Have you ever looked at a web site that wasn’t quite right? Perhaps the content didn’t fit properly in a frame or the text was all skewed across the page? Or even worse, you get error messages for parts of a site that just won’t load in your browser, yet your colleagues can see it perfectly?
Welcome to the world of browser incompatibility. This happens when a site is designed for a particular type of browser, (ie Microsoft’s Internet Explorer or Netscape’s Navigator) or even a specific version of that browser, without any consideration for persons viewing the site using different browsers or older versions. You see, a very flashy corporate site that might look fantastic in version 4.0 or 5.0 of Internet Explorer can end up looking like a child’s finger painting in Navigator 3.0 and vice versa.
Which is why backwards-compatibility testing by web development firms is so important prior to site launch. Unfortunately, the tedious nature of testing and work involved in making the site compatible with all browsers often means web designers take short cuts – either avoiding testing completely or satisfying themselves with making the site compatible with only the latest browsers. The company commissioning the site is usually left unaware that their site is not backwards-compatible and that some of their site visitors are forming a negative opinion of their site and consequently, their company. When the competition is only one click away, image is EVERYTHING.
Another short cut development firms sometimes take is with search engine compatibility. The creation of site META tags in the HTML code and the inclusion of key search terms relating to site content in the body text can make a world of difference to how a web site ranks in search engines. Known as site optimization, this value-added service takes a little more time within the site build, but can ensure the client site receives the maximum exposure in search engines and consequently, much more site traffic. Some web development firms don’t even bother to register the site with major search engines, let alone know how to optimize the site for better search engine performance.
There are companies I’ve heard of that have had a web site for a number of years but have no idea how it is performing, why persons are complaining about errors or why it isn’t receiving traffic. They’ve been ripped off by sub-standard web developers who either don’t know, or don’t care enough about web compatibility to do an adequate job.
Fortunately, this lack of compatibility can be reversed. Even sites that have been launched some time ago can be analysed, tested and re-designed for browser compatibility as well as optimized for search engines. What’s more, site performance can now be measured by sophisticated site traffic measurement and search engine ranking software. Comprehensive site logs (or visitor statistics) can give you a good indication of how your site is performing over a long period.
These statistics are an extremely useful management/analysis tool because it enables site stakeholders to interpret visitor trends and identify areas needing improvement. It is particularly useful for justifying/curbing Internet expenditure and planning for future site expansion.
There will always be sub-standard web development firms that try to cut corners with web site production. But that doesn’t mean you have to settle for second best. Armed with the knowledge of what compatibility standards your site should meet, you can insist your site is tested and up to scratch well before launch.
Kalena Jordan was one of the first search engine optimization experts in Australia and New Zealand and is well known and respected in the industry, particularly in the U.S. Kalena was one of the founders of http://www.SearchEngineCollege.com and is currently Director of Studies and SEO tutor for the online training institution. Kalena is a member of SEO Consultants and has spoken at the popular Search Engine Strategies Conferences. She is also a moderator at the Search Engine Watch Forums and author of the popular Search Light newsletter.
