3 Tips for Page Design SEO
Web site redesign is a perilous time for marketers. Not including search engine optimization best practices during this process can severely jeopardize your rankings in the engines. While a new URL syntax and a “prettier” homepage using Flash might make your site more visually appealing, neglecting SEO best practices during the redesign can cause you to lose your site equity, bringing you back to square one.
Keep in mind simplicity, not complexity, when doing a site redesign, and put the most important content where it should reside—front and center. There is no need to make the user hunt for the products or services you offer. How much information you provide to visitors on any given page should be relative to the level of the site. The deeper a visitor traverses a site, the more detailed the information should become. Basic design guidelines with SEO best practices in mind include the following considerations:
1. Ensure That Your Web Site Address Functions Properly in All Browsers
It’s best to use Flash sparingly (such as splash portions of the page or to highlight new services or products) and more as a touchpoint with visitors rather than an encompassing section of the site used to obtain information. This also allows the engines to consume the content of the page without issue.
2. Use HTML-Formatted Content
It loads quickly and allows for easy formatting, including the usage of heading tags.
If your site contains a very large number of content-rich, informational pages, choose wisely when deciding on an internal search tool. If your internal search queries return poor results, the end result can be irritated visitors.
3. Pay Attention to Your Landing Page
Landing page optimization is the pinnacle of determining what layout, images, headlines and content perform the best at converting your visitors. If conversions are key to the success of your Web site or business, you should invest in landing page optimization. In the case of a site redesign, implement 301 redirects on all old URLs. This quickly lets the engine spiders know where the new pages are and transfers past link value to the new URLs.