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Make the Website Better, or Forget About SEO

If your website is not performing well, optimizing may not be the solution. Here are some tips to ensure your website succeeds in SEO.

Your Website and SEO

Even if your website is not performing well, optimizing it is not necessarily the solution. Here are some tips to ensure your website succeeds in SEO.

You just signed on to a new client and instantly realize that this will not be simple. Sure, you might be able to do some SEO work to please the client. However, there are more pressing issues. The data is old, poorly written, and challenging to read. The website appears out of date as well as is difficult to navigate.

The client wants a lot from your SEO initiative. What should you do? You may think about putting lipstick on a pig, but we both know that we must address the fundamental issues to succeed at SEO and rank on the first page of millions of results. It is time to get honest with the client. This may be a difficult discussion; what if they cannot afford your proposal?

Two Key Factors You Must Address for Website SEO


There are two key factors you must address before launching an SEO campaign on your website, or you’ll come up short: you must prepare to walk away from the project or be resourceful with the budget.

  • The website’s content.
  • The technical aspect of the website’s backend.

Updating the Content

The frequency with which content should be updated on a website depends on the subject matter. A big lipstick-on-a-pig blunder is when clients request more and more new material without addressing the content they already have on the site. I urge clients to allocate as many resources as possible to update their existing and new content. Three things should be taken into account:

  • Evergreen topics remain relevant for a long time, so there is less work if the topic is evergreen. Of course, you can still improve evergreen pages.
  • You must have the most recent content on a website if it targets queries or keywords requiring the freshest content in the search results. Google addresses this matter here.
  • In its Search Quality Rater guidelines, Google defines YMYL topics as those involving money or life (medical or financial advice, for example). Webpages that contain YMYL topics are held to a higher standard.

The strategies for organizing website content to obtain the most SEO value and enhance the user experience are just as critical as updating the content itself. This refers to things such as navigation and how you connect pages internally. Good internal linking and SEO siloing are fundamental SEO strategies that will streamline your SEO campaign if appropriately executed.

Read Next: Is It Better To Create New Content Or To Optimize Old Web Pages For SEO?

The Website Needs to Be Updated to Help SEO

Do you think the website appears reputable at first glance, or does it appear dated and unappealing? Is the website running smoothly, or does it provide a poor user experience? Before we drive more traffic to a website, we must ensure that these fundamentals are proper. There are a few areas to address right away:

  • Spider-Friendly Code: The website requires clean, simple code so search engine spiders can easily browse through it.
  • Content Management System: That custom CMS the client built may have been excellent initially, but it has SEO issues, making it difficult to update things inside. 

There is a reason why WordPress is the most popular content management system; it is always up to date.

  • Mobile Usability: Many websites experience a large number of mobile visitors. Mobile users require websites that are responsive to desktops and mobile devices.
  • Site Speed: this is a factor in Google’s ranking algorithm because it affects the user experience. Because of this, it is essential to ensure your website loads quickly.
  • Robots.txt: is a file that can prevent bots from crawling certain website areas, reducing server strain, and helping bots locate valuable content.
  • An XML sitemap: it’s a great way to inform search engines about the pages, images, and videos on a site.
  • Qualified URLs: It is possible to fix some crawl issues by including the full URL with “https://” instead of a relative URL when linking internally.
  • 301 redirects: An unnecessary 301 redirect can result in an error page, which can be avoided by redirecting old pages to new, relevant content if needed. This can improve the user experience.
  • Server Maintenance: A server diagnostic report can help you address common errors immediately to improve the user experience.
  • Canonical tags: Using the canonical link element, you can tell search engines which version of a URL you want to show in search results, thereby addressing duplicate content issues.
  • Plugins: All plugins should be updated for security reasons.
  • Design: The website design/user interface should reflect Modern functionality and trends. Usually, updates occur every three to five years.

Remember, there are other ways to deal with a website’s technical aspects, but this is the minimum you must do to rejuvenate an old website. An SEO checklist can assist with more issues.

Say No to Pigs

As SEO professionals, we are responsible for informing clients about our services’ potential consequences. If we recognize a cosmetic improvement as being a pig in lipstick, we should be honest with the client. Cosmetic changes may improve the appearance of a website, but don’t let them fool you: the website is still a pig.

The SEOs must create a desirable user experience rather than apply lipstick to the pig to succeed. Updated content, Core Web Vitals, and quick pages are all examples of how SEO improves the pig.

Furthermore, we must be prepared to either walk away from prospective clients who don’t want to heed our counsel or develop creative methods to make the most of their budget. You may address the website’s fundamental issues before aggressively promoting it. It’s not the job of SEO to make a pig fly … it’s the job of SEO to transform a website into an eagle.

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