SEO Mistakes to Avoid in Fintech Webdesign
Don’t design with SEO at the top of your list
Now that sounds contradictory, doesn’t it! I title this post SEO mistakes to avoid in fintech webdesign and then tell you not to design with SEO as a priority.
This is because search engine behaviour has changed. This isn’t a recent change mind you. The Hummingbird update from Google in 2013, was designed to stop web designers and marketers from overloading page content with keywords, to jump ranking in search results.
And let’s be fair, most of us when we say search engines actually mean Google. A non-word that was absorbed into the Oxford English Dictionary as a verb around 10 years ago.
Google Hummingbird Update
The hummingbird update changed the way Google wanted to present information to you. It no longer wanted to deliver results around your keyword(s), but deliver answers. They realised that answers don’t come from content farms, or content riddled with keywords. The answers came from experts who wrote the content in a way that anyone could read and understand. They wrote for us, human beings.
Things to consider in your Fintech Webdesign project
Not thinking about SEO from the outset
Now to further confuse things, I’m telling you to definitely think about SEO from the outset of your project.
Think about who, how and when your visitors will access your website. What would they be looking for? What information would be topical and relevant?
Think about the tone of voice you want to use in your content. What the page titles (URL’s) will look like. If you have a current website, will you be changing the URL or deleting pages?
If your company has one, bring the SEO team or professional in at the design stage. Their input will be valuable to you.
Not doing an audit of your current site
Again, for those deciding upon a website redesign, you must audit the current website.
- Map the structure and the URL’s for each page
- Chart analytics before you dismantle your site so that you know where you were pre-rebuild
The data you collect about your website will build a picture for you about what you need to improve on and what you need to change.
Failing to identify and include commonly searched keywords
Keywords have changed. It’s no longer simply about one-word keywords. Search is about long-tail keywords.
Long-tail keywords are the phrases users put into search engines to get the information they’re looking for. Websites that optimise their content around what customers are already doing will see better results from their website investment.
Not setting up 301 redirects
301 redirects are needed when a website is being redesigned. Whenever a Fintech company redesigns their website they must ensure that they don’t lose their earned SEO.
Earned media is essentially an online word of mouth, usually seen in the form of 'viral' tendencies, mentions, shares, reposts, reviews, recommendations, or content picked up by 3rd party sites.
If you delete your URL or page without redirecting the URL to the new page you lose all of that earned SEO and your rankings could plummet.
Not planning your website structure
You need to plan your website structure. Not planning your website properly, can have a severe impact on your hoped outcomes.
All of what I’m talking about here goes into the planning, it’s a map to your destination. A destination that will change periodically. As your company grows so must your content to stay relevant, but don’t destroy what may have been built before without effective planning.
Leaving shady backlinks in place
Bad backlinks are noticed by the search engine and they penalise you for them. If you would like to know how to check for and remove them, check out this great post by Ahrefs, this is far more detailed about what you can do.
Find out what penalties you can avoid and how you can break free of the negative ties they bring.
Not implementing responsive design
Responsive design, if you don’t have a responsive website by now you must step out of the dark ages. There a huge number of reasons to adopt responsive design, not least because it allows you a desktop and mobile experience from the one website.
Google also gives you extra for responsive design. Those sites designed for mobile will rank higher than those that don’t. So take that on board.
Unblocking search engines from crawling your website
WordPress powers around 60% of the web. Therefore many web designers and developers will be aware of the setting in the dashboard to prevent search engines from crawling the site during development.
Not adding analytics tracking to your website
All websites must have analytics otherwise what’s the point? You’re investing money into this project so you have to know what results this is achieving, in order to keep improving your site.
Bounce rate, Number of visits, define actions, the origin of traffic, get rid of spam traffic, what pages are most visited, which pages are least visited.
It’s extremely important to know who and what is going on with your website. In fact, it’s fundamental to your marketing and design strategy.
Write content like a human being not for keyword density
I shouldn’t really have to say this, but your content should be written to educate your readers, not to be packed out with keywords. The better your content reads and educates, the more shares, likes and links will be built to it and that will aid your search engine rankings.
Search engines can differentiate conversational content to something written for rankings, don't fall into that trap.
Get your sitemap submitted
Sitemaps. These are another essential ingredient in your web design mix to ensure you can be easily indexed by search engine crawlers. If you want to create manual sitemaps go ahead, but you could use free tools like xml-sitemaps.com which should easily facilitate most websites.
Then you need to submit the sitemap to the search engines. Google and Bing have their webmaster account facilities you can do this through as well as their submit URL pages. Find Googles submit page here and Bings submit page here.
I’ve written some other articles around Fintech website design, including how to plan your fintech web design project and things to avoid in web development for fintech startups.
Have a read of these too, and you will most certainly not go too far wrong when you embark on that project. So when it comes to SEO mistakes to avoid in Fintech web design, you can be assured by educating yourself correctly, you will see greater or improved results.