Search and Design Does Design Influence Placement?

I have been seeing advertisements for web site developers who create some very nice sites. They have lots of pretty designs, lots of bells and whistles, splash and flash, the trouble is, you can’t find them in an Internet search with any search engine unless you type the name of the website into the browser. Even then, they may not be listed first for their own name. That’s just sad.

Most of this problem is not related to design, although some of it is. Most of the problem is that a lot of attention was paid to the look of the design, and very little to how the design interacts with the world it exists in, and the people who would potentially use it, if it could be found in the first place.

If the website can’t be found, it won’t be used. If the website is found, it needs to be usable. Search engines seem to prefer sites that are people friendly, and use that usability as a means of determining search position.

Some design options slow down load time with lots of gimmicks. This does not help the user, and most searchers will click on the next link on the list if the first link they click is slow to load. Even if the promoters have manipulated enough links to get some decent search positions, they will lose the user before they even have a chance to view the site.

Need confirmation of this fact, well, you are reading this page, not theirs!

Getting Found And Getting Paid

There are two issues when marketing on or through the internet. The issue of getting found, and the issue of getting results. Fortunately, the two are compatible.

A lot of people, even those with websites, don’t think that the internet is a viable tool for selling. This is usually because they do not have a website that functions as it should. When I talk to a business owner who tells me that he gets little or no response from his website, I know why without even looking. Some site owners say that they get sporadic traffic, but the sales fall through. In all cases where I hear this, it is the same problem. The site is not being found where it needs to be found.

Online Consumers

Online consumers, responding to well organized, well built sites are normally the best customers. They have done their research, they have decided they like what you offer, and they are ready to buy, that is,  IF you have convinced them that you are the authority!

Getting found

To be found, there are several factors, like the ones mentioned above. Basicly, you have to convince the search engines like Google, Yahoo, and MSN Live that you have something to help people if they visit your site. Search engines are trying to serve accurate results so that people can find the information they need . If the information is there, and presented in a reasonable way, the engines will index it, and place it where they think people who are looking for that information can find it, in the order of it’s perceived importance.

Converting

The second part is conversion. To convert, you have to be found, and you have to have something interesting enough on a site that looks professional, and can hold the visitors attention long enough to convince them that you are the authority, and that they should buy from you.

Usability

One conversion problem is usability. If the site is difficult to maneuver, and confusing, people will leave, and probably never return. Good usability comes from good planning. Sensible layouts and navigation that naturally flows leads to a good user experience, and conversions.

Paid ads

If you have paid ads appearing in places where the website could, and should appear on it’s own, that is money wasted.

Most ad companies sell you what they are selling your competitors, and  by doing so, drive the price of these key words up. You end up competeing with yourself. It is the perfect set up, for them.