Creating a website for business

Published: - Central European Time (UTC+01:00). Author: .

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The main goal of SEO is to increase the visibility of content in search engine results pages (SERP). Most likely most websites have the goal of generating income from online traffic for their content. This could be direct monetization of content, e.g., news websites and blogs, and increased income for content subjects, e.g., local businesses or e-commerce. All of them have some dependence on the visibility of the content of their websites in the SERP, e.g., a restaurant in a big city, a plumber, a car repair shop, or a lawyer. The first step to creating visibility for a business and business offerings in search results is to create a website. However, when creating a website and after publication, unpleasant problems may arise due to an incorrect assessment of the capabilities of the website creator. For better understanding let's look at alternatives for creating websites according to the capabilities of the website creator.

Self-created website

To create a website yourself, you can use a content management system (CMS) or do it yourself using HTML. With the right knowledge, this can save your budget significantly.

Pros and cons of using CMS

CMS is easy to use, but your content is dependent on the ideas of the creators of CMS and plugins about SEO, which may not coincide with Google's policies. In addition, when using CMS, you may not understand how it works under the hood. If there is a problem, it may be difficult to understand the expert advice on the Google Search Central Help Community. A similar problem occurs when Google provides preliminary a warning about a future change or addition to the requirements for search ranking. In this case, the owner of the CMS website is again forced to rely on the authors of the CMS and plugins, expecting from them timely relevant changes, which may be late or not happen at all. More broadly, a website's CMS dependence on the CMS creators can be disastrous for the revenue of a website that is heavily dependent on online traffic. I would suggest that using a CMS makes sense for website owners for whom online traffic is not very important. Alternative: dive deep into learning the CMS you want to use. But, this requires knowledge of HTML, styles, and scripts. However, having such knowledge it is easier to create your website using HTML. Building something new is always easier than fixing something that already exists.

Pros and cons of using HTML

All problems associated with the use of CMS are absent when you independently design and create a website with pages that are HTML documents. The HTML creator knows how every cog under the hood (in the source code) works and can quickly identify and fix the problem that the search console reports to him. If Google warns about impending changes in search ranking requirements, the creator of an HTML website can promptly make appropriate changes to the content of its HTML pages. If you go to the Google forum, the creator can understand and fix the problems of his website on his own. However, creating an HTML website requires knowledge of HTML, styles, and scripts. In addition, it is useful to immediately apply SEO and digital marketing methods when creating a website, which can reduce the time and budget for creating a website. To do this, website creators need to have additional SEO knowledge, which is not static and requires constant monitoring of Google documentation, and knowledge of digital marketing. Maybe the owner of the business behind the website may not have the time to deeply immerse in studying HTML, styles, scripts, and SEO methods. This may encourage website owners to hire a third-party agency or expert to create and manage the website.

Hiring a third-party SEO agency

Currently, there is a problem with choosing an agency with an authorized SEO and digital marketing expert. The Internet is filled with websites of self-proclaimed SEO experts and it can be difficult for a business owner to find a authorized expert. Indicators that make sense to pay attention to when hiring an SEO agency:

Availability of confirmed information about the legality of the agency’s business, including information about legitimacy. Here it may make sense to check the presence of a business registration certificate and check the registration number through the online registration institute verification form (this option is not available in all countries). Also pay attention to the agency's business profile panel: how to quickly and easily find this panel.

Availability of a certificate from Google and/or a connection with Google.

Availability of publications about SEO and digital marketing from leading agency employees. If the content of your website can be considered as Your Money Or Your Life - YMYL, then it makes sense to check the publications of the candidate in question associated with a high level of content trustworthiness according to Google requirements.

Previous work may not be available in some countries with strict trade secret laws.

Legitimate expert agencies have all the necessary information on the website of their agency. If some important information or easily verifiable confirmation of important information is not available in website content representing your candidate's agency, then this is a red flag.

Make sure of the legitimacy of the candidate agency's business and the expertise of its leading employees and proceed to contact.

Summary to start SEO for business

If your business's income is highly dependent on online traffic, then approach the creation of a website for your business with high exactingness. Focus on achieving maximum visibility of your business and offerings in search results. If you have the necessary knowledge, then create a business website yourself with content in accordance with Google’s policies. If you do not have the required knowledge, then find an authorized agency or expert who can help you with the desired representation of your business in search results.