From a user’s perspective, your website may look clean and polished, but how is it seen in the eyes of the search engine? Settling on a user-friendly design is only half the battle for businesses, the second and perhaps most significant challenge of launching a business on the web is making your website as visible to the search engine as possible.

How does a search engine view my site?

It’s all subjective to the build of your site. The key to achieving greater search engine visibility is implementing a well-balanced design encompassing good usability and a strong, visible keyword theme that tells search engines what your website is about.

It would be impossible to list all of the ranking factors involved in determining your website’s organic rank! What we can say, however, is that when you’re developing a website for your business, an SEO audit of your site architecture can save you a lot of time and effort in future when you want to rework the contents of your website to increase your respective organic rank in search engines.

The art of information architecture

In SEO, search engines will scan through the build of your website, identify a keyword theme made prominent via certain semantic elements and then relate that theme to the content on your website accordingly.

Time and time again, we witness sites that have been built with amazing designs that have failed to acknowledge the behaviour of search engines. For a site to rank well organically, the search engine must identify a clear navigation path that can better the identification of your target business areas.

It’s a lot harder than it sounds!

Good usability is hard enough to achieve already on its own, so if cosmetic changes are made to your website to accommodate more content to fuel your SEO campaign without considering the consequences, the results can be disastrous!

The bottom line is that you don’t want SEO changes implemented within your website to hinder user activity, impede on valuable conversion goals or hurt brand name credibility.

You need someone with both the technical and marketing backing to help you achieve the balance between SEO and usability that you require.

Seek some online marketing expertise

At 28K, we’ve got years of experience in online marketing and search engine optimisation under our belts. If you want to improve your online presence, talk to us. We’ll make sure that your online campaign is heading in the right direction.