SEO, or search engine optimization, should be built into the site from the start, and this might mean consulting with a professional in the field before you even decide on a domain name. Whenever possible, it is useful to include keywords in the domain name or URL. This can also affect directory structure and file naming. Keywords and search phrases also need to be worked into the text content of the site, and provided in the META information for each page.
Good coding is important to both search engines and the end user experience. There are free tools online that check your coding, and many editors come with tools that provide code checking as well. Including ALT descriptors for images helps both search engines and real visitors, as does including the TITLE information for each link. Failing to include this information can actually lower your ranking in the search engines. Surf your site through a variety of browsers to be sure it looks good to as many potential visitors as possible, and correct errors as soon as you can.
Aesthetic design is important to drawing the visitor's eye. Generally speaking, this is used to direct the visitor's eye to text content, video, or a call to action. But some websites use aesthetic design simply to provide a pleasant, friendly atmosphere. You want to provide the visitor with an overall experience representative of working with you or your company, or perhaps one that further projects the subject matter, and design is key to this. The placement of elements, color scheme, and choice of components goes a long way toward communicating the website's intent.
Clear navigation is another important element of web design. SEO helps visitors find content they are looking for, and navigation allows them to find other content on your site. Viewers should be able to explore your site and find their way back to where they started. You generally want as few clicks between items of interest as possible to facilitate ease of use. Design is important for navigation, as the system you choose should be carried throughout the site, so it must work with all of your content.
Finally, you need to leave room for your website to expand. Over time, new content will be added and new directions may be explored, and your file structure and overall design needs to be able to handle this growth. Content Management Systems (CMS) are becoming popular for this very reason, as they allow you to "plug and play" content and components. Blogs are another popular way of archiving content if most of your material is text. Many CMS and blogging platforms are offered free with hosting services.
SEO, aesthetic design, clear navigation, and room for growth are essential elements of a good website. Many of these factors need to be considered before you begin buying domain names or reserving web hosting. Some may wish to consult an expert in SEO or web design, though there are many websites and books dedicated to web design.
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