Good SEO pt4 - The Importance of Professional Design.
Damned by your Developer.
You've read this and you want to tweak your Metadata but can’t find it or don't know how to edit it in your CMS. Some Content Management Systems (CMS) auto generate your Metadata and actively stop you from improving and targeting content yourself. This is something you might have never considered when purchasing your website but one that can be costly. Sadly it just one of a number of issues that developers hide from their clients.
With popular template sites you don’t necessarily have access to many of these locations and the level of control to make those changes.
Template sites contain large amounts of junk code in the HTML that builds up your pages in the background and every slab of code that makes a button turn a pretty colour or a dropdown that slides out and looks cool just adds junk that the search engine that's trying to index you has to wade past to get to what you actually want it to see and rank you on.
With template shared hosting you can be marked down in the rankings purely because someone on the same server as you has been marked down or blacklisted.
On top of this template sites don't inspire trust in your customers. After all you've done to drive customers to your site that last thing you want is for them to turn around and leave because they don't trust or are unable to navigate your site.
Professional Design Over Template
We’ll take a short detour into design at this point as it ties into matadata insertion and how it can be pointless to drive people to your site only for them to turn around and leave.
If you ask people what they like about using a site like amazon they'll likely say it's easy to use and buy stuff… however there's a lot more going on. When you first arrive at a site you make certain judgements subconsciously that will factor in how long you stay on the site and how much you give that site your trust.
If you are looking to buy an item or service online you'll want to feel that you trust the site with your personal data, email address and your credit card. You might actively look for a returns policy, contact address, card logos, and payment gateway logos you trust and take notice of how easy it is to find the item, add it to a cart and checkout. Sometimes it’s just a feeling you get and a well-designed site inspires trust while a shoddy, outdated or difficult to navigate site will turn people off.
More subtly what also factors in is the initial visual impact of the site. If the site feels cheaply made you consider whether you really want to give this site your custom. It's no different from being on the high street: the store with an impressive store front, professional staff, a good range and well organised products that someone has taken care to create and mange you are more likely you trust. A shabby storefront makes you think twice.
To be continued in Good SEO pt5 - SEO for Ecommerce.
By Alanna at 28 Jul 2014, 16:00 PM