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The Wichita Design Blog: News, Notes & Inspiration from the Air Capital City.

What is Responsive Web Design?

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You’ve likely heard about responsive web design, one of the more trendy technologies currently on the design scene. Responsive Design is programming that simply responds to the user’s device, delivering an experience appropriate for the screen they are using to view the content. For developers, this means the days of painstakingly building sites for specific screens is potentially over, as responsive design lets webmasters create one cohesive site that works on desktops, tablets, smartphones and everything in between.

At first glance, it would seem responsive HTML must be the new obvious choice for all development, as it enables you to reach every screen with one batch of code. Depending on your audience, product and site, however, it may still make more sense to tackle each screen separately.

The big question though centers around the ever-present SEO factor: Is responsive web design good or bad for SEO? The answer: both. It all depends on you.

Responsive Web Design in Detail

There are essentially three key pieces of technology woven into well-written responsive HTML.

  1. CSS3 Media Queries – These are the elements that identify the actual screen size and device a visitor uses to access your site. They test conditions on each device including minimum and maximum height, resolution, orientation and aspect ratio. These media queries allow you to determine which CSS style should be displayed for any given device; a critical step to achieving responsive design.
  2. Fluid Grid Layout – These parts of the code are the magic that allow the page to expand or shrink dimensions so that it stays within the viewable area, without the need to scroll. Fixed-pixel sizing is rendered obsolete with this method, allowing the design to freely adjust itself by percentages and dynamically change position without breaking any other area of the site.
  3. Fluid Image Scaling – Just as above, but for images. When images are sized using CSS in this fashion, the pictures work in conjunction with the fluid grid layout to achieve maximum design flexibility.

The Advantages of Responsive HTML

Besides the obvious flexibility, responsive design can save significant dollars by allowing developers to create one site only, rather than multiple sites and apps to cater to all manner of screens. While there are certainly reasons to create a native app, you need to first consider what your audience is looking for. If you offer services that users need on the go – like a restaurant, book store, salon or hotel – a responsive experience eliminates the need to download a mobile app, and will likely land you far more customers because of the ease and speed. Since mobile browsing is surpassing desktop usage across the globe, this is a major windfall.

It used to be SEO experts touted the responsive method as a superior choice because of the complexity of multiple URLs, but in recent months, Google has changed the game. Up until recently, Google was not able to consolidate multiple site URLs for mobile and desktop experiences and equate it to the same business. That, however, has now changed. If you have one URL for your desktop site and another for mobile, switchboard tags now allow Google to understand which site should appear when, and your URL structure matters not. One URL may still feel like a simpler tactic for your business, but Google will find you either way.

When Responsive Design Is Not the Best Choice

Last June, Google did declare that responsive HTML was their development preference, but they clearly stated they will still support dynamic serving and mobile URLs. Many wrongly assumed that because responsive is Google’s “preference,” it’s the only way to go. Google themselves still develop native apps for tablets, mobile devices and desktops, so that’s your first clue that there are still other factors to consider.

One of the biggest drawbacks to responsive design right now is speed. Because this kind of programming generally requires more code, responsive sites often take longer to load. Speed is a key SEO ranking factor, as Google gives preference to all aspects that create the best possible user experience. Slower load times could also negatively affect your site’s bounce rate and conversions. There’s a lot of research that shows mobile users are an impatient bunch, so make sure your responsive site still falls in reasonable load time parameters, and watch that you don’t lose customers because of speed.

Likewise, if your audience primarily uses one screen only – maybe your site revolves almost entirely around a mobile app, like FourSquare – then using responsive design for multiple screens wouldn’t make sense. Choosing the responsive route could also prove damaging to your SEO results if you only consider keywords and categories that desktop visitors will use, and not cater to mobile as well. True, this is more an issue with content than the code itself, but it’s easy to leave one audience out when you’re consolidating your efforts.

Your Key Considerations

The biggest factor in determining if responsive design is right for your business: your audience. If your customers are primarily smartphone users, they have very specific needs that would likely only be met through a mobile-centric experience.

On the other hand, if your demographic will access your site through screens of all sizes, and you are looking for a faster, easier and less expensive development process, responsive HTML is just the ticket.

No matter what you choose, you will obviously need to give heavy consideration to the unique SEO factors inherent with each solution. Responsive HTML isn’t intrinsically good or bad for SEO, especially now that Google consolidates link equity for equivalent mobile URLs. Again, it’s about your customers. If you find keywords and categories are similar across screen sizes, by all means, consolidate and enjoy responsive benefits. But if you need to consider your demo on a screen by screen basis, you may save time and money with responsive design, but the SEO and individual product losses could be catastrophic.

Yes, the current hype around responsive web design is certainly warranted. It’s a fantastic technology that is making life better for developers and users alike. But just as with any technology, it’s certainly not one-size-fits-all.

Let WichitaDesignCo.com develop your next Responsive Website.

Is Your SEO Failing?

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If you listen closely, you can almost hear the lamented cries of business owners across the globe every day as they watch their search engine rankings crash and burn. Too often those who are the most sincere and determined do not see their efforts come to fruition, and this usually transpires in a fit of confusion. If you are one of the many perplexed and frustrated online entrepreneurs trying to understand why your SEO efforts keep falling flat, read on and take an honest look at which of your decisions cause Google to send you to the back of the line.

1. A Website That Can’t Convert

Before you dive into link sharing, keywords and various other external tactics, it’s crucial that you first examine what’s not working with your own website. All the clever SEO tricks in the world won’t move your revenues if your site fails to convert visitors. So before you throw all your efforts into rankings and traffic, first ensure your website is ready to welcome the masses. If your current conversion rate is lackluster, targeted marketing efforts will only expose this all the more. Make sure navigation is intuitive, your homepage is compelling and informative, there are no content dead ends or other bad user experiences, and that your ecommerce experience is fluid and flawless.

This may seem like common sense, but it’s staggering how many business owners don’t realize their problems start at home. If you have a website worth shouting about, only then is it time to call in the marketing hounds.

2. Doing Everything Yourself

It’s tempting to take on SEO (and just about every other role) yourself when you’re stepping into an entrepreneurial position, but think twice if you want professional results. You likely know already that the world of SEO is complex and extremely dynamic. Staying on top of trends and your own site’s current rankings is a huge undertaking. Those who do SEO halfway get results to match, so as soon as it is possible, hire a consultant or staff member that spends at least half their day focused on your SEO and social marketing efforts. You’ve got many other aspects of your business to manage.

3. Using Outdated Strategies

Another sure-fire way to decrease your rankings is to follow archaic strategies. According to a recent report from RivalIQ, over 50% of companies still use meta keyword tags, even though Google has not used them in their algorithms for years. Not only is this a waste of time, but it also publicly reveals your keyword strategies to your competitors. This is further evidence that you shouldn’t own SEO responsibilities yourself, unless you are aces at staying on top of trends.

4. You’re Not Playing Nice with Others

Many business owners are hesitant to link to other sites for fear they are sending traffic to their competitors. While it is essential to choose your link share partners wisely, building content in a silo will not get search engines to notice you. Google and company like businesses that clearly play well with others, so targeted links to and from your site are essential to great SEO. Likewise, as we recently emphasized in a separate article on link sharing, if you’re linking to any site that has shady partners of any kind (spammers, link builders with no content, etc.) you, too, will be punished. So play nice, but choose your partners wisely.

5. Guessing at Your Keywords

Most site owners work hard at predicting which keywords their customers will most likely use to find their site. While a little guesswork is necessary pre-launch, it is far more important to watch and see how traffic finds you once you’re live. Failure to optimize your content and keyword strategy based upon these real-world results will definitely cripple your ranking efforts. Most SEO tools have a “search in reverse” function – make this your best friend once your site is live.

Even better, integrate your tool with your analytics source (like Google Analytics), so you can see how well your site is optimized for the keywords that are driving traffic. Don’t assume you know the best keywords for your content. It’s a game of psychology, ultimately, and your users will tell you how they are attempting to find your content. The key is to listen, and respond accordingly.

Achieving envy-worthy search engine rankings requires the perfect marriage of a great website, stellar content and savvy marketing tactics. Failure to excel in any of these areas will not produce top tier results. Typically, business people who are most frustrated about their lackluster search rankings are focusing too much on one area, and are not embracing the need for balance. Google’s ultimate goal with all their algorithms and best practices is to give their users the best possible experience when they search for anything on the web. So your first step is to make sure your site does just that.

Once you have the confidence that what you have created is top-shelf, then (and only then) is it time to get the attention you deserve. Results-oriented SEO is not about magic tricks and pixie dust – it’s about stellar content and smart, honest marketing and connecting. Without this balance, Google will continue to look right past you.

Let Wichita Design Company develop a successful SEO marketing strategy for your company’s website to increase visitors and revenue.

QR Code Marketing

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Been noticing those funky two-dimensional black and white squares that are printed on books, magazines, signs, buses, and nearly anything that a potential customer could come in contact with? Quick response codes, or QR codes, are becoming more and more popular among brands because they take a potential customer from wherever they are to a webpage in the flash of a second. They are a great marketing tool because anyone who has a smart phone can download a code reader application. Consumers find this entertaining and will scan nearly any barcode they come in contact with. It’s like pushing a button and not knowing what will happen. It’s both exciting and engaging. But, there are a few things you should know about them before applying them to your marketing strategy.

Things to Consider Before Placement

Think about the external environment before placing QR codes and whether it’s convenient or even possible for your target audience to take out their phones and scan the code. You know that they’re going to access your content from a mobile device, so make sure that your content is mobile enabled and that Wi-Fi or 3- or 4G connections are accessible. Take airplanes, elevators, and subway platforms for example where there’s no signal. These areas would be poor choices for placing QR codes.

I find it humorous whenever I see a QR code on a billboard. How is someone supposed to drive and scan at the same time? If people are willing to sue McDonald’s for obesity, then they could go after you if they attempt to scan your code from a billboard and have an accident.

Email and Website Strategy

Posting QR codes in an email is poor strategy if not utilized correctly, especially if it only leads them to your website’s homepage. If you’re looking to send a potential customer to a specific landing page from an email, you should provide a link in the form of an enticing call to action. But, if you enable your QR code to add your contact information (address, email, and number) into their phone when the QR code is scanned, this could be beneficial and possibly lead your potential customer to contact you.

Add QR codes for people reading an email or a webpage on their computer who may like to move that information onto their phone. Create a special, mobile-friendly landing page that condenses key information from the computer-based landing page when the code is scanned. Making it mobile-friendly is crucial!

Where They Should Take Users

This should be a fun project for you, but remember that while generating creative content you should implement strategic intelligence. Have the landing page be a place to sign up for your email newsletter. Links to your Twitter and Facebook accounts will gain more followers, check-ins, and fans. Coupons and videos are always a hit with consumers. Blogs are a great way to establish yourself as an authority. Reward your users for scanning. Remember that in this stage of the game users are more than likely not in a buying state of mind (unless you have an awesome coupon offer that will put them in that state of mind), so content should lure them to learn more about you.

Finding Proper Placement

You can place them on nearly anything with which your target audience comes in contact, so get creative. Put one on the back of your cash register, your menus or brochures, T-shirts-shirts, business cards, banners, books, magazines, coffee mugs, napkins, posters, social media sites, and any other promotional product. The list is as infinite as your imagination! Just make sure the placement is in an area that doesn’t make the item unattractive.

QR Code Checklist

When deciding where and how to use scannable graphics, make sure they follow this criteria.

  1. Lead your user somewhere new and special. When a potential consumer scans your code they want to view something different than what they’re already viewing. Posting a fun but educational video or a coupon that is only accessible by scanning are great examples of this strategy.
  2. The landing page is mobile-friendly. Users will become frustrated if the landing page is difficult to navigate or read. So it’s crucial that the landing page is designed specifically to be viewed from a phone.
  3. The code is strategically placed where Wi-Fi or 3G is accessible. As mentioned earlier, if QR codes are placed in areas where internet service is inaccessible, they are rendered useless.
  4. The QR code is posted in a friendly and safe environment. Let’s not cause a pile up on the interstate by placing QR codes on the back of trucks or billboards. Instead, consider areas your target audiences frequent and will have the leisure to take out their phones and scan them. Don’t forget that most people enjoy scanning codes. They find the mystery enticing, so make it a fun and stress free experience.
  5. 5. The landing page expresses your company, campaign, or product’s pluck and personality. Your landing page should entice users to go to your website. Whether it’s because of a coupon, video, useful information, or a social media platform, your QR code should have them wanting more.

Let WichitaWebDesign.com develop a QR Code Marketing Campaign for you today!

Why You Need to Hire Someone for SEO

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If you’ve ever wondered what are the wide range of areas modern SEOs have to cover, this post below introduces you to them.

Here’s a quick summary of all the areas that SEO now encompasses:

  • Site performance / page load time
  • Brand building / PR
  • Http header status codes
  • Content quality
  • Sitemap changes
  • Social integration
  • Usability and user experience
  • Rel canonical (single domain and cross-domain)
  • Micro-formatting, rich snippets and structured data
  • Navigation and pagination
  • eCommerce SEO
  • International SEO
  • Local SEO
  • Link building
  • Analytics
  • Paid search
  • Mobile search

Let Wichita Design Company help you succeed in SEO.

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