Organic search performance and website design are inherently linked; that is, the design has a noticeable effect on the ability of a website to rank well for relevant terms. This may become a challenge for businesses with independent departments where design and marketing are not working closely together or where marketing is only introduced to a project after a website has already been launched. You may find such instances in a new ecommerce business or a business that offers courier services for ecommerce in India. Websites that are designed with no SEO in mind can cause ranking problems in the long run.
Below we cover four best practices to align web development with SEO:
- Use HTTPs
By encrypting information sent between the user and the server, HTTPS makes the pages on your site more secure. It has been a factor in Google’s ranking since 2014. By checking the loading bar in your browser, you can tell whether your site is still using HTTPS. Most site providers include this in their packages. The positive thing is that it is a one-time task to move to HTTPS. Every page on your website should be secure once installed including those you will be publishing in the future.
- Ensure That Your Pages Load Fast
No one would want to visit a website that takes forever to load. For this reason, page speed has been a ranking factor for desktops since 2010, and mobiles since 2018. Many factors influence page speed, like code, location of the server and images on the site. Using Google’s PageSpeed Insights tool, you may get an underlying sense of how your pages perform. Only put in a URL and you can see a score of 0–100 accompanied by suggestions for change. PageSpeed Insights has the problem that you can only test one page at a time. This can be solved by signing up for Google Search Console and checking the speed report. It tells you which pages are loading slowly and why.
- Match Search Intent
Nobody likes to see product pages of “how to make banana shake” in the search results. Those individuals are in the learning phase, not looking to buy. Google knows this, which is why blog posts are one of the top results and not websites that are selling this offer. Intention to cater to search goes well beyond making a specific form of content. You also have to consider the format and angle of the material.
- Use a Short and Descriptive URL
Google advises not to use lengthy URLs as searchers may be intimidated. Due to that reason, it’s not necessarily the best practice to use the same target query as the URL. Note that if you already have a predefined, messy URL layout in your CMS, this is not a big issue. And to repair, it certainly isn’t worth going through endless hoops. Google still displays the full URL these days for fewer and fewer results.