As the criteria of search engines widen, Search engine optimisation and web designing now have a lot of things in common. A web designer must understand how the design created by him can impact SEO of a website. SEO itself has undergone a sea change in the recent years and the modern SEO takes into account several factors other than keywords and content.
Popular search engines like Google, Yahoo and Bing keep on changing their search algorithm and the way they give rankings to web pages. Many old SEO tactics have fallen off and can be quite dangerous to use as they can totally turn against the popularity of the website. The web designers also need to foresee the possible SEO best practices in 2015 so that their websites are in sync with the modern SEO practices in place. Understanding these aspects will help the web designers to modify their SEO strategies accordingly.
1. Accurate data are still mandatory for SEO
All your SEO endeavors should be backed by correct data for guaranteed results. To be able to take decisions for better SEO, it is important that you are well informed through tools like Google Analytics and Google webmaster Tools and other third party tools. Without the data, the SEO will be a toothless tool which will not be an effective tool.
2. Thorough keyword has no substitute
Before using any keyword in your content or meta-tags, it must be ensured that extensive research has gone into the keywords. The search engines have shifted their emphasis from keywords to semantic keywords which are able to provide answers to the questions of the users. The keyword may sound very relevant, but is of no use if nobody is searching for it. For enhanced ROI, it is imperative that the SEO is fruitful and the new Search engine algorithm looks for only those keywords which is frequently searched on the web therefore extensive research should back your keywords.
3. SEO influences User experience
The web designers have a direct control over UX, which has also emerged as an SEO thing. User experience needs to be enhanced in order to reduce the bounce rate, which occurs because the user is not satisfied with the results.
Link building is still one of the most important aspect of SEO. The quality of link is a very important factor and excessive numbers of broken or poor quality link will yield no result. Links generated by Blog comments, web directories, blog networks and web2.0 URLs should be used in moderation. Fewer but quality links must be procured as one link of superior quality is better than dozens of poor quality links.
5. Variations in anchor text
The keywords used as Anchor must be diverse and natural otherwise, it will be discarded by the search engines. You can keep varying the keywords in different anchor texts or have some links without any anchor text and simply pointing to the domain or the URL of the website.
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