ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Website Design, Development and SEO

Updated on November 7, 2010

In a Nutshell

By Andrew J Thompson

Web development encompasses an array of functions for content management on the internet. Small business owners often understand only the narrowest functionality. This piece is written from one small business owner to others to help them understand the true value of one of the major functions: search engine marketing.

Many businesses cannot survive today without an effective search engine strategy. Yet far too often, the owners think no further than the appearance of their website. This thinking can be fatal.

Web Design: The Architect

I had some interesting dialogue with a search professional recently. I was trying to articulate my frustrations with business owners failing to understand the relative value of search marketing, of SEO, compared with website design. I tried to come up with a good analogy.

I'm not sure I perfected it, but the analogy I gave was of a website designer as an architect, and a search professionals as property managers. After all, who would ever pay an architect to design a commercial-use building and build it out, but then do nothing to market or manage it thereafter?

If you need to generate income from a commercial property, you have to rent out space, or at least market the products you have for sale within that space. Good business people who own real estate, are always on top of the importance of the marketing it takes to generate income from the property they own.

But that's not always so with respect to virtual real estate, i.e. the IP address where you website is located. So, why is there a disconnect?

Generating Income from the Web

It's very important to recognize that the most attractive, well designed site on the internet can generate little or no income whatsoever.

Have you ever been through a high end, boutique marketplace full of adorable, little shops? Have you noticed that in many of these settings, few if any of the shops make enough money to stay in business for very long? Unless an owner can afford to treat it as a hobby, any given retailer is likely to roll in and out of a space within a single business cycle.

What is going on there? The problem is that there isn't enough traffic coming through the stores to sustain the business. It's a problem that is very much akin to the problem on the internet. It does not matter what a fabulous, and unique merchandiser you are if you have no customers to sell to.

But the beauty of the internet is that you can bring the customers to you, and the tools are right at your fingertips to accomplish this task. That is what search marketing is all about, and it is very different from web design.

Yes, it's true that high end, full service, web developers (who are more than just designers), provide SEO services along with design, database creation, etc. - but this is still a step short of search marketing.

If you are in the clothing business, it may do you little good to rank #1 on Google in a search for "clothing", especially if you specialize in anything, say, maternity wear for example. Search marketing brings the very important expertise of matching your optimization to the clientele you need to attract.

I referenced a dialogue at the beginning of this post. The gentleman with whom I had that dialogue referred to himself as a "search evangelist". Perhaps I'm a bit of the same. I want to see small businesses succeed. Evangelizing this concept is very important in helping small business owners who need this expertise.

If I can be of more help, please visit my website, Elusen.com or email me today.


Comments

    0 of 8192 characters used
    Post Comment

    • profile image

      Fleurfavs 

      8 years ago

      I totally agree. Being a web developer you should be fast in making your own website and getting a good grip to SEO could be tricky. It is just a matter of being dedicated and positive thinker to run the business successfully.

    • tgallagher profile image

      tgallagher 

      8 years ago from Fargo, ND

      nice article

    working

    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, hubpages.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: https://hubpages.com/privacy-policy#gdpr

    Show Details
    Necessary
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
    Features
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Marketing
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Statistics
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)