Imagine you are making pizza from scratch. You’ve got the dough kneaded and spread out into a circle, and your blank canvas is ready to be covered in marinara sauce, cheese and toppings. You decide that you don’t want any pepperoni on the pizza because you want it to look gourmet. But, when the pizza is all cooked and ready to eat, you bite into it and realize that it just doesn’t taste the same. This concept is similar to the appearance of your website and how it ties into your SEO marketing initiative as a business.
Why Say No to SEO?
When you sign on with an experienced digital marketing agency to increase your conversions and traffic, they implement SEO tactics specific to your industry, which is a crucial step in reaching your marketing objectives. They create the on-page recommendations by conducting keyword research and website analysis to determine what SEO elements are necessary to help users find your website using the search engines. The website change suggestions created by the SEO professionals are designed to optimize the front end of your website and increase its chances of showing up higher in the SERPs, to get the online visibility your website needs.
However, working as a content writer, I’ve seen clients turn down their on-page SEO recommendations due to the obvious change to their website’s appearance. So, why is it that some businesses refuse to have their tailored on-page recommendations applied to their website?
The answer is that they have decided against the flavors of the pepperoni in exchange for an appealing, gourmet pizza. As the saying goes, “beauty is in the eyes of the beholder,” so how attractive the website looks depends on the owner’s personality and preference. That’s why when the on-page is applied to the website, some website owners feel that the altered design looks less attractive. The issue that some business owners have with the applied SEO is how the appearance of the heading tags, content, anchor text and links seems to take away from the elegant layout and graphics. But, have faith! Your digital marketing agency partner can work with you on a design that is both pleasing and SEO enhanced.
On-Page is the Backbone of Traffic
Now that informative, relative content is the main focus of the search engine’s rankings, you may wonder why on-page is even necessary anymore. SEO remains a key factor in driving traffic to your website because it still works! It helps with branding, mobile bandwidth and local optimization. Not to mention your competitors are also doing it.
How a website represents a business is an important factor for establishing an online presence. Unfortunately, a beautiful website design is not enough to rank in the search engines. If business owners aim towards a website that is both appealing and formatted with SEO tactics, they are more likely to achieve success in their online marketing campaign. Without SEO, the website may be missing out on the online presence it really deserves.
SEO Alternatives and Solutions
There are some alternatives you can execute if you don’t prefer the on-page SEO. You can concentrate on other marketing tactics like pay-per-click, social media and email marketing. The only catch is that you won’t have the backbone that on-page SEO provides. Plus, on-page SEO is one of the most cost-effective marketing tactics for businesses, compared to other digital marketing techniques.
No matter what marketing approach you decide to do, stay away from black hat SEO tactics, such as hidden text or cloaking. This will only ruin your digital marketing strategy, because the search engines will recognize it and possibly penalize your website.
Optimizing your website so that it can achieve visibility in the search engines may alter the design, but that doesn’t mean it will look unattractive. If you are on the fence about whether you should apply SEO to your website knowing that it will change the appearance, ask yourself if the opportunity to show up in the SERPs is important to your business. Don’t hesitate to ask your digital marketing strategists what your options are in terms of accomplishing a website that is both visually appealing and SEO-friendly. When your users take a bite of your website pizza, satisfaction will come from the gourmet appeal, just as much as the flavorful taste.