Website Creation and Seo: How to Create a Site that Ranks on Google
When creating a website, it's important to take both users and search engines into account. Your site must be easy to use and attractive to encourage users to complete the desired action. However, it is imperative to fulfil the requirements of the search engines in order to obtain a high ranking for the site and ensure that it is easily accessible to users
SEO is crucial for any company that wants to attract customers through natural search. However, more often than not, website owners only consider marketing when the site is finished. Implementing SEO at this point can result in further problems and expense, even though the site may look attractive, it may not be optimised for search engines. In this scenario, additional functionalities and sections need to be included, which leads to the development of a new design and code, all while respecting SEO needs. To avoid this situation, it is advisable to consider SEO right from the start of the development process.
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How important is it to implement SEO during the development phase?
At this point, clients often don't understand the need to include another professional when they could simply complete their site first and deal with other matters later. In fact, implementing SEO at the development stage is crucial and essential to the operation of an e-commerce venture. Optimising the site from the outset will speed up progress in the organic results and avoid associated errors. It will also help you take into account current user demand during site development.
SEO specialists don't just implement metadata, they also offer advice on the layout of the future site, its technical features, user-friendliness and flexibility.
The advantages of integrating search engine optimisation into the development phase are as follows:
SEO specialists don't just implement metadata, they also offer advice on the layout of the future site, its technical features, user-friendliness and flexibility.
The advantages of integrating search engine optimisation into the development phase are as follows:
- It helps you save time and money;
- Reduces the time it takes for the project to break even;
- Eliminates the need for drastic changes;
- Reduces the impact on past achievements during the rebranding process;
- Prepares the site for rapid progress;
- Helps create the site taking into account all the requirements of search engines.
2
Responsibilities of an SEO specialist throughout the website creation process
In the past, the main purpose of an SEO specialist's work was to improve metadata (title, description), content and link building. Today, their responsibilities go much further than before.
In addition to external optimisation and content creation, SEO also covers:
Let's analyse the tasks carried out during the site development phase and their requirements.
Collecting initial data from the client is crucial to starting work on a project. The most important aspects are the concept of the site, its geographical orientation and its future growth strategies. It is also crucial to clarify the project's implementation phase, including determining whether initial discussions have begun, layouts have been created and whether the engine has been selected or the site is being developed.
The process of creating and promoting a website begins with a comprehensive understanding of a company and its objectives.
In addition, we will ask for details of competitors that the client is curious about. If there are no competitors, our experts will use their knowledge to select a list of competitors approved by the client.
To fully understand, we need the domain name and the ability to access various analysis tools, such as Google Analytics, Google Search Console, etc. This will help us collect comprehensive data on current performance, which we can then maintain. If the site is rebranded, the data from the old site is required.
Results of the phase: understanding of business objectives and progress aligned with the client.
After receiving the information from the client, we carry out a search demand analysis that determines the level of interest in the products or services that will be provided by the company on the site. It allows us to assess the level of competition and market conditions in relation to a specific topic.
It is important to assess search demand when establishing a page structure on the site, such as sections and subsections. At this stage, we examine search requests using a much smaller quantity of queries due to the long process of collecting and building the semantic core. At this stage, it is important to determine the main indicators and set objectives for future tasks.
Results of the phase: primary indicators and objectives for future tasks are recognised and mutually accepted.
Carrying out an SEO competitor analysis is crucial for both established sites and those being developed. The main objective at this point is to identify the main rivals and determine their marketing tactics. We need to understand which pages they support and their lead generation strategies. In addition, we have to evaluate the performance of rival sites and analyse their advantages and disadvantages.
The identification of competing sites is determined by the primary search terms established in the previous phase. In addition, we take into account the business model of your opponents, which should be very similar to yours.
In this analysis, we focus on the following aspects:
In these endeavours, it is important to take into account both established market leaders and sites that are rapidly emerging.
Result of the stage: a table with detailed information about the rivals, as well as the design and operation of their sites.
A semantic core is a set of search queries that accurately describe the site's activities, products or services.
The semantic core takes into account both user preferences and the commercial objectives of the project.
After determining the primary keywords, the SEO specialist will create a comprehensive semantic base for the site.
Semantic exploration involves:
Making mistakes now could ruin any future promotional activities.
Result of the stage: an exhaustive compilation of the important search terms for users to locate your site on the Internet (organised into groups based on the level of demand and competition for each term).
The foundation of any website is its structure. If the initial development is done correctly, subsequent promotion will be simpler.
A structure developed by an SEO specialist for a site ensures that all niche-related queries are addressed and that the equity of internal links is distributed efficiently.
Currently, we consider three sources at this stage.
Each page is organised in a specific order, starting with the broadest topics and working down to the most detailed. This has a direct impact on the ease with which users can locate the desired items and complete the intended task.
The results of this phase include specific guidelines for various categories, subcategories, filters and individual landing pages.
It is crucial to address the fundamental technical aspects when building a website. To do this, the SEO expert gives advice on:
Examining these key aspects is crucial for all websites. However, this compilation can be extended depending on the nature and objectives of the site.
Results of the step: specifications for the reviews.
Before launch, make sure you include the title, H1 tags and the Description meta tag. However, for larger sites, such as online shops or service marketplaces, it is recommended to start by using a specific template for each type of page. This will be enough to get you started and get initial results, and you can then fine-tune these aspects.
At this stage, we offer guidance on:
In addition, it is important to manage the content provided on the site's pages. Otherwise, search engines may consider pages without content to be unimportant and exclude them from search results. This phase can vary depending on whether the client provides their own copywriters, whether it includes preparing the terms of reference or actually writing the texts.
When you are assigned the task of producing the texts, our agency's copywriter, editor and SEO specialist, all of whom are knowledgeable in the field, will be involved in the project. The client is able to supervise the tasks smoothly, providing comments and making corrections to the material.
Results of the phase: improvement of tags, meta tags and page headings; preparation of technical tasks for generating content or using pre-written texts optimised for search engines.
In order to collect information on user visits and goals, you need to install tracking metrics. They help to track users' actions on the site and identify the source of the traffic.
We can also create and add the necessary service code at the site development stage. In addition, we identify the objectives and activities that are crucial to your company's control.
We will set up and associate the appropriate accounts for your project.
Results of the phase: analytical tools are established and fine-tuned.
In addition to external optimisation and content creation, SEO also covers:
- Analytical tasks involve analysing current websites or researching a specific market and competitors before development;
- Technical tasks involve analysing code for optimisation, preparing the necessary documents for crawling and indexing, and providing recommendations;
- Providing guidance by consulting other professionals during the execution phase and assessing their influence on the current results.
Let's analyse the tasks carried out during the site development phase and their requirements.
- Preparation phase
Collecting initial data from the client is crucial to starting work on a project. The most important aspects are the concept of the site, its geographical orientation and its future growth strategies. It is also crucial to clarify the project's implementation phase, including determining whether initial discussions have begun, layouts have been created and whether the engine has been selected or the site is being developed.
The process of creating and promoting a website begins with a comprehensive understanding of a company and its objectives.
In addition, we will ask for details of competitors that the client is curious about. If there are no competitors, our experts will use their knowledge to select a list of competitors approved by the client.
To fully understand, we need the domain name and the ability to access various analysis tools, such as Google Analytics, Google Search Console, etc. This will help us collect comprehensive data on current performance, which we can then maintain. If the site is rebranded, the data from the old site is required.
Results of the phase: understanding of business objectives and progress aligned with the client.
- Analysing search demand
After receiving the information from the client, we carry out a search demand analysis that determines the level of interest in the products or services that will be provided by the company on the site. It allows us to assess the level of competition and market conditions in relation to a specific topic.
It is important to assess search demand when establishing a page structure on the site, such as sections and subsections. At this stage, we examine search requests using a much smaller quantity of queries due to the long process of collecting and building the semantic core. At this stage, it is important to determine the main indicators and set objectives for future tasks.
Results of the phase: primary indicators and objectives for future tasks are recognised and mutually accepted.
- Competitor analysis
Carrying out an SEO competitor analysis is crucial for both established sites and those being developed. The main objective at this point is to identify the main rivals and determine their marketing tactics. We need to understand which pages they support and their lead generation strategies. In addition, we have to evaluate the performance of rival sites and analyse their advantages and disadvantages.
The identification of competing sites is determined by the primary search terms established in the previous phase. In addition, we take into account the business model of your opponents, which should be very similar to yours.
In this analysis, we focus on the following aspects:
- The layout of a website;
- Technical aspects of implementation;
- The number of users and their distribution across the different types of pages;
- The time needed to obtain the first results.
In these endeavours, it is important to take into account both established market leaders and sites that are rapidly emerging.
Result of the stage: a table with detailed information about the rivals, as well as the design and operation of their sites.
- Creating the semantic core
A semantic core is a set of search queries that accurately describe the site's activities, products or services.
The semantic core takes into account both user preferences and the commercial objectives of the project.
After determining the primary keywords, the SEO specialist will create a comprehensive semantic base for the site.
Semantic exploration involves:
- Compiling a list of key terms to address the topic search comprehensively;
- Requests will be categorised into groups (sections) to determine page generation;
- Assessing the volume and level of competition for each cluster.
Making mistakes now could ruin any future promotional activities.
Result of the stage: an exhaustive compilation of the important search terms for users to locate your site on the Internet (organised into groups based on the level of demand and competition for each term).
- Building the structure of a website
The foundation of any website is its structure. If the initial development is done correctly, subsequent promotion will be simpler.
A structure developed by an SEO specialist for a site ensures that all niche-related queries are addressed and that the equity of internal links is distributed efficiently.
Currently, we consider three sources at this stage.
- Details of the client and their business objectives, together with an inventory of products or services;
- Central meaning;
- Examination of websites belonging to competitors.
Each page is organised in a specific order, starting with the broadest topics and working down to the most detailed. This has a direct impact on the ease with which users can locate the desired items and complete the intended task.
The results of this phase include specific guidelines for various categories, subcategories, filters and individual landing pages.
- Technical recommendations
It is crucial to address the fundamental technical aspects when building a website. To do this, the SEO expert gives advice on:
- The construction of URLs and how they are created. This aspect is crucial for both search engines and users. URLs have to be simple to use and easy to distinguish so that the user can tell which is your current page;
- Site navigation. This involves suggestions for incorporating filters, breadcrumbs and pagination. Likewise, the expert will recommend the links to include in the header and footer to make navigation easier for users and search engines;
- Create a site map using XML and HTML. Correct organisation and rapid execution will allow pages to be better located and indexed by Googlebot and other web crawlers. In addition, by using Sitemap.xml, we can indicate the priority of the pages, the date they were last updated and the presence of alternative language versions;
- Configure the robots.txt file. The robots.txt file allows us to check which pages are or are not accessible to web crawlers. It can also help reduce the site's workload by limiting the number of requests made by crawlers;
- Mobile optimisation is a key ranking factor for search engines, especially Google. Nowadays, when it evaluates most websites, its algorithms favour mobile versions. If you don't configure your site correctly for mobile devices, you could fall behind the competition, even if you have a well-optimised desktop version;
- Improve page loading speed. During the development phase, it's important to make sure that your site loads quickly. To do this, you need to set up an accurate data cache, implement slow loading for images and remove any elements that might make viewing difficult;
- Introduction to structured data. Structured Data allows bots to understand the content of your pages more efficiently. It can also help you get ‘rich snippets’ in Google search results so that your site is more attractive and engaging for users.
Examining these key aspects is crucial for all websites. However, this compilation can be extended depending on the nature and objectives of the site.
Results of the step: specifications for the reviews.
- Content
Before launch, make sure you include the title, H1 tags and the Description meta tag. However, for larger sites, such as online shops or service marketplaces, it is recommended to start by using a specific template for each type of page. This will be enough to get you started and get initial results, and you can then fine-tune these aspects.
At this stage, we offer guidance on:
- Developing section headings h2-h6;
- Improving images by creating Alts and Titles.
In addition, it is important to manage the content provided on the site's pages. Otherwise, search engines may consider pages without content to be unimportant and exclude them from search results. This phase can vary depending on whether the client provides their own copywriters, whether it includes preparing the terms of reference or actually writing the texts.
When you are assigned the task of producing the texts, our agency's copywriter, editor and SEO specialist, all of whom are knowledgeable in the field, will be involved in the project. The client is able to supervise the tasks smoothly, providing comments and making corrections to the material.
Results of the phase: improvement of tags, meta tags and page headings; preparation of technical tasks for generating content or using pre-written texts optimised for search engines.
- Implementation of analytical systems
In order to collect information on user visits and goals, you need to install tracking metrics. They help to track users' actions on the site and identify the source of the traffic.
We can also create and add the necessary service code at the site development stage. In addition, we identify the objectives and activities that are crucial to your company's control.
We will set up and associate the appropriate accounts for your project.
- Google Analytics is a tool for analysing website traffic;
- Google Search Console; a tool provided by Google for managing and monitoring a site's position in search results;
- Google Tag Manager;
- By integrating analysis systems early on in the development process, you'll start collecting data from the first day of the project, offering a comprehensive view of user interactions on the site.
Results of the phase: analytical tools are established and fine-tuned.
3
FAQ
- What is SEO (Search Engine Optimisation)?
- Why is SEO important when developing a website?
- What are the main SEO factors to consider when developing a website?
- Site structure: A well-structured website makes it easier to navigate and index by search engines;
- Loading speed: Fast sites offer a better user experience and are favoured by search engines;
- Responsiveness: The site must be optimised for mobile devices, as Google prioritises mobile indexing;
- Friendly URLs: Short, descriptive URLs help search engines better understand the content of pages;
- On-Page SEO: This includes optimising titles, descriptions, headings and the correct use of keywords;
- Quality content: Content must be relevant, original and optimised with relevant keywords.
- What is On-Page SEO and how does it impact the development of a website?
- How does site structure affect SEO?
- How important is loading speed for SEO?
- What does responsiveness mean on a website and how does it affect SEO?
- What are Off-Page SEO practices and how do they relate to web development?
- How do you choose the right keywords when developing a website?
- How do I ensure that my site is indexed by search engines?
- Should I use images on my site for SEO?
- How important is content for SEO when developing a website?
- What are backlinks and how do they influence a site's SEO?
- What is technical SEO and how does it relate to website development?
4
Summary
Implementing SEO during the development process can result in significant savings in time and money. Through optimisation, the site will:
In future articles, we'll explore SEO further and discuss the fundamental aspects of on-page and off-page optimisation. If you want to improve traffic to your new site from search engine results, just contact us.
- Maintain the correct structure;
- Interlinking put in place;
- Improved pages for searches;
- Guaranteed technical optimisation in line with search engine suggestions;
- Creation of analysis systems.
In future articles, we'll explore SEO further and discuss the fundamental aspects of on-page and off-page optimisation. If you want to improve traffic to your new site from search engine results, just contact us.
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