Assuming that you ultimately want your Website to get top search engine placement either in the free section, the paid section or both, it is important to make sure that design elements and the graphics you choose are not counterproductive. Yes, design and graphics can either enhance or hinder your marketing potential.Design for Search EnginesWhile there are several ways to approach Web design, one method that Realtors should watch out for is called Frames. Many templates and even some custom Web designers use this basic design structure to the detriment of their clients. A framed site might have two scroll barsone next to the left hand menu and the other scroll bar on the far right side of the page. A variation on this might be a stationery header serving as the frame and the inside content below. No matter how it is used, frame design is counterproductive because search engines do not SEE the content within the frame or to be more technical, the content within the frame is not actually a part of the Website. With so much emphasis placed on content, it should be easy to see that using this design method will not help promote your real estate Web design with the search engines.Design for PeopleAnother design issue deals more with page layout. As you can imagine there are many ways to place the content and the graphics on your homepage. The most effective designs take into consideration that humans in this country read from left to right. The eye starts at the upper left corner and sweeps across to somewhat below the far right corner. It has a tendency to stop there and then move back to the left side of the page. That is how we are all trained to read. For this reason, whatever you place just below the top right edge is going to get a lot of attention and the wise designer will use that space to insert a powerful offer of some sort. If you want visitors to sign up for something on your Website, that natural stopping place is a good spot to pl ace the form. People are also used to reading newspapers and advertising experts have known for years that ads placed above the fold get more notice that ads placed below the fold. On a Website, think of any content that can only be seen if the visitor scrolls down the page to be content placed below the fold.
Graphics Can Help or HinderI have seen many Websites that are totally graphical. By that I mean that all the words and all the graphics were created in PhotoShop or some other graphics-editing program. Web pages created this way can be very attractive but not at all helpful in getting search engine placement. You see, search engines do not see graphics the same way you do. In most cases, a graphic that you see on a Web page is simply a line of code to the engines. In order for those search engines to evaluate your Website they need to see words or text on the page. That is what is meant by content. Graphics do not count as content however, that does not mean that your Website should not have graphics. Actually, people probably prefer graphics over words, just as search engines prefer words over graphics. So, you need a balance and a reason for the graphics that you decide to use on your Website.Balance is GoodJust as Yoga recognizes the health benefits of balance, real est ate Web designers must strive for balance as well. Avoiding counterproductive design methods and sticking to a balance of graphics and text will promote a design pleasing to both search engines and people.
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