Website design problems plague many company websites. Design problems range from poor navigation to choosing platforms, tools and software that hinder, rather than help search engine optimization. Let’s take a look at two common problems with websites that often hurt a company’s SEO efforts.
Website Development Problem 1: Problems with Canonicalization
Canonicalization is a peculiar word, but an important one to learn for SEO purposes. The “canon” in literature means that accepted and authoritative body of works. In SEO parlance, “canon” means the original written materials online. If the same piece of text is used multiple times or appears on multiple URLs, search engines try to determine which the original or canonical text is. More credence and weight is given to the original text than to its copies.
Problems with canonicalization occur when multiple URLs load the same web pages. The home page for the Acme Safe Company may have a domain name of www.acmesafe.com, but if it is on a Microsoft server, the actual URL of the home page may be www.acmesafe.com/default.aspx. This loses some of the SEO value from inbound links to the pages. The search engines aren’t sure which page gets “full credit” for the link, so it splits the credit up. According to SEO Moz, 301 redirects pass 90 to 99 percent of their value to the links, rather than losing it. A good internet marketing agency will check your existing website for canonicalization errors and point out areas for improvement.
Website Design Problem 2: Poor Internal Navigation
Your site may have a lot of content, which can make it difficult to organize. But readers know exactly where to go to read everything, right? Wrong. Poor internal navigation makes it difficult for people to find what they are looking for and may hurt your SEO efforts.
Think of it this way. Search engines are programmed to follow pathways. Pathways are created by links. Once the search engine’s bot finds your site, it follows links to find layered pages within the site. If a page isn’t linked from another page, the search engine may have to work harder to find it.
The solution is to create a website that has clear, logical navigation. Avoid “orphan” pages or those that have no links to other content on your website. A website usability study can help you understand how your site visitor’s access and use the contents of your website, and can help you and your marketing agency create logical navigation pathways that appeal to both people and search engines.
Website Design Problem 3: Slow Loading Time
No one likes to wait in long lines. People and search engines don’t like to wait for websites to load, either. Websites that are slow to load may turn away your customers who are anxious to start reading or shopping on your website. Slow loading times create a poor user experience and may be penalized by search engines as a result.
How do you know if you website is slow to load on various devices? There are several tools you can use to test it. One tool is https://www.pingdom.com/. It gives your website a ‘score’ and analyzes multiple factors to help you focus time and energy on improving those that can make the biggest difference in your site’s performance.
Preventing Website Design Problems Before They Start
The best way to prevent these and other website design problems is to work with a professional internet marketing agency well-versed in SEO before you build your site. They can make sure that all of the necessary elements are in place prior to your website launch. It’s much better to start off on the right track with websites than to return to them and fix issues later on.
Dashboard Internet Marketing is an experienced internet marketing agency that helps companies boost website visibility, traffic and sales through sound marketing principles implemented across internet marketing plans. Our website design services, website usability studies and search engine optimization consulting can get your website off to a roaring start. Call us at 800-807-1852 for a consultation today.