In This Article
- Discoverability and Design: Finding the Right Balance for Success
- The Limitations of Traditional SEO Optimization
- Going Beyond Basic SEO
- Key Differences Between Advertising Bot Crawlers and Organic Bot Crawlers
- Appeasing The Bots Like A SEM Pro
- Why the Common Approach to Website Building is Flawed
- Mistake #1: Building a Beautiful Website without a Marketing Plan
- The Pitfalls of Disjointed Web Development
- The Dangers of Hiring Cheap Labor
- Solution: Establish a Clear Marketing Plan
- The Trifecta of Success: Creating a Website that Satisfies Organic and Ads Crawlers, and Delights Users with Stunning Design
- Design and Branding for Artistic Quality
- Security Standards Are Always Important
- The Synergy Between Bot Optimization, Effective Acquisition, and Sound Artistic Integrity
Discoverability and Design: Finding the Right Balance for Success
As we delve deeper into the world of web design and search engine marketing (SEM) we discover that they are more closely intertwined than one might initially suppose.
A visually appealing website is always essential, but it’s only one piece of the puzzle.
Top SEM companies understand that to truly succeed, a website must balance the optimizations geared towards search engines and user experience (UX).
This requires expertise in SEM, as well as an understanding of web design principles and user behavior.
This article not only delves into the advantages that premier SEM companies bring to the table for website design and deployment but can also serve as a helpful guide for individuals or businesses seeking to hire such companies.
The Limitations of traditional SEO Optimization
Search Engine Optimization (SEO) is undoubtedly an important aspect of web design if one hopes to achieve search engine discoverability.
However, a focus solely on appeasing Organic Crawl Bots can limit effectiveness in other areas.
While standard SEO practices, such as keyword research and meta tag implementation, are essential for improving organic search rankings, they may not necessarily translate to success in other areas.
For instance, optimizing a landing page with popular organic keywords does not guarantee that the traffic will remain engaged, nor does it ensure that the landing page will convert well for marketing efforts related to Google Ads or Microsoft Ads.
Different factors, such as the landing page’s design, layout, and user experience (UX), also come into play in achieving success in these areas.
Top-notch SEM agencies should develop a comprehensive approach that considers all aspects of their client’s online presence to maximize chances for multifaceted successes.
Going Beyond Basic SEO
A comprehensive approach to web design that hopes to achieve an advanced level of search engine discoverability must consider factors that go beyond most traditional & technical SEO optimizations that come with a standard web design.
One such factor is optimizing for Advertising Crawl Bots.
This area of web design for search engine marketing is often overlooked, but it can have a significant impact on the success of Google Ads and Microsoft Ads campaigns.
The Google Ads Bot Crawlers are used to index and rank Ads in Google’s search engine results pages (SERPs).
Google Ads Bot Crawlers operate using different underlying protocols and algorithms that require a separate set of considerations compared to the more common web design efforts aimed at appeasing Organic Crawl Bots used in basic SEO.
An expert SEM company should make the distinction between these two types of bot crawls and subsequently build strategies that address both angles within the overarching web design efforts.
Key Differences Between Advertising Bot Crawlers and Organic Bot Crawlers
There are some key differences between how an Organic bot, such as Google’s Organic Bot (aka Googlebot) crawls through a website vs how an Ads bot, such as Google Ads Bot, scans (or crawls) through a website for data.
Organic Crawl Bots VS Advertising Crawl Bots
INTENT
The intent of an Organic bot such as Googlebot is to index and rank websites based on their relevance and authority for specific keywords and topics.
The Google Ads bot, on the other hand, is focused on evaluating landing pages for the purpose of grading ad relevancy & UX as to deliver high-quality ads to Google users while simultaneously controlling ad positions & bidding costs for the individual advertisers.
DATA POINTS
Both bots scan for similar data points, such as content relevance and technical SEO elements.
However, Google Ads bot places more emphasis on specific elements that are relevant to advertising.
For example, the Ads bot evaluates the ad relevance of a landing page by analyzing the content and structure of the page to determine if it aligns with the keywords and messaging used in the ad.
This ensures that users are directed to pages that match their search query and the clicked-on ad.
Moreover, it affects the Cost-Per-Click (CPC) that advertisers pay in Pay-Per-Click (PPC) advertising.
The CPC is calculated based on an analysis of data collected by the Ads bot.
The CPC for a given keyword or keyword phrase can vary significantly between advertisers, depending on how the Ad bots are able to crawl and report the website data through a central processing system.
By creating landing pages that are both technically optimized and relevant to the specific keywords and messaging used in an ad campaign, the best SEM companies can improve quality scores and ad ranks, while also providing a high-quality experience for users who arrive via ads. This happens to be one of our specialties at SEMdeepdive.
In contrast, the organic bot evaluates the overall relevance and authority of a website based on various factors such as content quality, website structure, but also backlinks and domain authority.
The Organic bot does take into account various technical SEO elements shared with the Ads bot, such as page load speed, mobile-friendliness, and UX, but also aspects such as schema markups.
The organic bot, of course, ultimately aims to help Google organic search users find high-quality content that meets their search intent and provides value to them.
Despite the cross-overs in data types collected by both bot types, there are still a number of meticulous differences in how each bot type processes these cross-over data categories.
What are we driving at?
We’re driving at the fact that a landing page that ranks well in organic search results may not be the best choice for an ad campaign, and vice versa.
This underscores the importance of taking a holistic approach to web design, one that accounts for both organic search and paid search engine optimizations.
FREQUENCY OF CRAWLS:
The Google organic bot crawls websites on a regular basis to update its index and ensure that search results are up-to-date.
In contrast, the Google Ads bot crawls landing pages less frequently, usually only when a new ad is created or when significant changes are made to the landing page or ad content.
ACCESS TO DATA
The Google organic bot has access to all public-facing information available on a website, including its content and technical elements.
The Google Ads bot, on the other hand, only has access to the information that is relevant to ad delivery, such as landing page content and user experience.
USER EXPERIENCE (UX)
The Google Ads bot places a greater emphasis on user experience (UX) than the Google organic bot by most measures.
This includes evaluating landing page load times, mobile-friendliness, and other factors that can impact the user experience of an ad. In contrast, the Google organic bot focuses more on content relevance and authority. But in fairness, UX is an aspect of web design that both bot types do account for in their crawls.
Appeasing The Bots Like A SEM Pro
As we’ve discussed above, the Ads bot crawlers are more focused on specific web design elements that are relevant to ad delivery, while the Organic bot crawlers evaluate and put emphasis on a wider range of factors that are important for organic search engine ranking results.
A top-tier SEM company must take into consideration the distinct differences between Ads and Organic crawlers when approaching web design projects.
An ideal web design project should satisfy the requirements of both bot types, while also incorporating artistically sound and visually stunning designs and branding.
Why the Common Approach to Website Building is Flawed.
Mistake #1: Building a Beautiful Website without a Marketing Plan
Many businesses, from small startups to large enterprises, make a common mistake when building their websites: they hire a web development team to create a visually appealing site before establishing a solid marketing plan. However, a beautiful website alone is not enough to attract and retain customers.
The Pitfalls of Disjointed Web Development
Similar to building a house without a clear layout and functionality for each room, launching a website without proper planning can result in a disjointed process and a website that fails to meet the needs of the business and its customers.
Moreover, a disjointed approach can hinder effective communication among different departments and/or companies handling various aspects of the project, such as SEM, SEO, Network Operations, web design, and content creation. This can lead to a website that struggles to generate traffic or convert visitors into customers.
The Dangers of Hiring Cheap Labor
In an attempt to fix these issues, businesses often double down and hire cheap labor to patch up a leaky ship, only compounding their mistakes.
Unfortunately, cheap labor is often inexperienced and prone to utilizing destructive coding practices.
Destructive coding may refer to:
- the improper use of outdated or unsecured code
- taking shortcuts when adding CSS or other styling elements
- adding plugins, or other elements that compromise the integrity of the site
- etc, etc
All of which can compromise critical business processes such as content creation, updates, optimization, and security.
So what do you end up with? You end up with a website that is about as functional as a screen door on a submarine.
This can also leave the website vulnerable to hacking attempts, data breaches, or other cyber attacks, and can ultimately harm the business’s reputation and bottom line.
It’s important to prioritize quality and security when it comes to web development, even if it means investing more upfront.
Solution: Establish a Clear Marketing Plan
To avoid these pitfalls, it’s essential to establish a clear marketing plan before building a website, with a focus on effective communication among all parties involved.
By doing so, businesses can ensure that their website not only looks good but also functions properly and attracts and retains customers.
Partner with SEMDeepdive for Web Design and SEM Expertise
At SEMDeepdive, we understand the importance of a website that not only looks great but also drives business success. That’s why we specialize in both full-scale web design and SEM, ensuring that your website is optimized for search engines and user experience. Our expertise in SEM enables us to align your website’s content with your ad campaigns for the best possible results.
The Trifecta of Success: Creating a Website that Satisfies Organic and Ads Crawlers, and Delights Users with Stunning Design
A cream-of-the-crop SEM company must prioritize the needs of both organic and ads crawlers, while also considering the aesthetic quality of website design (including UX/UI) and branding. This is a fundamental principle of our successful web designs.
To achieve the desired balance between satisfying both bot types and creating a visually pleasing user experience, it is essential to incorporate design elements that enhance UX, reinforce branding, and promote easy navigation. This is the key to maximizing website engagement and conversion rates, which are the ultimate goals of any online marketing campaign.
You might think of this as the Trifecta of successful web design strategy. We make it our mission to address all of these angles in all of our client projects.
By doing so, we have helped countless businesses achieve their online marketing objectives and grow their bottom line.
Design and Branding for Artistic Quality
Appeasing different bot types, no matter how thorough the optimizations and technical rigor, is still not a silver bullet. The design and branding of a website are critical components that contribute significantly to the overall user experience (UX). Therefore, it’s crucial to ensure that the website design is artistically sound and visually appealing to users in order to achieve an ideal performance setup.
One way to achieve this is by incorporating design elements that enhance the user experience, such as clear navigation, intuitive layouts, and effective use of color and imagery.
Furthermore, the website’s design and branding should be used to reinforce the company’s brand and messaging.
By paying attention to the artistic quality of the website’s design and branding, businesses can enjoy a website that stands out and engages users.
It is also important to note that a visually appealing website can improve the user’s perception of the company and increase the likelihood of conversion.
Just like website security and accessibility endeavors, artistic quality is an important factor that both Organic bots and Advertising bots take into account as well.
Bottom line: Visually appealing web design and branding can improve search rankings, drive more traffic to their website, and increase conversions and revenue.
Security Standards Are Always Important
In addition to the aforementioned considerations, it is imperative to note that website security and accessibility are fundamental factors that both organic an ads bots also take into account.
Websites that do not comply with security standards or accessibility guidelines may suffer penalties in search rankings or have their ads disapproved.
Website owners and marketers should make a habit of staying updated with the latest best practices in website security and accessibility to ensure their website meets industry standards. Top SEM agencies should have years of experience in these areas.
The Synergy Between Bot Optimization, Effective Acquisition, and Sound Artistic Integrity
Top SEM companies bring significant advantages to web design by integrating SEM expertise and understanding of web design principles and user behavior.
Although SEO is important, a focus on Organic Crawl Bots alone can limit effectiveness in other areas such as landing page design, layout, and UX. In addition to optimizing for organic search rankings, leading SEM companies also consider Advertising Crawl Bots.
Understanding the differences between Organic and Advertising Crawl Bots is essential to maximize the chances for success in search engine marketing.
By taking this holistic approach to web design, one that accounts for both organic search and paid search engine optimizations, premier SEM companies can create landing pages that rank well in both organic search results and ad campaigns.
Ultimately, this synergy between bot optimizations, effective acquisition pathways, and sound artistic integrity results in a well-designed and discoverable website that can drive traffic and convert leads as desired.
