1. Responsiveness – search engines foster mobility
At present more and more people (including in Poland) are using their smartphones or tablets, rather than laptops, to search for online products and services. For this reason, it is necessary to make sure that your website will be properly displayed on mobile devices. Both the website layout and the navigation options must be fully tailored to a given device, in particular its screen size. It should also be noted that Google and other search engines attach a much higher rating (i.e. position them better) to those websites that support all kinds of mobile devices. This seems to be a fair approach, as the companies which make it more convenient for customers to find its package or contact details through mobile phones or tablets are likely to render services of better quality than the companies which fail to do so. These algorithms are based on the likelihood of one company being better than the other.
Currently, Responsible Web Design (RWD) technology is used to create websites that support all kinds of devices.
A responsive website is a website that adjusts automatically to the resolution of the browsing device (being resolution-sensitive). Responsive web design technology entails making several website versions adjusted to various resolution parameters. While loading content or changing its resolution, the responsive website checks the current resolution and promptly adapts to it by loading the appropriate versions of all elements, including graphics.
As the creation of three website versions is obviously time consuming and expensive, various technological platforms have been established with the aim of solving this problem. One of these was created by the interactive agency Webvizarts which has launched the New-Site service, able to offer the most competitive RWD prices on the market.
2. W3C/Crossbrowser – search engines dislike standard-related errors
At present, customers not only use various devices to search for specific content, but they can also choose from a wide range of browsers, including Internet Explorer, Chrome, Firefox, Opera and Safari. Each of these is available in multiple versions and many people still use browsers that were launched a few years ago. In order to make websites compatible with all types of browsers, the international W3C standard has been established. Complying with this standard in the web- design process ensures that the website will always be properly displayed. The W3C consortium has even published a standard validator, available on validator.w3.org. The website you are looking at now, for instance, has been validated as error-free (and it of course conforms to the RWD standard).
Even though a website might contain some minor W3C errors, it will still be displayed properly on any device. However, most currently designed websites feature as many as several dozen errors. That's why we recommend that you check your website on the address given above to make sure that everything is okay. Otherwise, some browsers might display your commercial proposal in a manner that will hardly be readable.
Google and other search engines also verify compliance with the W3C standards and correct display in all kinds of browsers (i.e. whether the layout and graphics look identical in each browser). The more W3C errors the less attention the owners of a given business have paid to presenting their package. Therefore, the businesses that stick to W3C standards will be placed higher in the search engine algorithm ratings than those who fail to do so.
For instance, the platform created by Webvizarts (and used in the New-Site service) automatically prevents programmers from going beyond the W3C standards while trying to achieve the intended outcome. The website layout is designed so as not to make the programmers break the W3C standards. Moreover, the platform, just like Google, performs automatic website tests in terms of displays in all browsers and their respective versions. This ensures top quality at much lower prices.
3. Dedicated design – search engines disregard white-label websites
Modern search engines store and analyse the entire online resources – not only the content but also the structure, i.e. arrangement (including photos, films, etc.). Additionally, the graphic web elements are no longer pictures (gradients, shades, etc.) but merely programming codes, referred to as CSS (Cascading Style Sheets). These are bound by W3C standards too and are analysed by search engines. Building a white-label website resembling those used by thousands of other businesses is obviously a much more cost-effective option. Not only does it save the cost of ordering a specific website layout from a graphic designer, but it also makes things easier for the programmers who neither have to code the layout in the CSS, nor verify compliance with W3C standards or website visibility in various browsers and mobile devices. Not surprisingly, this solution has a major disadvantage – search engines tend to rate higher those companies that put much effort into creating a unique website. As we mentioned before, statistically speaking, the likelihood that a dedicated package is better than the white-labelled one is much higher.
Companies adopt various policies. Some of them specialise in white-label websites and offer low prices, while others, being professional interactive agencies, develop fully dedicated solutions, though often at very high prices. We recommend taking a look at the platform used by New-Site which allows you to implement fully dedicated graphics at affordable prices typical of while-label websites.
4. The Content Management System – search engines favour updates
Content Management Systems (CMS) are on their way to becoming a market standard. Many clients, however, tend to avoid this solution, knowing that their package will remain unchanged for a very long time. Nevertheless, it should be borne in mind that customers mainly search for specific products using search engines, and the latter attach much importance to content updates. For this reason, it seems advisable to make updates to business websites at least once a month by adding some information, amending or extending product or service description, or even by launching a news section, etc. If you do not want to do this yourself, you might opt for hiring a specialist team that will update your website's content at a low cost, to make it conveniently searchable, e.g. the Internetowy Marketing team.
CMS implementation within dedicated graphics appears quite time-consuming and expensive. It might, therefore, seem best to use the opportunities provided by specialised companies that have the necessary technological platforms which not only shorten the entire implementation process but also facilitate upholding virtually the same price as with CMS-free websites. Such opportunities are offered New-Site service.
Search engines form an essential part of customers' sources. Therefore, it is worth knowing which elements should merit special attention. Unfortunately, although the website itself is crucial to visibility in search engines, most SEO agencies (dealing with website positioning) have no influence whatsoever on web designers. In consequence, even the best SEO can do nothing with a poorly designed website, and its positioning costs are likely to soar. In the following articles we will provide examples of how some SEOs cheat their clients and what things should be considered while choosing a SEO. All things considered, making your website visible online is definitely of utmost importance.