Search Engine Optimization practices have changed since the advent of search engines. Keyword stuffing on multiple pages in a website could drastically improve search engine rankings before but today, search engine algorithms are stricter on what it takes for a website to achieve top rankings on search. Contemporary website designers have more technology available for designing better websites. Moreover, search engine optimization should be integrated right into the website design. You need to find a web design company that can deliver a search engine optimized website design.
There are some website design components and features that are a primary concern for search engine optimization. Search engines are all about delivering to internet users what they are looking for online, so designing a website with the end user in mind could help improve search engine rankings due to various technical reasons. The following are SEO considerations to make when designing websites and user interaction.
Web design trends
Putting web content at the fingertips of the user is one of the best ways to ensure longer interaction with the website. It leads the consumer through a storytelling process that will eventually end in an action from the consumer. Making things easy for the user and still meeting the SEO challenges can be a bit daunting for website designers.
- Responsive website design
- Less is More
- Cognitive dissonance
- Reasonable surfer patent
Responsive website design refers to designing website pages that are compatible with multiple devices and platforms. The website literally responds to whichever device it is opened on. Responsive website design is very important for a great user experience because the website will perform optimally in whichever device it is opened in. Other than a great user experience, responsive website design is also important for search engine optimization. Previously, you had to create two websites, a mobile site and a desktop site. Because your website is accessible on both desktop computers and mobile devices under the same link, your link equity remains undiluted.
Instead of having to link to two different URLS, you can get better traction on your external links from a single URL through responsive website design. Switchboards usually do not pass 100% of the link value and this is a huge loss to your SEO efforts.
HTML5 is the latest coding language in website design and development. HTML5 designs are more interactive and inspirational compared to previous HTML5. It is crucial to code HTML5 properly for search engine recognition. For the search engine bots to index the website better, you can use HTML5 to show the static content on the website.
Reducing some of the content would be great for your SEO. Of course, most search engine optimization experts will think of reducing content as an SEO disaster. The typical person makes about 70 choices in a day, providing fewer choices on your website making it easier for consumers to make decisions on your website. Best web design and SEO practices avoid overwhelming internet users with too much content and too many decisions to make in one page. Too many categories and subcategories could easily cause the audience to be overwhelmed and disconnected from the content.
When you reduce the number of choices, you can create better quality and engaging SEO content for your website that leads to top rankings in search engines. Search engine algorithms today are greatly concerned about content quality and great user experience, the more users are satisfied with the website, the higher the chances of ranking better in the search results.
Hummingbird for instance, is a recent change in Google which has proved that placing a lot of emphasis on topical subcategory pages can be bad for your search engine optimization strategy. Previously, more pages meant more content, more keywords and greater chances of ranking. This no longer the case today.
Internet users will move to the next website on the list if they feel like they are not in control when using your website. This is what cognitive dissonance is all about; matching expectation with reality and people will avoid your website if their expectations do not match the reality. If the website is not easy to navigate or has cluttered content with too many choices, the internet user would rather leave than stay in this chaotic environment. The website design should be driven by data and user experience to engage internet users for longer.
The keyword-to-landing page level is a core area of cognitive dissonance concern to SEO experts. The keywords used in search should match the kind of content on the landing page in order to meet the internet user’s expectations of the website. Routine sorting of SEO entry pages depending on the bounce rate is necessary to ensure that internet users find what they expect when they land on your website. By checking the types of keywords driving traffic to these pages, you can ensure there is an adequate response on to your website.
Google has Reasonable surfer patent which works on the concept that prominent links that get more clicks lead to better internal page rank. By changing your website’s main navigation or moving prominent links to less popular locations, you could suffer a decline in rankings on search engines. This shows just how closely search engine optimization is tied to website design, and that with every change you make to your website, you should keep search engine optimization in mind.
Website design decisions could either hurt or help your search engine optimization. Website accessibility and the best practices in website structure are important as indicated by the latest website design trends. You can benefit both your users and your business by getting website designs that do not confuse or overwhelm internet users. The structure of the website should be a breeze for internet users to move around the website and find exactly what they are looking for. Creating website pages with the end user in mind and combining the best website design practice with search engine optimization is the best way to go about it.
Jack Dawson is a web developer and UI/UX specialist. He likes to share knowledge and points of view with other developers and consumers on platforms. Visit our website if you are looking for a web design company based in New York that can deliver.
Clayton Johnson is the CMO of The HOTH SEO company. He has over 8+ years experience in the SEO industry and has spoken at events like SEJ Summit. The HOTH has been featured in Inc 5000, Forbes, SMX, Pubcon, Content Marketing World, Affiliate Summit, Brighton and more.