A website with errors and the positioning process
Positioning of a website requires a conduction of integrated activities not only within the website, but also in other places across the network. It is never a stage focused solely on the website, it considers the web as a whole. So a website must fit into that spectrum in order to be rated higher within the search engine results pages. In this post, however, we’ll focus on the website itself and elements that may impede effective positioning. Auditing and optimisation should eliminate all possible errors that emerge within the website, but this is not always the case, especially if the activities aren’t carried out properly. Meanwhile, a website with errors will never occupy the high positions in the search results so it’s vital that this process is carried out as soon as possible, and done with full professionalism as well as expertise. The owner of the business website cannot afford for this process to be messed up, because it may cause even more issues in the long term.
A website with errors – the examples
There can be a lot of minor issues spotted across the website. And they may seem as nothing big, but when joined collectively they will be the main cause of low performance and lack of effective positioning. It may also be the case that the site contains a single major error – if so then any positioning activates carried out will be futile, bringing no effect. It’s therefore crucial that the website gets thoroughly scanned and cleaned out. But the question remains – what are the most common errors found on websites?
No graphical optimisation
The size and types of graphic files should be chosen deliberately, so as not delay the time of loading of each webpage. We should never limit the amount of graphics, this isn’t a solution. Because it’s obvious that the images significantly increase the attractiveness of the website – so it’s only right to make sure that the images are rightly compressed rather than taken out completely. Remember that the speed of website loading is a significant Google ranking factor – it’s on their criteria and they state specifically that a website with errors and lagging is frowned upon by them and potential website users. Moreover, the names of graphic files and their descriptions are equally important because keywords can be stuffed within which aids the positioning process.
No transcription of image content
As we mentioned above, the keyworded descriptions attached to images are crucial for SEO. Some of the images on the website will present written content either in form of tags, descriptions, captions etc. However, some search engine robots aren’t able to reach this writing. Therefore the images and the descriptions remain unreadable, which means they’re only of use to the customers. But the perfect scenario is that we please both customers and the bots with written content so that not only the customer is presented with information, but also our ranking is increased. There are many ways to go about this problem: e.g. applying a layer with text onto the image tends to be an effective solution, so you or the SEO agency dealing with your content should consider that when they begin to fix a website with errors.
Home webpage without the H1 header
The headings H1, H2, H3, etc. are received very well by the search engine bots, of course, provided that their use is correct. What do we mean by that? Well, you should always remember to keep the right order. H1 is the most important headline and can only appear on the webpage once. Other headers may appear more often, but we never insert h3 if we haven’t used h2 before. Likewise if h3 has never been used then we don’t go for h4. It’s also vital that the h1 header is used on the home webpage, which will help the search engine (and the users of your site) understand what the website is about.
Low quality content on the site
We all know that content marketing has gained a lot of importance in the last couple of years. Which is why a lot of companies invest in professional copywriters to carry out the job. But owners of a website with errors won’t be able to boast about their quality content because the chances are the website won’t have any visitors. So we cannot stress enough that the first stage before creating the content is sorting out the underlying issues of your website.
But what do we mean by good quality content? Firstly, all general website content, articles, posts should make the most out of a given topic. Their usefulness is important. They have to be informative and teach the user something new or be evidence of the company’s work. Each piece of content should therefore be made with a lot of creativity, and repetitiveness cannot emerge. Uniqueness is of utmost importance, not only because it’s picked up by the users but also the bots who inspect all content for plagiarism, keywords and originality. The more subpages with good quality content, the better the site will perform. It’s a rule set out by Google – their philosophy is that good quality attracts people and is a sign of professionalism, so if this is applied more visitors will come and thus more profit will be made by yourself and Google.
So, the texts should be top quality. But the same time, we should remember that navigation between the subpages should be straightforward – so the language and descriptions cannot include too much technical and formal language. It should all be written in a colloquial style, but of course, with good grammar. Badly or awkwardly written phrases or mistakes in vocabulary or spelling could cost you a lot of issues because the content with such mistakes may be deemed as bad quality. Which is why hiring a special proof-reader could be of use. Additionally, the main website should be supported by a system of internal links – this aspect is constantly analysed by Google, so without it you won’t notice much progress.