by Neville Silverman
Posted on November 5, 2009
Many companies and small businesses have a Website that is reasonably non-functional. The Websites just do not attract visitors, let alone customers or bring about sales – and a fantastic marketing opportunity goes to waste. With Internet competition on the increase, more and more Websites are being left out in the cold.
So before creating a new Website, it is essential to do some preliminary research. Identifying the Target Market and the resulting Keyword Research are necessary precursors to Website implementation.
Keep in mind your objectives when creating a new Website:
> The Website must be known to the search engines.
> The Rankings must be good for selected Keyword phrases.
> The Search Engine Results Page (SERP) must entice the visitor into visiting the Website.
> The Marketing message in the Website must result in new customers.
Here is a checklist that covers the essential aspects of setting up a New Website. The comments are not complete (this would take pages and pages) – they are only mind joggers. You can find plenty of articles on the Internet which will supply in depth details:
Website Name
Use Words in the URL relating to the content, so that visitors can easily remember the URL.
Website Hosting
Choose a Website host that offers reliable and personal service, with minimal downtime. The software available must be flexible enough to allow continuous Website Optimisation.
Demographics
It is imperative to select your target market before a start on the Website build is made. You must know the age group, educational level, technical knowledge and degree of sophistication of your target audience. Identifying the target market goes hand in hand with Keyword research. You cannot optimise Keywords without knowing the target market.
Keyword Research
Keyword Research is needed from the start as it affects the content and every aspect of the Website. Each Web page must incorporate targeted Keyword Phrases.
Website Content
Select page topics and create the write-up. The write-up must stick to the topic and incorporate the Keyword Phrases selected for the topic. The Website must be friendly and direct. The Website must be professional.
Density Analysis
Originally SEO involved making sure that selected Keywords had a Density of 5%. Nowadays this will be regarded as Keyword stuffing. A Density analysis is still of value - check to see if a Keyword or Keyword phrase has been used too frequently (or too infrequently). Use synonyms to avoid any problems and improve the chances of a Search hit.
The Opposition
Do a search using your Keywords, and check how the opposition is going, and what they are using to get better rankings. When the new Website is up and running, remember that the "Sandbox effect" will operative.
Contact Us page
The "Contact Us" page should (if it has not been done elsewhere) establish trust and credibility.
Graphics
Create a Company Logo, Images and Slideshows. A favicon.ico should be included with the Images. Make sure that the Company Logo has an explanatory ALT tag containing Keywords - it often appears in the SERP listing. Minimise Image sizes to improve response times.
The Meta Tags and Page Titles
The Keyword tags, Description tags and Page Titles must be optimally set. The resulting Search Engine Results Page (SERP) listing must be inviting.
Website Template
It is important that all the Web Pages are consistent, have the same look and feel, and are attractive. Create a Website Template that defines the layout, theme, style, colours and Fonts. A Website Template will also speed up development. An ASP.Net Master Page makes an ideal Template, and will ensure consistency between Web pages.
Cascading Style Sheets (CSS)
CSS is also necessary for consistency between Web pages. Use CCS to ensure that Printing does not include superfluous text, and that the font is not too small.
Navigation
Choose the navigation style - vertical or horizontal are the alternatives. Also choose the style of the Menus and Sub Menus. Above all, page navigation must be simple and easy.
Website Statistics
Set up tracking statistics, or use Visual Basic and SQL Server to derive and store customised statistics.
Website Submissions
Submit the Website to the Search Engines and directories at the earliest moment, even if it is not complete. Submit the Website to any local directories.
Backlinks
Start submitting quality articles to submission Websites.
Intelligent Web Pages
Visual Basic.net can be used to vary Headings, Advertisements, Content and Images.
And finally ...
When the Website has been built, check that all the SEO Tips that you can find have been implemented. And keep checking on a regular basis. This is not a one-time task.
Who said it was all gonna be quick and easy? Email me if you have any queries or suggestions.
So before creating a new Website, it is essential to do some preliminary research. Identifying the Target Market and the resulting Keyword Research are necessary precursors to Website implementation.
Keep in mind your objectives when creating a new Website:
> The Website must be known to the search engines.
> The Rankings must be good for selected Keyword phrases.
> The Search Engine Results Page (SERP) must entice the visitor into visiting the Website.
> The Marketing message in the Website must result in new customers.
Here is a checklist that covers the essential aspects of setting up a New Website. The comments are not complete (this would take pages and pages) – they are only mind joggers. You can find plenty of articles on the Internet which will supply in depth details:
Website Name
Use Words in the URL relating to the content, so that visitors can easily remember the URL.
Website Hosting
Choose a Website host that offers reliable and personal service, with minimal downtime. The software available must be flexible enough to allow continuous Website Optimisation.
Demographics
It is imperative to select your target market before a start on the Website build is made. You must know the age group, educational level, technical knowledge and degree of sophistication of your target audience. Identifying the target market goes hand in hand with Keyword research. You cannot optimise Keywords without knowing the target market.
Keyword Research
Keyword Research is needed from the start as it affects the content and every aspect of the Website. Each Web page must incorporate targeted Keyword Phrases.
Website Content
Select page topics and create the write-up. The write-up must stick to the topic and incorporate the Keyword Phrases selected for the topic. The Website must be friendly and direct. The Website must be professional.
Density Analysis
Originally SEO involved making sure that selected Keywords had a Density of 5%. Nowadays this will be regarded as Keyword stuffing. A Density analysis is still of value - check to see if a Keyword or Keyword phrase has been used too frequently (or too infrequently). Use synonyms to avoid any problems and improve the chances of a Search hit.
The Opposition
Do a search using your Keywords, and check how the opposition is going, and what they are using to get better rankings. When the new Website is up and running, remember that the "Sandbox effect" will operative.
Contact Us page
The "Contact Us" page should (if it has not been done elsewhere) establish trust and credibility.
Graphics
Create a Company Logo, Images and Slideshows. A favicon.ico should be included with the Images. Make sure that the Company Logo has an explanatory ALT tag containing Keywords - it often appears in the SERP listing. Minimise Image sizes to improve response times.
The Meta Tags and Page Titles
The Keyword tags, Description tags and Page Titles must be optimally set. The resulting Search Engine Results Page (SERP) listing must be inviting.
Website Template
It is important that all the Web Pages are consistent, have the same look and feel, and are attractive. Create a Website Template that defines the layout, theme, style, colours and Fonts. A Website Template will also speed up development. An ASP.Net Master Page makes an ideal Template, and will ensure consistency between Web pages.
Cascading Style Sheets (CSS)
CSS is also necessary for consistency between Web pages. Use CCS to ensure that Printing does not include superfluous text, and that the font is not too small.
Navigation
Choose the navigation style - vertical or horizontal are the alternatives. Also choose the style of the Menus and Sub Menus. Above all, page navigation must be simple and easy.
Website Statistics
Set up tracking statistics, or use Visual Basic and SQL Server to derive and store customised statistics.
Website Submissions
Submit the Website to the Search Engines and directories at the earliest moment, even if it is not complete. Submit the Website to any local directories.
Backlinks
Start submitting quality articles to submission Websites.
Intelligent Web Pages
Visual Basic.net can be used to vary Headings, Advertisements, Content and Images.
And finally ...
When the Website has been built, check that all the SEO Tips that you can find have been implemented. And keep checking on a regular basis. This is not a one-time task.
Who said it was all gonna be quick and easy? Email me if you have any queries or suggestions.
Neville Silverman is a Microsoft software developer, based in Sydney Australia, and has been involved in Visual Basic programming, Microsoft Access programming and Website design for many years. As an I.T. Manager, his department was regarded as a centre of excellence. He reduced the expenses of his department to .9% of income, where the industry average was 2.5%.
Programming Website: http://nev.romtech.com.au/
SEO Website: http://www.nevsseo.com/
Email: nev@romtech.com.au
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Michael writes: This is a great checklist -- thanks for taking the time to put this together!
14:20:22 Wed Dec 30 2009 CST
Nev writes: Hi Robert,
I use the Keyword Tag on each page to remind me of the phrases that are to be used. MSN used to give some weight the Keyword Tag - who knows what bing does now.
23:05:03 Sun Nov 15 2009 CST
Nev writes: Hi Rebecca,
Whatever exposure that you can get on the Web will help. Perhaps more so from direct replies or queries.
22:58:38 Sun Nov 15 2009 CST
Rebecca writes: Does blogging add to the value of your website? I have heard that it helps and I have started blogging and have created a link to my blog from my website.
Rebecca
12:14:42 Tue Nov 10 2009 CST
Robert writes: Nice list that pretty much covers the onsite optimisation requred on start up. I'd drop the "The Keyword tags" as none of the major search engines use these and the write up loses a little credibility - yes some small engines might still use them.
1:09:21 Tue Nov 10 2009 CST
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