Does SEO and Web Design a Pair of Enemy?

Cathy Kun

The following scenario happens every day:

To many web designers, they want to draw visitors attention and develop many creativity features on the website. The Website owner feels very good and pay for the design. The website owner is likely to find that they need more search engine traffic and want to acquire some good search engine ranking. However, search engine optimizers tell them your website is not able to be indexed by search engines because there are too many creativity features, for example, excessive Javascript, full flash website, etc. To rectify the situation, you must remove all those elements. It creates a dilimmea for the website owner.

On one hand, he wants search engine traffic. On the other hand, he wants an interesting and appealing website. The website owner will ask "God, what can I do?"

Is it true that if you want top search engine ranking, your website must be a boring ,full of text website?

Probably No.

The following provides some recommendation to rectify the situation:

1. Flash Website

Search engines cannot "understand" flash but it does not mean that you cannot use Flash design. To solve the problem, you can use Flash header and put text under the flash header. An example can refer to website http://www.star-prototype-china.com company.

Nowadays, many flash has no real meaning to visitors and is for decoration purpose only. In this case, you can make a smaller flash header. If your flash header is trying to deliver a message, you can make a larger flash header to draw attention.

2. Interactive Scripts

You may want to add some interactive feature or picture swapping function on your website via Javascript/VBScript and etc. However, improper use of Javascript can hinder your website being indexed. For example, a garment software vendor embraced all hyperlinks by Javascript. As a consequence, search engines read their homepage only but did not index all their inner pages.

To ensure Javascript does not hinder search engine crawlers, I recommend you using external Javascript technique. Additionally, all important hyperlinks should be presented by basic HTML anchor tag.

3. Link Exchange Page

Some website owners refuse to exchange links with other websites because they think a link page makes their site very odd. How about making your link exchange page in this way? First, write a useful article and then assemble the links into the content. It makes the link page becomes useful for visitors and the links become more natural as if it is part of your content. If a link cannot be assembled into the content, it may mean that your content is very poor or the link partners actually is not relevant to your business. Why do you exchange links with them? Remember, search engines only value relevant 2-way links.

4. Content Management System

Website owners are keen to use content management system (CMS) to update their website becuase it is more easy and faster for them to update their websites.

However, many CMS generate webpages dynamically. It is widely known that search engines have difficulty to read or a tendency to ignore dynamically generated web pages.

I will recommend you must spend time to find a good CMS or a good web host providing CMS that can generate static webpages. Since Omega Plastics http://www.rapidmanufacture.co.uk starts to use this kind of CMS, all of your web pages can be indexed by search engines. In the past, only 1 web page can be read by search engines.

About The Author

Cathy Kun is working in Agog SEO Services, a SEO company dedicated to internet marketing. http://www/agogseo.com.

Designing a Search Engine Friendly Website

Wendy Suto

Ultimately, the Internet users are the people who are going to purchase your products and services, not the search engines. This is typically where the problem initially lies, because online visitors will not be able to find your Website if it is not constructed with both the visitors and the search engines in mind. Just because you may have spent thousands of dollars to have a beautifully designed Website, does not mean it will automatically generate lots of online visitors and become profitable.

In other words, a search engine friendly Website is first and foremost user-friendly, designed and written for your human visitors first (primary audience). Then the site can be tweaked so that is can be easily indexed by the search engines (secondary audience). The phrase "search engine friendly Website” means that the Website programmer is following the rules set forth by the search engines, in order for high keyword rankings to be achieved.

Here are a few highly effective strategies for designing a search engine friendly Website:

1. Keep HTML code and the Website simple and easy to navigate.

Try to create Websites that are basic .html or .htm page files, without using any type of JavaScript or other dynamic design styles. Javascript creates a lot of code between the header tags, pushing down the text that search engines would crawl first. Placing the script code in an external file reduces the code to just one line.

2. Reduce image sizes.

Too many images or very large images on your Web page will slow down the loading time of your Website. Make sure your images have a resolution of 72dpi. You can also slice large images into smaller pieces with your graphics editor.

3. Allow search engine spiders to find important Web pages from any page.

Place text links of your main Web pages at the bottom of each of your Web pages, so spiders can find your inside pages. Create a Site Map page with all of your Web pages listed on one page, and link to it from your homepage. You can also create a Google Sitemap .xml file using the Google Sitemaps program, so Google’s crawlers can find all of your Web pages easier.

4. Try not to use cookies on your Website.

Allow search bots to crawl your sites without session IDs or arguments that track their path through the site. These techniques are useful for tracking individual user behavior, but the access pattern of bots is entirely different. Using these techniques may result in your Website not being indexed at all. Another thing that will stop search engines from finding the sub pages of your site is requiring cookies. Sure cookies and/or session ids may be necessary to track visitor activity, but you can make an exception for search engines. Search engine crawlers do not like cookies. Don't require them to accept them or they will simply leave.

5. Do not use frames anywhere on your Website.

This is an HTML tag created that allows designers to display two or more Web pages at the same time. The perception is that frames can improve Website navigation, but they are browser-dependant and do not create search engine friendly Websites. Most search engines do not index framed pages. Frames only allow search engine crawlers to see 1 Webpage, when there is actually 20 Web pages on a site.

6. Do not place your Website entirely in flash.

Search engines cannot “read” Websites built as Flash movies. They cannot read text in a movie file, and also only recognize a 20-page Website for example as only 1 Web page. It is best to create separate HTML page files for your photos, graphics and content, in order to have a search engine friendly Website.

7. Write content on each Web page.

Write a summary paragraph of at least 250 - 500 words of text for the top of each web page. Weave your keywords within this text being careful not have them so close together that your copy reads strange for your visitors. Aim to please the search engines as well as your Website visitors.

8. Do not create doorway pages.

Doorway, or gateway pages, means a "fake" Web page is created to rank well for a selected keyword term and redirects Website visitors to another, "actual" page on a company’s Website. Doorway pages are those generated automatically from a template and is considered spam and penalized by the majority of search engines.

About The Author

Wendy Suto is president and CEO of Search Circus, Inc., in Cleveland, Ohio. She keeps pace with the latest optimization, link building and article submission tactics. As a certified search engine optimization consultant, she teaches SEO classes throughout Cleveland, Ohio.

http://www.searchcircus.com

Affordable Website Design

Neil MacLeod

How do we know if a web design is affordable? Affordable website design is when there will be an obvious return on investment, over a set term. But the costs do not just stop at the website build itself. One has to look at whole expected life cycle of the website. Here are some ways that you can have a more affordable web site design development at the initial purchase stage.

The initial meetings usually get drafted into the cost of the website. Traveling to a client takes time and money so preparation is the key here. Find someone local, and get a minimum of three quotes. It may take more than one meeting to decide who to choose so here is where your preparation pays off. Know what you want, know how it should be achieved and reduce the number of meetings needed.

The actual design of a website can be very costly or very affordable, if you know what you want then it is more affordable. There are plenty of templates out there and even more websites, so if you leave it to a designer to build from scratch it will cost. The current trend is for simplistic design and since you have your own logo it should not be too hard to sketch together a style of your liking, simplistic design should not cost a lot of money. The important part for us is the content of the website so make sure that the design does not crowd this content.

The website has to be hosted somewhere and web hosting comes in various forms. Make sure that it suits what you need. If you have a ten page website which you aim to grow to a hundred page website, and one page averages at 110KB, then you should be looking at a web space of around 11MB. Take into account additional or larger images so triple it to be safe to start with at around 35MB. ? Do not pay for a 500MB website hosting when you only need 35MB.

Are they building the site from scratch or are they using open source software. If they build it from scratch, it is highly likely that the costs will be very high due to testing and development. Also, the support costs will be high as it is bespoke. Open source software is developed by the community and supported by the community. More than one web Design Company can take over a website built from open source software and support it without problem. If you use open source then there will probably also be pre built training packages on how to use it. Again reducing the cost and making the website more affordable.

Open source software is free software which web design companies can use and manipulate to suit their needs. The web designers still put in a lot of effort to make it look and behave as you like it but the engine of the website is normally already been and can be adapted to various situations.

So, as a starting point to a more affordable website design, have a good idea of the design you want. Try and opt for open source software. Have a guess at your web hosting needs and question if you think it is too much.

About The Author

Neil MacLeod runs http://www.web-studio.co.uk/ providing web site and web marketing services in Buckinghamshire. Neil has been building websites since 1999 and is a founding member of http://www.itwebnetwork.co.uk.

Designing Websites That Appeal To The Senses

Jerry Bader

Taking Advantage of The Experience Factor

We read the newspaper, we watch television, and we listen to the radio, but we experience the Web; this is what makes 'The Website' one of the most powerful marketing tools available to today's marketing executives. Unfortunately conventional wisdom has stifled the 'experience factor' on most website presentations.

Traditional circulation based advertising biases and pitch-mandated direct mail practices from metric-minded agencies have limited businesses' ability to take advantage of the Web's capacity to provide a more active, creative, and penetrating sensory experience aimed at furthering marketing objectives.

As consumers of information we all filter what our mind considers irrelevant. When we go to a website we quickly recognize where banner and text advertisements have been placed and proceed to ignore them for the rest of our visit. Even television ads are becoming increasing less effective, even as their cost increases. Yet people will watch and even look forward to creative, entertaining advertisements that capture our imagination and inform our ability to make better decisions about what we buy and who we buy from.

Does Anybody Really Know What Works?

It is easy to rely on after-the-fact number crunching and projected head-numbing statistics to justify how marketing campaigns are constructed rather than on the less predictable but more relevant elements of psychology and human nature. But do numbers really tell the true story, or are they just protect-your-butt justification designed to ease everyone's mind when it comes time to commit to a budget?

Take the entertainment industry for example. Here is an industry that can tell you how many people watched a particular television show on a per minute basis. So if these and the other cerebral-cortex-boggling figures are so telling, why do networks have such a hard time delivering programs that people will watch; or do they yank new potentially successful shows off-the-air based on their initial numbers before they ever have a chance to find an audience?

Television is such an expensive medium, its practitioners have come to rely on seemly safe, tried, hackneyed old formula, knowing that it is easier to sell sponsors what used to work, even when they know there is little chance of it working again. The fact is nobody really knows what combination of stories, writers, actors and producers is going to capture the publics' imagination.

So what does this have to do with Web-marketing? Everything. The Web is not an expensive production medium and that allows marketers to experiment with different techniques and creative. Unless your Web-business is a circulation-based advertising model, there is no reason to limit your creative marketing to worn-out concepts and number-based incentive formats that for the most part, no longer work.

Sensory and Experience Design Concepts

The essence of good advertising and its big brother marketing, is creative story telling; stories presented effectively, inform, persuade, and penetrate our consciousness based on their ability to tap into our sensory experiences. There has developed over the last few years two new approaches to design that acknowledge this powerful aspect of human nature: Sensory and Experience Design.

The implications of Sensory and Experience Design can be found in everything from product development to package design. When we talk about SenEx Design we are talking about how real people react to their experience with products and marketing presentations.

We experience the world through our senses: sight, sound, touch, smell, and taste. Stand in a supermarket and watch people shop for fruit and vegetables; they pick them up, squeeze them, turn them over and over looking for flaws, smell them, and if the store keeper isn't looking they may even have a taste. When people buy a car, they look at the specifications listed in the brochure, but they still go to the showroom, kick the tires, run their hands along the shinny new paint, smell the leather interior, and take that sucker for a test drive to see how she handles. It's all about experiencing the product through our senses - it's that sensory experience that becomes imbedded in our memory.

To date most companies have lagged in their efforts to implement these new SenEx marketing communication approaches on their websites due to their obsession with search engine optimization issues that focus on the volume of traffic rather than the quality of the marketing message. Business seems to be stuck in a circulation-based advertising and mass-market mindset that runs contrary to the Web's niche market 'Long Tail' nature and its ability to communicate by presenting information that appeals to a variety of senses.

Search Engine Optimization Issues

No one will argue with the desire of website owners to attract large numbers of viewers to their sites. But this desire has spawned an entire industry of people claiming to be able to provide website owners with the holy grail of search engine optimization: making it to the top spot in an organic search on your favorite search engine.

Not everyone willing to pay for an S.E.O. expert to optimize his or her site can be number one in an organic search. And of course there is the issue of paid search placement that trumps organic searches.

As fast as search engine optimization experts develop ways to beat the search engines, the experts at the search engines change their algorithms, and my money is on the guys at Google.

When it comes to search engine optimization consider the following important issues and questions:

1. Do the search engine tactics employed on your site degrade, obscure, or in some way diminish the ability of your website visitors to quickly find the information they want?

2. Do these search engine tactics impede your ability to effectively deliver your marketing message in a way that attracts attention, triggers relevant sensory experience, and embeds your message in your visitors' memories?

3. Do tactics like outbound reciprocal links and inline body-text links send people away from your site when you want them to stick around and hear what you have to say?

4. Do you have excessive repetitive copy-text on your site aimed at being indexed by search engines rather than read by people for clear concise understanding?

5. Have you reduced your complex message or instructions to a series of bulleted points that confuse rather than clarify?

6. Do your search engine tactics concentrate on the volume of traffic rather than the quality?

7. Is the traffic you're attracting leaving your site as fast as it's arriving?

The lesson we should learn from SenEx Design concepts is that websites need to be designed for people not search engines. Delivering a clearly understandable marketing message is achieved by tapping into the psychological and emotional responses triggered by sensory experiences. That is how you need to communicate to an audience separated from you by the vast expanse of the Internet.

SenEx Web Design Using Audio and Video Techniques

People are hungry for information. In today's fast-paced world the average person needs to constantly upgrade their knowledge of ever changing and more complex products and services. Things that were good for you yesterday today are harmful; products that don't exist today will exist tomorrow. So it doesn't matter if you are a homemaker, retiree, or a buyer for an international corporation, the need-to-know is constantly with us and it creates what Richard Saul Wurman has described as "Information Anxiety".

We just don't have the time to study everything we need-to-know or want-to-know that affects our business and personal lives. We need the information fast and in an easily digestible format. And we need that information presented in a way that will make it easy for us to retain it.

The power of Web-audio and video is their ability to illicit experiences by presenting information in a linear narrative that appeals to the senses of sound and sight. This ability attracts and focuses an audience's attention on the material you want highlighted; it presents that material in an easily digestible format; it clarifies the meaning and significance of critical details; and it penetrates viewers' consciousness so that the information is retained.

The following types of audio and video SenEx Web-presentations can be used to deliver a variety of material:

1. Web-commercials and Email Campaigns
2. Special Promotions and Product Offerings
3. Product Descriptions and Overviews
4. Testimonials and Reviews
5. How To Instructions and Tutorials
6. Frequently Asked Questions and Q&As
7. Expert Lectures, Analysis and Opinion
8. Background and History
9. Personality, Staff, and Business Profiles

Conclusion

We all have something we want to sell: a product, a service, a plan, an idea, or even ourselves. And anyone who has ever run a sales department will tell you the best way to sell is through human interaction and the best way to emulate that on a website is with Web-audio and video that uses Sensory and Experience Design techniques to deliver the message.

About The Author

Jerry Bader is Senior Partner at MRPwebmedia, a website design firm that specializes in Web-audio and Web-video. Visit http://www.mrpwebmedia.com, http://www.136words.com http://www.sonicpersonality.com. Contact at info@mrpwebmedia.com or telephone (905) 764-1246.

The Shrek Model of Web Design

Christine Anderssen

Here is a web design theory : websites are like onions, you see, since websites have layers. And ogres are like onions, since ogres have layers. Websites are designed by web designers. Ergo - web designers are like ogres.

So, let's explore why web designers are like ogres.

Firstly, let's see why we say that websites are like onions, with layers, in the first place - since this is the whole raison d'etre of my argument.

~Websites have an outer layer~

This is the graphical look and feel of the site. This is normally what most people think of when they refer to 'web design'. In order to create this your common, or garden, web design ogre needs to have an artist's eye and a designer's skill with tools such as Photoshop or Fireworks. The graphical web designer needs to have insight into the latest web design styles, He needs to be able to wield shades and shadows and meld them into Web 2.0 flavored onion soup. Preferably soup not made with eyeballs.

~The second layer of a website is the structure~

The structure could be determined through some method such as functional decomposition, where the web designer might start with the main function (home page) and break the site into manageable sub sections so that he ends up with a clear idea of the scope of the site as well as the internal structure. So here your web designer needs to have some knowledge of basic Software Engineering principles. But even more than that, once the main functions of the site have been designed, the functions need to be married to the graphical design in such a way that the system is usable. A knowledge of the principles of good web design and usability (ala Nielson - http://www.useit.com/alertbox/20030825.html), and a familiarity with the site http://www.webpagesthatsuck.com/ to learn how to avoid making mistakes such as 'mystery meat navigation', is essential.

~The third layer of a website is the dynamic and interactive elements~

Frontpage and Photoshop can only bring you so far. Your web design ogre might find that he simply has to go and kill a couple of nerdy programmers to steal their reference manuals: PHP and MySQL for Dynamic websites, AJAX and PHP - Building responsive Web Applications. And he'd better know that Ruby on Rails is not a gem on a train track.

~Then we get to the content~

The website needs to be filled with good, quality content. Sometimes you are lucky and your client gives you good content. Other times, you'd better start rewriting the techno-speak and corporate waffle and ask your client gently if he can state five benefits of their services. So, a good knowledge of copywriting and a command over the English language will not come in amiss.

So, we have the layers that make a website. The core, though, is the marketing strategy.

~Marketing Strategy~

We all know that it is NOT just a case of 'build it and they will come'. The website needs to be marketed and it can only be marketed if the underlying SEO principles have been kept in mind right from the start - in other words, links are easily followed by humans as well as search engines, all pages have meaningful titles, keywords are gently worked into the content of the pages. Apart from that, someone needs to take the marketing budget allocated to the website (all websites have a marketing budget, right?) and use that marketing budget to get the best ROI for the site - decide on the best Internet Marketing strategies for building links and traffic and then go forth and execute (the strategy, that is).

Now, my question is: Is it fair to expect one person to have all these skills?

Years ago when I studied 'Computer Science' there was basically one job title to aspire for and that was 'Systems Analyst'. If you worked for a really big corporate they might have distinguished between System Analyst and Programmer. (And there was also a career called 'Punch Operator', which strangely enough, has disappeared since today we all are supposed to do our own punching...) And yes, I suppose the 'System Analyst' of that time was supposed to do everything - analyze, build, test, deliver and support the system.

But... tempers fuggit.... 'That was then, this is now.'

Today, there are myriad career paths available for the aspiring math's whiz-kid who sits down for an aptitude test. Anything from Business Analyst to Test Manager to Network Administrator to IT Technician....

And BTW, if you are a COBOL programmer, you are a COBOL programmer. You know COBOL; that is what you do. Nobody would expect you to sort out the DNS entries for the company intranet server.

But the same specialization doesn't seem to have filtered through to the web design arena. I saw a job description just today for a 'web developer' who is supposed to have the following skills: Photoshop, Fireworks, Flash, Swish, .net, C#, MSAccess, SQL design experience, ASP, VB, .net, HTML, DHTML, ASP, XML, CSS, Java script and VB script. And this poor sod is supposed to also maintain networks and troubleshoot Windows servers. And wait for it - this paragon of a web design ogre will be paid what practically constitutes a minimum wage in the IT world. And this is in the corporate world, where they should really know better and where they can actually afford to appoint specialists.

If you are a web design freelancer working for yourself, you'd better be sure that you are well versed in all the skills that go into building the layers of a website...or you'd better start working on a plan to build strategic partnerships with other specialist freelancers. This will allow yourself some freedom to specialize in whichever aspects of web design that you enjoy the most, as well as offer the opportunity to others to do the same.

About The Author

Christine Anderssen is a web design ogress of multiple talents. You can find her at TM4Y Web Design and Internet Web Hosting for South Africa. After spending 20 years in the corporate IT world she recently started her own Web Design and Development company specializing in custom built Internet solutions for small businesses.

http://www.tm4y.co.za/