One of our recent interns began developing a list of questions as he started learning the basics of integrated digital marketing – web, SEO, mobile and social media – and how these services combine to create a highly visible online presence with measurable lead capture or sales results.
We thought his questions might just overlap with those of a prospective small business owner looking to develop a website for the first time. There are dozens of questions, industry buzzwords that can be confusing to a newcomer, and more moving parts than you can imagine.
Take a look at this Web 101 Q&A session, and post your comments or questions below.
1) How are websites initially planned out?
Every web development company may approach the process differently, but at Liqui-Site we focus on SEO from the ground up. That means that we begin with Keyword Research and Analysis to identify for which terms we want the new site to rank. Then, we develop a Sitemap, move onto Wireframes, and then into Design. Once Design is approved, we begin Front-end Production and Back-end Development, followed by QA Testing and ending with Launch.
2) Is mobile website development considered at the same time as desktop website development? Is the priority of mobile going to become more important than developing desktop?
As opposed to development of separate sites for mobile devices, we use current best practices in Responsive Web Design, or RWD. This means that one site will automatically adjust or reformat to the screen size of the device on which each user browses the site — whether that device is an extra large screen, smaller laptop or notebook, tablet, mini tablet or smart phone. This approach provides the best user experience and also allows the site administrator to manage a single set of content. Mobile web usage has already eclipsed desktop usage, and those mobile numbers will only grow as time goes on!
3) What is the research process to determine the best keywords in developing new content? Do you collaborate with the marketing department from client companies when discussing which terms apply and would best get them to rank on the first page of each search engine?
First, we use a few tools on the client’s current site to cull the basics, then we use Google AdWords Keyword Planner to provide addition suggestions, as well as search volume per keyword. Once we’re satisfied with the list, we collaborate with key stakeholders from the client’s end to determine which terms will remain and which will be removed. This list can also be used by our team or the client as topics from which fresh content can be developed for their blog, website, or social channels.
4) Is Social Media integration considered part of the organic search engine optimization process?
Yes, but… It’s a common misconception by small businesses that simply having a presence on social channels, like Facebook and Twitter will help their organic search rankings. From an SEO perspective, it’s all about engagement (i.e. How many people liked, commented on and shared your posts on Facebook; How often are your Tweets reTweeted or Replied to, and many times was your handle mentioned?) Because the focus is on engagement, simply having a website site integrated to link out to — or feed content in from — a brand’s social channels is not enough IF there is no real activity with/from your customers and prospects.
5) Do you have to perform constant maintenance on websites for SEO purposes since Google’s algorithms for search ranking change so often?
Absolutely! But, it’s also critical to understand the importance of content – and writing for humans and NOT search engines. At Liqui-Site we focus on integrated digital marketing (web, search, social, mobile, digital ads and more) because there is so much cross-over. Because search engine algorithms are updated so often – and search rankings change hourly! — we provide ongoing SEO services to our clients so that we can work to get their web pages onto the first page of Google, and then maintain those positions. Part of our job is to stay up on the latest in SEO updates and make changes to each client’s site as needed, as well as work on off-site SEO, such as organic link building through content marketing, social media marketing and more. Everything comes down to providing valuable, relevant and quality content!
