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As search marketing specialists we regularly come across potential clients who are interested in search engine optimisation (SEO) services. Many of these have already invested heavily in ‘all-singing-all-dancing’ websites, and then as almost an afterthought consider looking into search marketing.

As a result we're often faced with websites that look great but just aren’t search engine-friendly, or even user-friendly for that matter. It can be difficult to break it to the client that their new website needs extensive work, especially if a vast amount of money may have already been spent.

When we encounter this situation we work with both parties to achieve a search-friendly website by either advising the design agency on changes, or by implementing them ourselves – with permission of course. But you may be thinking how can this be avoided?

Think of SEO at design concept

The most important time to think of search engine marketing for your future website is at the design stage. Make sure your design agency has the knowledge and skill to build a search engine-friendly site. Ask to see examples of their work. You may find that they are not as well equipped as you first thought, or as they may have claimed.

Power to the people

If you’re having an e-commerce site built, especially if it’s going to be powered by a CMS, (content management system) make sure you have full control.

Check that you can make the following changes freely:

• Define META data for individual product pages and site content
• Incorporate a proper content structure using Headings (H1, H2 etc)
• Add pages freely to your site navigation and/or other navigation modules (i.e. footer links)

Summary

As we have seen, many make the mistake of focusing mainly on the design of their new website, neglecting search engine optimisation at what can be great expense. Make sure you pick a design agency carefully and ensure they build you a search-friendly site that can be optimised in the future, either by yourself or a search marketing agency.

If you find yourself in a situation where your site needs extensive SEO work then don’t despair, Coast Digital are highly experienced and capable, and can help guide you through the necessary changes. 

About the author

Sam is an online marketing executive. He brings over 5 years online marketing experience to Coast Digital, having joined us in summer 2007. Sam specialises in pay per click (PPC), search engine optimisation (SEO) and affiliate marketing.

Some of Sam’s current clients include CompareandSave.com, NetBenefit, EWA Ltd, Growell, Technology In The Home and Academy Class.

Sam creates PPC accounts for his clients using best practice methods whilst working to an agreed CPA and target ROI. As for SEO, he uses ethical techniques to increase natural traffic and push his clients to the top of the search engine results.

In December 2009 Sam passed Google's new AdWords Foundation and Advanced exams which attests his thorough understanding of the AdWords platform. Sam is a Microsoft Certified Professional and a Microsoft Certified Desktop Support Technician.