Balancing user experience and ‘crawl ability’
Assessment of the user experience on your site might reveal flaws which need addressing, and that’s a positive action to take. However it’s sometimes a delicate balance to make between making a site more user friendly and improving the SEO. After all, it’s great to restructure so people can get around the site more easily, but if this means search engine crawlers are hindered in their robotic work, then traffic could slow as a result.
From the other side, improving SEO for search engine crawlers can sometimes make the user experience a less convenient one. Therefore it is really important to work for a combination of great labels for search engines and at the same time make the content and design appropriate for your target audience; for example, ensuring it loads promptly.
When you consider that users are more likely to spend several hours on the internet rather than several minutes a day, as used to be the case a decade ago, then you are competing with a lot of other websites viewed in that time and trying to attract an increasingly discerning customer.
Search engines are in control of their world
It is important to remember that search engines have ways of weeding out sites which have been subject to clumsy SEO techniques and hence if you are unsure how to address SEO, get a professional with an excellent reputation and invest in this worthwhile aspect of your online business.
Search engines such as Google design algorithms which search out what they consider to be faults in website architecture and this can do tremendous damage to a hitherto popular site which had healthy amounts of traffic and enviable conversion rates. Many SEOs despair of ever getting it right since Google and the like keep changing the goalposts, but the aim should always be to provide quality, useful content and not use unethical SEO strategies.
Fortunately the best SEOs are on top of their game and keep themselves updated with how Google and the other search engines operate, even if they cannot anticipate exactly how the criteria will be reviewed.
When a new algorithm is rolled out it takes SEO nerves of steel to ensure even half the existing keywords stay relevant and do their job in keeping the website at or above its ranking.
Easier to do it right, from the word go
For companies who have always employed SEO which has been done correctly right from the start, there are far fewer changes to make in these circumstances than for a company where their website has been in effect damaged by poor SEO practices.
As with so many business policies, it is easier to do things properly right from the beginning than to take the lazy route and end up having to spend even more time and money to put everything on an even keel later on. It doesn’t often make good business sense to chase the criteria operated by the algorithm as it is a gamble and can affect the quality of the website dramatically.