Web design and SEO – they must work together
An effective website requires more than just good design. In order to attract the attention of web users and get noticed by search engines, it is essential to have an effective optimization plan in place, which is a very different aspect of a successful website than just visual appeal.
Oftentimes, when an innovative design is introduced, the optimization does not work as well as it should to achieve the desired goals. That’s why it’s so important for developers to work closely with marketing and SEO – and vice versa. The end result can be a careful and successful combination of both efforts.
Why is web design important for SEO?
Website design for SEO helps you improve your search engine rankings. This means you are more visible when your potential customers are searching for your offering. A website achieves this through responsive web design.
Appearances can be fleeting
A website must be attractive to engage visitors – there’s no question about that. However, the appearance must be such that it does not interfere with optimization efforts. Sometimes, certain elements of a website’s design can do exactly what should be avoided at all costs.
The use of JavaScript and Flash animations, often favored by some web developers, are two examples of design efforts to be avoided, as they are not recognized by web crawlers and have nothing to do with effective optimization.
User-friendly navigation and sitemap
When evaluating pages, there are other important factors to consider from the designer’s perspective. The inclusion of user-friendly navigation and sitemap is very important and should be integrated into the overall design.
A layout that uses keywords in H1 headings and meta tags has value and should be recognized as such in any website map. Simple and effective internal links between websites are also critical to the success of optimization efforts.
Minimizing navigation and using unique page titles and URLs are solid techniques that positively impact optimization and are part of any good website plan.
Collaborate on design and optimization
Ideally, the best designer is someone who understands both marketing and SEO, understands the importance of both, and is able to translate those requirements into an innovative and visually appealing presentation.
The truth is that both SEO and new website ideas are constantly evolving, not to mention the need to keep up with the latest news and techniques in both areas. That’s why it’s so important for these two positions to work together on website projects for the most productive results. Design influences SEO – and SEO also influences design.
The goal of the website team
The goal of the website team should always be to define the primary purpose of the site, identify the target audience, and understand how customers will use the online services. Once these elements are clear, a navigation structure and layout can be developed that promotes optimization while leaving enough room for creativity to attract users.
A decision needs to be made on how best to place text and images for search engine optimization so that the designer has the opportunity to create an attractive presentation for viewers.
When the design is ready, the optimization should be carefully considered. If significant changes to the placement of elements or the way navigation works seem problematic for search engine optimization, further thought between the designer and the marketing department is necessary.
This may seem like a constant cycle, but experienced web designers and SEO experts usually know which methods and layouts work well together and which do not. Once the perfect combination is achieved, the benefits become evident through higher search engine rankings, attractive design, and user-friendly functionality!
