The Internet era directs people to the information provided by this endless network, offering speed in finding the necessary information. It is impossible to run a business – or even an individual’s life – without an Internet presence. However, just being online is insufficient, because the quality of the website plays a decisive role in the success of a business.

One of the fundamental questions every business should ask is: How to create a good and functional website and present yourself to potential clients in the best possible way?

That is the task of Web Development – to enable web pages and other applications to meet the requirements of modern high technology through the development of software solutions. Web Development is a complex discipline involving building websites, e-sales, and web applications, including web design, publishing, programming, software testing, optimization, and database management.

Instead of websites offering static information, there is a need for dynamic and interactive content, which requires expert technical knowledge. A website is also the best employee, working 24/7, so investment in its appearance and functionality is essential.

People want a high-quality, fast, and efficient site – all in one. Even Google has been warning for years that websites must focus on quality. Those who lose rankings often get the same answer from Google: Maybe it’s not your fault, but other websites match this query better.

A good website has a unique design, performance, accessibility, best practices, and SEO at an enviable level, with its experience tailored to the visitor. When the audience visits a website, it gives them the first impression of a business. Therefore, the website must be visually attractive, unique, and functional to keep the user’s attention.

The task of web design is to make this possible, taking into account the end users and ensuring efficient navigation. Quality content presentation – images, animations, typography, and music – forms the basis of web design. The site’s design should focus on fulfilling set goals and strengthening the brand while remaining easy to use.

Providing an excellent user experience is necessary because a satisfied user converts into a client. Therefore, Web Development must remove causes of potential user dissatisfaction, such as long loading times or poor readability caused by bad color choices. A quality website is also reliable and secure.

The introduction of smartphones has expanded the scope of web design, with mobile browsing exceeding 60%. For this reason, Web Development implements responsive design, meaning the content adapts dynamically to the screen size. The site must be visible and functional on all devices – desktop, tablet, and mobile.

Mobile commerce now represents almost half of all e-commerce activities, so web designers pay special attention to smartphone and mobile device users. Loading speed plays a significant role – statistics show that over 50% of users will leave a website if it doesn’t open within the first 3 seconds.

Optimizing a site for mobile improves user experience and search engine indexing. A slow page drives away visitors and can cause lower rankings or removal from Google’s search consideration.

Google Lighthouse Report

Anyone serious about Web Development uses Google Lighthouse. This tool analyzes performance and measures the quality of a website or web application, evaluating criteria such as performance, SEO, accessibility, and PWA (Progressive Web App). It also provides best practice recommendations.

A Lighthouse Audit evaluates different areas with a score from 0 to 100, where 100 is the best.

Accessibility

Web Accessibility is a standard for creating web pages and applications adapted to people with disabilities. This includes features such as HTML alternative text for images, visual presentation adjustments, and sign language translation for videos.

Performance

Performance – or site loading speed – is a critical indicator in the Lighthouse Report. Especially on mobile or as a PWA, loading speed affects both Google rankings and user experience.

Best Practices

Best Practices are recommendations for the most efficient way to achieve desired results. Lighthouse provides clear guidance on how to improve a website’s performance, security, and accessibility, ensuring it meets modern standards.

For these reasons, every Web Developer should know, understand, and use the Lighthouse Report to build optimized, accessible, and high-performing websites.

Google Ads – Paid Search Advertising

You must have noticed that the first results appearing in Google search have the label “Ad.” These are paid ads on Google’s advertising service – AdWords. In addition to the fact that AdWords will push your site to the first page of the search, advertisements on Google Ads are also attractive because they pay per click (PPC – Pay per Click).

The only case where you will be charged is when visitors click on the site link, and the decision of how much money it will cost for one click depends solely on the website owner. Another advantage of Google Ads is that no contract binds you, and you can pause or cancel the service anytime.

Google Ads works according to an auction system: Advertisers offer different prices for a click and thus compete for a position in Google search. Campaigns can work for almost any advertising budget.

However, even if you pay more per click than your competitors, your ad may not appear at the top of the search results. Google uses another factor that determines ad position in addition to the cost per click – the Quality Score.

The Quality Score defines how well an ad matches what someone was looking for. It is ranked on a scale from 1 to 10; the higher it is, the more effective the ad will be and the lower the cost per click. Ad position is determined by multiplying the Quality Score with the cost per click, forming the AdRank.

Effective advertising aligns cost per click and relevance. This means a well-designed, creative ad with a lower budget can outperform an expensive but irrelevant one.

One popular method is keyword advertising – targeting search terms related to your product or service. Another is remarketing, which displays ads to users who have already visited your website and follows them around the web.

Social Media Services – A Powerful Ally of SEO Optimization

Social Media Services have evolved from simple messaging platforms into powerful marketing tools for promoting products and services. While Google claims they do not directly affect SEO rankings, their indirect impact is undeniable.

Active and engaging accounts on platforms such as Facebook, Twitter, LinkedIn, YouTube, Pinterest, and Instagram can drive qualified traffic to your website, leading to conversions.

For social media to positively impact SEO, accounts must be maintained regularly with relevant and engaging content – not spammed with excessive posting.

Although Google prioritizes natural backlinks, social media links still help search engines understand site content and may even rank social pages higher than the website itself for certain keywords.

Sharing content builds brand awareness, increases visibility, and can improve SEO indirectly by attracting visitors from multiple channels.

Link Building – Strengthening Your Website Authority

With over a billion active websites, competition for first-page Google rankings is fierce. Link Building – acquiring backlinks from other sites to yours – remains one of the most effective SEO strategies.

Quality backlinks confirm your site’s authority, relevance, and trustworthiness to Google. The focus should always be on quality over quantity. Backlinks should be natural, contextually relevant, and use appropriate anchor text.

A good backlink profile signals that your content is valuable to the wider community. Avoid dubious or spammy sources, as they can harm rankings.

Google differentiates between do-follow links (which affect ranking) and no-follow links (which don’t). A healthy mix of both looks natural.

Link building techniques are categorized into White Hat SEO (ethical, following Google guidelines) and Black Hat SEO (unethical, manipulative).

• White Hat SEO examples: guest posting, content promotion, creating infographics, building relationships, internal linking.
• Black Hat SEO examples: hidden links, keyword spamming, auto-generated content, structured data abuse.

Black Hat SEO may bring short-term results but risks severe penalties or bans from Google. Sustainable, long-term ranking improvement always comes from White Hat Link Building practices.