Posts Tagged ‘Google Page Preview’

Site Design DOES Matter

Wednesday, November 17th, 2010

There is one area of internet marketing that is often overlooked. Site Design. While good navigation and a pleasing, easy to read page is conducive to converting lookers to buyers, recent changes at Google have made site design an even more important element of search engine optimization.

Google has always cared about the proper use of HTML and CSS code, page load times and other “backend” design elements, but with a recent test by Google, site design is about to become even more important to search results.

In the past couple of weeks Google has been experimenting with “page preview”. Enter a search term and click the magnifying glass next to a result to turn this feature on. Now scroll over the results and you’ll see something like the image below.

The keyword you entered will be highlighted on the page preview.

What effect will this new feature have on your online marketing efforts? Let’s look at two examples of a page preview.

Notice the broken Flash video image? The rest of this page isn’t bad, and it still could attract visitors. BUT the keyterms I entered to find this page are not highlighted within this preview. It won’t take long for visitors to start bypassing pages and sites that don’t have their key term prominently displayed and highlighted in the Google Page Preview.

Let’s look at another preview page.

I went to this page to find out why it was displaying so much white space. Java popups, old style html code and lack of CSS contributed to hide content from the page preview. This site – according to a quick look at it’s source code – is using site design style from the 1990’s. Do you think this page preview will result in visitors? Ummm probably not.

Most sites I review from an SEO perspective need some help. Titles, descriptions, code rewrites and other elements frequently need to be updated and redone. Most sites I see online are not “mobile friendly”. Many are confusing to visitors with poor navigation and overall site layout. But now the stakes have been raised. Now poor site design will be evident to everyone before they ever click your link in Google search results.

Make a New Years resolution to check your site and update as needed.

  • Check it in Google’s Site Preview
  • Use the index card or business card ┬átest – how much of your site can be seen in a 3″ x 5″ or smaller area? That’s what a mobile device sees.
  • Dump Flash. Even if Apple were supporting it, it’s old, it’s tired, it’s a security risk and there are better, quicker, well supported alternatives to a Flash video.
  • Think “cross browser” and “cross platform” compatible. Be SURE your site can be seen on IE, FireFox, Safari and Chrome. Be SURE it’s Smart Phone and iPad ready.

And be SURE it looks inviting to the Page Preview browser! (HINT – Bing is also going the Page Preview route.) Spending the time to get a good ranking in Google and then losing the visitor to bad site design will mean your Christmas stocking will be full of coal next year.

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