Looking good on the web to search engine
and an introduction optimisation
As part of an ongoing, occasional series of articles dedicated to business management skills, IIMS CEO, Mike Schwarz, looks at what makes a good web site, things to avoid and gives a brief introduction to the mysterious world and art of search engine optimisation, the means by which a web site can be forced to the top of search engine rankings.
BY MIKE SCHWARZ
A web site and search engine optimisation (SEO) are inextricably linked, but more on the latter a bit later in this article.
Quite simply, your web site is one of the most important weapons in your marketing armoury and speaks volumes about you, your business and its services and your personality.
In this day and age it is surely unthinkable that any small business, no matter what industry sector they operate in, does not have a presence on the internet? Ten years ago it was fashionable (and expensive) to pay an expert to develop your web site. But these days things have changed. Web site designers are plentiful and the cost to develop a site has plummeted as a result. And if you have some basic IT skills it is not hard to develop your own site using the free web software that is readily available. Just make an internet search and you will find many free web site platforms such as WordPress, Wix and Webly to name but three.
So what makes a proficient web site that will encourage people to visit and stay on it? The layout and architecture are of primary importance. Good websites are well organised and should follow a logical structure. They are not cluttered and should be purposefully built around the target audience and market. White space is a positive thing.
EASY TO USE SITE NAVIGATIONS It is essential that any web site is easy to get around. Site visitors must be able to find what they
60 | The Report • March 2017 • Issue 79
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76
