5 tips for a better website in 2018 by Jennifer Jones. Available from <http://www.tulsaworld.com/business/business-viewpoint-tips-for-a-better-website-in/article_1bb13d08-0846-5d8b-a7ad-53873061d895.html> [December 17, 2017]
Search engines have always been the main source of finding information on the internet, so it’s no surprise their ranking systems have driven the industry to develop websites with two audiences in mind: the end-users and search engine crawlers.
For end-users, web designers formulate content with pertinent information about a company’s products or services to entice visitors to buy, make contact or convert. For the crawlers, web designers labor to insert keyword-phrases at locations they know the crawlers scan, hoping to achieve higher rankings and more traffic.