Websites beyond SEO
Introduction.Many no-no's mentioned, regarding ineffective websites, only pertain to SEO marketing. As a content manager/web editor/web master/designer, it adds another perspective. You know how irritating it is when the marketing department overrides all other input, when building a website.Many disagree about what works on a website. If something is dismissed out-of-hand, without considering the overall objectives of a website, the results are sure to be disappointing. More than making a sale.Marketing websites, is of paramount importance, because it brings in the money. However, effective website development, and marketing, intergrates with other website objectives. Brilliant website marketing, and SEO, brings in short-term gains. Often, they are less effective establishing long-term strengths.Websites are used to do more than make an instant sale. Do more than sell.Always consider website sales as one, of many, aspects of your business. It is not the only part. It's purpose is not only to sell, but to promote. Here, SEOs disagree.The continual changing of search engines means developing a long-term strategic plan. It helps toward establishing yourself as a brand (or at least well-positioned website). This is essential for longevity. Perceived mistakes.Many criticize the flash intro page. Indeed, this technique seems like a designer's indulgence. However, if your SEO is targeted at deep links, with targeted keywords, who cares about a search engine friendly homepage. None of your links need point at the index page.Some sites need to leave a good impression, especially if style is important. A site selling modern furniture, or highly fashionable & expensive goods, wants to portray this. Hence, they do this with an expensive, and impressive, 'shop front'. Image heavy pages are necessary, for brochure sites. Web pages optimised to catch traffic, but minimal on eye candy, aren't going to convert to sales. Take for instance a site selling safari tours to Africa. You have pages loaded with the keywords and inbound links. But, you want to present visually exciting web pages, on the rest of the website. Being realistic.Pages designed to impress Google, don't necessarily impress the viewer. So much attention is given to bringing in traffic. But, many sites appear bland and stripped down. The conversion rate is low and it is hard to understand why. It's all built on the assumption visitors have faith in your ability to deliver a quality service.Web users are becoming increasingly savvy. They know how to spot a 'fly by night'. They have choice. They know what sort of website gives them confidence. Overdoing it.Marketers are so concerned about optimising a site, according to search engine criteria. You get web pages looking like a direct sales magazine. This is a classic difference between the North American and European approach.North American viewers seem impervious to hard-sell techniques. Europeans (well the Brits particularly) see through this and opt for more subtle alternatives. There are lots of websites with so much oversell and repetition on the page. It makes you wonder what they think of their audience. How do you take this seriously? Anyone, knowing a little about SEO, spots this approach. No one likes to be "sold". Know your audience.Understand what they expect from the website, to do business with you. Fitting your marketing around this is a key challenge. A marketing plan uses many different tools. Some are online. Some are off-line.For some webmasters, their only goal is the best possible position in the search engine results. However, a serious player uses a number of resources. They deliver sustained, and consistent, traffic from genuine potential customers/clients. Conclusion.If the way to build a growing website means being stylish, which defies conventional online marketing, so be it. If it means presenting some elements, of the business, conflicting with online marketing, you have to live with it. There are other advantages to achieving your overall aims.Xanga Myspace LiveJournal | free pics images | free My space Backrounds |