Nowadays, it’s harder than ever to get your website ranked well, especially if it’s a new site or your brand isn’t as well-known as say Coca-Cola or Starbucks. Some will tell you that all you need to do is implement a bit of SEO and your site will start ranking. While SEO is important, in fact, it’s very important, it’s not the end-all-be-all. Your site needs more than SEO.
Ask yourself what the purpose of your website is. What are your business objectives? Are you trying to generate leads or are you trying to get people to make a purchase right from your site? If you don’t know the purpose of your site, how will your customers know?
Even if you’ve figured out the purpose of your site, if your site is poorly designed and hard to navigate, you’ll find that users will bounce off, even if you have valuable information. Make sure once a user gets to your site, they can find what they are looking for and aren’t bombarded with irrelevant information. This leads to the next important aspect of your site, content.
Content, content, content. You’re most likely sick of hearing how important valuable, relevant content is to your site, but the truth is, you can’t escape this fact. Customers have changed their purchasing process. They are seeking out information that helps them with their problem, they’re not looking for you to tell them that they have a problem. This is why content is so important, especially relevant content. If your site has no content, how will customers know you can help them?
And here is the SEO part of the puzzle. SEO should be something that is considered in the design of your site (i.e. page titles, URL structure, etc.) as well as the content of your site; however, it’s important to remember that SEO should not be dictating these aspects of your site. If you write your content for human readers, your keywords will naturally find their way into your copy, blog posts, etc.
As Google and other search engines continue to change how the world of search works, having a clear purpose, a good design, and quality content are becoming almost as important of a ranking factor as SEO. What other aspects of your site have you found that impact your rankings? Let us know in the comments below.