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When talking about websites, people oftentimes get completely caught up with look and feel. Don’t get me wrong, the look and feel of your site are important – but there’s a lot more to a site than simply how it looks.

So what makes look and feel take a backseat? 

First off, your site’s code. It’s not glamorous, most people never consider it, but to a large degree your site’s coding is a major player in determining whether or not anyone ever even sees your site at all. 

Bad site coding = bad search rankings = crickets.

If your site’s code isn’t optimized – and beginning this month optimized for mobile first - according to Google, you’re going to have a tougher time ranking in their search results. And don’t forget the push on having a security certificate on your site (https:) because a.) it’s a big ranking factor with Google now, and b.) browsers are now beginning to throw up flags to visitors warning that your site is not secure if you don’t have the certificate – scaring visitors away.

A poorly constructed site can continue to cost you in the long run as well. While Google advises that organic search results are not improved by how much you spend on AdWords, there is a very high level of predictability in how much (or little) you’ll spend on PPC advertising when looking at how you rank organically. Your organic ranking is based, among other factors, on how well your site is structured. A well-constructed site is easy for Google to crawl, and is less likely to have visitors bounce (immediately click the back button or leave the page). 

Search engines’ livelihoods depend on providing good, accurate, answers quickly. Sites that do this are rewarded first with good organic placement, and second, through less expensive Pay-per-Click costs. 

Google is pretty smart, they make it difficult to force your way into relevance using PPC if you have a bad site construction-wise, content-wise, or both, by making it more expensive to force your ad to the top. 

So the goal is to have a site that is well constructed from a coding perspective, because that is the first thing that search engines look for, and without solid site construction you won’t get seen in search results, and won’t get the traffic needed to be successful online.

As you know, Powersports Marketing now offers websites, and we’ve seen some pretty amazing results from dealers using our platform. The number of leads that dealers are getting are up from previous providers year-over-year, thanks to code written exactly how search engines want to see it, in addition to a ‘No Fluff’ approach to look and feel that creates leads.

In addition to the work we’ve been doing to create solid, well-organized, Google friendly code, we’ve been working on something else as well. Our in-house development team members have a release coming soon that will help rocket our client’s web sites to the top of organic search results – both for dealership searches and individual unit searches in a way not seen before. I can’t wait to share the results with you.

For now though, I recommend you give us a call and have one of our team show you the best new web platform in the business. We can show you how to increase your leads and sales right now.

Talk soon 

Brad