• Auditing Website Basics: The Rules Every Business Website Should Follow

  • Sep 27 2023
  • Length: 1 hr and 53 mins
  • Podcast

Auditing Website Basics: The Rules Every Business Website Should Follow

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  • Auditing Website Basics: The Rules Every Business Website Should Follow Developing a business website is difficult work. To be frank, it’s a job that most small business owners aren’t prepared to handle on their own. The job is only getting tougher, too, as Google is constantly raising the bar on what constitutes a high quality, trustworthy site. And every business owner should want a website that Google considers trustworthy because those are the sites that secure top ranking spots. If your site isn’t performing as well as it should, the problem (or problems) may be basic. With so many elements to optimize on modern websites, it’s practically impossible for small business owners to catch everything. That’s why we’ve put together this quick guide to business site basics. Follow these rules, and your site will be off to a good start. First, a word of caution about website builder platforms Before diving into those rules, though, we need to address a question that comes up all the time: “Can I build a business site with Wix, Squarespace, Shopify, etc.?” The answer is yes, you could, but business owners should avoid doing so at all costs. Site builder platforms are easy to use and inexpensive, but the website they crank out are impossible to market and optimize. That’s a deal breaker for any business owner that plans on using their site as a lead and sales generator. Websites build on one of the above platforms are essentially invisible to Google. They spit out bloated code that Google has trouble recognizing and interpreting. They give site owners insufficient latitude to make major technical changes. They do not allow site owners to choose their own host and you’re trapped inside the platform’s ecosystem. If the platform goes under, so does your website, permanently. Given all of this, we cannot in good conscious recommend site builders. What we do recommend is WordPress - the standalone version, not WP’s own platform and hosting service. WordPress remains the gold standard for marketability, customizability and performance, so every business owner’s first choice should be WordPress. That out of the way, on to the rules: Rule 1 - Make sure your title tag and headers are formatted properly Every page should be paired with a title tag - it’s the single most important element in helping Google understand what the page’s content is about. This title is identified using a title tag - something you may hear referred to as an H1. H1 (or H2, H3, H4 and so on) tags are designated in the page’s HTML code and are used to identify a title or header. Titles and header are important for Google and users, and generally for the same reason - they help the reader understand what the page’s content is about. This is obviously important for users, as their decision to consume the content or move on has to do with the content’s title. It’s also crucial for SEO purposes because Google isn’t going to rank a page that it doesn’t understand or isn’t properly titled. Properly-formatted and written headers help Google with this. Proper format means using the right H tag - only one title tag (H1) per page, and headers should be organized in a hierarchical format. That means using an H1 with the top header, H2s for content section headers, H3s for subheads inside those content sections and so on down the line.  Rule 2 - Feature your services and products in high-importance navigation elements If Google doesn’t know what your business sells, it will probably not rank the page. At best, your site will be improperly categorized in the wrong product or service area. The result of this? Users ending up on your site after searching for something completely unrelated to your business. That’s exactly the kind of traffic business owners don’t want. To ensure Google places your site in the right category and serves it to the right users, reinforce what your company does in the site’s most important navigation elements.
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