The Top Three SEO Considerations When Rebuilding a Website

Cristina Ferrandez
Cristina Ferrandez
July 21, 2017

Search engine optimization is one of the most important things you will need to think about when updating your business website. Good SEO makes it easy for potential customers to find you, enabling you to turn a profit without having to spend lots of money on marketing. It also creates brand awareness so people who haven't done business with you in the past will know who you are and feel comfortable working with you.

There are many aspects of search engine optimization and they are all important to some degree. Even so, the following points outline the three most important SEO considerations to take into account when rebuilding your website. If you get these points right, your Google placement will likely rise over time and you will gain both more traffic and more clients.

Make Sure it's Mobile Friendly

In the last couple of years, Google has made it a point to emphasize the importance of ensuring that your website can easily be read on a tablet or mobile device. What is more, the search engine giant has made changes to its algorithm to ensure that mobile friendliness is used as a ranking signal for all websites. Websites that are not responsive and adaptive are no longer displayed in Google's mobile search results. This represents a huge loss of traffic for any non-mobile friendly website as it has been estimated that 25% of all global website searches are done on a mobile device.

There are a couple of ways in which you can create a mobile-friendly website. Some businesses build a new website specifically for mobile phone users. Ideally, your CMS should platform should be mobile-responsive, optimizing your website for both desktop and mobile. A mobile-friendly site should adjust to the size of any computer, tablet or smartphone, making it easy for customers to see your website clearly no matter what device they are using.

At the same time, having a mobile-friendly website isn't enough. Your website will need to load in a few seconds or less or potential customers will abandon it in favour of a competitor's. You will want to make sure that unnecessary elements don't pop up when people attempt to buy goods from your online store. In short, the site must not only look good on a mobile device but also be user-friendly.

Target Local SEO

There are several important advantages of targeting local SEO. Perhaps the most important advantage is that the people who come to your website are likely to be potential customers rather than just curious internet browsers. In fact, Google has recently estimated that up to 76% of all people who search for a local business on a mobile device wind up visiting the business in question

What is more, not many businesses are focused on local SEO. Many companies spread out their efforts in order to target as many people as possible, without realizing that lots of website traffic does not necessarily translate into lots of sales. Focusing on local SEO puts you in a less competitive playing field, making it easier for you to earn a good rank for competitive keywords than it would have been otherwise. 

What is more, Google is making it easier than ever for customers to focus on finding companies close to their homes or workplaces. Google understands that location is an important factor when people look for a business and so tends to promote companies that are in close proximity to the person doing the search. If you verify your business on Google and use local keywords in your content, Google will make it easy for customers in your local area to find you. It is also important to make it easy for your website visitors to interact with your local directory profiles on websites such as Yelp, Angie's List and TripAdvisor. Doing so not only emphasizes that you are a local company but also makes it easy for clients to leave reviews which can boost both your reputation and your standing in Google.

Even companies with branches in many cities and states can incorporate local SEO techniques when redesigning a website. If you do it right, using local SEO strategies will enable you to build client bases in various cities without diminishing your national client base.

Make it Flexible and Easy to Update

It is important to look to the future when redesigning your website. Make sure your website is flexible and easy to update so you can adapt it to meet your company's future needs. For example, you may need more space than you currently have in order to publish more targeted articles, showcase new products and services or create a forum to interact with your target demographic. If your business expands and begins to target an international audience, you may need the ability to add pages in other languages to your website. Alternatively, future business decisions may result in the need to change your website template, focus on new keywords, delete old information or even add new features that haven't been invented yet. 

SEO is continually changing as technology improves and people's needs and expectations change. Valid SEO practices of years past are in many cases not only ineffective but counterproductive, often doing your website more harm than good. A flexible website guarantees that you will be able to stay in step with the times in order to gain ground on Google. 

Anyone who is rebuilding a business website should make these points a priority. A website must be easy to use on a mobile device, use good local SEO strategies to reach nearby customers and be flexible and easy to update in order to stay in step with the times. While it may take time and the assistance of professionals in this field to create a website that meets these criteria, the results will be well worth your time and efforts.

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