When businesses approach website development with SEO as a foundational component rather than an afterthought, they establish a stronger digital presence from the outset. The rebranding of ODesk to Upwork provides a compelling case study in how major transitions can impact search performance, while established SEO principles offer clear direction for creating websites that rank well. This article examines the intersection of website development and search engine optimization, drawing insights from real-world examples and authoritative sources.
The Upwork Rebranding: SEO Impact Analysis
The transition from ODesk to Upwork offers valuable insights into how rebranding affects search performance. According to SEO analysis of this rebranding, ODesk initially had a traffic value of 100,000 searches per month in SEM Rush before making the switch in April. Following the rebranding, the Upwork site achieved a traffic value of $134,000, though this figure was noted as potentially dropping.
The rebranding strategy appears to have been carefully planned from an SEO perspective. ODesk had intentionally tried to rank for major non-branded terms, and these URLs were successfully redirected to the new site. For example, the URL structure for translation services was maintained as:
https://www.upwork.com/o/jobs/browse/skill/translation-english-italian/
The new Upwork website achieved the #1 ranking for the "Odesk" term, demonstrating successful brand transition. Additionally, they maintained many of their non-branded rankings following the switch. Initially, there was a notable increase in keywords when making the transition, but some ground was subsequently lost. In June specifically, Upwork lost 7,400 keywords while gaining only 3,100, representing a significant net loss in keyword rankings.
This case illustrates the importance of a well-executed redirect strategy and the maintenance of established URL structures during rebranding. The data suggests that while immediate SEO benefits may be realized, continued effort is required to preserve search visibility after major brand transitions.
Core SEO Considerations for Website Building
Building a website with SEO requires careful planning and implementation from the ground up. The process should begin with market analysis and keyword selection, as this foundational step determines where a business will rank in search results for its products and services. Keyword selection is described as "one of the structural keys while building your website with SEO in mind" since it directly impacts search visibility.
URL optimization represents another critical component. Effective URLs should be descriptive, include relevant keywords, and use hyphens rather than underscores between words. They should avoid special characters, long strings of numbers, and unnecessary parameters to maintain clean, crawlable site links.
Heading tags must be used wisely to establish content hierarchy and relevance. Proper heading structure helps search engines understand the organization of content and its relative importance. When implemented correctly, heading tags contribute to both user experience and search engine comprehension.
Mobile responsiveness has become essential for modern websites. With most internet users accessing sites via mobile devices and Google ranking websites based on their mobile versions, mobile-friendly and responsive web design is no longer optional but a fundamental requirement for SEO success. Professional developers optimize websites for various screen sizes to enhance both mobile browsing experiences and SEO rankings.
Image optimization represents another crucial aspect of on-page SEO. Images should be accompanied by descriptive alt text that helps search engines understand the visual content while also improving accessibility. Properly optimized images contribute to both user experience and search visibility.
Technical SEO Implementation
Website architecture and structure significantly impact SEO performance and user experience. A well-structured website is essential for effective SEO, as it increases a site's visibility and enhances the overall user experience.
Clean, crawlable site links are paramount for search engine visibility. Website links help users navigate the site from Search Engine Results Pages (SERPs), and Google awards websites that follow proper structure with site links. To maximize crawlability, site links need to be descriptive and include relevant keywords, particularly near the beginning of the URL slug. Technical implementation should use hyphens instead of underscores between words and avoid special characters, long strings of numbers, and unnecessary parameters.
Site speed optimization directly impacts both user experience and search rankings. While the specific metrics for optimal site speed aren't detailed in the source materials, keeping an eye on site performance is consistently highlighted as important for SEO.
Website security through SSL implementation is another technical consideration. The source materials explicitly recommend keeping websites secure with SSL, which not only protects user data but also serves as a positive ranking factor for search engines.
Content and On-Page SEO
Content strategy should be developed with SEO in mind from the beginning. The source materials emphasize using content to enhance SEO, suggesting that content creation and optimization should be integrated rather than treated as separate processes.
Call-to-action implementation is consistently highlighted as important. Every page should include a clear call to action to guide users toward desired actions, whether that's making a purchase, filling out a contact form, or signing up for a newsletter.
Off-page SEO through backlink building remains a critical component of comprehensive SEO strategy. The materials specifically recommend "beef[ing] up off-page SEO by using backlinks," indicating that link acquisition should be part of the website building process.
When developing content, it's important to remember that SEO is ultimately about helping search engines understand content while helping users find sites and make decisions about whether to visit. As noted in Google's SEO Starter Guide, "SEO—short for search engine optimization—is about helping search engines understand your content, and helping users find your site and make a decision about whether they should visit your site through a search engine."
Website Builder Options for SEO
Selecting the appropriate website builder significantly impacts SEO capabilities and flexibility. Different platforms offer varying levels of control and optimization potential:
WordPress is recommended as the best option for managing all aspects of a website, including SEO. Its flexibility allows for more technical control over optimization elements. The source materials state that "a simple, well-done WordPress website is going to give you the best chance at ranking." They suggest finding YouTube tutorials to help build a WordPress site, indicating that while it offers the most flexibility, it may require some technical learning.
Squarespace is positioned as best for showcasing portfolios and booking appointments, though its SEO capabilities are less emphasized than WordPress.
Shopify is recommended specifically for ecommerce website design, making it easy to build online stores where products are sold.
Wix is suggested for building basic sites like portfolios, blogs, or small business websites with minimal ecommerce needs.
The source materials caution that while website builders are popular, they may not be the best choice because they limit control over the backend of the website. As businesses grow and SEO needs become more complex, these limitations might hinder progress. The materials specifically state: "As your business grows and your SEO needs become more complex, these limitations might hinder your progress."
Building Trust for New Websites
Establishing trust is particularly important for new websites, as users need confidence in the legitimacy and reliability of the platform. The Upwork/ODesk transition offers insights into how trust can be maintained during major brand changes.
When considering how to get paying clients to use a freelance website, one forum post asks about building trust and relationships with paying clients beyond just SEO optimization. While the response is limited, it acknowledges that building trust is a critical component beyond pure SEO tactics.
For new websites, implementing trust signals such as clear contact information, professional design, secure payment processing, and transparent policies can help establish credibility. The Upwork case suggests that maintaining established functionality and redirecting old URLs to new ones can help preserve trust during transitions.
Special Considerations for Nonprofit Websites
Nonprofit websites have unique requirements that should be addressed during the development process. The Aidaak Foundation project provides a template for nonprofit website development with SEO and mobile compatibility.
Core pages for a nonprofit website include: - Homepage with logo, mission statement, donation button, and program highlights - About Us page detailing mission, vision, story, and team - Programs page showcasing specific initiatives like education, healthcare, and basic needs - Get Involved section with volunteer forms and partnership opportunities - Donate page with one-time and recurring donation options and multiple payment methods - Impact/Stories page featuring case studies, metrics, and testimonials - Blog/News section for updates, events, and announcements - Contact page with forms, email, and social links
Technical requirements for nonprofit websites include: - CMS-based website (WordPress, Webflow, Wix, Squarespace, or similar) - Donation system integration (Stripe, PayPal, Donorbox preferred) - Recurring donation options - Volunteer form integration - Newsletter signup functionality - Mobile responsive design
SEO deliverables for nonprofit websites should include keyword research for the nonprofit sector, education, healthcare, and specific geographic regions as relevant.
Conclusion: Key Takeaways for SEO-Friendly Website Building
Building websites with SEO as a foundational component rather than an afterthought yields better long-term results. The Upwork rebranding case demonstrates how major transitions impact search performance, highlighting the importance of strategic redirects and maintaining URL structures.
Key considerations for SEO-friendly website building include: - Beginning with thorough market analysis and keyword selection - Implementing clean, descriptive URL structures - Using heading tags wisely to establish content hierarchy - Ensuring mobile responsiveness across all devices - Optimizing images with descriptive alt text - Including clear calls to action on all pages - Developing content with SEO in mind - Building backlinks as part of off-page strategy - Optimizing site speed - Implementing SSL for security - Selecting appropriate website builders (with WordPress offering the most flexibility) - Establishing trust signals for user confidence
For nonprofits, additional considerations include specialized page structures, donation system integration, and sector-specific keyword research.
By implementing these strategies during the website building process, businesses can establish a strong foundation for search visibility and user experience, setting themselves up for long-term digital success.