As a web designer, you likely prioritise aesthetics when creating a website. However, it’s important to also consider search engine optimisation (SEO) to ensure that your site ranks well in search results. While SEO agencies and designers may sometimes have different goals, it’s possible to achieve both a visually appealing website and strong search engine rankings.
Here are a few tips to keep in mind during the design:
Above the fold content
It’s commonly believed that the most important content on a webpage should be “above the fold,” or visible without scrolling. However, Google has stated that user experience should be the top priority, rather than prioritising the needs of search engines. This means that it’s important to consider both the needs of your audience and the requirements for strong search engine ranking.
Web designers and SEO specialists should work together to achieve a balance between aesthetics and search engine optimisation. While it’s important for content to be placed in a way that helps with ranking, it’s also crucial to ensure that the page is visually appealing and easy to use for the audience. If there is a conflict between design and SEO considerations, it’s the responsibility of both parties to find a solution that works for both.
It’s worth remembering that the ultimate goal is to not just attract traffic to the site, but to also convert that traffic into customers. To do this, both the user experience and search engine ranking must be taken into account. By working together, SEO experts and web designers can create effective, high-performing websites.
Don’t stuff in the content
It’s important for web designers to consider the layout and visual appeal of a webpage, while SEO specialists focus on ensuring that the page is optimised for search engines. This can sometimes lead to conflicting priorities, such as the desire for minimal content on the page from the designer and the need for more content from the SEO specialist.
To find a balance, it’s important for SEOs to focus on writing content with “E-A-T” in mind. This stands for expertise, authority, and trust, and Google values these qualities in website content. However, it’s not necessary to make the content overly long or informative. The goal is to clearly and concisely convey the necessary information.
There are several ways to break up large chunks of text and make a webpage more visually appealing. Using bullet points, numbering, pull quotes, and image captions can all help to organise and emphasise key points. It’s worth noting that image captions and alt text serve different purposes, with captions providing additional context for the image and alt text describing the content of the image for accessibility and SEO purposes. By finding the right balance of aesthetics and SEO, web designers and SEO specialists can create effective, high-performing websites.
Seek a compromise over fonts, images and effects
Web page loading speed is an important factor for search engine ranking, but it’s not the only consideration. It’s also important to maintain a visually appealing design. To find a balance, it’s best to use web-native fonts and optimise images to load quickly. If necessary, consider using a content delivery network (CDN) to ensure that images load efficiently without compromising on quality.
Designers should also use animation and video elements sparingly, as they may distract users and may not be recognised by search engines. By considering both design and loading speed, you can create a website that performs well and provides a good user experience.
The mighty 301 redirect
The 301 redirect is a powerful tool that can be used to redirect web traffic from one webpage to another. It’s important to use the correct type of redirect depending on the situation. A 302 redirect is meant for temporary redirects, while a 301 redirect should be used for permanent redirects.
Using the wrong type of redirect can have negative consequences on search engine ranking. If you’re unsure which type of redirect to use, it’s best to err on the side of caution and use a 301 redirect. If necessary, this can be changed later. It’s always a good idea to consult with an SEO specialist if you have any doubts about redirects. By using the appropriate redirects, you can ensure that your website performs well in search results.
SEO specialists and web designers must collaborate to create websites that are both visually appealing and well-ranked by search engines. It’s important to remember that the ultimate goal is to provide users with the best possible experience, and this includes both the design and the content of the website.
Google’s primary focus is on providing users with easy-to-use websites that feature high-quality content. To achieve this, it’s necessary to have both SEO expertise and strong design skills. By working together, SEO specialists and designers can create websites that perform well in search results and provide a positive user experience. Don’t forget that it takes both of these roles to build a successful website. By collaborating and utilising the strengths of each team member, you can create the best possible website. If you’d like to learn more, please contact us today!