Site creation and optimization, or why it is necessary to optimize the site at the time of its creation
“They meet each other by their clothes and see them off by their minds” – this saying very well describes the current state of affairs with most of the sites of Runet.
The owners think that the most important thing is the appearance of the site. Design, animation and, of course, zest!
This site can enjoy the days away, even boast to friends. But when it comes time to recoup the funds invested in this beauty, problems begin.
The site is given to SEO specialists and they are expected to “see off” this site to hell.
What happens if you create a website that forgot about SEO?
You can make a mistake even at the stage of choosing CMS. Not all site management systems support basic optimization features. And if the site is designed on the constructor, then problems with its promotion arise even more often.
There are some CMS, in which the execution of certain works on SEO is simply technically impossible.
For example, Santafox CMS does not allow standard ways to prescribe meta tags in a news block.
To carry out the work, you need to install additional plug-ins, or even add a code that takes a professional 3 times longer, respectively, such works are 3 times more expensive.
On all well-known CMS Joomla because of its features often see the problem of duplicate content, of which the owners of the site are not aware of.
Even on it there are security problems – this is one of the vulnerable site management systems. And for the spread of malicious code, the site loses its position in the issuance. Such problems seriously impede its advancement.
And so on. Each CMS has its advantages and disadvantages; therefore, it is necessary to approach its choice not only from the point of view of price and planned functionality of the site, but also the possibilities of its optimization. So, even at this stage it makes sense to consult with an SEO specialist.
A detailed manual on the choice of CMS can be read here.
An example of a beautiful site
The site is definitely beautiful, but completely unsuitable for optimization.
Yes, in the area of recent trends (“Palekh” from Yandex, Rank Brain from Google), now there is no need for the occurrence of keywords on the pages, it makes sense. But in practice in organic delivery, such promo sites do not stand up to competition: they have too little content and too vague meaning.
Here is an example of a list of shortcomings that our SEO specialists discovered when analyzing a client’s newly developed website:
Unfortunately, these are typical errors that we find at sites created without thinking about optimization. In 90% of cases, the emphasis is on design (beautiful pictures, animations, etc.). As a result, the amount that the owner paid for critical improvements to optimization, in this case amounted to over 40,000.
What you need to do to lay a good foundation for the promotion of the site
At a minimum, you should include an SEO specialist in the site development team. Better than the one that will then be responsible for website promotion.
We surely agree each stage with the head of a team of SEO specialists. A final acceptance is only with his permission, because most often the created site comes to us for promotion. And we ourselves have to close all the holes and shortcomings that are valid at the time of development. Therefore, we watch especially carefully for these moments.
Once again, we’ll make a reservation, we don’t include direct website promotion into the development service, but basic site preparation is provided for its further promotion at the time of its creation. What does it mean?
During the creation of the site, we select the CMS that is optimal both in price, functionality, and suitable for further development and promotion of the site. If the client does not have money for a calculator or an extended personal account right now, select a CMS so that in the future it can be implemented without any problems.
What basic work on preparing the site for optimization should be carried out at the stage of its creation
We have included in the tariffs basic work, which in the future will help promote the site, even if the promotion will not be engaged in our company. So, what are the basic actions we are doing and recommend to demand from the site developers:
Configure the sitemap and the robots.tхt file
Before a new site goes to search results, robots come to it and index the site.
They check for errors, search for blank pages, test download speed, read tags, etc. If you want search engines to find your site in principle, then you need to tell the robot the correct way to index using the robots.tхt file and the site map. So he can fully appreciate it and not confused.
You can learn about the mistakes that should be avoided when creating robots.tхt in our article.
Customize 404 page