Digital marketing plays a major role in the success of web app development projects. SEO, in particular, takes a front seat when it comes to web app development. Organic traffic helps build visibility, credibility, and brand recognition. Avoiding or overlooking SEO is often a bad idea and may result in lost traffic, which would take much longer to recover.
Why is SEO an Important Part of Web Development?
Web app development usually comes with a lot of content over time. Unlike business websites and blogs, the content on a web app typically grows exponentially when marketed well. Search engine optimization can turn every single page into a marketing asset. With the right SEO strategies and services, your digital marketing campaign could go on autopilot in as little as 3-6 months after deploying your web app. While the app will need initial promotion through multiple channels, including social media and PPC marketing, once there is enough content, you’ll likely see significant growth once it’s established.
Understanding SEO and Its Impact on Web Apps
A decade ago, web developers primarily focused on creating functional web apps. They specialized in technologies like CSS, HTML, PHP, Python, and Java. They could get a web app done that worked perfectly well. Over time, however, many of these websites and companies folded due to a lack of marketing. Some websites had great content but required continuous marketing. Other companies evolved, recognizing the importance of search engine optimization and organic traffic, and stood the test of time.
Today, developers are often expected to have SEO skills to succeed. A web app development company requires these skills more than ever. A development company without SEO experience is often not the best choice for companies looking to launch a web app.
What SEO Skills Are Required for a Web App Development Company or Developer?
Technical SEO Skills
The most important SEO skill for a web developer is understanding technical SEO. When creating a web app, it’s essential to adhere to all standards for technical SEO. Web apps should dynamically generate sitemap files, ensure that all pages load quickly, and optimize images for faster loading. Technical SEO factors like responsiveness, mobile-friendliness, and schema markup play a major role in enhancing SEO performance in web apps.
On-Page SEO Skills
Developers need to know how to format a page effectively. This includes structuring headers and incorporating keywords, as well as creating title tags and meta descriptions, which are all part of on-page SEO. Proper keyword placement in areas like header tags, titles, and the beginning and end of the page makes a significant difference in SEO. Part of on-page SEO also includes featured snippets. Featured snippets help highlight the content in SERPs (Search Engine Results Pages) with images and ratings, where applicable. Rich snippets or featured snippets increase the click-through rate of a page, directly influencing SEO. A deep understanding of on-page SEO is essential for developers when designing each page of a web application.
How Does SEO Influence Web Development Projects
Marketing is an integral part of any business. Some businesses spend as much as 50% on marketing. The right marketing technique should revolve around minimal spend with maximum returns. For web app development, SEO is the best strategy to increase traffic over time and retain a search position for an extended period.
- Increased Visibility and Traffic: While SEO takes time to gain momentum, it creates a strong potential for web apps and businesses to build brand identity and drive traffic. Every business craves visibility. With a good SEO professional by your side, you can increase traffic and visibility. This is crucial for creating a brand identity and building a business.
- Enhance User Experience: Part of SEO focuses on user experience. Factors like page speed, responsiveness, and image optimization directly influence how users perceive your app and how they interact with it. A web developer with SEO skills will understand the nuances of improving user experiences and optimize pages accordingly.
- Targeting and Relevance: Search engine optimization is always targeted toward the right content. You will only see results that are relevant to your search query. Good SEO targets specific users and their needs. Most SEO professionals conduct demographic checks, including factors like age, gender, occupation, income, etc., and create web pages and optimize content based on these factors. Content specifically targeted to a certain group of people often converts well for businesses.
- Cost-Effective: SEO is definitely not free. Content creation takes time, and you need to invest both time and money indirectly. With PPC marketing, you are directly investing in traffic. With SEO, you are investing in content that will drive traffic to your web pages. After some time, your web pages can generate traffic for years. Your content typically drops in ranking only when it becomes outdated or when a competitor provides better or similar content.
- Improved Conversion Rates: SEO creates a domino effect. With the right content optimized for search engines, you’ll have a page that is almost perfect. The page speed is good, images are optimized, content is optimized, header tags contain keywords, and title tags are optimized for click-through rates. All of this has a positive effect on turning traffic into sales. People who find a better user experience on a web page or website often tend to trust the site, resulting in more leads or sales.
- Competitive Advantage: SEO is a competitive industry, and ranking on SERPs is a tough game. If you rank well, you always have an edge over your competition. A well-optimized website will have a big advantage over a poorly optimized website, even if your competitors have the best services and web apps. Your SEO plan should always focus on staying ahead of your competitors, and your SEO efforts should always align with your business goals.
- Local SEO and Mobile Optimizations: For web apps that are locally targeted, take advantage of local searches that help connect with nearby users. Users accessing web apps on mobile phones should have enhanced search reach and accessibility. Optimize your website for local search to achieve maximum exposure by incorporating location-based keywords prominently on your web pages.
- Increased Security and Site Speed: Site speed is crucial for users on mobile devices, especially for those searching on slower networks. However, this does not excuse having a slow site on desktop devices. Site speed improves user experience—strive to improve page speed, as every second gained can increase website traffic and user retention. Basic security features are mandatory; at a minimum, you should have an SSL certificate and use the HTTPS protocol for your website.
What Other Factors Impact SEO in a Web App
Some of the most commonly overlooked factors of SEO in a web app often emerge at a later stage when the website becomes too large to handle, and there is a lot of user-generated content. Monitoring content for plagiarism, content quality, etc., becomes crucial at this stage. You should ensure that the content is not duplicated, there is no plagiarism from other websites, and the user-generated content maintains high quality. Although these may seem fundamental, they are time-consuming, require resources, and are often the reasons for poor SEO.
SEO for web apps has bottlenecks as well. With Google’s algorithm focusing on keyword intent and search intent, it is important for web apps to optimize their websites accordingly. Your search strategy should ensure that your website’s keywords align with search intent to provide the right results.