When a lot of people talk about website optimization, they generally regurgitate the same terms: keywords, meta, tag, title. Just go through a host of SEO blogs, and I’m sure you’re bound to find more. While memorizing these terms and understanding them is important, the overall focus of the site should always be on the user. If you’re focusing on creating a site that will engage visitors and provide them content which makes them want to come back, you’re already optimizing your site for success.
Many designers fail to realize that the optimization of a site begins with them. The layout, and functionality are two base factors which are just as important to SEO as a title tag. There are a few reasons for the this.
First, content is what makes or breaks a site in search engines. Websites are ranked based on importance, and the important sites are ones in which others are linking to them. So, will others link to your site if the design and functionality is messed up? Of course not, because you wouldn’t link to another site that had these problems. When designing your site, take the time to ask “Is this going to be a place people want to visit, and share?” and “Will this site function well, and be easy for others to use?”
The questions seem simple, but designers many times get wrapped up in other aspects of design. They want it to be flashy, look creative, and appear unique. These aren’t components which are negative, however, in terms of being successful they pale in comparison to layout and functionality. Google, Bing, and others don’t care if your site won a creative design award.
Conduct a Google search and look at the most successful websites for various keywords. You’ll see the highest ranking listings are the sites with simple design, and a focus on the content.
