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September 10, 2010

The Evolving Web: What it Means for the Website Owner

As we work with clients who need web design and search engine optimization (SEO) services, we observe that many are unclear about what their existing or proposed websites can do for them. We share the highlights of what works and we aim to educate interested clients about changing web standards, good design, content, and SEO. While web has been changing and evolving since it began, now the changes come more quickly. Shifting search engine behavior can come as a shock when it brings a website’s position down in search engine results pages (SERPS) in a matter of days or weeks. Unfortunately, this is common. Sites with old and tired content are being hit hard.

In view of all this, we’d like for clients and readers to have the most benefit possible from the evolving web, with its real time searching, social media, and other developments. Such changes transform our websites over time, just as they change the world of business and
information. There’s a lot that goes into getting good results on the web, and the fact that it’s always changing creates a pretty complex situation for site owners.

Websites should change over time though many site owners would rather they did not. The alternative is not being easily found by search engines or users. Faced with this choice, most site owners find out and implement what it takes to keep up. With the search engine algorithm changes made recently, many know they must either fix the old site, if it’s fixable, and expand from there — or create a new
search engine friendly website that has potential.

From what we see, people are more likely to succeed on today’s web if they realize these “web facts” and act on them before the facts become painfully obvious:

-One must have a plan that works. How will people find the website, how will they be encouraged to browse, shop, download helpful tools, articles, or videos that you may offer? (This is what the conversion rate reflects.) How search engine friendly is the code and the over all
structure? How quickly do the pages load? Is there a plan for growth that allows for future changes, blogs, shopping carts and so forth? Is the site owner limited by an obsolete hosting platform?

-The conversion rate, mentioned above, is key. How does the site owner wish to benefit when more visitors appear? How can the casual visitor be converted into an involved and loyal user who chats about the site with friends and colleagues?

– No website is ever DONE, or complete. Any successful site needs updating regularly. More and more, sites need to look and feel current. Site users and search engines alike want to find a current site. One needs a plan for new and changing high quality content. One’s own site and the web in general is a moving target we need to stay after. New learning is essential. Putting the results of new learning into action is essential. A site needs a life of it’s own and should be built and developed for a lot of purposeful activity all around the web. We have a more dynamic Internet than we did even a few years ago, and that is a massive understatement! How does the website owner plan get the
website out into the world?

Thanks for reading today. We at Lone Bird Studio in Asheville, NC wish all current and future website owners pleasant learning and success with their web design and search engine optimization activities.

Chris has been owner and head designer since he started LBS back 1979. His marketing experience crosses all media and Chris is settled firmly into web design and marketing. With his first website going up in 1997 Chris has himself as one of the leading Web Design Studios in Western North Carolina. Based in Asheville Lone Bird Studio has a proven record of results and satisfied clients. Check him out at