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The irony of search engine optimization
by josh on 04.05.2008
When I think of the word 'optimized' I think of other words like streamline, clean and efficient. But interestingly enough when you put the word 'optimization' after the words 'search' and 'engine' something in the meaning gets lost in translation.
Why is it that when I am looking for professional services I usually have to start looking at the least relevant search results first for the good stuff?
I think the answer to this is plain and simple, "Search Engine Optimization". Thats right, these sites are so clean, streamlined and efficient that Google says they are the best fit for the search. Lets take a look at a few.
So we do Web Design in Chicago, how bout we search "Chicago Web Design" in a Google search and see where we pop up against everyone else.
Here is what I'm looking for
Aesthetics
How does the site look? Does it look clean, friendly and perhaps someone you would like to hire? I mean, you are hiring a designer so shouldn't their site look nice too?
Navigation
Is the navigation clear and easy to use?
Content
Does the copy on the website speak more to humans or to search engines bots? Is the content on the site dictating the keywords or are the keywords dictating the content. Are they clearly overemphasizing the use of a couple words? Does it scare you when you see that?
Quality
Usually dictated by the above traits but can clearly be seen in their portfolio/samples.
The first result:
John Schuster's Web design portfolio
Review
When I first get there my face is blasted with dozens of unimportant things not to mention a page that scrolls 2 miles long with over 7000 text characters.
It seems like the first things he wants me to do is to bookmark his site, download his resume and relinquish my email address so I can recieve a 'Free Special Report'. Come on, a FREE SPECIAL REPORT?! And I could see downloading his resume useful if he didn't already have his ENTIRE resume on the front page.
The grades
Aesthetics
0/10
Complete failure. This site does not sell me on his design skills one bit. It's busy, it's cluttered and it makes me nervous.
Navigation
4/10
This could have been higher had his design been a little more thought out. At the very least, the links stay the same on every page. However, there are wayyy too many links on a single page.
Content
2/10
Failed. The content is there, but please don't show it to me all on one page, for the love of God.
Quality
5/10
Despite his grades in the above category, his portfolio doesn't look TOO bad. But it should also be noted, I only looked at a few of the sites front pages.
Overall
3/10
This is the best Web Designer in Chicago Google has to offer me? I better go to a different city. Or is it just, that he really knows how to 'optimize' a site by completely cluttering it up.
Next result:
4EVER Design Studio
Review
Once you get past the over 400px height of the stock art header, you will find the primary (with secondary and tertiary) links on the left and what looks to be their 'about us' summary on the left:
"Chicago Web Design Company - 4EVER Design Studio.
Chicago Web Design firm offers small business website design, business website design and corporate website design and development. Our web designers have the creativity and knowledge to appeal to your sense of style, at the same time giving you 100% quality.
Read more about our custom web design service."
Hmmm...So, are they in Chicago? Do they do web design? Could they make a website for my small business? What about my business and my corporation?
The grades
Aesthetics
1/10
They at least tried to make it look sharp. They went a bit overboard on the amount of content on the front page and the size of the header. But mostly, it's all that unnecessary text.
Navigation
8/10
Their hierarchal site navigation is good.
Content
2/10
Failed. There is meaningless copy slathered all over the front page. They are writing the copy for robots. Chicago design this, Chicago design that. Hey, great 'News' section at the bottom of the front page: "11/01/2006 - Chicago Web Design Company launched second version of www.styleshoes.net." Could you say that using 25 words or more please while still reminding me what city you are in?
Quality
6/10
Their design portfolio doesn't look that bad. But their content management system does.
Overall
4/10
They seem to have an understanding for clean design or at least layout as they demonstrated in their portfolio. But the fact that they chose to 'optimize' their site completely ruins their aesthetic and therefore somewhat makes me barf.
Next result:
Cherry One Web Design
Review
This one is my favorite. I always show it to perspective clients as what not to do on your front page. Horrendous design, awful logo and most of all completely confusing copy. This is the end of my review.
The grades
Aesthetics
0/10
Failed. Should a design firm have a front page that is filled to the brim with text that says repeatedly we are a chicago web design firm, we do chicago websites or more accurately:
We are a Chicago web design firm specializing in flash web design, ecommerce website design and HTML website designs that are search engine friendly. We are the Chicago website company that other Chicago web firm professionals come to.
I can't stop barfing.
Navigation
4/10
Their navigation is alright, but really folks, what is the reason to have to go to another page when you can see everything they do right on the front page!
Content
0/10
Failed. Need I explain why?
Quality
0/10
The first thing I saw in their portfolio was a site that represents former Chicago Cubs catcher Michael Barett, which is an immediate failure. But they did have some sites that looked really crappy too. So that helped their score out
Overall
1/10
They certainly know how to make a really over-the-top and cheesy logo. But I'm the wrong person to ask about that because I'm deathly afraid of spiders.
From my research I have drawn this conclusion.
According to Googles Webmaster Guidelines, Search Engine Optimization is something that should force you to think out a logical, orgainc structure for your site, create clear succinct content, build xhtml and css valid sites with proper semantic structure and page titles, and utilize XML sitemaps as well as Google Analytics to see how your site is performing with your users.
Google even says to avoid Keyword Stuffing.
Despite what Google and most GOOD web designers say is best, the top "Chicago Web Designers" still consider it better to talk to their users like they are completely oblivious to what they just searched for. And creating their OWN definition for what it means to be optimized: To crap all over your website.
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