You are the business owner or the person responsible for building a website to market your products and services through online marketing, but do not know where to start? What to prepare when building and organizing website information to achieve the most effective? This article will guide you through simple steps to perform.
What needs to be determined before designing and building a website for effective SEO implementation, first is to identify the target customers to have a content organization strategy and provide information and services to the right audience, research, and development. Researching the market and considering conversion channels, you may encounter some difficulties in the following preparation steps:
- How to design a page structure that is easy and user friendly and search engine?
- You need to rethink the business model, has it provided any significant value?
This is taken seriously if you want to use the website as a marketing channel in your business plan, and SEO is a factor that helps you market at a lower cost than other channels in the field of digital marketing but has a long-lasting effect.
Areas to be analyzed and addressed before page design and page building using SWOT analysis and pricing models
1. Broad strategy - How to reach customers online?
1.1. How to communicate with customers via online channels effectively
You may have a lot of experience with classic marketing channels that bring great value, but in the digital marketing era you have not planned on this channel, you will be lost by the opponent. So how to communicate with your customers via online channels?
Describe the problem your customer or solution is looking for, the added value may not be many search words, in this case, you need to create a brand link that solves the problem for your needs. specific customers. The purpose of attracting customers and branding.
1.2. Understand your customer segmentation when building websites
Here are the questions to start the research:
- How to know how big your market is? The trend of potential customers grows or shrinks. You can use tools Google Trends will support.
- The main points of personalization of customers need to consider such as demographics, motivation (motivation, why customers act), roles, and needs. You can refer to this issue in the article: Persona Research in Under 5 Minutes
- How online and offline behavior of customers do? What contacts do you have customers outside of your website? See also the article: Content and the Marketing Funnel
Understanding these issues will help you build your site's architecture around the customer (the customer is the focus). Rand provides a framework for building content mapping mappings with keywords. Ideally, this process needs to be done before building the site, instructing pages that need specific targeting and keywords to identify them.
1.3. Who is the competitor of digital marketing?
Knowing who is competing in the field of digital business will tell decisions like page architecture, user experience, and outreach. First, you need to identify the following 3 types of competitors:
- Search competition: Ranking searches about the same products and services you offer. They will compete for the same keyword rankings that customers are targeting.
- Business Competitors: People who are dealing with customer issues that you are also interested in solving.
- Cross-Industry Competitors: Those who solve customer problems indirectly.
After giving a list of competitors, analyze your position, where you stand in each category. And it will take how many operational resources to get the position of the opponent.
- What is the size and performance of the competitors?
- How do they distinguish themselves?
- How do they build brand power?
- What is their link profile like?
- Did they make any difference/appeal with their page architecture?
Tools to help you build a good page architecture: Open Site Explorer, Majestic SEO, and Ahref to analyze link competition, SEM rush determines who ranks well with your target keywords.
2. Technical and technological fields need to be discussed with website developers
2.1. HTTP or HTTPs
Decide whether to use HTTPS or HTTP. In most cases, HTTP is usually used, but HTTPS is one of Google's ranking factors. The rule of thumb is that if you plan to accept payments on the page, you need HTTPs on the page to a minimum.
2.2. Use Canonical for URLs
Duplicate content may occur when Google accesses content through multiple URLs. Without a clear version, pages that compete with each other are unnecessary.
Within the developer's eyes, a page is special in the event that there's a special ID within the site's database, whereas for look motors the URL may be a special identifier. Developers need to know that each piece of content should be accessed through a URL if there are multiple URLs with the same content that need to identify the main URL for other Canonical pages to point to the main page.
2.3. Page speed
Web developers are under the pressure of time to deliver to customers, so it is possible to skip optimizing page load speed, but page load speed is a major influence on the user experience that requires time. Load the page in 3-5 seconds if you want customers to come to your site. In addition, fast page load speed is a factor in which search engines determine the number of pages indexed.
Fast page load time, Google will crawl and index the page more and vice versa.
2.4. Language and locality
If you are planning to target users from different countries, you need to decide if your website is multilingual, multi-regional, or both.
Local keyword research, hreflang considerations, and duplicate content are issues that need to be addressed well before building a website.
Using country-specific domain names for websites gives you the advantage of being able to better target countries or languages.
2.5. Easy to edit and flexible in each platform
Google tends to update recommendations and requirements, your website needs to change according to those requirements. The platform needs to be flexible enough to make rapid changes within your site.
3. Design areas to discuss with designers
3.1. Architecture and internal links
Effective information architecture is important if you want your search engine to see the content and deliver it to users. If the crawler cannot access the content, it cannot be rated for your content. View from the perspective of human information architecture is very important so that users can easily find what they are looking for.
If possible, you should consider creating a flat website structure that keeps pages no more than 4 clicks away from the homepage. That allows search engines and users to find content after a few clicks.
Use keywords and research competitors to guide your pages. However, the pages should be grouped and connected to create the focus and attract users. See the Guide to Improve Information Architecture with Card Sorting
See also the article: Good website architecture platform for SEO success
3.2. Content Design first (Content-first)
Consider the types of content you will organize it will have tutorials via whitepapers, or video libraries. Your content strategy needs to be devised at this point in order to be mapped to the formats you will be using so these types of functions will be required. Knowing what types of content you will produce will help design the types of pages and create a consistent, consistent user interface.
3.3. Machine-readable data and structured data
Your pages can use a variety of technologies such as Javascript, Flash, and Ajax that can make it difficult for crawlers to understand the content of the page. While they may be necessary to provide better user experience, you should be aware of the technical issues this may cause. To improve machine readability of pages, bookmark them with structured data such as a more detailed description of the page content, learn about structured data at Instructions for adding rich tags Information on the site
3.4. Responsive design
As we see a lot of changes in information display devices, with mobile user behavior changes, mobile is becoming a popular channel for web access. The long-term goal, therefore, is to create a responsive web interface for devices that creates a seamless and consistent user experience across devices. And responsive design can help create a good user experience.
