When it comes to creating a website, there are many options available to individuals and businesses alike, but two stand out above all others: custom-made websites and online website builders (such as WordPress, Wix, and Squarespace).

Each option has its advantages and disadvantages, and the choice between the two ultimately depends on a variety of factors, such as, budget, technical skills, and desired features – however, one stands head and shoulders above the other when it comes to search engine optimisation (SEO).

A custom-made website is exactly what it sounds like – a website that is built from scratch by a web developer or designer. Custom-made websites offer the most flexibility and control over the design and functionality of the site, which means it can be tailored to meet the specific needs of a business and can be designed to reflect its brand identity in a unique way. But all this takes time, and costs big money!

On the other hand, online website builders, such as Squarespace, offer a simpler, more user-friendly approach to website design.

Users can build a website visually and concentrate on user experience (UX), the user interface (UI), to give a great brand experience. Online website builders have become a far more popular choice for small businesses and individuals who want a professional-looking website without the hassle of hiring a developer, but more importantly – can put the time, effort, and perseverance that good SEO takes to make a website discoverable. Read on for the fundamentals of how this is done.

Building websites with SEO and discoverability in mind

In terms of SEO, both custom-made websites and online website builders can be optimised for search engines, however, most online website builders have a large range of SEO tools that make it easier for users to optimise their site without necessarily needing to be an SEO expert.

For example, Squarespace automatically generates a sitemap for the site, which can be submitted to Google to help them ‘crawl’ and index pages.

Custom-made websites, on the other hand, require more manual optimisation. This includes optimizing the site's structure, content, and metadata to make it more search engine friendly. This can be a time-consuming process and require an agency or SEO specialist to carry it out.

How online website builders are better for lean organisations to get their website found.

When it comes to a dedicated content management system (CMS) of a website built and hosted by an online website builder, the following considerations can be given:

1.     More opportunities for keywords:

With more content, you have more opportunities to include relevant keywords that people are searching for. This can help Google understand what your website is about and rank it higher for those keywords – something that’s often misunderstood by lean organisations.

2.     Increased relevance:

When you have more content on your website, it can increase its relevance for a particular topic or theme. This can help Google identify your website as an authoritative source for that topic and rank it higher in search results.

3.     Opportunities for backlinks:

This is very important when it comes to increasing your website’s domain rating in Google’s eyes. With more content on your website, there are more opportunities for other websites to link to your content. Backlinks are a significant ranking factor for Google, and having more content increases the chances of other websites linking to your site.

4.     It’s easy to edit:

Most online website builders offer an easy-to-use content management system that allows you to edit your website's content without needing coding knowledge. This can be beneficial for non-technical users who want to make changes to their website quickly and easily and carry out all the tasks we’ve outlined above.

5.     Increased ‘dwell time’:

More content on your website can provide a better user experience for visitors, as they can find more information about a particular topic or product. This can increase the time visitors spend on your site, decrease ‘bounce rates’, and improve other engagement metrics that Google considers in its ranking algorithm.

Ultimately, the choice between a custom-made website and one hosted in an online website builder depends on a variety of factors, such as the budget, time, staff capacity to create and post content. Online website builders offer a simpler and more user-friendly approach to improving rankings thanks to a user-friendly content management system to easily increase your website’s discoverability.

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