Easy-to-follow video tutorials help you learn software, creative, and business skills.Become a member

Forgetting SEO for a moment

From: Analyzing Your Website to Improve SEO

Video: Forgetting SEO for a moment

Sometimes SEO is not the problem with your site. Web site viewers can fickle beasts, so your site must have certain aspects worked out before SEO will make a difference. Let me give you a couple of examples from my experience to prove my point. A few years ago, a new client came to me and said, "We need more search engine traffic." So I took a look at the client's web site, and I said, "No you don't. You need a new web site." The site looks something like the one you can see now, and it turned out the client actually had a fair bit of traffic, but he wasn't getting many calls.

Forgetting SEO for a moment

Sometimes SEO is not the problem with your site. Web site viewers can fickle beasts, so your site must have certain aspects worked out before SEO will make a difference. Let me give you a couple of examples from my experience to prove my point. A few years ago, a new client came to me and said, "We need more search engine traffic." So I took a look at the client's web site, and I said, "No you don't. You need a new web site." The site looks something like the one you can see now, and it turned out the client actually had a fair bit of traffic, but he wasn't getting many calls.

At the time, he was selling only over the phone. When he did get calls, he got a lot of questions. People wanted to know where he got his products and whether they were any good. There is a saying in Texas, 'that dog won't hunt,' and it refers to a bad idea or something that simply won't work. When I see web sites like this, I think of that phrase, 'that dog won't hunt'. It just won't work. It doesn't matter how much traffic you get to your site. It's not going to succeed. "Who built this site," I asked this client? "Your nephew, office manager?" "Not quite the office manager," he told me. "It was Joe, the warehouse manager." So we rebuilt the site and immediately, to use the client's words, the phone started ringing off the hook.

What's more, the callers weren't calling with questions, they were calling with orders. You need to honest with yourself about this issue. Is your site the dog that won't hunt? Is your site unprofessional looking and downright ugly? An ugly or unprofessional-looking site won't work well. Your site is your face to the world and if it looks like it was built by an amateur, it conveys the impression that your business is run by amateurs. Just the other day, a friend who is looking for a photographer for her wedding told me that she's looking online, but when she lands on an amateurish-looking web site she just clicks the back button.

She knows the photographer might still be good, but, "Hey," she says, "That's what I do." So here is an experiment. Find five competitors to your site and load them in different tabs in your web browser, then load yours in another tab, and move from tab to tab viewing each site in turn. Now be honest, would you buy from your site? If the answer is no then you are viewing the wrong course. It doesn't matter how much you optimize your site. If it doesn't create the right impression, it won't work. One other issue, usability. If your site is confusing, or makes it hard to get things done, again, optimizing the site may not be the most important thing right now.

There is no point bringing people to the site to get frustrated and leave. So, we'll move on. I wanted to quickly mention these issues because they really are critical, but now we're going to jump to the real subject of this course, encouraging the search engines to rank your site high up in the search results.

Show transcript

This video is part of

Image for Analyzing Your Website to Improve SEO
Analyzing Your Website to Improve SEO

26 video lessons · 28061 viewers

Peter Kent
Author

 

Start learning today

Get unlimited access to all courses for just $25/month.

Become a member
Sometimes @lynda teaches me how to use a program and sometimes Lynda.com changes my life forever. @JosefShutter
@lynda lynda.com is an absolute life saver when it comes to learning todays software. Definitely recommend it! #higherlearning @Michael_Caraway
@lynda The best thing online! Your database of courses is great! To the mark and very helpful. Thanks! @ru22more
Got to create something yesterday I never thought I could do. #thanks @lynda @Ngventurella
I really do love @lynda as a learning platform. Never stop learning and developing, it’s probably our greatest gift as a species! @soundslikedavid
@lynda just subscribed to lynda.com all I can say its brilliant join now trust me @ButchSamurai
@lynda is an awesome resource. The membership is priceless if you take advantage of it. @diabetic_techie
One of the best decision I made this year. Buy a 1yr subscription to @lynda @cybercaptive
guys lynda.com (@lynda) is the best. So far I’ve learned Java, principles of OO programming, and now learning about MS project @lucasmitchell
Signed back up to @lynda dot com. I’ve missed it!! Proper geeking out right now! #timetolearn #geek @JayGodbold
Share a link to this course

What are exercise files?

Exercise files are the same files the author uses in the course. Save time by downloading the author's files instead of setting up your own files, and learn by following along with the instructor.

Can I take this course without the exercise files?

Yes! If you decide you would like the exercise files later, you can upgrade to a premium account any time.

Become a member Download sample files See plans and pricing

Please wait... please wait ...
Upgrade to get access to exercise files.

Exercise files video

How to use exercise files.

Learn by watching, listening, and doing, Exercise files are the same files the author uses in the course, so you can download them and follow along Premium memberships include access to all exercise files in the library.


Exercise files

Exercise files video

How to use exercise files.

For additional information on downloading and using exercise files, watch our instructional video or read the instructions in the FAQ.

This course includes free exercise files, so you can practice while you watch the course. To access all the exercise files in our library, become a Premium Member.

Are you sure you want to mark all the videos in this course as unwatched?

This will not affect your course history, your reports, or your certificates of completion for this course.


Mark all as unwatched Cancel

Congratulations

You have completed Analyzing Your Website to Improve SEO.

Return to your organization's learning portal to continue training, or close this page.


OK
Become a member to add this course to a playlist

Join today and get unlimited access to the entire library of video courses—and create as many playlists as you like.

Get started

Already a member?

Become a member to like this course.

Join today and get unlimited access to the entire library of video courses.

Get started

Already a member?

Exercise files

Learn by watching, listening, and doing! Exercise files are the same files the author uses in the course, so you can download them and follow along. Exercise files are available with all Premium memberships. Learn more

Get started

Already a Premium member?

Exercise files video

How to use exercise files.

Ask a question

Thanks for contacting us.
You’ll hear from our Customer Service team within 24 hours.

Please enter the text shown below:

The classic layout automatically defaults to the latest Flash Player.

To choose a different player, hold the cursor over your name at the top right of any lynda.com page and choose Site preferencesfrom the dropdown menu.

Continue to classic layout Stay on new layout
Exercise files

Access exercise files from a button right under the course name.

Mark videos as unwatched

Remove icons showing you already watched videos if you want to start over.

Control your viewing experience

Make the video wide, narrow, full-screen, or pop the player out of the page into its own window.

Interactive transcripts

Click on text in the transcript to jump to that spot in the video. As the video plays, the relevant spot in the transcript will be highlighted.

Are you sure you want to delete this note?

No

Your file was successfully uploaded.

Thanks for signing up.

We’ll send you a confirmation email shortly.


Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

Keep up with news, tips, and latest courses with emails from lynda.com.

Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

   
submit Lightbox submit clicked
Terms and conditions of use

We've updated our terms and conditions (now called terms of service).Go
Review and accept our updated terms of service.