Search Engine Optimization - moving to the head of the line

Over the past few years I have done a lot of research and testing with Search Engine Optimization (SEO). SEO is either a hot topic of interest to a web site owners, or a web site owner doesn't see the true value of web site optimization. So, let me explain a few things and possibly dispell a few myths.

  Search Engine Optimization is the process of setting your web site up so that it appears high on the list of search results when someone is looking for something related to your web site. We’ve all done a search that got thousands of results that we then had to wade through on the hopes of finding the one web site that would answer our question or provide us with the product or service we were looking for. Whether searching Google or Yahoo (the two top search engines) the reults are usualy in the 100's of thousands. How many pages do you go through before giving up? If the first page has a listing that seems to fit what you are looking for don't you click on it right away? Well, you just discovered the true value of web site optimization - “moving to the head of the line”. The first page of a search is where you want your web site to appear, ideally in the number one spot! But, how do you move to the front of the line?

  You can go the paid advertsing route with a search engine, appearing as a Sponsored Link. But, how often do you click on Sponsored links compared to the natural search results? Natural or Organic Search Engine Optimization! This is where you rely entirely on your web sites accessibility to search engines to achieve high rankings. All the top search engines send out a piece of software called a Spider, or robot to “crawl” the web and bring back information about web sites to the search engine. This allows the search engine to index your web site and evaluate it's relevance in regards to specific keywords. Now, one myth is that as long as you have the “keyword meta tag” on your site then you've done all you can to get high search engine results. There is a lot more to Search Engine Optimization than just the keyword meta tag! Good optimization looks at the entire structure of your site from the view point of the spider as it arrives at your site. Optimization provides the spider with all the pertinent information it needs through coding, structure, content and links. Another part of SEO is researching what keywords people are using when they are searching for a business, product or service such as yours.

  Guarantees? Any company that offers a guarantee for search engine optimization doesn’t understand how search engines work. No one can guarantee a specific ranking on Google or any other search engine. But someone who knows what they are doing can definitely improve your results and hopefully get you on the first page of results. Based on results on their own web site and their client's web sites they should be able to demonstrate high rankings on Google, Yahoo and MSN. Keep in mind though that if you have a small web site don't expect to crack a highly competitive market and get the number one spot.

  Maybe you've decided you don't need your web site optimized. So why do you have a web site? I’ve had clients say that their web site is only a tool for existing clientelle, well... that is dismissing a lot of potential new business! Other clients have said that they’re not looking to do business on an international level and that the Yellow Pages works just fine for local clientelle to find them. Well, even the Yellow Pages is very interested in high rankings on the top search engines. But enough talk... here's a couple of things to try. First, go to Google and try a search using two words only - the city you are located in and the one keyword that relates to your business. How did you do? Now try searching for Ottawa and Designer. Now, if you want results like that, call that company, they can help move your web site to the head of the line!

Copyright © 1985-2008 Luckham Creative unless otherwise noted.

Web Site Litmus Test

How well does your web site provide information to it’s visitors? Try these Litmus Tests on your web site. A visitor to your site should be able to answer all or most of these questions:

The Home Page Litmus test

1. What site is this and what is it for? Why should I be here and not somewhere else?
2. What can I find here? What can I do here?
3. How do I find something specific? Search or Site Map?
4. What’s Hot?
5. What’s New?
6. Where are the deals?
7. Where is what I am looking for?
8. Where is what I haven’t thought of?
9. Where do I start?
10. Does this site build credibility and trust!

Any page Litmus test:

1. What Site is this?
2. What page am I on?
3. What are the major sections of this site?
4. What are my other options from this page?
5. Where am I within this web site?
6. How can I search for something else?

Copyright © 1985-2008 Luckham Creative unless otherwise noted.

Print Design - Print options: four colour process, spot colour or B&W

When planning your next Print Project it’s always a good idea to consult with your designer and/or printer in advance as to how the job will be printed. Four colour process, spot colour and B&W are not all created equal, and with proper planning money can be saved!

Four colour process printing, mixing four colours (CMYK) to create all the colours you need, is usually the most expensive but, if coordinated with a printer that does “gang printing”, the process of printing multiple orders at the same time, a significant savings can be made. A simple rack card, for example, can go from around $1000 down to just over $300! For business cards or rack cards a process called a “work and turn”, printing two sides of a single piece at the same time, turning it over and continuing to print, can save money in film, plates and even the printing itself. If you have a print job where say only the text changes every time you go to press, printing a larger quantity without the text in place, then rerunning a one colour “surprint” of the text on only the quantity you need now will save money in the long run! You get a better pricing on the large run of “shells” and the cost of a one colour run for the text, especially if it’s black, would be very small.

Spot colour printing is printing one or more solid colours, black and blue for example. When used properly a spot colour print job can be less expensive than a four colour process and some times more impressive. Printing a photograph as a duotone (2 colours) can be much more appealing than a straight B&W photo, and if you add metallic inks to such a design... well, don't get me started!! I’ve designed many spot colour jobs of up to seven colours and the printed piece has turned out not only better, but less expensive than if it had been printed in four colour. Using solid colours as opposed to a process mix, makes the finished piece brighter and more vibrant.

Straight B&W printing can even be spiced up with the right combination of grayscale tints (the human eye can detect 256 variations of black), paper colour and paper texture. But, just like “nail broth” or “stone soup”, the more ingredients you add the more “fitting for royalty” the final dish is!

Be sure to call Dedicated Desktop before you start your next print project, as we can assist with brainstorming, concept, the final design and printing options!

Copyright © 1985-2008 Luckham Creative unless otherwise noted.

Web Design - Build it and they will come?

A lot of individuals or companies, small and large, choose to go on-line with very little thought given to the impression their on-line presence has – “Build it and they will come”. Having a web site, though, is like having a virtual salesperson – someone who is able to get into any home, office or company – anywhere in the world. If you were hiring someone for this position you’d probably think twice if they arrived for the interview wearing an aquamarine coloured suit and a flashing bow tie – shouting when they spoke! Sadly, someone did hire him – there are web site equivalents to this salesperson; a page with an aquamarine background with blinking text... ALL IN UPPERCASE! What if that salesperson was also too big to fit through the customers door and spoke a language your client couldn’t understand. On web sites, this occurs all the time – opening pages that include large sound files and huge graphics that a visitor might not have the connection speed to be able to download or content that requires specific plug-ins or a design that only works in one browser – and it’s not yours!!

Build it right and they will come... and they will keep coming back, and will probably refer their friends and associates! A good web site has been carefully thought out, careful consideration has been given to the impression your on-line presence will have. A web site needs to be designed in the visual sense, as well as the structural and navigational. Presentation, structure, navigation and content – a successful site has all four! And a site can be appealing by what it has, as well as what it doesn’t have. All the bells and whistles are nice but not if it takes away from the purpose of the web site. Visitors to your site want a quick loading, easy to navigate site, that provides them with the information they’re looking for. Bells and whistles are okay, but they should provide functionality and appeal, and when used properly they can make your site more of an experience for your visitors!

If you’re thinking of creating a new web site or redesigning your existing one give Dedicated Desktop a call! We have the passion, the skill and the expertise to get it built, and built right! For more information click here.

Copyright © 1985-2008 Luckham Creative unless otherwise noted.