out. Therefore this scenario is not going to be pursued further.

If SEO is being introduced to an established site, it may come in different quantities and the implications are likely to be somewhat different. It is possible to tinker with a site, and this can be a popular option if budget constraints are in play. This might mean adding new elements to a small part of a site and is not likely to have a big impact. Nevertheless, it may still be worth doing. It is possible to intervene in a more substantive fashion. For example, a gradual restructuring may prove an effect way of revitalising a site, putting it in a better condition for the struggle in the search engine results pages. It is even possible to adopt a more radical approach, by which considerable renovation is performed with alacrity in the hope that it can have a transformative impact on a site’s performance.

The options, in reality, are not as clearly separated from each other as they are presented above. Which option is selected will depend in part upon the temperament and inclinations of the online business owner. However, the choice will be conditioned by the relationship they have with their SEO company. Opting for a radical and swift site overhaul would probably appear excessively risky to an individual who did not have considerable faith in their SEO outfit. Once again it appears that an important factor in determining the level of sustainable success achieved in the context of a continuous campaign is a trust-based relationship between the client and their SEO services.

Sites that require a shot of SEO to improve their position in the search engine results pages should bear in mind that it is no quick fix, in whatever quantity in which it comes. However, those sites which take the plunge, whether slightly tentatively or with much fewer reservations are likely to benefit in the fullness of time.

Internal links are relevant in two ways. Firstly, they are relevant from a search engine point of view. For a higher search ranking with SERPs and an increased clickthrough rate you should ensure that it is not just your homepage that a search engine will lead to. This is ideal for common pages which are viewed or information which is most sought after. You may not choose to make every page recognisable by a search engine at the risk of increasing your bounce rate, however having several pages linked via a search engine will help drive traffic to your site.

Clear navigation is the most important aspect when it comes to internal SEO linking. Most home pages have a clear navigation bar, either along the top or down the left hand side. Any internal links to other pages within your site should be easy to identify and it is a good idea to include a few of your most relevant keywords within a handful of these links. This will ensure that search engines pick them up from your hosting page and users find what they are looking for. Any page which is reachable within a couple of clicks from your homepage will rank better than a page which takes ten clicks to get there.

Within your website, it should be easy for users to navigate themselves back to the homepage. We have all been in the situation where we have been browsing through various web pages and suddenly we cannot find our way back to where we started. A person using your site may be looking for four or five pieces of information, so they need to be able to switch back and forth between pages easily. A good way to do this is ensure that any phrases which are your key ones link to the relevant page. For example, if you are writing a blog and mention social media marketing, then make sure that the phrase links to the page of your site where you talk about social media marketing. This is particularly effective when your company name is mentioned, use your name as a link back to the main hosting page.

That being said, you also need to ensure your content is not jam packed with links. If you mention your company name three times within a blog, you only need one of these to be a link back to your home page. Overcrowding of links can be off putting for consumers, so you need to get a good balance.

There are many reasons as to why a person will not hang around a website for very long. This could be because the nature of the website is not what they initially thought, for which there is little you can do about. However, one of the most common reasons users are put off a website is if they are difficult to navigate around. A website which is easy to use and simple to get around is much more effective, which is where SEO link building comes into play.

When creating links from a search engine, it is always wise to ensure that the link goes immediately to the relevant page of your website. Ideally you want people to be at the page they require within as few clicks as possible. Ensuring that your link is directed to the main page regarding that subject means that a consumer will not only be impressed, but more likely to use your services as they have found exactly what they are looking for.

Identifying and managing the links to different web pages on your site is also essential in effective web browsing. With SEO link building you need to consider the variations on different links and ensure each link is mapped to the correct page. Even if you have multiple pages which are very similar, ease of use by the consumer is what you should be focusing on.

For example, if you have a page on your website about how tasty apples are, then ensure the link goes to the apples page. You may then have a very similar page as to how healthy pears are, so ensure that link from the search engine goes direct to the pears page. Making as little work as possible for the user is a great way to get a successful conversion. Internal links should not be confused with building SEO links from external sites which lead back to yours.

Of course, it is not possible to cover every eventuality that may occur with a user searching, so to back up the effectiveness of your website ensure you have a search facility within your own website clearly on display. As a consumer there is nothing worse than not being able to search for something on a site, so ensure that every page that is linked has a clear search facility on it.

Clearly displaying links on every web page and having clear site maps will also aid users when navigating around your site. It is much easier to search within one website if your links are concise enough and as long as consumers can always get back to the home page or access a site map then they are much more likely to stick around

How search engine algorithms decide which copy is the canonical one is an open question but in most cases it is probably decided by a few simple factors. If one version is older, that will be the canon. If one appears higher in the navigation structure it may be more likely to be the canonical copy, and the site that has the greater authority it will probably be given the benefit of the doubt about owning the original if two versions appear on different sites simultaneously.

The first point to note is pretty obvious- don’t copy content from other websites and post them on your own. Even if you’re honest about where it came from, it’s not good SEO. If you want to, provide a discussion in your own words and a link to someone else’s information. Better yet, do some extra research and write your own article on the same topic. All content on your site should be original. If you don’t have the time or the inclination to write plenty of fresh and optimised content, a search engine optimisation company like us can do it for you. Our SEO services include expert copywriting.

The 310 redirect is a useful tool for avoiding duplicate content between sites you own. Having one copy of some text at mysite.com and one at mysite.co.uk will not help you and isn’t a great strategy either for easy updating or search engine optimisation. Canonical issues will result in one copy ranking poorly, so use a 301 redirect to transfer users from one site to content on the other rather than maintain separate copies. It’s discussed in a blog post of its own if you want to learn more about it.

It’s sometimes difficult to avoid canonical issues within your own site. Say you take product descriptions direct from manufacturers, and some products appear more than once on the site in different categories. Short of writing two or more different descriptions for each product, which is time consuming for retailers with a lot of products or frequently updated stock lines, what can you do to avoid canonical complications?

Redirection can be tricky in that sort of environment. In 2009, Google, Yahoo and some other search engines introduced support for the canonical link tag. This is very simple to use, and just tells crawlers that what’s behind a link is a copy of a canonical original that appears elsewhere on the site. It doesn’t work across domains, so you will still need to use a 301 redirect for that, but within a single site the canonical link tag is very useful.

Yes, it’s true that they don’t have the eye-catching appeal of a fancy homepage or a product page with snazzy images, but the beauty of site maps is their pure, unadulterated simplicity, which makes them an incredibly useful tool for both users and the search engine spiders – ideal for SEO.

In terms of visitors to your site, many people drastically underestimate how often users will refer to a site map to find what they are looking for. Yes, you have installed a fancy navigation tool but what if users don’t know exactly what they are looking for? This renders the search option useless and without a site map it can lead to visitors quickly becoming frustrated and navigating away from the site to look for the information or products elsewhere.

Web users are renowned for their impatience, and can navigate away from a page, even if you are offering what they need, just because they couldn’t see it straight away. A site map enables them to quickly see a complete overview of all your pages to help them to find the information they need as fast as possible.

Sitemaps are also vital SEO tools in terms of engaging with the search engines themselves and play an important role in Internet reputation management and link building strategies.  Everyone likes an easy life, even search engine spiders and bots, so if you make it easy for them to see what you do they can rank you more quickly and easily, and a site map is a perfect way to do this.

We offer a site map as an integral part of all the SEO services we provide, because, in our view, it is as important as any other page. Even if you only have a small website, having a site map is crucial to fully optimise your web presence and attract a higher ranking. It is the one area of your site where search engines can see exactly what you do clearly and concisely so keep it as simple as possible.

A site map does what it says on the tin and is one of the most simple and effective search engine optimisation tools available, but because it just gets on with its job many people overlook it, which is why it is often wrongly ignored. It’s a great way to include a wider range of subject specific keywords and internal links in a straightforward and ethical way, so that both your users and the search engines will love your site, which all results in increased traffic and higher listings, i.e. a win-win situation!