Since SEO contributes significantly to the amount of traffic any website receives, it pays off to do it right. Unlike what many people think, making your content SEO friendly is not enough. A lot of factors considered by search engines aren’t actually on your page, but behind the scenes. SEO best practices should be regarded in every single aspect of your website if you are serious about getting successful. That means that SEO best practices should be applied right down to your website design.
How Does SEO Relate to Website Design?
When we think design, our minds generally take us to creativity, brand identity and most importantly, aesthetics. Most people aren’t even aware that website design and SEO relate and can impact each other. Having an attractive design that is visually appealing to your viewers is excellent and essential in its own right, but if SEO isn’t considered in the process, it could do more harm than good.
Just because a website looks beautiful, organized and professional, doesn’t mean that its search engine rankings will be equally as high. In fact, in many cases, the best-designed sites perform poorly in driving traffic from search engines because their structures aren’t compliant with the search engines’ requirements.
We must not forget that while we humans can place value in and appreciate beauty, search engines don’t work the same way. Their rankings are based entirely and objectively on a series of factors that are evaluated through complex and specific algorithms. A beautifully designed website that doesn’t check the right design structure boxes will be left behind, while a less aesthetic but more SEO friendly one will take the lead in the rankings.
Overall, we must not forget that search engines are the tools that help potential customers find your website. Once they’ve seen your website, it is great to impress them with a practical and beautiful design. However, if visitors don’t make it to your site, all that effort and investment is simply a colossal waste.
SEO vs Aesthetics: A Great Site Does Both
Thankfully, there’s no reason why your site can’t be a top performer on both areas: design and SEO. Since search engines are a vital source of traffic and sales for your business, it’s smart to make this clear to your web design team right from the start. That way, your designer will know to stick to SEO website architecture requirements and help get your site where you want it to be. Otherwise, the lack of communication regarding expectations might take you in the opposite direction.
When choosing your web designer, besides looking at their portfolio and evaluating aesthetics, it’s of prime importance to inquire about their SEO training and if they are comfortable creating websites that strictly abide by SEO practices. By working with an SEO expert, you can be confident your site will perform well. An SEO friendly web design isn’t particularly more expensive, so if you are already investing, make sure you benefit from both fronts – aesthetics and traffic.