Using Search Optimization When Building A New Website?

Search Optimization When Building A New Website | Kinetic Knowledge NJ

Creating a new website is an exciting time for a business. A website is where company design, aesthetics, and imagery can define & differentiate its unique brand; it is in-depth information on the company, its products, services, features, benefits, and ultimately what this unique brand offers the public. But a serious business person must ask, “what about search optimization when building a new website?”

Just building a website doesn’t mean anyone will find it. Built right with SEO in mind, website pages can compete for visibility and become powerful marketing tools! To chase competitive search engine placement requires planning a fundamental SEO strategy. It’s an effort that’s not necessarily done with a new website. Not if there is competition, but it all starts with website content!

User Experience | Search Optimization When Building a New Website

A well-structured website supports both user experience and, thereby, competitive search engine indexing. While a website should be pleasing to the eye, there are other important marketing considerations when building your useful pages:

  • Content Structure > search engines crawl pages for their keywords, so pages structured well with URL, headers, metadata, and proper keyword placement (throughout) is crucial!
  • Mobile Responsive > user experience is priority number one with search engines, people search with their phones so a website MUST be mobile-friendly!
  • Navigation > search engines don’t only count inbound links from other websites, they count relevant in-website links that offer visitors a path to other useful website pages! > search engines also measure how long visitors stay and how many pages they visit, so ease for navigating all information must be a priority!
  • Outbound Links: search engines like to see references, a link here & there to other useful sources of information can matter!
  • Host & Load Speeds > while most of the competition won’t deliver it, search engines measure speed; a fast website host will serve visitor experience with fast page load times!
  • Security > search engines also crawl pages for malware in order to protect their searching surfers, so be sure it is protected against malware or assume you will be thrown out of the index!
  • SSL > Secure socket layers encrypt web browser to website connections, so nothing can follow people in from one to the other!

What To Optimize Before
Building a New Website

Competition will always come, so SEO is never static and certainly an ongoing process. But the groundwork must be laid in order to prepare a website for search engine crawling & keyword indexing. Here are some things that need optimization before the site launch.

  • Using Keywords In URLs – Search engines focus heavily on keywords and indexing them via their page URLs. They also consider those used in the URL itself! Make sure page URLs help to describe what each page has to offer. Fix this after the fact, your page starts all over and what was indexed is lost! 
  • Title and Meta Data – Much easier and less damaging to change after the fact than a URL, you must still consider the time it takes to index competitively. It’s why you want to try and be sure your keywords are available to search engines early and in the clearest possible fashion. Keep your page meta titles straightforward, easy to identify, and keyword-friendly!
  • Responsive Design – Simply stated, your website must be mobile-friendly! It is no small project to convert an existing site to a mobile-friendly site. Therefore, why not start from the beginning with a mobile-friendly website design!?
  • Optimize Photos and Videos – Using properly tagged graphics, photos and video supports the aesthetics of the website, but is also an important part of any SEO strategy. Using the right file names & alt tags will not only generate more indexing and search engine visibility for content, but optimal photo sizes also support page loads speed! 
  • Create Link Structures For The Crawl – Your link structure needs to make sense, a path that can be followed by search engines. In other words, content must flow in a logical manner.
  • Social Sharing > Social voice matters and the search engine’s ability to measure how often a page has been shared by visitors on the page via social icons with share counts makes their job much easier!
  • Measurement Software – And don’t rule out supporting software, like day-to-day keyword rank measurement and fundamental page SEO grading solutions.

Not planning SEO with a website design & development project may cause a business to miss out on important ranking opportunities. At Kinetic Knowledge we can help build a new, or convert an old, website into a new user, mobile, and search engine friendly design.

Does SEO Work?

Small Business SEO NJ

Target Search Results – Does SEO Work?

We often receive calls from business people highly uninformed about their web presence. They want to know:

Does SEO work?
How can our business get
visitors and leads online?
How do we help folks searching somehow find us?

How do they know who we are, what we do, and/or where we do it?

When these business people decide to look into SEO service, it is inevitably because they realize their web presence is not visible to people that search.

Does A Website Equate To SEO?

A website with good content is a crucial part of the equation, but just having a website does not necessarily mean that anyone will visit. And while various types of website software (WordPress for instance) offer on-page SEO tools, it is only the actual use of them that is going to matter competitively.

Ultimately we must have the attention of search engines first before we can then become visible to qualified (by their search effort) consumers. Website pages MUST be optimized for search engines, but off-website signals (i.e. Google My Business)will also be necessary to rank them high. How much competition there is will factor into how many signals are necessary to become MORE competitive & rank higher for target keywords. When in panic mode we often want a resolution fast and, unfortunately, that’s NOT how SEO or search engines work. Granted some keyword targets are less competitive, but we’ve got to continuously schmooze GOOGLE to rank for our keyword targets; we’ve got to impress with the most useful content, including various on and off-website signals the search engines use to compare our businesses to the competition!

Realistic Expectations About Having Good SEO

There are many areas of SEO: you may build the most beautiful website ever, but it’s not enough. Worse, search results never stop changing (see: What is the Google Crawl?). You must execute fundamental SEO best practices including keyword-optimized content, internal page-linking, quality inbound links from other websites, quality outbound links to demonstrate supporting content, accurate listings & citations, and depending on how competitive for the keywords in a particular business discipline, quite possibly more.

Search engines are way ahead of you! They look for compliance with a set of quality guidelines and so many signals, not to mention the popularity of your content versus the competition. And popularity is not paying someone to build 1,000 backlinks anymore; that is going to be identified as spamming and do more harm than good. Actually being chosen from a set of results and then having those people spend time on your pages is an example of a signal that will improve rankings.  

Should My Business Invest in SEO?

You may be asking, Why should I invest time or money into SEO if it’s going to take a little time to produce results?” You may decide not to implement an SEO strategy, but your serious competitors certainly will. Genuinely qualified leads are not waiting to be interrupted by an advertisement; they are actually searching for what they want AND for what you offer. No SEO and you won’t be there for them, but some of your competitors will.

If you want immediate visibility try some advertising, just know that versus SEO it is an interruption and leaves nothing. If you want to have the type of web footprint that will allow consumers to find their way to your website often, on their terms & timeline, you will need SEO. If you want something to last so more leads can find it, you need SEO. Whether you are a brick and mortar business or 100% web-based, your web presence needs to be available for the people already considering your product, your service, and/or your brand.

80% of all consumers research businesses online before every buying and so those of us who fail to implement an SEO strategy will ultimately fail to capture the most qualified consumers on the web.

Better Local SEO Services

monmouth county nj seo services


Based in Monmouth County, NJ, Kinetic Knowledge is a full-service digital marketing firm offering small business SEO,  website design, website fix & troubleshooting, website host & management, social media, graphic design, content, and custom webmaster service solutions. Give us a call to learn more about our services. We can be reached at 732-722-5915 or visit us online at

Business Citations And Directory ListingsCitations And Directory Listings | Google Listing Local SEO

For your business information, citations and directory listings are off-website references that typically include name, address, phone number (e.g. NAP), hours of operation, website URL, and more. In many cases, depending on the directory, there are options for enhanced detail information.  These references will support a business’s competitive SEO and entry into both the ‘map pack’ and organic areas of a search results page.

What Citations And Directory Listings Do For Your Business


Have you ever wondered why competitors rank high in search results for local keywords? For many local businesses, SEO is undermined by its listings because the owners have either ignored or simply allowed these references to become inconsistent.

Sure, there are an enormous no. of signals that Google counts when comparing your business to the next one so listings are not the only signal, but one important detail the serious local small to medium-sized business can use to improve its local SEO is by getting its listings and citations under control, detailed and fully accurate!

Wait, what was that? People search and find business websites on Google, SO WHY would a business owner with a website bother chasing other directory listings & citations? Or better yet, how many people ever search for a “Home Builder” on,, or Mostly, they don’t; however, Google is a search engine (albeit it also offers a business listings directory of its own) that is looking to satisfy every person’s search in the best way possible.

Google & Bing actually scrape these third party business directories in order to take the consistency & accuracy of your citations and directory listings into account when determining whether or not to include your business in locally relevant search results. They mean to find and then compare the most relevant information available on any subject, locally. When there are lots of accurate references to a particular business, especially when those references are consistent with the website’s info, that is where citations can add a great deal of value.

Logically, a business with a lot of accurate citations online will have a far better chance of ranking high in Google local search results because those references help to demonstrate an accurate local presence. And while Google isn’t disclosing which listing sites they trust or value the most, you can certainly do a quick business-specific search and draw your own conclusions. Many of the ‘search and directory site listings’ for that business are going to be there, especially Google!

Getting Your Business Listings & Citations RightLocal Ranking Factors Directory Listings And Citations


But who has the time to register, then manage verification and a per-directory learning curve of options in order to get more listings? Who has the time to update them, for instance, when a phone number changes? It’s even more challenging when you consider that no one knows which citations truly matter to Google, so where is an investment of time best spent?

It’s where a service like ours shines! It is also an easy way to build back-links safely, without running the risk of raising red flags. And while Google doesn’t necessarily count all listing back-links, its algorithm certainly counts some of them!

Our Listing Citation Service Benefits

For some, the management of listings is welcomed support. We can add a business’s information to most of the large meaningful search & directory listing sites, accurate & detailed. It will not only support a better competitive set of signals needed for higher Search Rankings but potentially more leads and customers. Check out our service, which can add that all PLUS a great deal more for your marketing mix! Also note, our Local Business SEO plans include Citations and Directory Listings!

Marketing: Is The Website Still a Business Priority?website is still a marketing priority

Granted, there are several powerful marketing channels (i.e. directory listings & citations, search engine & social network advertising, email marketing, website, etc.) a business can choose as a part of its web presence. But lately, there is a lot of chatter about whether or not a website remains a business priority.

We’d argue that anyone suggesting a business no longer needs a website demonstrates a short-sighted view. A website not only presents a unique brand, but it can offer the depth of information that no other channel will support. It is detailed content covering products or services that many consumers (i.e. the most qualified among them!) appreciate.

AND YES, the way a search engine, like Google or Bing, presents search results has changed. Depending on whether or not a search is seen by the algorithm as ‘locally motivated’ or ‘geographically specific‘ matters in this context. If NOT geography-oriented, the search results remain mostly the same where advertisements are presented atop the organic search results. If a search is local or geo-targeted, then search engine listings like ‘Google My Business’ have been wedged in between the ads and the organic search results. In this case, the organic search results have been pushed further down the page supporting a logical argument that organic search results, where the indexed website pages show, are less important.

Sure, a Google My Business listing has become really important; however, the serious business marketer should think harder. They must consider what’s at stake with the entire web presence!

Marketing: Are Consumers More Savvy About Search?

If one chooses to accept the argument presented above, then they are betting the average consumer will NOT take the time to scroll down through and look at organic search results. In many cases, they are correct – the average searching consumer is impatient; however and in many other cases, consumers are not impatient. Many consumers have developed more patient & specific search habits over the years, including that 90% or more distrust the ads. The fact is, a lion’s share of the public goes right past the advertisements!

Many consumers are discerning enough to read and look harder for what they want or need. If they want details, they are going to find them on website pages only found in organic search results. As a business owner, wouldn’t it be smart to cover these bases? Would it not be smart to index website pages with a depth of information most likely to impress the highly qualified searching consumers? If you are a prosthodontist, how much support does a listing offer with all the detail in procedures you excel for … and why! If you are a paving contractor, how much support does a listing offer for all the different types of Asphalt & Paving Service you excel for and why!

Not to mention, your Facebook business page is fairly limited in terms of how you can differentiate a competitive brand; in fact, it’s all about the Facebook brand … and not yours. Websites are a means to not only present the unique competitive brand but to offer qualified consumers a depth of specific product and/or service information. In spite of all those sexy new marketing ideas clamoring for our attention, the website should remain an immediate and long-term marketing priority!

Marketing: What Should A Website Be?

It is a website’s content that remains ground zero for how we get consumed into organic search engine indexes. A website is also a competitive brand presentation; it differentiates one business from the next, it should engage and call visitors to act!

Many businesses dedicate resources to advertising initiatives, but even for ads to truly work > the brand, the depth of informative content, and the presentation are always going to matter with a consumer. A business owner should build a website as if every visitor will review it top to bottom. And while most businesses will fail to do it, there is no excuse for offering anything but the best presentation for the most discerning buyer – possible. 

  • It must clearly demonstrate a purpose, whether that it is to sell products or services, share news information or simply deliver quality information about the brand; 
  • It must be mobile responsive, for easy viewing from any device;
  • It should offer ease for navigation;
  • It should offer a comprehensive set of pages full of specific, current & authoritative competitive information:
  • It should be aesthetically unique;
  • It should have the modern security necessary to protect both itself & all visitors AND
  • It should offer obvious ‘calls to action’!

What Website Solution Your Business Chooses Matters

The goal is to grow, but the web isn’t going to stop and wait around for a business to evolve its technology. Most website solutions are limited; they prioritize the provider’s goals and offer little chance for long-term survival. It’s why we advocate WordPress where there are no limits and where the technology always advances with a long-term view. A business can not only control its website & host it anywhere it pleases, but know that the website will advance with the web, with browsers, and with search engines. It also offers plugin applications for any challenge imaginable and it can be redesigned without ever having to start all over again. Don’t be fooled by sales tactics that, in fact, limit your business. Anything but a long-term view can be a costly mistake. 


Forever Grow A Larger More Visible Web Presence!

And because the goal must forever be more visibility to those qualified people looking for what the business offers, the website should support a far-reaching digital footprint. It should offer the potential for broad search-indexing and back-links from other sites; it should promote social likes, shares, and reviews from all over the web. All of these references prepare a web presence that is forevermore ready- to send someone somewhere at any time back (inbound) to a website!

At Kinetic Knowledge, we are a local SEO expert and have helped hundreds of local businesses around NJ increase traffic, visibility, and leads through both our packages for custom website design and our Fundamental SEO services

Contact us today to find out how we can help!


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