Online marketing necessarily means that you have to construct a website.
The technical skills involved will have an impact on the usability of the final product. For example if the navigation is difficult then the surfers will find it difficult to get to the pages that they require in order to purchase certain products.
These core principles will also determine whether you are still ranked highly after the Google Panda update.
The Loading Time Gap
A well designed page should be able to download quickly regardless of the browser that the surfer is using. For example we know that visitors rarely spend more than 30 seconds on a URL.
If they are spending most of that time downloading your material then they will leave the page for good.
On-page SEO requires a certain amount of keyword campaigning and some attractive features but this must not be at the expense of the download timescale.
In other words your SEM strategies require that you make things as easy as possible for the surfer that wishes to visit your pages. A regular page should load within 10 seconds.
You can extend this gap to 5 seconds in terms of internal processing.
If you do not know about web management then it is probably a good idea to hire someone. The written elements should be clean and therefore free of errors.
You may visit the validator.w3.org website in order to check its design compatibility with the internationally accepted standards.
Although Google Panda tended to concentrate on the quality of content, there are certain penalties for those pages that are poorly designed.
In cases of CSS the page jigsaw.w3.org/css-validator will be of help. The W3C standards have to be followed even before you think of adding content to your pages.
All your SEM strategies will go to waste in the absence of good on-page SEO.
Lighten the Design of Your Pages
There are certain SEO elements which may be attractive but they can make the code heavier than it needs to be.
For example you should avoid the use of rare plug-ins…
Few surfers have the time or patience to download a new element before they can see your content. They will simply move on to another page that is easier to read.
If you are in doubt then concentrate on text. Of course SEM is wider than a piece of text but your online marketing strategy should take into account the practicality of the URLs that you are promoting.
Easily understandable content
Over-enthusiastic webmasters make very bad SEO campaigners because they use all sorts of gimmicks that do not target the fundamental objectives of online marketing as we know it.
For example there is no need to use dynamic URLs instead of HT Access files. Finally it is important to maintain consistency in the standards of your design.
A single bad page is enough to ensure that the Google Panda update will punish you.
The subject of technical design and SEO is vast.
This is just a sample of some of the pertinent issues that you may attention to. At the end of the day you have to balance the need to sell products with the practical specifications of search engine optimization.