When looking at creating a great web site, there are many things that need to be taken into consideration:
- Site Architecture and navigation
- Design elements
- Search Engine Optimisation
- Site/Page performance
With all of this to consider it becomes an onerous task to actually get a site up and running.
My approach is always to take a balanced view of User Experience and Search Engine Optimisation. If you create your content only for the search crawlers, your users are bound to suffer. However, you do not want to ignore the crawlers (or bots) as they play an enormous role in your on-line strategy.
How to get it right? In my opinion, bolt-on SEO is not a great idea (in other words, writing content first, then applying SEO). Rather, ensure you get input from an SEO specialist every step of the way. Build elements of SEO into every step of your strategy and most importantly, get your content written by someone who has a good understanding of SEO. That way, the writing is natural, a good read for customers and beautifully optimised for ‘findability’.