custom web design vs website template Custom Web Design vs Website Template web design service 1170x780
Custom Web Design vs Website Template

It seems lately I’ve been asked quite often, “Why would I choose a custom WordPress site when another company can provide a SquareSpace site for less money?”

Often it is my responsibility to lead a company to the solution that best fits their needs, even if the solution isn’t a custom website built by 360 Webmazing. If I don’t lead them to the right solution, I am putting a long term relationship at risk.

Pros and Cons of Custom Websites vs. Templates

Custom Websites

Unique Design

With a custom website, you are allowed and encouraged to show your company culture and personality through design. A unique design can be presented, revised and built into a custom template for your website. Yes, I said template because even custom sites have a template; it is just built from scratch rather than from a box. Think about your grandma’s chocolate cake, it just wouldn’t be the same if it were out of a box.

Scalability, Flexibility, Manageability

A custom website is always expandable. You can always call up your web developer with a hair-brained idea and usually they can come up with a way to make it happen. We like to call this making your website do cartwheels. Custom features can be built in to make your website, and sometimes your business, easier to manage. You aren’t going to be stuck in a box when it comes to events, members only sections, project portfolios, or any other idea you or your developer have that would show just how cool your company is.

Up-to-Date Code and SEO

A solid web development firm is constantly updating their code and finding new ways to increase the longevity of the sites they build. They are on the lookout for new SEO best practices as they roll out from Google.

Support From Skilled Developers

With a firm that builds custom websites you will have access to the support of skilled developers, usually via your account service person, who code from scratch. They will be able to troubleshoot and fix bugs with little to no hesitation (maybe not for free) and are rarely stumped by a challenge.

Note: Make sure the firm you choose for a custom site has developers on staff rather than hiring freelancers or outsourcing their development.

More Expensive and Takes Longer to Develop

Custom websites are built to the business owner’s specifications and are adaptable to the company’s needs. They often are more expensive and take a bit longer to develop. If your budget is under $3,000 and you want to work with a professional firm, you will most likely end up with a slightly customized template that incorporates your brand and information about your company. For a budget of $3,000 to $5,000 you will get a more customized site, although the site might not contain much functionality depending upon the size and number of pages. For a custom website you will want to expect to start at $5,000+ based on the number pages and functionality required.

The timeframe for development is typically about 4 weeks longer than that of a template, close to 12 weeks with a responsive client/firm relationship. However, this can save immense amounts of time in the future, because your site will be easier to manage and will do what you expect it to do.

Website Templates

Design: What You See is What You Get

With the design of most templates, what you see is what you get. You can change the colors and maybe the fonts but the layout is pretty set. If you really love the layout and design and do not have a desire to change it, a template could work in your favor. Just know that someone else out there may have a website that looks just like yours.

Less Expensive & Shorter Development

Start-up companies and DIYers often need a website up rather quickly and on a low budget. Website templates and platforms like WordPress.com, Squarespace and Wix are often plug and play. While there is certainly a learning curve, someone with less knowledge of how websites work can put information and photos in to get a website up rather quickly. These platforms also offer hosting, so there is little need to understand the ins and outs of how domains and hosting work together.

With less development comes a lower budget. Web development firms often have an option for utilizing a template they have built in house. If you are working with a professional, they can help make sure your template is up to date and there are less hurdles for you to face in the not so distant future. This option is a little safer than just grabbing a template off the internet.

Limited Customization

For companies who simply need to share information about their company and maybe post a blog or two once in awhile, a less customized site may be totally up their alley. For a company who needs the piece of their website to talk to each other, or do cartwheels, this may not be the best option. Often the developer of a theme had a specific purpose for the theme and customizing it can be quite difficult. For example, it is nearly impossible to make a theme mobile friendly that was not intended to be mobile friendly in the first place. If you are ok with giving up some flexibility, a template be an option for you.

Supported Well or Not Supported at All

If you are working with a firm that developed a template in house and is utilizing it to help good people with lower budgets, you will have access to support from skilled developers. When working with SquareSpace or a WordPress template that you snatched up from the internet, you will likely never have access to the person who built the theme to ask questions or request support. Likely, a template that you purchase online will have features that you may not need. These features can bloat your website and bog it down. When working with a firm who supports the template they built they will most likely take out items that can slow your website down.

10 WordPress Maintenance Tips For A Smooth Running Site

WordPress out of the box is great, it can load a webpage in less than half a second! However if you don’t take care of your website, it can become slow, cause random errors and be exploited by hackers looking to take advantage of your audience and resources. Like running a business, WordPress websites need maintaining and improving over time, however WordPress maintenance can be easy once you know how.

Backups

One of the most important steps you can take when looking to maintain a WordPress website is to setup regular backups to the cloud. However bear in mind that if your site were to be compromised, a backup can also be compromised, but at least you’ll have something you can work from and you wont have to start from scratch after losing your websites data where it’s hosted.

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WordPress Updates

Most WordPress websites that are slow and buggy have issues because they use bloated themes and have too many plugins, however any good theme or plugin will release updates to improve their code, which will result in making your websites performance better. Such updates can cause issues due to an incompatibility so it’s up to you to test and roll them out as required.

Outdated Themes and Plugins

If a plugin hasn’t been updated for some time it may have been abandoned by it’s developers, so it’s worth checking the last updated time in the view details section. If it’s been a year or since the last update then you may want to consider removing, or replacing such plugins with another.

Security Scanning

Performing a regular security scan is a must, you can use the WordFence plugin for this. If you notice something odd with your site, it may not be a technical issue, but hackers using your resources to run their scripts which can affect your websites performance.

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Database Optimization

WordPress revisions are great as they store versions of your content which allow you to revert your changes should your content go wrong, however these revisions and other data such as spam comments use up space in your database, which are loaded each time someone visits your site, so cleaning out such useless data can go a long way to improving the performance of your website.

Broken Links

Broken links can annoy visitors who are trying to find the information they require. Find these links before your users and the search engines, take action by fixing them, or if the pages linked to no longer exist, redirect them to an alternative page. By regularly fixing broken links not only will you be making your website easier to use, you’ll also keep your search engine optimization intact.

Comment Moderation

If you have comments enabled on your website, then you need to moderate them. By going in and approving, responding, and marking the spam you’ll keep your visitors engaged and the conversation flowing.

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Traffic Analytics

Checking in on your analytics will enable you to see trends and check if your goals are being met. And by identifying where your website needs improvement you can make tweaks, for which you can test and improve gradually and then replicate the successes to different areas of your website.

Testing

It’s important to check the functionality within your website to ensure that everything is working as expected. Some of the things to check for include testing your website on different devices and browsers for bugs, testing your forms to ensure deliverability, and checking your navigation to ensure that each link goes to it’s intended destination.

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On-Page SEO

When it comes to on-page SEO every new page, post and category should at least have a meta description. Often this can be forgotten, so it’s worth sweeping through these to ensure that you’re telling the search engines what everything is so they can best find it and show it to people searching for your content.

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There are a range of things you can do to maintain your on-page SEO such as optimizing your images and including alt text, adding links to your content – including references to show that you’ve done your research, and ensuring that your keyword for a particular page, or post is used within the first 100 words.

 

the ultimate guide to seo in 2019 The Ultimate Guide to SEO in 2019 seo 2019
The Ultimate Guide to SEO in 2019

SEO?

At its core, SEO focuses on nothing else but expanding a company’s visibility in the organic search results. It helps businesses rank more pages higher in SERPs (Search Engine Result Pages.) And in turn, drive more visitors to the site, increasing chances for more conversions.

When asked to explain what SEO is, I often choose to call it a strategy to ensure that when someone googles your product or service category, they find your website.

But this simplifies the discipline a bit. It doesn’t take elements like different customer information needs into consideration. However, it does reveal its essence.

In short, SEO drives two things — rankings and visibility.

Rankings

This is a process that search engines use to determine where to place a particular web page in SERPs.

Visibility

This term describes how prominent a particular domain is in search engine results. With high visibility, your domain is prominent in SERPs. Lower search visibility occurs when a domain isn’t visible for many relevant search queries.

Both are responsible for delivering the main SEO objectives – traffic and conversions.

There is one more reason why you should be using SEO.

The discipline helps you position your brand throughout almost the entire buying journey.

In turn, it can ensure that your marketing strategies match the new buying behavior.

Because, as Google admitted themselves – customer behavior has changed forever.

Today, more people use search engines to find products or services than any other marketing channel. 18% more shoppers choose Google over Amazon. 136% more prefer the search engine to other retail websites. And B2B buyers conduct up to 12 searches, on average, before engaging with a brand.

What’s more, they prefer going through the majority of the buying process on their own.

For example, in recent survey from Webmazing Research, we found that 77% people research a brand before engaging with it.

Forrester revealed that 60% of customers do not want any interaction with salespeople. Further, 68% prefer to research on their own. And 62% have developed their own criteria to select the right vendor.

Finally, DemandGen’s 2017 B2B Buyer’s Survey found that 61% of B2B buyers start the buying process with a broad web search. In comparison, only 56% go directly to a vendor’s website.

But how do they use search engines during the process?

Early in the process, they use Google to find information about their problem. Some also inquire about potential solutions.

Then, they evaluate available alternatives based on reviews or social media hype before inquiring with a company. But this happens after they’ve exhausted all information sources.

And so, the only chance for customers to notice and consider you is by showing up in their search results.

How Does Google Know How to Rank a Page?

Search engines have a single goal only. They aim to provide users with the most relevant answers or information.

Every time you use them, their algorithms choose pages that are the most relevant to your query. And then, rank them, displaying the most authoritative or popular ones first.

To deliver the right information to users, search engines analyze two factors:

Relevancy between the search query and the content on a page. Search engines assess it by various factors like topic or keywords.

Authority, measured by a website’s popularity on the Internet. Google assumes that the more popular a page or resource is, the more valuable is its content to readers.

And to analyze all this information they use complex equations calledsearch algorithms.

Search engines keep their algorithms secret. But over time, SEOs have identified some of the factors they consider when ranking a page. We refer to them as ranking factors, and they are the focus of an SEO strategy.

As you’ll shortly see, adding more content, optimizing image filenames, or improving internal links can affect your rankings and search visibility. And that’s because each of those actions improves a ranking factor.

Three Core Components of a Strong SEO Strategy

To optimize a site, you need to improve ranking factors in three areas — technical website setup, content, and links. So, let’s go through them in turn.

1. Technical Setup

For your website to rank, three things must happen:

First, a search engine needs find your pages on the Web.

Then, it must scan them to understand their topics and identify their keywords.

And finally, it needs to add them to its index — a database of all the content it has found on the web. This way, its algorithm can consider displaying your website for relevant queries.

Seem simple, doesn’t it? Certainly, nothing to worry about. After all, since you can visit your site without any problem, so should Google, right?

Unfortunately, there is a catch. A web page looks different for you and the search engine. You see it as a collection of graphics, colors, text with its formatting, and links.

To a search engine, it’s nothing but text.

As a result, any elements it cannot render this way remain invisible to the search engine. And so, in spite of your website looking fine to you, Google might find its content inaccessible.

Website navigation and links

Search engines crawl sites just like you would. They follow links. Search engine crawlers land on a page and use links to find other content to analyze. But as you’ve seen above, they cannot see images. So, set the navigation and links as text-only.

Simple URL structure

Search engines don’t like reading lengthy strings of words with complex structure. So, if possible, keep your URLs short. Set them up to include as little beyond the main keyword for which you want to optimize the page, as possible.

Page speed

Search engines, use the load time — the time it takes for a user to be able to read the page — as an indicator of quality. Many website elements can affect it. Image size, for example. Use Google’s Page Speed Insights Tool for suggestions how to improve your pages.

Dead links or broken redirects

A dead link sends a visitor to a nonexistent page. A broken redirect points to a resource that might no longer be there. Both provide poor user experience but also, prevent search engines from indexing your content.

Sitemap and Robots.txt files

A sitemap is a simple file that lists all URLs on your site. Search engines use it to identify what pages to crawl and index. A robots.txt file, on the other hand, tells search engines what content not to index (for example, specific policy pages you don’t want to appear in search.) Create both to speed up crawling and indexing of your content.

Duplicate content

Pages containing identical or quite similar content confuse search engines. They often find it near impossible to determine what content they should display in search results. For that reason, search engines consider duplicate content as a negative factor. And upon finding it, can penalize a website by not displaying any of those pages at all.

2. Content

Every time you use a search engine, you’re looking for content — information on a particular issue or problem, for example.

True, this content might come in different formats. It could be text, like a blog post or a web page. But it could also be a video, product recommendation, and even a business listing.

It’s all content.

And for SEO, it’s what helps gain greater search visibility.

Here are two reasons why:

For one, content is what customers want when searching. Regardless of what they’re looking for, it’s content that provides it. And the more of it you publish, the higher your chance for greater search visibility.

But also, search engines use content to determine how to rank a page. It’s the idea of relevance between a page and a person’s search query that we talked about earlier.

While crawling a page, they determine its topic. Analyzing elements like page length or its structure helps them assess its quality. Based on this information, search algorithms can match a person’s query with pages they consider the most relevant to it.

The process of optimizing content begins with keyword research.

Keyword Research

SEO is not about getting any visitors to the site. You want to attract people who need what you sell and can become leads, and later, customers.

However, that’s possible only if it ranks for the keywords those people would use when searching. Otherwise, there’s no chance they’d ever find you. And that’s even if your website appeared at the top of the search results.

That’s why SEO work starts with discovering what phrases potential buyers enter into search engines.

The process typically involves identifying terms and topics relevant to your business. Then, converting them into initial keywords. And finally, conducting extensive research to uncover related terms your audience would use.

We’ve published a thorough guide to keyword research for beginners. It lays out the keyword research process in detail. Use it to identify search terms you should be targeting.

With a list of keywords at hand, the next step is to optimize your content. SEOs refer to this process as on-page optimization.

On-Page Optimization

On-page optimization, also called on-page SEO, ensures that search engines a.) understand a page’s topic and keywords, and b.) can match it to relevant searches.

Note, I said “page” not content. That’s because, although the bulk of on-page SEO work focuses on the words you use, it extends to optimizing some elements in the code.

You may have heard about some of them — meta-tags like title or description are two most popular ones. But there are more. So, here’s a list of the most crucial on-page optimization actions to take.

Note: Since blog content prevails on most websites, when speaking of those factors, I’ll focus on blog SEO — optimizing blog posts for relevant keywords. However, all this advice is equally valid for other page types too.

i. Keyword Optimization

First, ensure that Google understands what keywords you want this page to rank. To achieve that, make sure you include at least the main keyword in the following:

Post’s title: Ideally, place it as close to the start of the title. Google is known to put more value on words at the start of the headline.

URL: Your page’s web address should also include the keyword. Ideally, including nothing else. Also, remove any stop words.

H1 Tag: In most content management systems, this tag displays the title of the page by default. However, make sure that your platform doesn’t use a different setting.

The first 100 words (or the first paragraph) of content: Finding the keyword at the start of your blog post will reassure Google that this is, in fact, the page’s topic.

Meta-title and meta-description tags: Search engines use these two code elements to display their listings. They display meta-title as the search listing’s title. Meta-description provides content for the little blurb below it. But above that, they use both to understand the page’s topic further.

Image file names and ALT tags: Remember how search engines see graphics on a page? They can only see their file names. So, make sure that at least one of the images contains the keyword in the file name.

The alt tag, on the other hand, is text browsers display instead of an image (for visually impaired visitors.) However, since ALT tag resides in the image code, search engines use it as a relevancy signal as well.

Also, add semantic keywords — variations or synonyms of your keyword. Google and other search engines use them to determine a page’s relevancy better.

Let me illustrate this with a quick example. Let’s pretend that your main keyword is “Apple.” But do you mean the fruit or the tech giant behind the iPhone?

Now, imagine what happens when Google finds terms like sugar, orchard, or cider in the copy? The choice what queries to rank it for would immediately become obvious, right?

That’s what semantic keywords do. Add them to ensure that your page doesn’t start showing up for irrelevant searches.

ii. Non-Keyword-Related On-Page Optimization Factors

On-page SEO is not just about sprinkling keywords across the page. The factors below help confirm a page’s credibility and authority too:

External links: Linking out to other, relevant pages on the topic helps Google determine its topic further. Plus, it provides a good user experience. How?  By positioning your content as a valuable resource.

Internal links: Those links help you boost rankings in two ways. One, they allow search engines to find and crawl other pages on the site. And two, they show semantic relations between various pages, helping to determine its relevance to the search query better. As a rule, you should include at least 2-4 internal links per blog post.

Content’s length: Long content typically ranks better. That’s because, if done well, a longer blog post will always contain more exhaustive information on the topic.

Multimedia: Although not a requirement, multimedia elements like videos, diagrams, audio players can signal a page’s quality. It keeps readers on a page for longer. And in turn, it signals that they find the content valuable and worth perusing.

3. Links

From what you’ve read in this guide so far, you know that no page will rank without two factors — relevance and authority.

In their quest to provide users with the most accurate answers, Google and other search engines prioritize pages they consider the most relevant to their queries but also, popular.

The first two areas — technical setup and content — focused on increasing relevancy (though I admit, some of their elements can also help highlight the authority.)

Links, however, are responsible for popularity.

But before we talk more about how they work, here’s what SEOs mean when talking about links.

What Is a Backlink?

Links, also called backlinks, are references to your content on other websites. Every time another website mentions and points their readers to your content, you gain a backlink to your site.

For example, this article in Entrepreneur.com mentions our marketing statistics page. It also links to it allowing their readers to see other stats than the one quoted.

Google uses quantity and quality of links like this as a signal of a website’s authority. Its logic behind it is that webmasters would reference a popular and high-quality website more often than a mediocre one.

But note that I mentioned links quality as well. That’s because not all links are the same. Some — low-quality ones — can impact your rankings negatively.

Links Quality Factors

Low quality or suspicious links — for example, ones that Google would consider as built deliberately to make it consider a site as more authoritative — might reduce your rankings.

That’s why, when building links, SEOs focus not on building any links. They aim to generate the highest quality references possible.

Naturally, just like with the search algorithm, we don’t know what factors determine a link’s quality, specifically. However, over time, SEOs discovered some of them:

  1. The popularity of a linking site: Any link from a domain that search engines consider an authority will naturally have high quality. In other words, links from websites that have good quality links pointing to them, work better.
  2. Topic relevance: Links from domains on a topic similar to yours will carry more authority than those from random websites.
  3. Trust in a domain: Just like with popularity, search engines also assess a website’s trust. Links from more trustworthy sites will always impact rankings better.

Link Building

In SEO, we refer to the process of acquiring new backlinks as link building. And as many practitioners admit, it can be a challenging activity.

Link building, if you want to do it well, requires creativity, strategic thinking, and patience. To generate quality links, you need to come up with a link building strategy. And that’s no small feat.

Remember, your links must pass various quality criteria. Plus, it can’t be obvious to search engines that you’ve built them deliberately.

Here are some strategies to do it:

Editorial, organic links. These backlinks come from websites that reference your content on their own.

Outreach. In this strategy, you contact other websites for links. This can happen in many ways. You could create an amazing piece of content, and email them to tell them about it. In turn, if they find it valuable, they’ll reference it. You can also suggest where they could link to it.

Guest posting. Guest posts are blog articles that you publish on third-party websites. In turn, those companies often allow including one or two links to your site in the content and author bio.

Profile links. Finally, many websites offer an opportunity to create a link. Online profiles are a good example. Often, when setting up such profile, you can also list your website there as well. Not all such links carry strong authority, but some might. And given the ease of creating them, they’re worth pursuing.

Competitive analysis. Finally, many SEOs regularly analyze their competitors’ backlinks to identify those they could recreate for their sites too.

Now, if you’re still here with me, then you’ve just discovered what’s responsible for your site’s success in search.

The next step, then, is figuring out whether your efforts are working.

How to Monitor & Track SEO Results

Technical setup, content, and links are critical to getting a website into the search results. Monitoring your efforts helps improve your strategy further.

Measuring SEO success means tracking data about traffic, engagement, and links. And though, most companies develop their own sets of SEO KPIs (key performance indicators), here are the most common ones:

  • Organic traffic growth
  • Keyword rankings (split into branded and non-branded terms)
  • Conversions from organic traffic
  • Average time on page and the bounce rate
  • Top landing pages attracting organic traffic
  • Number of indexed pages
  • Links growth (including new and lost links)

Local SEO

Up until now, we focused on getting a site rank in search results in general. If you run a local business, however, Google also lets you position it in front of potential customers in your area, specifically. But for that, you use local SEO.

And it’s well worth it.

97% of customers use search engines to find local information. They look for vendor suggestions, and even specific business addresses. In fact,12% of customers look for local business information every day.

What’s more, they act on this information: 75% of searchers visit a local store or company’s premises within 24 hours of the search.

But hold on, is local SEO different from what we’ve been talking all along?

Yes and no.

Search engines follow similar principles for both local and global rankings. But given that they position a site for specific, location-based results, they need to analyze some other ranking factors too.

Local search results look different too:

  • They appear only for searches with a local intent (for example, “restaurant near me” or when a person clearly defined the location.)
  • They contain results specific to a relevant location.
  • They concentrate on delivering specific information to users that they don’t need to go anywhere else to find.
  • They target smartphone users primarily as local searches occur more often on mobile devices.

Local Search Ranking Factors

When analyzing local websites, Google looks at the proximity to a searcher’s location. With the rise of local searches containing the phrase, “near me,” it’s only fair that Google will try to present the closest businesses first.

Keywords are essential for local SEO too. However, one additional element of on-page optimization is the presence of a company’s name, address, and phone number of a page. In local SEO, we refer to it as the NAP.

Again, it makes sense, as the search engine needs a way to assess the company’s location.

Google assesses authority in local search not just by links. Reviews and citations (references of a business’s address or a phone number online) highlight its authority too.

Finally, the information a business includes in Google My Business — the search engine’s platform for managing local business listings — plays a huge part in its rankings.

The above is just the tip of the iceberg. But they are the ones to get right first if you want your business to rank well in local search.

What is Black Hat SEO?

The final aspect of SEO I want to highlight to you is something I also hope you’ll never get tempted to use. I mean it.

Because, although it might have its lure, using black hat SEO typically ends in a penalty from search listings.

Black hat practices aim at manipulating search engine algorithms using strategies against search engine guidelines. The most common black hat techniques include keyword stuffing, cloaking (hiding keywords in code so that users don’t see them, but search engines do,) and buying links.

So, why would someone use black hat SEO? For one, because, often, ranking a site following Google’s guidelines takes time. Long time, in fact.

Black hat strategies let you cut down the complexity of link building, for example. Keyword stuffing allows to rank one page for many keywords, without having to create more content assets.

But as said, getting caught often results in a site being completely wiped out from search listings.

And the reason I mention it here is that I want you to realize that there are no shortcuts in SEO. And be aware of anyone suggesting strategies that might seem too good to be true.

SEO Resources & Training

This guide is just a starting point for discovering SEO. But there’s much more to learn.

Here are online training resources to try next:

You can also pick SEO knowledge from industry experts and their blogs. Here are some worth reading:

Over To You

Without actively positioning its content in search results, no business can survive long.

By increasing your search visibility, you can bring more visitors, and in turn, conversions and sales. And that’s well worth the time spent becoming an expert in SEO.

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