In my journey as a digital marketing expert, I've encountered numerous scenarios that tested my expertise and ethical considerations, especially in the realm of SEO and website development. Today, I want to share a story that highlights the complexities of building a website that not only looks good but also performs well in search engines—a challenge that many overlook until it's too late.
The Challenge of Custom-Coded Websites
Not long ago, I had to deliver some hard news to a business with a freshly built website. Despite its modern design and functionality, I declined to work on their SEO. The reason? The entire site was custom-coded. While custom coding isn't inherently problematic, it poses significant challenges for small local businesses that need agility and the ability to make quick updates, such as changing images, text, or SEO elements like titles and meta descriptions.
The Importance of SEO-Friendly Platforms
This experience underscored a crucial lesson: the platform and technology you choose for your website can significantly impact its future performance and flexibility. For small businesses, being tied to a specific developer, especially if they're overseas, can hinder the ability to make agile updates—essential for keeping up with SEO best practices and competitors.
The Power of Page Builders
Reflecting on this, I've grown to appreciate the value of page builders. Tools like WordPress, Elementor, and Beaver Builder offer a balance between customization and usability. They allow for quick adjustments, which is vital for SEO and user experience. Unlike custom-coded sites, page builders enable businesses to be more self-sufficient, reducing the need to rely on developers for every minor change.
The Ethical Dilemma in SEO
The situation also highlighted an ethical dilemma in the SEO industry. Many agencies would take on such a project without considering the long-term implications for the client. However, I believe in having honest conversations about what's truly best for the client's online presence. It's not just about making a website look good; it's about ensuring it can grow, adapt, and perform well in search engines.
A Personal Approach to Website Development
In advising clients, I emphasize the importance of planning for the future. A website should not only serve as a digital business card but also as a dynamic tool for growth. This means choosing a platform that allows for easy updates and is conducive to SEO strategies. For many, this involves using a page builder and avoiding the pitfalls of overly custom-coded solutions.
Conclusion
In conclusion, my experience with this particular project was a stark reminder of the complexities involved in website development and SEO. It's a scenario I've seen play out too often, and it drives home the point that successful websites are built with both the present and future in mind. As I continue to navigate the digital marketing landscape, I remain committed to guiding businesses toward making informed decisions that align with their long-term goals and SEO aspirations.
This journey has taught me the importance of adaptability, ethical practice, and the need for continuous learning and improvement. By sharing these insights, I hope to help others avoid common pitfalls and achieve success in their online endeavours.