Web Design for Search VS Branding – a negative case study
Every web developer has at some time had a client’s marketing person run rough shod over their web design built for search and conversion, in favor of “our branding”. The results can be catastrophic, but it IS possible to recover both our rank, and the relationship with the client.
It is usually a ridiculous power struggle, because no one wins. As web developer, and Search Engine Optimization Specialist, you know, with absolute certainty, what it takes in a website to bring in new traffic from search. Odds are, you are also pretty darned good at designing very good web sites. We were an absolute known quantity in terms of our ability to get local businesses to rank, as the client came to us through multiple referrals in St. Petersburg and Tampa where we had “rocked search” for friends of theirs.
Well, recently we had this situation. A client’s marketing person was “all about” nothing but Brand, and minimalist design. “Look at Apple” she said – no content at all, and they are number one”. Uhh.. sure they are. Search for Apple, and Apple is number one, and, lets not forget, behind their very minimalist front page they have tens of thousands of pages of content, and millions of people visiting the site. We can hardly compare that to a local 15 page website… can we?
Well the edict went in, we were deep into the site, on our third rewrite to satisfy the client’s marketing person. Under threat of “we’ll just end this and not finish if you can’t do it!” and no contract (stupid) to protect the time already invested in it.
We caved, after MUCH “passionate conversation” and built it “her way”. As luck would have it, the same month we launch, Google releases the “Phantom 2” update, specifically this update penalizes thin content websites. See the image at the top of the page? Here it is again. Look what happened to traffic the week we launched.
Well, a few weeks after the site launches, the marketing person leaves the company. The web re-design, supposedly their swan song.
See the arrows pointing to the 2 vertical green lines? That’s when Google rolled out the Phantom 2 update that was specifically about website quality. The client site was in free fall in the rankings, and subsequently in search.
Since learning of this entire event, the client has begun earnestly writing more content. Their web budget was exhausted following the direction of their now former marketing star. We are seeing them build back up in the rankings. This client is quickly becoming one of my favorites.
A favorite client is one that takes the time to learn what makes them go up and down in the rankings, and then participates in making their web a hub around which they communicate to their clients and prospects. It is astounding to watch the site grow weekly in strength.
The moral of the story? When you have a web developer that really knows SEO in St. Petersburg, listen to their advise, don’t let a branding marketing person run away with the web design process. Search friendly websites can be made with design and brand integrity, but if the only focus is a nice looking web that fits your brand, it is quit possible you will have a great looking website that no one will see!
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