Welcome to the first article in our ten-part series that discusses the top 10 Search Engine Optimization tips from 2018 that should govern your approach to ranking your site higher in 2019. I’m not going to assume that you’re familiar with Search Engine Optimization, or SEO as it’s commonly known (if you are all in on the tech acronyms), so I’m going to give you a brief overview of what it is and why it’s essential.
“SEO is the practice of making online content more easily readable for search engines.”
SEO comprises many different elements, such as a page’s structure, metadata, and performance, with the goal of the service being to balance these three aspects of page design to maximize its efficiency, without sacrificing too drastically from its design elements. There are a lot of companies offering SEO services in today’s marketplace, and that’s making it harder for potential customers to distinguish the SEO experts from the SEO imposters.
The goal of this series is to provide education around some of the subtler points of SEO, so when you encounter a so-called “SEO Expert” lacking knowledge of these points, you can determine if the organization is possibly exaggerating their qualifications. So let’s get started.
#10: GOOGLE SEARCH PREFERS CUSTOM BUILT SITES
The first tip you need to know about Google Search, and search engines, in general, are that they favor custom built sites and not ones created with web builder applications. I’m not saying that designing your website with Wix, Squarespace, or WordPress is some nail in the coffin for your search rankings; I’m stating there is a clear preference for one over the other and I’m going to explain why.
The truth is, a search engine can’t distinguish between a site built with a web building application or one coded by a developer, but what search providers can consider, is how long a website takes to load. While not all developers write perfectly efficient code, even those sites created by developers on the lower end of the efficiency spectrum tend to load faster than those generated by applications, and the reason for this is site overhead.
Site overhead is a development term used to describe the number of tools a site is required to load before the page can be displayed appropriately. The more tools there are, the longer the loading time. And According to data from Akamai, a leading content delivery network (CDN), loading times in the three-second range dramatically affect a site’s abandonment rate.
Data points like the one mentioned above are not lost on search engine algorithm designers seeking to gain any advantages in their own competitive markets, so loading time is something every web designer needs to consider when deciding what tools to use when creating a site. With that in mind, it’s important to understand that websites created with web building applications are required to load significantly more tools than a site designed by a developer. The reasoning behind this is that sites built with applications have to load every resource they contain regardless of whether they are applied to a particular website.
For example, most templates usually include code that enables designers to create drop-down navigation menu items. For large sites, drop-down style menus make a lot of sense, each product or service is given its own link, making navigating directly to pages much more manageable for visitors. For less robust sites that may only have four or five top-level pages, every page link can be easily fit into a single row navigation bar, meaning the extra code required to create drop-down menus is loading unnecessarily. The result is additional loading time for the smaller site.
Mitigating the Damage
Whether your website was created using an application, or by a developer, there are some steps organizations can take to reduce the site overhead. Most hosting companies offer features like photo management and enabling site compression through a visual interface, and executing these steps can minimize site loading times by as much as 20%, but to make real headway, you’ll probably need a developer to perform some more advanced operations.
Intermediate tasks like minimizing HTML, JS, and CSS, require coding knowledge that most novices haven’t yet acquired, with expert level tasks like configuring the browser cache and asynchronous loading requiring someone who knows the server side configurations as well. Given what you now know about SEO, don’t be afraid to reach out for help, you’re not the only one who needs a bit of third-party assistance.
RTR Digital provides complimentary SEO Audits for any organizations that request them, and you can start your organization down the path to higher search rankings by seeking a consultation by clicking here. If you’re a bit timid about reaching out, we offer some more tips about full SEO integration here. If you have questions that you think will benefit everyone by having them answered publicly, feel free to add them in the comments section.