Considering how competitive the online market is today, companies must establish an online presence. Modern-day consumers now turn to the internet when searching for practically anything. As research shows, users perform at least one online search before finalizing their purchase decisions. As such, your company must have a website that will effectively represent your brand in search results.
The importance of having a website
A website’s primary role is to become the face of your business and to influence the buying decisions of your targeted audiences. That said, having a website won’t suffice. Rather, it’s also essential that your site is displayed in the search results so people can see it when they’re searching for relevant keywords. You have to remember that many consumers don’t search for the website name. In most cases, people search based on their needs or wants. Usually, these refer to certain products or services they need or the subject of information they’re looking for. So if your site isn’t visible in the search results when people conduct these searchers, your website is considered nonexistent to these people.
Now, the question is–how can you ensure that your site is ranking on search results for these keywords? Why should Google or other search engines pick your site to be on page 1 lineup of websites when users search for relevant keywords of your business? This is where SEO, or search engine optimization, comes into play. Typically, SEO talks about things like content, backlinks, site architecture, internal links, and so on. But for this article, we discuss how web design affects your SEO.
How web design impacts SEO
Web design and SEO have to work together for optimum results, which is why many SEO companies today also offer web design as part of their SEO services while many web designers also ensure to incorporate SEO in their web design process. Nonetheless, many companies still haven’t grasped the huge role SEO plays in their website design. As a result, they ignore the potential value that SEO brings to their website during web designing phrases.
Driving traffic to your site becomes remarkably easier if it uses an SEO-friendly web design. Many technologies today are so great at making websites look cooler and visually pleasant but are not exactly search engine friendly. Don’t be fooled by those designs. If your site uses these technologies, then your site is likely preventing or slowing down search engines when they tried to access the content of your website. And if search engines cannot easily access your website content due to web design difficulties, then it’s unlikely to get high rankings in search results. Implementing SEO best techniques goes beyond just linking and content. Rather, it has to be done with the right technologies, navigation, site structure amongst all things. And this is where SEO is a vital player in your website design.
Another important aspect of SEO that has to be considered when designing your site is the content. Before anything else, your web design should be able to have a complete grasp of what your website is all about. Once this has been established, they can then create a keyword list that your potential customers might use when searching for information on your website. Having the right number of keywords on each web page will also significantly help in ranking your pages better in search results.
Organized and well-structured navigation is also incredibly important. Otherwise, visitors might end up frustrated trying to get around your ineffective navigation or inconsistent design, or worse, they might abandon their shopping carts. Proper SEO web design provides a seamless experience for your potential customers. Every nook and cranny of your site on any device should be user-friendly and consistent. Don’t settle with a good enough website design. Instead, you should only accept the best because that’s what optimization is.
One indicator of a good web design that’s built with SEO in mind is when it’s optimized for conversions. Driving people to your site, specifically potential customers is integral. But what’s even more important is your site’s ability to close the sale with them. SEO web design is also optimized for conversions, helping you effectively convert all the high-quality traffic your site is getting. Micro-conversions, albeit little things, can help attract people to your site. These small CTAs may include watching a video, taking a quiz, clicking a link, or signing up for a newsletter.
Earning the Favor of Google Through SEO and Web Design
Most people think that search engine optimization (SEO) and web design are two separate website components. Well, I think it’s time to reconsider your views. Truth is, when used together properly, both elements are more powerful than you think. Google cares about the looks of a website and digs deeper than you might initially think. Although Google and other search engines don’t see it the way humans do, there are advantages to creating a responsive website that will amplify your SEO efforts more than ever before. Establishing an affinity with Google goes beyond just keyword frequency. And so, below are the ways you can make your website rank higher on search results and stand out from the rest through SEO and web design:
A few years ago, Google revealed its webmaster blog and how it was geared on indexing mobile sites. Before, the desktop version of a website was indexed first and foremost. However, from then on, Google started to roll out a mobile-first campaign. Unsurprisingly, Google did a smart move considering that 70% of all internet traffic back then came from smartphones. And that figure is only going to surge up in the next years. So, if you want to optimize your website for Google when designing or redesigning it, make sure to pay extra attention to its mobile version, since that’s what the recent algorithms will be looking at more. Also, texts, pictures, and videos on your mobile version website should be responsive. Use the mobile version as your testing ground as it is the best way to get approval from Google. Ultimately, a well-designed website for mobile devices will improve your SEO.
A user-friendly website is also Google-friendly
When a site visitor browses through your site and just leaves because they are unable to find what they want, what do you call it? This so-called lost sale is what Google refers to as a bounce. It’s getting clearer that as Google algorithms evolve, what’s good for users is also for the benefit of Google, and vice versa. When designing your website, it’s crucial to use a clear and easy-to-navigate design so users can easily find what they’re looking for. This allows for more site dwell time, more engagement, and more backlinks, which are all Google’s favorites. User-friendly, intuitive web design is an essential SEO component yet one that’s also easily overlooked. So, if a website is hard to navigate and unresponsive, users will find it problematic, and so will Google.
Slow and steady won’t earn you points
A good website design loads quickly and cleanly. Keeping it simple and uncluttered helps boost your page speed, a key Google metric for indexing and ranking websites. Websites that load longer tend to have higher bounce rates and lower dwell time. Moreover, slow pages can also cut back your online conversions. Thus, to speed up your pages, using a good design is a start. Compress and use the right format for your images. A clean page promotes a better load time, which in turn, results in a speed page, and finally, a happy user.
Good content delivers good SEO
Do away with those flowery words, and opt for straightforward, clear, and concise content, instead. Google loves websites that publish clear and intuitive content pieces, accompanied by easy-to-navigate pages, and proper keyword placement. Building cornerstone content that’s relevant, clear, and specific to common user queries boosts your chances of being on the Google snippet. User-friendly pages, FAQs, and how-to articles are some of the simplest ways to achieve that. In conclusion, good structure and relevant content help you rank higher and can even place you on a highly coveted search position.
A site map should make sense
Does your website have a site map? What does it look like? Does looking at it make your head spin? If you find your internal linking structure difficult or worse, impossible to understand, then you can expect that your users will react the same way. And it certainly won’t make sense to Google as well. As such, you must spare some time and more effort into fixing or streamlining your link structure. Examine your anchor texts and see if it adheres to the best practices. Make sure that there are no dead ends for users to get stuck on. Furthermore, your design should be intuitive, meaning it leas users to the right pages or places on your site. A site map is an essential component of both web design and SEO. Hence, it’s best to have your design team and SEO people working together.
Google is getting smarter, and it won’t stop advancing anytime soon. Gaming the system is extremely harder now. To make your pages appealing to Google and users, your design and SEO aspects have to work hand-in-hand.