In order to acquire a degree of search engine visibility you must pass a battery of litmus tests on three fundamental levels. Those criteria are divided into three categories (1) site architecture (2) content and (3) link building and web site promotion.
By developing quality for these criteria consistently your pages can develop authority and elevate them to the top ranking positions for multiple phrases.
Site architecture (including internal links, titles, tags, the programming platform, the choice of a static or dynamic site and how the programming is configured) is oftentimes the most overlooked component for procuring a high ranking search engine position.
In SEO the balance is three fold, one part site architecture, one part content and one part promotion and links. Balancing these components ensures (1) that your content can be indexed from search engine spiders (2) that is has the necessary grammatical indicators and keyword placement to gain phrase rank / approval (a new method of determining quality) and (3) multiple visitors to read and engage the pages.
A site build with impeccable architecture for example may have the ability to get indexed rapidly, but without quality content it fails to create the necessary semantic hooks required to determine relevance for that topic. A site with great content and poor site architecture for example means that despite the indicators and use of synonyms, keywords and their proximity to contextual information may be omitted since search engine spiders may have difficulty in located the page due to flaws in HTML code or inability to find the page as a result of weak internal links.
Or a site that just has links and bland content, despite the site architecture will send people packing every time they land on one of your pages due to the fact that it is lackluster and fails to impress the reader.
As marketing, form and function unite, it is not enough to just have a website, the purpose is for your pages to reach their target audience and make an impact and entice them to take action.
Traditional marketing is great as a foundation, but with consumer attention receding and online options expanding, your pages are scrutinized for value and visitors either know if (a) they like it and it piques their interest or (b) they will simply move on and find a better proposition.
Before there was SEO web design which evolved from web design, now we have SEO web marketing which has evolved from marketing and web development to craft the ideal landing pages that convert.
As more an more consumers have mobile devices capable of browsing the web seamlessly while conducting day to day activities, depending how visible your site is in search engines can determine if your embrace the technology and position yourself accordingly or hold on to outdated modalities of business and keep advertising in the yellow pages in hopes of breaking even.
With the competition as fierce as ever, I would rather minimize the risk and work on quality content, appealing design and offer functions that benefit the target audience vs. taking shots in the dark based on assumption or prehistoric marketing tactics.
In conclusion, sometimes you do not have to look any further than your own site to determine if it's time to step up your game, redesign it from scratch (keeping the best aspects), removing obstructions and adding features and benefits.
You only have one opportunity to make a first impression, and every visitor your lose from failing to cater to their needs is another competitor your are aiding to garner more market share in your industry.
You owe it to yourself to engage the market on all four cylinders and hone your pitch, have an appealing site and most of all have the ability to promote it to reach thousands of pre-qualified traffic each and every day.
So, in case you are still thinking about keeping that java script in your navigation (to send search engine spiders away from your content), not distinguishing your headlines or structuring a call to action on your pages (to miss engaging potential clients), or worst yet doing all of that without building links to promote (so you get 10 hits a day instead of 1000), the choice is up to you.
Jeffrey L. Smith is an seasoned search engine optimization Specialist and founder of SEO Design Solutions SEO Web Marketing Company. Jeffrey has been involved in online marketing since 1995 and brings fresh optimization methods as a Search Engine Marketing Consultant for businesses seeking organic search engine placement. Call 1 (866) 471-5377 for a free 20 min consultation.