Search engine optimisation is not a straightforward activity. Nor can effective web marketing be performed in haste. The complexity of the world of search, the rapid pace of technological innovation, alterations in the algorithms of the major search engines and the efforts of competing sites all militate against progress being achievable in a simple manner. Furthermore, the diverse goals which a campaign is obliged to focus on mean that ups and downs are almost inevitable. This is even before the inherent complexities of social media marketing are entered into the equation.
Despite these important considerations, there are certain things about optimisation which remain true. For example, the same set of tactics will have divergent outcomes if applied to different sites. Another example, which receives much less attention in the online articles, is the fact that a flawed design can prevent the best laid plans from having the most positive consequences imaginable. The effort spent in moving a site up the search engine results pages and securing higher traffic levels should not be wasted via poor design.
At SearchEngineOptimisation.co.uk we realise that the best SEO is accomplished through partnership with a client. Excellent communication is essential if progress is to be achieved and sustained. The design of a site may not be the direct responsibility of a consultant, so if the aesthetics of a site are not up to the mark conversation may be imperative.
One aspect of site design which can sometimes serve as a deterrent to users involves colour. If the colours are not suitable, of if they do not work together, the consequence can be that users do not linger on a site. This can easily have a negative impact on conversions. There is little point in possessing enviable rankings if they do not translate into sales of goods and/or services. Hence getting the colours correct is an economic imperative.
The colours which are appropriate for a specific site are partly related to the individual ethos of that site. However, the sector in which the site operates is also an influential factor to bear in mind. Normally, a commercial site wishes to present a corporate image which has trust at the centre of it. This means that the use of clashing garish colours is not usually the order of the day. Nevertheless, it can be the case that the design of a site is too conservative. Excessive timidity in the employment of colour can lead to a bland site which is dull and subconsciously contributes to users looking for greater visual stimulation in other virtual locations.
There are some basic principles to adhere to in this area. Areas of the site which contain relatively bright colours will attract the attention of users and should thus be utilised to house important information. It is a priority to ensure that all text can be read with ease. Content matters a great deal to users, so any misuse of colour which obstructs the perusal of content is obviously counterproductive. Many of the relevant tips with regard to colour are still being ignored now and then, as a quick look around the net demonstrates.
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Posted by Nick.
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