The Importance of SEO in Website Development

By Madison Taylor
June 5, 2023
Scrabble blocks spelling "SEO"

Search Engine Optimization (SEO) can be a daunting concept, and the vast amount of articles on the subject can make it overwhelming to keep up. However, at its core, SEO is a simple idea: it’s about facilitating a search engine‚Äôs ability to crawl and index your site to determine if it can address the searcher’s query. When considering website development, there are several important strategies and tools to keep in mind to optimize for SEO.

Redirect URLs Effectively

When you need to move or change a page, it’s vital to maintain your SEO efforts for that page. Utilizing a 301 redirect ensures that you retain up to 90% of Google’s ranking power for the newly redirected page. This approach allows you to update and adapt your site without resetting your link equity every time a page is moved or a URL is updated.

Evolution of Keywords

In the past, on-site SEO heavily relied on keyword optimization, with keywords scattered across titles, headers, tags, and even hidden in code. However, search engines, particularly Google, have become more sophisticated in recognizing keyword stuffing and adjusted their algorithms accordingly. While keywords remain important, it’s crucial to use them judiciously and naturally. They should be strategically placed in titles, headers, and inline content to enhance visibility in search results.

Moreover, variations and permutations of keywords mirroring real conversations and colloquialisms are essential, aligning with Google’s emphasis on conversational search. Alt text and tags for images should also incorporate relevant keywords, aiding search engines in understanding image content.

Structured Data Demystified

“Structured data” involves organizing information according to a standardized list of attributes called Schema.org, supported by major search engines. Despite its potential benefits, a survey by Bing revealed that only 17% of websites are utilizing the Schema.org markup system. Implementing structured data can enhance SEO by yielding rich search results, knowledge graphs, and other enhancements.

To optimize its benefits, website developers should prioritize integrating structured data using Schema.org attributes, enabling search engines to understand the contents and context of the data they scrape.

Optimizing Title Tags

Title tags are crucial elements specifying the title of a web page, impacting how it appears in search results, browsers, and social networks. A well-optimized title tag, ideally 50-60 characters long, can significantly influence click-through rates. It’s essential to use major keywords strategically in the title while ensuring uniqueness across all pages to convey content distinctiveness to search engines.

Content is Key

Creating substantive, original content is fundamental to effective SEO. Thin content, characterized by insufficient or redundant material, is discouraged. Demonstrating authority on a subject through detailed, long-form content and authoritative linking can significantly boost rankings.

Additionally, maintaining grammatical accuracy and internal consistency in writing is crucial to conveying professionalism and credibility.

Mobile Optimization Matters

With Google’s “mobile-first” indexing, mobile optimization is paramount. Google now prioritizes crawling mobile websites first, affecting page rankings for both mobile and desktop searches. It’s crucial to ensure your website is responsive, adapting seamlessly to various screen sizes and loading quickly on mobile devices. Registering your site with Google Search Console and submitting your sitemap for indexing is a vital step to monitor and optimize site indexing.

In conclusion, integrating these strategies into website development practices can significantly enhance SEO, enabling better visibility and performance in search engine rankings. Stay updated with the evolving landscape of SEO to adapt and refine your strategies for continued success.