I should say this is not a small topic. Actually there is no single standard to follow. Yet we all love good websites just as much as search engines do. Only by building an awesome site can we lay a solid foundation for our ambitious e-marketing plan. Although it is very hard to give absolute answers to this big question, we can still discuss some general rules.

Neat Layout

People love reading beautiful pages and we should make our pages easy to read. We need to take many factors such as fonts, colour scheme and spacing into consideration while designing. We want people feel comfortable when visiting our site otherwise we’d be wasting precious opportunities. As for search engine’s part, many site owners think the search bot is not able to understand aesthetics because they are machines. However modern search engines do measure some basic visual parameters of a webpage and they can at least tell what is a bad layout. Though not big, their measurement is one of the ranking factors. One extreme example is using black colour font on a black background which might result in being removed from Google index, because Google bot would recognise it as content hiding.

Original Content

I bet you would feel very angry to see the same content again and again when you are seriously looking for something important. Search engines hate plagiarism even more than humans do because for any search engine the lifeline is the quality of search results. If they serve users with bad repeating content, no one would ever use it again. Therefore not only do we love reading high quality original content, but also search engines give very high weight to an original page. I’ve seen sites, not fancy,  few back links,  yet filled with tons of unique information, rank top 3 for very competitive terms. So however time and energy consuming it is, creating appealing and original content is totally worth doing.

Highly Logical Structure

You’ve got good materials in hand and now you need to organise them well. It’s about hierarchy, priority and category. When I visit a site, I would expect to dig inside smoothly otherwise I’ll be tired and upset and losing my interest easily. Search engines are just logical creations and they analyse and estimate  a website’s structure faster and often better than us.

Lightning Response

Assuming all hardware and software conditions are ideal, can your site be loaded within one second? Of course everybody can do it if there is only one sentence on the site. So the problem is how can we make the content as rich as possible while lowering the loading time. Search engines understand this impatient human nature very well so they give considerable amount of ranking juice to sites which load really fast. I have to say this is something really technological. Although there are some many website builders out there, only a few can actually do this speed optimisation job. So be patient when choosing your site development service.

These factors listed above are just a few to mention, however they are definitely main factors of building a both human and search engine friendly website.

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Unfortunately there isn’t a definite answer to this question. Actually I reckon this could be a common pitfall for a business who is willing to hire an SEO service. Some irresponsible SEOs will say yes without even a careful inspection of the client’s website only to get the job and payment. Eventually this would just be wasting time and money.

Almost all well-known modern search engines (Google, Bing, Yahoo etc.) are getting intelligent day by day. They are becoming better at estimating the quality of a webpage. They understand layouts, colours, pictures and semantic terms better than ever before. In one sentence they are getting better of judging if a webpage is quality and relevant in the eyes of a human.

A simple example: If a webpage with dark background uses dark coloured font as well, it will be very hard for visitors to read. Modern search engines would recognise this as hiding content, which could result in the page being removed from the index.

Admittedly they are not as smart as human beings, not even close, and some tricks may still work today. Yet in the long run, as the algorithm updates, tricks will stop working or even get penalised. Building a both human and search engine friendly website, so to speak, lays the most solid foundation for an SEO campaign.

If you asked a good SEO whether your site could be promoted to the first page, he/she would firstly have a really close look at your site and then tell you which part is good and which part needs to be optimised (changed), and of course, the reason why it should be another way.

Now we could finally answer this question. Yes, any website could be promoted to the first page several years ago in the era of stuffing keywords. And the answer is still yes today because technically any website could be made better to comply with rules of modern search engines. However the money and energy to improve a really poor site will be sometimes much more than even to rebuild it.

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