Your website is the window into your brand. Maintaining a quality website continuously enforces that your customers are in the right place and that you value them! It shows you are open for business!
There are several components that make up a positive digital experience for those that visit your website and also assist with search results.
Here is a short checklist:
- Keep it simple, elegant and effective
- Eloquently tell your story
- If necessary, refresh your logo so it is modern and clean
- Be consistent with your branding
- Make sure the content is fresh and sticky
- Optimize it for mobile viewing
- Provide streamlined navigation
- Have clear calls-to-action
- Use inspiring and relevant imagery
- Include compelling content
- Make it easy for visitors to contact you
- Have no broken links
- Avoid webpage redirects
- Ensure high availability and fast page loading
- Make sure it is secure
So why is all of this important? Well, for one, the way search engines rank websites has changed. Today, using artificial intelligence, search engines are making it less about what words you have on your website and more about whether or not you are providing a quality customer experience.
Although nobody knows exactly how Google’s search algorithm actually works, some research shows there are several key search ranking factors you need to consider that should help your search results. At a minimum, if you are not doing these things, it is possible you will be further down in most search results.
HTTP vs. HTTPS
Hyper Text Transfer Protocol (HTTP) is the technology protocol over which data is sent between a customer’s browser and your website. HTTPS is the secure version of the protocol and means that all data being sent between the browser and your website is encrypted. If your site does not have this layer of security, it is a possibility your search results will be impacted.
Mobile-friendly (Responsive) website
In 2018, Google began ranking websites based on whether or not they are easily viewed on smartphones. This does not mean that as long as your site “fits” on a screen that it is mobile-friendly. If a user has to pinch-and-zoom in order to see something on your website, it is not mobile-friendly. Your website should incorporate what is called responsive design, which means that a user will have a good experience regardless of the device they are using.