Search Engine Friendly Design

One inevitable outcome of having a website is becoming obsessed with showing it off. We want to tell everyone that WE have something that will knock their socks off and we want to tell them now! One advantage to using the right custom web designer is that they will be able to build your site so that there is no wasted effort when a search engine collects your information. Here’s how search engine friendly web design works…

A search engine does what is called crawling. It uses the links on your web page to find other pages on your site and on the internet. This means that your information needs to be in a format the search engine can read. What can a searching engine read? Text. Text, text, text, and text. This means issues such as javascript (or Flash), fancy links, images, frames, and “splash pages” all need to be addressed.

Javascript and Flash
Javascript and Flash are great tools to grab your viewer’s attention. These are the codes that will animate your site. They make your buttons shine, your pictures move, and your music play! They are also almost completely ignored by search engines. What does this mean? If you have something important to say make sure the information is also said somewhere in addition to your site animations or search engines will not log the information for users to find.

Links
So going back to our first point, search engines do not read javascript, you have to make sure that any fancy menus used can be read by the search engine or provide regular links to those pages for the search engine to find. A site map is a great way to counter act the debilitating consequences of a super shiny and animated menu. As an added bonus a site map will not only help users land on your website but it will help them find their way if they get lost. For example, you can view a fancy roll out menu and site map at St. John’s Episcopal Church.

Images
Like Javascript and Flash, images are also unreadable. It is a good practice to use an “alt” tag for all images. An “alt” tag is simple a line of code that no one can see but the search engine. It will help important images like buttons be seen as well as help all other images be defined and described for people using web readers for the visually impaired.

Frames
Frames act like windows that let someone look through one page and into another. What’s all the trouble about? A search engine cannot read anything through the window. So, the information you really want them to see is exactly what’s missing!

Splash Pages
Splash pages are used as an introduction to a site. They will often display a grand flash animation, motto, or welcome message with a link that lets you “enter” the site. Try to remember that you want a search engine to read the most important information first and burying your data in an inner layer will only make it more difficult to get your message heard. If you must use a splash page be sure it includes a link to your site map.

Website Planning Basics

Websites are fun. Really fun. So much fun, in fact, that you'll start to think of all the great things to put on it faster than you can finish your breakfast cereal. However, you can save yourself a lot of time and money if you ask some simple questions before you start. They are as follows:

1. What is the goal of my website?
2. Who is this website for?
3. What sort of technology will I use?
4. What is my budget to develop this project?
5. What is my budget for ongoing maintenance on this project?

A good web developer will have her own way of guiding you through these questions but it pays to think it over ahead of time. Let's go back and be more specific, shall we?

What is the goal of my website? You're website is authored in much the same way as you would a letter to a friend. For instance, "Dear Ben, I had a great time in Chicago. We went to Shed Aquarium to see the dolphin show. I also had the best meal of my life at Joe's Stone Crab. Check out the link to my pictures..." Here, we told Ben about our trip to Chicago. We didn't talk about our family, or the tooth ache we suffered from two months ago. Although Ben may love to know about these things they were beyond the scope of this letter. Define the scope or goals of your website. If you are trying to sell a product then make sure that each statement, category, and photo has something to do with meeting that goal. Yes, your viewers may want to know a company history or staff biography in order to feel comfortable enough to buy your product but they don't need to see photos of the company Christmas party. It's beyond the scope.

Who is this website for? Next to your goals, your target audience is the most important concept to pin down. Ask yourself "Who will be looking at my website?" Now ask: What questions will they want answered? Are they familiar with the terms that I use or do they need me to be general? Do they use the web all the time or are they new? Will they have the latest browser software or will it be older? Will they want to come back all the time or just now and then? Do they need to use my site in ways other than simply viewing information? Thinking of the type of people who will actually be using your site will be very helpful in determining the style and features you will have.

What sort of technology will I use? This question sounds worse than it is... just think of the way you do or want to do business and use your own words. Your developer will help with the rest. Do you want a shopping cart on your website? How do you want customers to pay? Check? Credit card? Do you want viewers to be able to post comments? How many staff email addresses will you need? Do you want to keep an email database for your clients? All of these take a little extra time to plan for your developer so you want to be upfront with your needs.

What is my budget for developing this project? There are different ways to come up with the number. I suggest to start by asking your colleagues how they handled their website and for ball parked number of what they spend annually for the upkeep. And also request an estimate from any possible developers you are investigating. Both should be happy to offer a "square one" quote for you. At the very least, as you think of the features you want/need for your website keep them in a prioritized list. That way, when you discuss them with your developer she can help you decide what is practical for your budget while leaving room for future growth.

What is my budget for ongoing maintenance on this project? Websites are living creatures. They grow as your needs grow and they grow as the technology grows around them. They are part of an electronic ecosystem that connects information and marketing to people with gadgets. Even if you don't plan on updating the information on your website with any regularity it's a good idea to maintain a relationship with your developer. It can be as simple as making sure your site is search engine friendly and being informed of any new options you may have for greater usability.

Websites are fun. Really fun. Once you start thinking of all the ways you can use them to communicate you'll never want to stop. However, when you get that next great idea stop and ask these questions. If your idea fits with your goals, audience, and budget then GO FOR IT!