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| Search Engine Friendly Web Development |
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Father doesn't always know best... This section needs to be prefaced by explaining something called the "HIPPO Phenomenon". The "HIPPO" is the biggest enemy of SEO and needs to be controlled in the planning stages (not an easy thing to do). HIPPO simply refers to the "highest paid person in the room". Imagine the typical design meeting centered around a conference table. Around the table sits the Web Designer, the SEO team and the clients staff, typically the Marketing Director and the HIPPO (the General Manager or the CEO of the company). The HIPPO tends to think they know what's best for their company, which they do. But the HIPPO also assumes that the same rules apply to the web. While we always want to fulfill the clients wishes, this person is usually thinking in terms of traditional marketing and advertising. They want images, they want a slick design, they want flash & they want music... to inspire emotion. All things that would most certainly be compelling components of television, print or radio advertising. Rarely do they consider the importance of text and unfortunately for them, text is what drives the web. Search engines are not capable of including images in the equation of relevance (yet). What's good for Google SEO is good for the User & Conversion... In addition to the needs of search engines, logic would tell you that people like a lot of images and search engines probably like text. This is not accurate. Simplicity is actually the fastest way to conversion and too many images become cumbersome for the user. it's been proven in study after study. Simplicity rules, it's one of the cardinal rules of e-commerce and internet marketing. Images certainly have their place, especially in e-commerce conversion. But conversions are a completely different animal than the the foundation of the website. It's comes much later in the development process. While we're talking about the user experience, we should mention that creating a site that is easily navigable is also the most appealing site to search engines. Is it possible that we should actually be starting with design for the search engines and THEN refining for conversion and usability? You bet. Unfortunately that concept is contrary to industry standards, which tend to be more focused on graphics and code. Tragically, SEO is often an afterthought. On that note, search friendly development is really the meat of this article, so let's dig in... |
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